A房地产公司业务战略优化研究

发布时间：2018-02-13 03:54

本文关键词： 房地产公司战略规划研究　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：作为传统行业的代表,房地产行业因其巨大的产业带动效应在经济发展中扮演着重要的作用。然而在其高速发展的同时,也出现了泡沫严重、房价与购房者的收入严重背离等非理性现象,倒逼政府频频出台严格的调控政策,房产行业重新洗牌。而今在稳增长、调结构的经济改革主题下,政府对房地产行业的调控渐趋市场化,中小型房产企业面临的形势更为复杂,如何调整战略寻求长远发展成为中小型房产企业的难题。本研究主要从选题背景、意义入手,梳理相关文献与研究现状,提出本研究的创新点,通过文献研究、实证研究、理论分析与案例研究相结合的方法,首先对房地产市场、企业战略规划等相关理论阐述,同时介绍本研究案例——A公司,并对该公司的发展历史、经营状况等基本情况进行介绍,为后面的论述打下理论与实证基础。在论述过程中,笔者首先对A公司的外部、内部环境进行了分析,并采用SWOT分析法为该企业业务战略的优化提供参考。在SWOT战略规划的基础上,本文提出了该业务战略的优化思路及其相应的保障措施,最后在文章的结尾做出结论,并提出了相应的建议,确保战略规划符合该公司的实际情况和发展需求。
[Abstract]:As the representative of the traditional industry, the real estate industry plays an important role in the economic development because of its huge industry-driven effect. However, with the rapid development of the real estate industry, there is also a serious bubble. Irrational phenomena such as the serious deviation between house prices and the income of buyers have forced the government to issue strict control policies frequently and the real estate industry has reshuffled. Now, under the theme of steady growth and structural adjustment of the economy, The government's regulation and control of the real estate industry is becoming more market-oriented, and the situation faced by the small and medium-sized real estate enterprises is more complicated. How to adjust the strategy to seek long-term development becomes a difficult problem for the small and medium-sized real estate enterprises. This study mainly starts with the background and significance of the selected topic. Through literature research, empirical research, theoretical analysis and case study, this paper first expounds the real estate market, enterprise strategic planning and other related theories. At the same time, it introduces the case of this research company A, and introduces the basic situation of the company, such as the history of development, the operating situation, etc., which lays a theoretical and empirical foundation for the following exposition. In the process of discussion, the author first introduces the external situation of company A. The internal environment is analyzed, and the SWOT analysis method is used to provide a reference for the optimization of the business strategy of the enterprise. On the basis of the SWOT strategic planning, this paper puts forward the optimization thinking of the business strategy and the corresponding safeguard measures. At the end of the paper, the conclusion is drawn and the corresponding suggestions are put forward to ensure that the strategic planning meets the actual situation and development needs of the company.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.233.4;F272

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