辽宁维华商业地产竞争战略研究

发布时间：2018-01-19 09:41

本文关键词： 商业地产竞争战略集中化战略　出处：《东北大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国改革开发以来,房地产行业已经走过了黄金发展的三十年。商业地产作为房地产行业的后期之秀,在最近的十年中取得了跨越式的发展。但随着近期房价不断走低,各地成交量不断下降,国家救市政策不断出台。快速发展的商业地产市场似乎已经走到了拐点。面对日趋严峻的市场形式,每个商业地产企业都在思考自身未来的发展方向。在这个大环境下,能够制定好企业的竞争战略,企业就可能在激烈的市场竞争中生存下来,并不断发展。本文将通过对中国商业地产行业状况分析及维华集团内部环境分析,制定出相应的企业竞争战略。相信课题的研究会对商业地产企业以合理的竞争战略参与不断变化的市场竞争起到一定的借鉴作用。本文分为六个部分,第一部分为绪论;第二部分为战略管理理论及文献概述;第三部分维华集团战略环境分析,包括商业地产行业内、外部环境分析、企业SWOT分析;第四部分为维华商业地产竞争战略的选择与制定;第五部分维华商业地产竞争战略实施与保障,包括维华企业文化对战略的支撑、组织结构改造、内部机制改造、人力资源体系改造;第六部分为结论,对论文进行总结和展望。本研究以维华集团商业地产竞争战略为研究对象,通过对企业的战略环境分析,得出维华集团商业地产业务应该选择以三、四线城市中心区域作为目标市场,以集中化战略开发社区购物中心——维华商业广场。
[Abstract]:Since the reform and development of China, the real estate industry has gone through 30 years of gold development. Commercial real estate as the late show of the real estate industry. The past decade has seen leaps and bounds. But with the recent decline in house prices, trading volumes have been falling. The rapid development of the commercial real estate market seems to have reached an inflection point. Each commercial real estate enterprise is thinking about its future development direction. Under this environment, the enterprise may survive in the fierce market competition if it can work out the competitive strategy of the enterprise. This paper will analyze the situation of China's commercial real estate industry and the internal environment of Weihua Group. It is believed that the research on this topic will be useful for commercial real estate enterprises to participate in the changing market competition with reasonable competitive strategy. This paper is divided into six parts. The first part is the introduction; The second part is the strategic management theory and literature overview; The third part of the strategic environment analysis of Weihua Group, including commercial real estate industry, external environment analysis, enterprise SWOT analysis; The 4th part is the choice and formulation of Weihua commercial real estate competition strategy; 5th part of Weihua commercial real estate competition strategy implementation and protection, including Weihua corporate culture to support the strategy, organizational structure transformation, internal mechanism transformation, human resources system transformation; The conclusion of the 6th part is the summary and prospect of the thesis. This research takes the competition strategy of commercial real estate of Weihua Group as the research object, and analyzes the strategic environment of the enterprise. It is concluded that the commercial real estate business of Weihua Group should choose the third and fourth line city center area as the target market and develop the community shopping center-Weihua Commercial Plaza by centralized strategy.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F271

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