G房产集团发展战略研究

发布时间：2018-05-22 16:14

本文选题：商业地产 + 发展战略　；参考：《南京大学》2017年硕士论文

【摘要】：中国房地产的黄金十年已过去,随着中国经济L型拐点的到来,地产开发更为理性。宏观经济进入新常态、商业地产在一、二线城市不断激增、电商不断发展,市场竞争更为激烈。地产企业面临不断升级,走向品质化、精细化之路,这就要求各企业提高资源配置和管理效率,实现企业持续、稳定发展。随着我国房地产调控政策不断收紧,企业面临着越来越多的行业竞争挑战,地产企业必须要加强自我反思,寻找新的发展路径和目标。首先,要对自身内外部经营环境进行全面评估和分析,从企业长期发展角度出发,制定科学的战略目标。企业发展战略为企业发展指明了方向,正确的发展目标有利于优化配置企业各方面经营资源,促进企业综合经营效益提升。对于地产企业来说,必须要根据当前所处的内外部环境变化制定一套科学合理的战略规划,这是实现企业永续发展目标的基本保证。G国际集团创立于1992年,下辖商贸与房产两大子集团公司。其商贸集团于2006年在香港上市。企业在相当长的一段时期中,商业百货的销售业绩在业内一直位居前列。经过二十余年的发展,企业步入稳定期。由于近几年国内经济形势变化,企业更新提速,以“全生活”理念为核心,不断改造升级,打造新型百货时尚,同时,调整优化企业发展战略,寻求更大发展。本文基于公开收集到的行业信息及公司内部情况了解,以G房产集团的发展战略为研究重点,主要采用SWOT、PEST、波特五力模型作为研究工具。对公司所处的内外部经营环境、面临着的机会、挑战,自身优势和劣势进行全面分析。通过采用理论与实践相结合的方法,探讨如何制定一套科学合理的企业战略规划,根据当前企业面临着的经济、政策、竞争等各方面因素,制定企业核心战略目标。本文通过研究发现,G房产集团主要竞争优势在于国际背景、品牌资源、项目资源以及长三角地区较强市场竞争力等方面,要大力发展商业、住宅、酒店相结合的综合性项目,打造专业化、现代化、综合性的房地产经营模式,成长为国际化的多专业子公司共存、在国内地产市场具有极高知名度、较强竞争力的综合性地产企业集团。
[Abstract]:The golden decade of Chinese real estate has passed, with the arrival of the L-type turning point of China's economy, real estate development is more rational. Macroeconomic enters the new normal, commercial real estate in the first and second-tier cities continue to proliferate, e-commerce continues to develop, market competition is more intense. Real estate enterprises are faced with the road of continuous upgrading, quality and refinement, which requires enterprises to improve resource allocation and management efficiency, to achieve sustainable and stable development of enterprises. With the tightening of real estate regulation and control policies in China, enterprises are facing more and more competition challenges in the industry. The real estate enterprises must strengthen their self-reflection and seek new development paths and goals. First of all, we should make a comprehensive evaluation and analysis of our internal and external business environment, and formulate scientific strategic objectives from the perspective of long-term development of enterprises. The enterprise development strategy indicates the direction for the enterprise development, the correct development goal is advantageous to optimize the disposition enterprise each aspect management resources, promotes the enterprise comprehensive management benefit enhancement. For real estate enterprises, it is necessary to formulate a set of scientific and rational strategic planning according to the changes in the current internal and external environment, which is the basic guarantee to achieve the goal of sustainable development of the enterprise. G International Group was founded in 1992. Business and real estate under the jurisdiction of the two major groups of companies. Its trading group was listed in Hong Kong in 2006. For a long time, the sales of commercial department stores have been in the forefront of the industry. After more than 20 years of development, the enterprise into a stable period. Due to the changes of domestic economic situation in recent years, the enterprises renew and speed up, take the concept of "whole life" as the core, constantly transform and upgrade, create a new style of department store fashion, at the same time, adjust and optimize the development strategy of enterprises, seek for greater development. Based on the publicly collected industry information and the understanding of the internal situation of the company, this paper focuses on the development strategy of G real estate group, mainly using SWOTX PESTand Porter's five Force Model as the research tool. The opportunities, challenges, strengths and weaknesses of the internal and external business environment are comprehensively analyzed. Through the method of combining theory with practice, this paper discusses how to formulate a set of scientific and reasonable enterprise strategic planning, and according to the factors of economy, policy, competition and so on, to formulate the core strategic goal of the enterprise. This paper finds that the main competitive advantage of the Group lies in the international background, brand resources, project resources and the strong market competitiveness of the Yangtze River Delta region. It is necessary to vigorously develop a comprehensive project combining commercial, residential and hotel, etc. To create a professional, modern, comprehensive real estate business model, grow into an international multi-professional subsidiary coexistence, in the domestic real estate market has a very high visibility, strong competitiveness of the comprehensive real estate enterprise group.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F272

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