北科建资产管理有限公司发展战略研究

发布时间：2018-04-20 12:31

  本文选题：科技地产 + 发展战略　； 参考：《吉林大学》2017年硕士论文

【摘要】：近年来,国家宏观经济下行压力持续增大,民间投资持续萎缩、制造业出现“空心化”、产业转型出现阵痛。房地产行业则在政策不断的调整过程中逐渐下滑,行业内部的竞争日渐加剧。对于产业地产行业,同质化园区竞争日趋激烈,在传统产业地产商攻城略地的同时,大型央企和大型房地产企业强势进军产业地产领域,对整个行业产生了重大的影响。同时,国家新一轮的科技战略以及京津冀、长江经济带、振兴东北等一批区域战略的推出,又营造了利于产业园区发展的宏观政策环境。北科建集团凭着对于行业新形势的深刻理解、对实践多年的“科技地产”理论进行深化,将“科技地产”与“轻资产”运营模式相结合,于2014年成立了北科建资产管理有限公司。作为北科建集团创新性的业务板块,北科建资产公司在成立不足三年的时间里,迅速整合内外部资源,通过提升品牌、搭建平台、建设团队、专注服务等措施,在2016年整体经济形势下行的情况下逆势上扬,公司实现盈利,并实现园区服务外包业务的顺利签约。在保证公司发展的同时,不断进行内部创新,逐步实践科技地产新型盈利模式,为集团的转型战略做出有益的尝试。同时,北科建资产公司作为成熟行业的初创企业,也面临着许多亟待解决的问题,包括外部形势带来的不确定性、自身管理能力有待提升等等。本文希望通过对北科建资产公司发展战略的研究,作出可供企业选择的发展战略规划;也对产业地产行业的相关企业提供参考。本文首先对产业地产相关特点进行讨论,并将战略管理及“轻资产”运营相关理论与科技地产理论相结合,作为分析北科建资产公司运营模式的理论依据。在对公司目前情况进行深入分析的基础上,应用PEST、“五力模型”等工具对企业的内外部环境和竞争环境进行分析,采用SWOT矩阵得出备选战略。并在最后依据QSPM矩阵对战略进行选择,采用SO类型战略,利用市场机会和自身的优势快速进行扩张。最后,对企业愿景、战略目标、实施方案、保障措施等相关内容进行研究,输出企业战略规划。
[Abstract]:In recent years, the national macroeconomic downward pressure continues to increase, private investment continues to shrink, manufacturing "hollow", industrial transformation has been painful. Real estate industry in the policy adjustment process gradually decline, the industry's internal competition is increasing. For the industrial and real estate industry, the competition of the homogenized park is becoming more and more fierce. While the traditional industrial real estate developers are attacking the city, the large state-owned enterprises and the large real estate enterprises march into the industrial real estate field, which has a great impact on the whole industry. At the same time, a new round of national science and technology strategy, as well as the introduction of regional strategies such as Beijing, Tianjin and Hebei, the Yangtze River Economic Belt and the revitalization of the Northeast, have created a macro policy environment conducive to the development of industrial parks. With a profound understanding of the new situation in the industry, Bei Kejian Group has deepened the theory of "scientific and technological real estate" which has been practiced for many years, combining the "scientific and technological real estate" with the "light assets" operation model. In 2014, the establishment of North Kejian Asset Management Co., Ltd. As the innovative business sector of Bei Kejian Group, Bei Kejian Asset Company has rapidly integrated internal and external resources in the less than three years since its establishment, by upgrading brands, building platforms, building teams, and focusing on services, etc. Against the backdrop of the overall economic downturn in 2016, the company made a profit and successfully contracted out its service outsourcing business in the park. While ensuring the development of the company, we should constantly carry out internal innovation and gradually practice the new profit model of science and technology real estate, and make a beneficial attempt for the transformation strategy of the group. At the same time, as a start-up in mature industry, Beikejian Asset Company is faced with many urgent problems, including the uncertainty brought by the external situation, and its own management ability needs to be improved. This paper hopes to study the development strategy of Bei Kejian Asset Company and make the development strategy plan which can be selected by enterprises, and also provide reference for the related enterprises in the industry and real estate industry. This paper first discusses the characteristics of industrial real estate, and combines the theory of strategic management and "light assets" operation with the theory of science and technology real estate, as the theoretical basis for analyzing the operation mode of Beikejian Asset Company. Based on the in-depth analysis of the current situation of the company, the internal and external environment and competition environment of the enterprise are analyzed by using pest and "five Force Model", and the alternative strategy is obtained by using SWOT matrix. Finally, according to the QSPM matrix, the strategy is selected, so type strategy is adopted, and the market opportunity and its own advantages are used to expand rapidly. Finally, the enterprise vision, strategic objectives, implementation programs, safeguards and other related content are studied, and the enterprise strategic planning is exported.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39
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本文编号：1777750