金地集团住宅业务竞争战略研究

发布时间：2018-05-10 17:08

本文选题：金地集团 + 住宅业务　；参考：《大连理工大学》2014年硕士论文

【摘要】：企业的战略是根据企业内、外部环境资源及能力状况,为保证企业在行业内长久生存和长期稳定发展,确保竞争优势,做出对企业近远期发展目标、及达成此目标的方法和手段的总体策略。随着中国市场经济的日益发展,市场竞争也日趋激烈,企业需要强化战略管理,通过对企业内、外部环境的分析,优化企业的人、财、物等资源配置,加强企业总体管理水平,提高经济效益,进而提高企业竞争力、获得竞争优势。金地(集团)股份有限公司于1988年成立,房地产开发始于1993年,并在2001年4月正式在上海证券交易所挂牌上市,目前拥有多家控股公司。随着房地产行业的市场化和规范化,2003年至今,国家提出了一系列针对房地产行业的宏观调控措施,在此环境下,金地集团的外部发展环境发生了很大变化,面临全新的、复杂的市场形势,制定一套科学合理的竞争战略是势在必行的。本文对竞争战略、企业战略等理论进行回顾,并在此基础上利用PEST法对金地集团住宅业务的外部环境进行分析,通过五力分析模型展现金地集团住宅业务在市场上所面临的竞争力量,从而找出金地集团住宅业务的核心竞争力及当下所面临的挑战,以SWOT矩阵对金地集团的优势、劣势、机会与威胁进行分析。根据以上分析工具,提出了金地集团的住宅业务在充分发挥企业品牌价值和创新研发能力的优势条件下,需要采取产品差异化、品牌价值的组合竞争战略模式,并对此做出竞争战略实施的有效控制办法。
[Abstract]:The strategy of the enterprise is according to the situation of the internal and external environment resources and ability, in order to ensure the long-term survival and stable development of the enterprise in the industry, to ensure the competitive advantage, to make the short-term and long-term development goals for the enterprise. And the overall strategy of ways and means to achieve this goal. With the increasing development of China's market economy, market competition is becoming increasingly fierce. Enterprises need to strengthen strategic management. By analyzing the internal and external environment of enterprises, optimizing the allocation of resources, such as people, wealth, and goods, the enterprises should strengthen their overall management level. Improve economic benefits, and then improve the competitiveness of enterprises to obtain competitive advantage. Jindi (Group) Co., Ltd. was founded in 1988, real estate development began in 1993, and in April 2001 officially listed on the Shanghai Stock Exchange, currently has a number of holding companies. With the marketization and standardization of the real estate industry, since 2003, the state has put forward a series of macro-control measures for the real estate industry. Under this environment, the external development environment of Jindi Group has undergone great changes and is facing a new one. Complicated market situation, it is imperative to make a set of scientific and reasonable competition strategy. This paper reviews the theories of competitive strategy and enterprise strategy, and analyzes the external environment of residential business in Jindi Group by using PEST method. Through the five-force analysis model to show the competitive power that the residential business of Jindi Group faces in the market, so as to find out the core competitiveness of the residential business of Jindi Group and the current challenges, and use the SWOT matrix to show the advantages and disadvantages of the Group. Analyze opportunities and threats. Based on the above analysis tools, this paper puts forward the combination competitive strategy mode of product differentiation and brand value in the residential business of Jindi Group, under the condition of giving full play to the advantages of enterprise brand value and innovative R & D ability. And to make competition strategy implementation of effective control methods.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4

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