宝龙房地产企业开发战略研究

发布时间：2018-03-17 07:12

本文选题：房地产企业　切入点：发展战略　出处：《青岛科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：房地产行业作为国家经济发展的支柱性行业,它的发展健康与否直接关系到国家经济、社会的方方面面。近十几年来,我国的房地产市场飞速发展,创造出大量的财富,与此同时房地产市场的泡沫也在不断增大。近年来,国家已经意识到房地产泡沫问题的严峻性,从2010年开始,政府不断加大对房地产行业的政策调控,在“调结构、稳物价”的大背景下,先后出台了新“国八条”、“限购”、“限价”、“限贷”等政策。伴随政策的出台,房地产行业的发展逐渐回复了“理性”,进入一个平稳发展时期。从2015年及2016年我国房地产行业的相关数据来看,我国房地产行业的走势逐渐趋于平稳,甚至在2015年商品房销售、土地购置以及房地产投资等重要指标均出现了同比增幅下滑的情况,这一情况在2016年又有所改善。总体来说,房地产行业的高利润时代已经过去,在政府政策调控下,消费者对房地产的投资也趋于理性,这也要求房地产开发商的投资必须更加慎重。本文立足于已有理论研究,选取在S度假区内进行房地产投资的大型地产公司“宝龙地产”作为例证对象,通过分析宝龙地产所处的外部环境及其企业的内部条件,采用PEST、VRIO、SWOT、SPACE等战略分析方法对宝龙地产的发展战略进行深度研究分析,确定企业应采取的战略模式,最后针对宝龙地产的自身情况及外部环境实际情况提出具体战略实施的建议,为该企业在新城镇建设背景下的发展指明前进方向。希望通过本文的研究,可以为在新城镇建设背景下计划在三四线城市进行房地产投资的房地产企业发展战略的选择、制定及实施提供参考和有益的借鉴,根据企业自身实际情况选择正确的发展战略,成为企业发展的动力源泉。
[Abstract]:As the pillar industry of national economic development, the development of real estate industry has a direct bearing on all aspects of national economy and society. In the past ten years, the real estate market of our country has developed rapidly and created a lot of wealth. At the same time, the bubble in the real estate market is also increasing. In recent years, the state has realized the seriousness of the real estate bubble problem. Since 2010, the government has continuously increased its policy control over the real estate industry, "adjusting the structure," Against the background of price stability, new policies such as "eight national rules", "limiting purchases", "limiting prices", "restricting loans" and so on have been issued successively. The development of the real estate industry has gradually returned to "rationality" and entered a period of steady development. According to the relevant data of the real estate industry in China on 2015 and 2016, the trend of the real estate industry in our country has gradually tended to be stable, even the commercial housing sales in 2015. Important indicators, such as land purchases and real estate investment, have seen year-on-year declines, which improved in 2016. Generally speaking, the era of high profits in the real estate industry is over, under government policy control. Consumer investment in real estate also tends to be rational, which also requires real estate developers to invest more carefully. This paper selects "Baolong Real Estate", a large real estate company that invests in real estate in S Resort, as an example, and analyzes the external environment of Baolong property and the internal conditions of the enterprise. The development strategy of Baolong Real Estate is studied and analyzed in depth by using the strategic analysis methods such as PESTV / VRIOO / SWOTOTSpace, and the strategic model should be adopted by the enterprise. Finally, suggestions for the implementation of the strategy are put forward according to the situation of Baolong Real Estate and the actual situation of the external environment. It is hoped that through the research of this paper, the development strategy of the real estate enterprises planning real estate investment in the third and fourth tier cities can be selected under the background of the new town construction. To make and implement reference and to choose the correct development strategy according to the actual situation of the enterprise becomes the motive source of the enterprise development.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F272

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