基于动态能力的HY房地产公司战略转型研究

发布时间：2018-04-03 01:04

本文选题：战略　切入点：房地产　出处：《云南师范大学》2017年硕士论文

【摘要】：房地产产业是我国国民经济的重要构成部分。从最初的计划经济时代的福利分房,到现在以市场经济为主体的房地产市场,由最初高速发展阶段到现在根据市场需求进行的各项调节,房地产市场一步一步地逐渐成熟。2015年以来,房地产市场运行态势出现了新变化。由于国家进行大战略方针,加快城市化进程,房地产发展分布依据市场经济的无形调控之手,逐步形成了以一线城市(包括局部二线城市)为主体的繁荣之势,房地产价格也是积极攀升,与此同时,三四线城市的房地产市场萎靡不振,库存量逐渐加大,导致房地产市场产能过剩。对于参与市场竞争的房地产公司也逐步发生了分层,大型房地产企业盈利能力越来越强,中小型房地产企业规模越来越小,甚至到了后续没有项目可以开发的地步,就是某种意义上的僵尸企业。国家根据现有的房地产行情,加大了供给侧结构性改革,积极引导产能过剩地区的房地产企业,进行供给侧针对性转型,所以,房地产企业积极探索新的业务模式,养老+地产、金融+地产、园区+地产、互联网+地产等新模式纷纷涌现,提升自身在市场的竞争力。政府政策实际上为房地产行业提供充分的保障。房地产调控思路有所转变,由直接行政性“限购”转变为综合使用信贷、税收、土地及多种市场化方式综合调控的方式,同时随着房地产市场进入调整期,调控政策因城而异,根据不同城市的房产需求,制定出不同的房产政策;宏观上政策调控,主要是确保房地产市场健康稳定繁荣,为国家城镇化建设的大战略打好基础。所以房地产企业必须清楚的知道国家发展的大战略、大环境,通过战略转型投入到国家鼓励的蓝海中去;及时根据企业自身的情况进行发展战略的调整,为保证企业健康发展提出了更高的要求,也是一个很有意义的研究课题。首先,本文介绍研究的背景、理论意义与现实意义以及论文的研究理论基础:战略转型理论、SWOT理论以及动态能力理论,然后对论证的方法以及论证的思路进行了分析,同时在行文架构以及研究的内容逐步进行了详细的阐述。其次,对影响企业进行战略转型升级的各类因素进行归纳与解析,以及分析企业具备各方面动态能力的表现,对两者分别进行了阐述。接下来,基于对战略转型理论和动态能力理论的研究,论证了二者之间的关系。根据上述理论依据,分析房地产行业主要影响战略转型的因素,分层次地进行了归类,同时根据房地产行业的综合特性进行了框架研究。再通过对HY房地产公司进一步应用研究。结合前面的层次分析法对HY房地产公司动态能力指标进行了综合应用,从战略转型的背景分析、转型的环境分析、转型的实施三个方面进行论述,描述了HY房地产公司依据动态能力理论,反映出其自身的战略转型的综合能力,同时对HY房地产公司的后期战略转型必须引起重视的各类因素提出建议。
[Abstract]:Real estate industry is an important part of our national economy.From the initial planned economy era of the welfare housing division to the market economy as the main body of the real estate market, from the initial stage of rapid development to the current adjustment according to market demand.The real estate market has matured step by step. Since 2015, there has been a new change in the operating situation of the real estate market.As a result of the state's broad strategic policy to speed up the process of urbanization, the distribution of real estate development is based on the invisible control of the market economy, gradually forming the prosperity of first-tier cities (including local second-tier cities) as the main body.Real estate prices are also rising positively, while the real estate market in third-and fourth-tier cities is flagging and inventories are gradually increasing, leading to overcapacity in the real estate market.For the real estate companies participating in the market competition, they are gradually stratified. The profitability of large real estate enterprises is becoming stronger and stronger, and the scale of small and medium-sized real estate enterprises is becoming smaller and smaller, even to the point where there are no projects to be developed in the future.Is a zombie enterprise in a sense.According to the existing real estate market, the state has stepped up supply-side structural reforms, actively guided real estate enterprises in areas with overcapacity to carry out supply-side targeted transformation. Therefore, real estate enterprises are actively exploring new business models.Pension real estate, financial real estate, park real estate, Internet real estate and other new models have emerged to enhance their competitiveness in the market.Government policy actually provides adequate protection for the real estate industry.The thinking of real estate regulation and control has changed, from direct administrative "limited purchase" to comprehensive use of credit, taxation, land and various market-oriented ways of comprehensive control. At the same time, as the real estate market enters the period of adjustment, the adjustment and control policies vary from city to city.According to the real estate demand of different cities, different real estate policies can be worked out, and macro policy control is mainly to ensure the health, stability and prosperity of the real estate market and lay a good foundation for the construction of national urbanization.Therefore, real estate enterprises must clearly know the big strategy of national development, the big environment, put into the blue sea encouraged by the state through strategic transformation, and timely adjust the development strategy according to the situation of the enterprises themselves.In order to ensure the healthy development of enterprises put forward higher requirements, but also a very meaningful research topic.First of all, this paper introduces the background of the research, theoretical and practical significance, and the theoretical basis of the paper: strategic transformation theory SWOT theory and dynamic ability theory, and then analyzes the methods and ideas of the argument.At the same time, the structure of the text and the content of the study are elaborated in detail.Secondly, the paper sums up and analyzes all kinds of factors that affect the enterprises' strategic transformation and upgrading, and analyzes the performance of the enterprises' dynamic ability in various aspects, and expounds the two factors respectively.Then, based on the study of strategic transformation theory and dynamic capability theory, the relationship between them is demonstrated.According to the above theoretical basis, this paper analyzes the main factors affecting the strategic transformation of the real estate industry, classifies it in different levels, and studies the framework according to the comprehensive characteristics of the real estate industry.Then through the HY real estate company further application research.Combined with the analytic hierarchy process (AHP), the dynamic capability index of HY real estate company is comprehensively applied, which is discussed from three aspects: the background analysis of strategic transformation, the environmental analysis of transformation, and the implementation of transformation.This paper describes the comprehensive ability of HY real estate company to reflect its own strategic transformation according to the theory of dynamic capability. At the same time, it puts forward some suggestions on various factors which must be paid attention to in the later strategic transformation of HY real estate company.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F272

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