调控背景下中铁八局房地产开发有限公司发展战略研究

发布时间：2018-03-31 20:24

本文选题：战略　切入点：宏观调控　出处：《西南财经大学》2013年硕士论文

【摘要】：中铁八局房地产开发有限公司是中铁八局旗下的专业房地产开发企业。公司具有多年的房地产开发经验,以做负责任的城市建设者为公司经营宗旨,把多年铁路路桥施工的成功经验带入房地产建设当中,在房地产市场高速发展的大潮中,实现了良好的业绩和迅速的发展。近年来,中央对房地产宏观调控的政策持续加强,从2010年的“国十条”、“国十条”、“9.29新政”,到2011年1月的“新国八条”层层加码。今年2月20日又出台“国五条”,要求完善稳定房价工作责任制,坚决抑制投机投资性购房,增加普通商品住房及用地供应,加快保障性安居工程规划建设,加强市场监管推进信息系统建设和信息公开。2月26日下发《关于继续做好房地产调控工作的通知》,强调按照转让所得的20%计征个人所得税。宏观调控重拳频出,房地产市场持续趋紧,行业不确定性因素增多,行业拐点隐现。在调控政策不断强化的大背景下,房地产公司如何制定生存和发展的战略,成为我们的当务之急。论文分五个章节对中铁八局房地产开发有限公司在调控背景下的战略选择进行了深入的分析和阐述。第一章从中铁八局房地产开发有限公司历史及现状引入,介绍了公司组织架构,产权归属,在建在售项目情况,公司的基本能力、公司目前的经营状况下有哪些机遇,公司经营存在的主要问题以及存在的挑战。第二章立足于宏观调控,详细解析了国内外宏观经济走势,以及宏观调控对房开公司外部环境的影响,基于对国际经济的不确定因素和国内政策的不确定因素分析,对公司面临的决策风险进行了阐释,并且为战略选择打下基础。文章紧接着又分析了房地产行业具体的行业状况,对影响市场需求的主要因素进行了识别和逐一分析,并对可能的房地产市场的拐点进行了大胆的预估,然后用五力模型对房地产行业的状况进行总结。第三章详细介绍了中铁八局房地产开发有限公司的内部环境,对公司的人力资源状况、业务能力、主要经济指标、当前业务流、当前业务流的实现方式、财力资源、品牌建设、核心能力进行了分析,然后通过SWOT列表进行归纳。第四章根据五力模型和SWOT分析得出的结论,结合公司自身优势和市场情况,对确立企业发展的总体战略目标、总体战略选择、竞争战略选择进行探讨。第五章中详细论述了公司战略的具体实施和控制。提出了细化项目管理,提高经营质量；加强风险防范,夯实基础管理；以持续发展为重点,努力寻求新项目；深化绩效考核,提高项目管理水平；扎实推进内控体系,不断规范管理制度；加强资金预算管理,切实降低财务风险；着力提高成本管理能力,提高资金利用效率；深化干部队伍培养,夯实企业持续发展基础；推动企业文化建设,增强企业凝聚力等具体措施。论文全面地探讨了在宏观调控持续强化的市场环境中,中铁八局房地产开发有限公司应如何进行正确的战略抉择,并对战略的实施和控制进行了详尽地分析。这些探讨和分析对公司的经营提供了有益的启示。文章中的一些结论对公司的可持续发展具有重要的参考价值。
[Abstract]:China Railway Eighth Bureau Real Estate Development Co . , Ltd . is a professional real estate development enterprise owned by China Railway Eighth Bureau . The company has many years of experience in real estate development . The company has been responsible for the construction of real estate . It has brought the successful experience of railway bridge construction into real estate construction , and has achieved good performance and rapid development in the tide of high - speed development in real estate market .

In recent years , the central government has continued to strengthen the policy of macro - control of real estate . From 2010 to Jan . 20 , China ' s National Articles , 10 Articles , 9.29 New Deal and the New National Eight - story Code of January 2011 have been issued . On Feb . 20 , China ' s five - bar code has been issued to improve the system of housing and land supply , to speed up the construction of affordable housing and land supply , to speed up the construction of affordable housing and land supply , to speed up the construction of affordable housing and land supply , to speed up the construction of affordable housing and land supply , to speed up the construction of affordable housing and land supply , to speed up the construction of affordable housing and land use , to speed up the construction of affordable housing , and to strengthen market supervision and advance information system construction and information disclosure . In the context of the continuous strengthening of regulatory policies , the strategy of real estate companies to formulate survival and development has become a top priority .

In this paper , five chapters deeply analyze and expound the strategic choice of China Railway Eight Bureau Real Estate Development Co . , Ltd . in the context of regulation and regulation .

The first chapter introduces the history and present situation of the Real Estate Development Co . , Ltd . , and introduces the organization structure of the company , the ownership of the property rights , the situation of the project under construction , the basic ability of the company , the opportunities for the company ' s current operating conditions , the main problems and the challenges that exist .

In the second chapter , based on macro - control , the macro - control is analyzed in detail , and the influence of macro - control on the external environment of the company is analyzed . Based on the analysis of the uncertain factors of the international economy and the uncertain factors of domestic policy , the paper analyses the risk of decision - making and analyzes the main factors that affect the market demand . Then , the author makes a bold estimate of the possible inflection point of the real estate market , and then summarizes the situation of the real estate industry by using the five - force model .

The third chapter introduces the internal environment of China Railway Eighth Bureau Real Estate Development Co . , Ltd . , analyzes the human resource condition , business ability , main economic index , current business flow , current business flow , financial resources , brand construction and core ability of the company , then concludes through SWOT list .

In the fourth chapter , according to the conclusion drawn from the five - force model and SWOT analysis , combining the company ' s own advantages and the market situation , the article probes into the overall strategic goal , the overall strategic choice and the competitive strategy choice of establishing the enterprise ' s development .

In chapter 5 , the implementation and control of the company ' s strategy are discussed in detail . The detailed project management is put forward and the operation quality is improved .
Strengthening the risk prevention and tamping the basic management ;
Efforts to find new projects focused on sustainable development ;
Deepening the performance appraisal and improving the level of project management ;
Advance the internal control system and constantly regulate the management system ;
Strengthening the management of capital budget and effectively reducing financial risks ;
Strengthen the ability of cost management and improve the utilization efficiency of funds ;
To deepen the cultivation of cadres and to consolidate the foundation of sustainable development of enterprises ;
Promote enterprise culture construction , enhance enterprise cohesion and other concrete measures .

In this paper , the author discusses how to make the correct strategic choice in the market environment in which the macro - control is continuously strengthened , and makes a detailed analysis of the implementation and control of the strategy . The discussion and analysis provide useful inspiration to the operation of the company . Some of the conclusions in this paper have important reference value to the sustainable development of the company .

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

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