青岛ZW房地产有限公司竞争战略研究

发布时间：2018-03-25 10:46

本文选题：ZW房地产有限公司　切入点：战略制定环境　出处：《西北大学》2013年硕士论文

【摘要】：房地产行业已经成为我国国民经济的支柱产业,并且房地产业的发展关系到国计民生。近年来,由于国家对房地产业宏观调控政策的持续发力,房地产行业的发展面临着前所未有的严峻挑战,房地产市场竞争日益加剧,资金密集型的房地产企业资金链面临断裂的风险。于是,各房地产企业如何制定与环境相适应的科学的竞争战略成为目前发展的关键。本文就是以青岛ZW房地产有限公司为例,通过调研访谈和理论分析,得出了适用可行的竞争战略,既对企业的未来发展有重要的指导意义,也为房地产行业企业的发展进行了深入的探索。本文通过调研访谈对青岛ZW房地产有限责任公司的内部资源条件、存在的问题进行了全方位介绍与分析,围绕公司经营实践中所遇到的竞争发展等问题,利用PEST分析法对ZW公司所处的宏观环境进行了详尽的分析,利用波特五力竞争模型对ZW公司的行业竞争结构进行了深入探讨,然后采用内部环境因素综合评价矩阵(IFE矩阵)和外部环境因素综合评价矩阵(EFE矩阵)对ZW公司的内外部环境水平进行了综合评价。进而确定了ZW公司的发展战略目标,通过SWOT分析法剖析了ZW公司的优势、劣势以及面临的机遇与威胁,列举了其备选竞争战略方案,最后采用定量战略评价矩阵(QSPM矩阵)对竞争战略进行了战略选择,得出了ZW公司未来发展所采用的竞争战略。为了使竞争战略能够得以顺利成功实施,文中提出了相应的战略实施保障措施。本文对于山东ZW房地产有限公司竞争战略方面遇到的问题进行了较深入的研究与探讨,希望也能对中国房地产行业企业的未来发展战略的制定提供一些有价值的借鉴。
[Abstract]:The real estate industry has become the pillar industry of our national economy, and the development of the real estate industry has a bearing on the national economy and the people's livelihood. The development of the real estate industry is facing unprecedented severe challenges. The competition in the real estate market is increasing day by day, and the capital chain of the capital-intensive real estate enterprises is facing the risk of breaking. How to formulate a scientific competitive strategy adapted to the environment has become the key to the development of the real estate enterprises. This paper takes Qingdao ZW Real Estate Co., Ltd as an example, through investigation and interview and theoretical analysis, obtains the applicable and feasible competitive strategy. It not only has important guiding significance for the future development of enterprises, but also makes a deep exploration for the development of real estate enterprises. This paper introduces and analyzes the internal resource conditions and existing problems of Qingdao ZW Real Estate Co., Ltd by means of investigation and interview, focusing on the competition and development encountered in the company's business practice, etc. The macroscopical environment of ZW company is analyzed in detail by using PEST analysis method, and the industry competition structure of ZW company is deeply discussed by using Porter's five-force competition model. Then, the internal and external environment level of ZW company is evaluated by using IFE matrix and EFE matrix. Then, the development strategy goal of ZW company is determined, and then the internal and external environment level of ZW company is evaluated by IFE matrix (IFE matrix) and EFE matrix (EFE matrix), and the development strategy goal of ZW company is determined. This paper analyzes the advantages, disadvantages, opportunities and threats of ZW Company by SWOT analysis, enumerates its alternative competitive strategy scheme, and finally uses the quantitative Strategic Evaluation Matrix (QSPM matrix) to select the competitive strategy. The competitive strategy adopted by ZW Company in the future development is obtained. In order to ensure the successful implementation of the competition strategy, this paper puts forward the corresponding measures to ensure the implementation of the strategy. This article has carried on the thorough research and the discussion to the Shandong ZW real estate limited company competition strategy aspect question, hoped also can provide some valuable reference to the Chinese real estate industry enterprise's future development strategy formulation.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F272

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