基于价值链TH房地产企业向商业地产转型研究

发布时间：2018-01-23 14:17

本文关键词： 住宅地产商业地产企业战略战略转型企业价值链　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：20世纪九十年代末以来,以住宅开发为主导业务的中国房地产行业高速发展。近几年,由于楼市价格过快上涨,投机性需求过大,导致房地产行业经济泡沫成分较高,对实体经济形成挤压。国家为了稳定房地产行业,促进经济健康合理的发展,相继出台针对房地产行业的限制性政策,进行宏观调控,使传统住宅类地产发展速度放缓,企业利润缩减。在此背景下,不少住宅地产企业开始向商业地产企业进行战略转型。本论文主旨在于应用价值链理论,并结合TH房地产企业实例,研究住宅地产向商业地产战略转型的策略。本论文首先回顾企业战略理论、企业战略转型理论、企业价值链理论;然后分析对比住宅地产和商业地产不同价值链构成和影响因素,通过研究尝试找出二者价值链差异;基于价值链差异,设计住宅地产向商业地产转型的路径;最后,分析住宅类房地产开发企业TH公司向商业地产公司转型的过程,为其设计战略转型的实施措施,并且对战略转型的路径进行更加具体和全面的研究。本文在住宅地产和商业地产的转型策略上有一定的独创性,尤其是运用了价值链进行战略转型研究,取得了比一般战略转型研究更加具体的成果,对于房地产公司的转型实践也具有一定的参考价值。同时,本文的研究结论在如何应用价值链进行相关多元化战略转型的研究方面,也有一定的借鉴价值。
[Abstract]:Since the end of 1990s, China's real estate industry with residential development as the leading business has developed rapidly. In recent years, because of the rapid rise in property prices, speculative demand is too large. In order to stabilize the real estate industry and promote the healthy and rational development of the economy, the government has introduced restrictive policies for the real estate industry. Carry on macroscopical control, make the development speed of traditional residential real estate slow down, enterprise profit shrinks. Under this background. Many residential real estate enterprises begin to make strategic transformation to commercial real estate enterprises. The main purpose of this paper is to apply the theory of value chain and combine with the case of th real estate enterprises. This paper first reviews the theory of enterprise strategy, the theory of strategic transformation of enterprise, and the theory of enterprise value chain. Then it analyzes and compares the composition and influence factors of different value chains between residential real estate and commercial real estate, and tries to find out the difference between the two value chains. Based on the value chain difference, design the path of the transition from residential real estate to commercial real estate; Finally, the paper analyzes the process of transforming th company into commercial real estate company, and designs the implementation measures of strategic transformation for it. And the path of strategic transformation is more specific and comprehensive research. This paper has some originality in the transition strategy of residential real estate and commercial real estate, especially the use of the value chain for strategic transformation research. It has achieved more concrete results than the general strategic transformation research, and also has certain reference value for the transformation practice of real estate companies. The conclusion of this paper also has some reference value on how to apply the value chain to carry on the research of the diversification strategy transformation.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4

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