经济新常态背景下房地产A企业战略营销研究

发布时间：2018-04-20 14:49

本文选题：经济新常态 + 宏观调控　；参考：《南昌大学》2017年硕士论文

【摘要】：随着经济新常态的到来,经济全球化的趋势逐渐呈平稳状态。我国政府为了遏制快速高涨的房价,保持房地产行业平稳、健康的可持续发展,出台了一系列房地产宏观调控的指导性政策。开始逐步理顺房地产市场的关系,调整房地产产业结构。在宏观调控背景下房地产企业面临着市场与发展空间不断被挤压的严峻挑战,更为严重的是部分房地产企业开始被兼并甚至被迫退出房地产市场。A房地产企业作为一家中型房地产开发公司,同样也受到了非常大的的市场冲击,两项最重要的经济指标销售面积和销售额都不断下降。急切需要调整固有的经营思路,制定出一套符合本企业的稳增长发展战略,来提高新常态背景下的生存与发展能力。论文首先阐述了所研究课题的背景和意义、梳理了房地产发展战略在国内外的研究现状,总结分析了发展战略的相关理论。重点对这几年国家出台的宏观调控相关政策进行了解读,并对宏观调控背景下的房地产企业发展总体态势进行了总结和分析。同时,A房地产企业也具备不同于其他房地产企业所具有特点,作为一家中型的房地产企业,拥有本地大量存量土地资源和不可复制的区位优势是A房地产企业最大的特点,论文通过对经济新常态背景带来的机遇与挑战的分析,对A房地产企业自身的优势和劣势进行了详细分析,通过分析得出了A房地产企业由传统的发展战略调整为稳中求增长的战略发展框架,具体战略的选择是利用企业自身的地域优势与政府开展深入的合作,并且积极参与当地基础设施、公共文化项目与旧城棚户区改造等专业化发展战略。以及利用自身存量土地资源优势吸引外来资金进行合作,开展同盟化发展战略思路,并对A房地产企业所开发的产品重新进行了市场定位,对实施过程中的人才、资金、风险等保障性要素建立了系统的实施与评估体系,有力地保障了企业发展战略目标的顺利完成。通过对经济新常态背景的分析,提出应如何因地制宜根据当地产业经济环境制定出适宜A房地产企业生存和发展的战略目标。以此作为研究课题的意义,一是能让A房地产企业在经济新常态背景下获得更好的生存和发展。二是能给相似背景的地方性房地产企业提供现实的借鉴意义。三是能清晰地梳理目前房地产行业的发展态势,更好为消费者提供市场需要的产品。
[Abstract]:With the arrival of the new normal economy, the trend of economic globalization gradually assumes a stable state. In order to contain the rapidly rising housing prices and keep the real estate industry stable and sustainable development, our government has issued a series of guiding policies of macro-control of real estate. Begin to straighten out the relation of real estate market step by step, adjust estate industry structure. Under the background of macro-control, the real estate enterprises are facing the severe challenge that the market and the development space are constantly squeezed. What is more serious is that some real estate enterprises are beginning to be merged or even forced to withdraw from the real estate market. A real estate enterprise, as a medium-sized real estate development company, has also been hit by a very big market impact. Two of the most important economic indicators sales area and sales are falling. It is urgent to adjust the inherent management ideas and formulate a set of stable growth and development strategy in line with the enterprise to improve the survival and development ability under the new normal background. Firstly, this paper expounds the background and significance of the research topic, combs the current research situation of the real estate development strategy at home and abroad, and summarizes and analyzes the relevant theories of the development strategy. This paper mainly explains the relevant policies of macro-control issued by our country in recent years, and summarizes and analyzes the general situation of the development of real estate enterprises under the background of macro-control. At the same time, A real estate enterprise also has its own characteristics different from other real estate enterprises. As a medium-sized real estate enterprise, it is the biggest characteristic of A real estate enterprise that it has a large amount of local land resources and a location advantage that cannot be duplicated. Through the analysis of the opportunities and challenges brought by the new normal economic background, the paper analyzes the strengths and weaknesses of A real estate enterprises in detail. Through the analysis, A real estate enterprise is adjusted from the traditional development strategy to the strategic development framework for steady growth. The specific strategy choice is to make use of the regional advantages of the enterprise to carry out in-depth cooperation with the government. And actively participate in local infrastructure, public cultural projects and urban shantytown renovation and other professional development strategies. It also makes use of the advantages of land resources to attract foreign funds to cooperate, carry out the strategic thinking of alliance development, reposition the market of the products developed by A real estate enterprise, and make use of the talents and funds in the process of implementation. Risk and other supporting elements set up a systematic implementation and evaluation system, which can ensure the successful completion of the strategic goal of enterprise development. Based on the analysis of the background of the new normal state of economy, this paper puts forward how to formulate the strategic goals suitable for the survival and development of A real estate enterprise according to the local industrial economic environment. The significance of this research is that A real estate enterprises can survive and develop better under the background of the new normal economy. Second, it can provide practical reference to local real estate enterprises with similar background. Third, can clearly comb the current development situation of the real estate industry, better to provide consumers with products that the market needs.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F299.233.4

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