广东天泰集团发展战略研究

发布时间：2018-07-05 12:10

本文选题：房地产 + 竞争分析　；参考：《广东工业大学》2013年硕士论文

【摘要】：随着新经济大潮的涌来,以往埋头于产品研发、企业经营管理、销售拓展已不能满足企业做大做强的需要,许多企业越来越感到战略发展的重要。天泰集团经历差不多十年的发展,逐步得到市场的认可,面对多变的外部环境,天泰管理者感到制定符合企业发展需求的战略至关重要。天泰集团是一家民营的房地产企业,不断强化管理、研发产品、盘活资金,深化对珠三角区域房地产发展现状及趋势的掌握,与整个房地产市场同步壮大起来的区域性大型房地产开发企业集团。公司在行业内竞争优势突出,不断增加的土地储备、优秀的开发理念、高效的品牌宣导、卓越的产品研发和高端的服务品质与创新的发展思路。天泰同样样存在着存在一些不足,部分经营理念、管理模式和流程管理方面未能有效适应激烈竞争的发展需要。本文在战略管理相关理论的指导下以天泰集团为实例首先对于国内整体经济形势房地产企业的发展环境与空间进行了深入的分析,在对国家宏观环境、广东省房地产市场和揭阳市房地产市场分析的基础上,利用波特五种竞争力量模型、竞争态势矩阵(CPM)和外部因素评价(EFE)矩阵对天泰集团的外部环境进行了全面细致的分析,认识到天泰集团在城市化进程加快的大环境中的竞争机会,同时在土地贮备、潜在竞争者和原材料供应上存在着一定的威胁。企业对外部威胁有一定的反应能力,但还应继续加强。同时,利用VRIO模型和内部因素评价(IFE)矩阵对天泰集团进行系统地评价与分析,认为天泰集团的优势在于企业筹资能力和规划开发能力,企业应进一步保持和加强自身的优势；而在人力资源和企业研发能力上尚存在较大差距,需要切实提高和改善。天泰集团应以完善企业组织结构、加强品牌建设和运营,打造天泰地产品牌、加强企业成本控制、提高企业盈利能力、着手企业信息化建设、建立优秀的员工团队、培育优秀的企业文化为保障。天泰集团是一家非常有代表性的房地产企业,本文通过对影响天泰集团的各种战略因素以及天泰集团的战略规划过程的讨论,对我国众多的房地产企业的发展战略规划有着一定的参考意义。
[Abstract]:With the surge of the new economic tide, it was buried in product research and development, business management and sales expansion can not meet the needs of big and strong enterprises. Many enterprises feel the importance of strategic development. Tiantai group has experienced nearly ten years of development, gradually gained recognition of the market, faced with the changeable external environment, Tiantai managers feel It is very important to formulate strategies that meet the needs of enterprise development.
Tiantai group is a private real estate enterprise, constantly strengthening management, researching and developing products, invigorated capital, deepening the mastery of the current situation and trend of real estate development in the Pearl River Delta region, and the regional large-scale real estate development group with the whole real estate market. The company has outstanding competitive advantages and increasing soil in the industry. Reserve, excellent development concept, high efficient brand guidance, excellent product research and development and high-end service quality and innovative development ideas. Tiantai also has some shortcomings, part of the management concept, management mode and process management can not effectively adapt to the development of fierce competition.
Under the guidance of the theory of strategic management, this paper takes Tiantai group as an example to analyze the development environment and space of real estate enterprises in China as a whole. On the basis of the national macro environment, the real estate market in Guangdong and the analysis of the real estate market in Jieyang, five kinds of competitive power models are used. Type, competitive situation matrix (CPM) and external factor evaluation (EFE) matrix have carried out a comprehensive and detailed analysis of the external environment of Tiantai group. It recognizes the competitive opportunities of Tiantai group in the accelerated environment of urbanization, while there is a certain threat to the land reserve, potential competitors and the supply of raw materials. At the same time, it should be strengthened. At the same time, the VRIO model and the internal factor evaluation (IFE) matrix are used to systematically evaluate and analyze Tiantai group. It is considered that Tiantai group's advantages lie in the ability of financing and planning and development, and the enterprise should further maintain and strengthen its own advantages; in human resources and enterprises There is still a big gap in R & D capability, which needs to be improved and improved.
Tiantai group should improve enterprise organization structure, strengthen brand construction and operation, build Tiantai real estate brand, strengthen enterprise cost control, improve enterprise profit ability, set about enterprise information construction, establish excellent staff team and cultivate excellent enterprise culture.
Tiantai group is a very representative real estate enterprise. This article has a certain reference significance to the development strategy planning of many real estate enterprises in China through the discussion of the various strategic factors affecting Tiantai group and the strategic planning process of Tiantai group.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

【参考文献】