长沙君逸房地产公司发展战略研究

发布时间：2018-01-07 22:05

本文关键词：长沙君逸房地产公司发展战略研究　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：由于我国房地产价格过快上涨，商品房价格从一个单纯的经济问题逐步演变成中国的民生问题，引起了国家对房地产行业的再次调控，从一系列的调控政策可以看出国家对房地产调控的决心与力度。然而，国家的宏观调控对房地产行业产生了巨大的影响，特别是对中小型房地产开发企业十分不利，使中小房地产企业面临巨大的发展困难。在这种背景下,中小型房地产企业如何制定科学合理的发展战略,是每个中小型房地产企业必须思考的问题。为此，本文以君逸房地产公司为研究对象，对国内外房地产公司发展战略问题研究现状进行了分析，提出了本文研究的主要内容，阐述了本文的重要研究方法和研究思路。首先对公司的基本情况、财务能力、盈利能力、获取资源能力进行了分析，探明了目前公司的业务现状，找了其中存在的问题及原因，接着从政治与法律环境、经济环境、社会文化环境、技术环境四个层面对房地产行业的外部宏观环境进行了分析，然后从需求环境、竞争环境两个层面对房地产整个行业的大致情况进行了分析，在此基础上，总结出了长沙君逸房地产公司面临的机会与威胁以及优势与劣势。并明确了长沙君逸房地产公司发展战略构建的原则和目标，制定了符合长沙君逸房地产公司实际情况的发展战略与战略定位。最后，提出长沙君逸房地产公司发展战略的实施与保障，其中实施的重点包括做好土地储备规划、强调公司业务管理、提供全面营销服务，实施的保障包括：企业组织保障、企业人力资源保障、财务管理保障、市场营销保障、企业文化保障。希望通过此文章的研究，一方面对长沙君逸房地产公司的发展战略的制定提供着实的建议，同时也希望对类似于长沙君逸房地产公司的中小型房地产开发企业在制定公司未来战略时有一定的指导与参考意义。
[Abstract]:Because the real estate price of our country rises too fast, the commodity housing price gradually evolves from a simple economic problem to the people's livelihood problem of China, which causes the government to adjust and control the real estate industry again. From a series of regulation and control policies, we can see the determination and strength of national real estate regulation and control. However, the macro-control of the state has a great impact on the real estate industry. Especially to the small and medium-sized real estate development enterprises are very unfavorable, so small and medium-sized real estate enterprises are faced with huge development difficulties. Under this background, the small and medium-sized real estate enterprises how to formulate a scientific and reasonable development strategy. It is the problem that every medium and small real estate enterprise must think about. Therefore, this paper takes Junyi Real Estate Company as the research object, analyzes the current situation of the research on the development strategy of the real estate companies at home and abroad, and puts forward the main contents of this paper. This paper describes the important research methods and research ideas. First of all, the basic situation of the company, financial capacity, profitability, the ability to obtain resources are analyzed, and the current business situation of the company is proved. Find out the existing problems and reasons, and then from the political and legal environment, economic environment, social and cultural environment, the technical environment of the external macro environment of the real estate industry is analyzed. Then from the demand environment, competition environment two levels of the real estate industry as a whole analysis of the general situation, on this basis. Summed up the opportunities and threats faced by Changsha Junyi real estate company, as well as strengths and weaknesses, and clarified the principles and objectives of the development strategy of Changsha Junyi real estate company. To formulate the development strategy and strategic positioning in line with the actual situation of Changsha Junyi real estate company. Finally, put forward the implementation and protection of the development strategy of Changsha Junyi real estate company. The emphasis of the implementation includes the planning of land reserve, the emphasis on company business management, and the provision of comprehensive marketing services. The implementation of the guarantee includes: enterprise organization security, enterprise human resources security, financial management security. Through the research of this article, on the one hand, I hope to provide some practical suggestions for the development strategy of Changsha Junyi real estate company. At the same time, it also hopes to have some guidance and reference significance for the small and medium-sized real estate development enterprises similar to Changsha Junyi Real Estate Company in formulating the company's future strategy.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

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