深圳FN房地产公司发展战略研究

发布时间：2018-01-19 00:27

本文关键词： 限购令 SWOT分析企业发展战略房地产公司　出处：《天津大学》2014年硕士论文　论文类型：学位论文

【摘要】：2013年,随着国家房地产调控政策持续升级与细化,珠三角区域房地产这个行业正进行“市场正在激烈充分的竞争和“限购令”政策也在实行有区别的执行,,这样一个激情而又动荡的特别市场。一边是政策对房地产市场的干预调控与另外一方面政府又把保障房建设做为各级政府的重要任务的前提下,国内中小房地产企业的生存压力日益加大。而目前国内对于这类企业的研究,大多侧重于宏观管理层面,而以某一特殊地域或某一具体的中小房地产企业为特定对象,开展企业发展战略的研究,还相对缺乏,亟待加强研究,以推动深度调控下的中小房地产企业实现顺利转型。本文运用企业发展战略相关理论,以“限购令”房地产宏观调控为背景,选取深圳FN民营房地产公司为主要研究对象,运用PEST及SWOT分析方法,对该地区公司的内外部环境和优劣势等相关因素进行了全面深入地分析研究,制定出该地区公司发展战略。通过对深圳FN民营房地产公司在“限购令”政策市场背景下的基础数据分析,制定出该地区公司的短期发展策略主要是积极推行多元化经营,确保公司最大化的良性安全运作；长远规划是加快经营理念和商业模式的转型；营销方式的创新和转型加强原来的营销方式,推进网络科技营销平台,开拓境外营销渠道与平台；产品形态的创新和转型,从普通住宅往个性化商住公寓与高科技融为一体的智能化住宅转型：开发合作方式的创新和转型；实施品牌战略；加快建立现代化企业制度。
[Abstract]:In 2013, the national real estate control policies continue to refine and upgrade of the regional real estate industry in the Pearl River Delta is "the market is full of fierce competition and" restriction "policy in the implementation of differentiated execution, such a passionate and turbulent special market. While the policy on the real estate market intervention on the other hand, the government regulation and the low-income housing construction as an important task of governments at all levels under the premise of domestic small and medium-sized real estate enterprises to survive the pressure increasing. At present, the domestic research about this kind of enterprises, mostly focused on the macro management level, in a specific region or a specific small real estate the enterprise for a particular object, to carry out research on the development strategy of the enterprise, but also the relative lack of research should be strengthened, in order to promote the depth under the control of small and medium-sized real estate enterprises realize the transformation smoothly. This paper use enterprises Industry development strategy theory, the "restriction" macro-control of real estate as the background, select the Shenzhen FN private Real Estate Company as the main research object, using PEST and SWOT analysis method, the regional Corporation's internal and external environment and the advantages and disadvantages of factors related to the comprehensive and in-depth analysis and research, formulate the development strategy of regional corporation through to Shenzhen FN private Real Estate Company in the "restriction" policy market under the background of basic data analysis, formulate the development strategy of the regional Corporation is mainly short-term actively promote diversification, to ensure the healthy operation of the company to maximize security; long-term planning is to accelerate the transformation of business philosophy and business model; marketing innovation and transformation to strengthen the original marketing mode, the network marketing platform to promote the development of overseas technology, marketing channel and platform; product form innovation and transformation, from the general Pass to the residential intelligent residential personalized residential apartments combined with science and technology transformation: development mode of cooperation innovation and transformation; the implementation of brand strategy; accelerate the establishment of modern enterprise system.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F272

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