广西HN房地产开发公司发展战略研究
发布时间：2018-07-28 10:15
【摘要】：2010年以来,随着房地产行业宏观调控的不断加强,房地产价格和成交量增长趋势明显放缓,我国房地产行业开始进入产业调整期。在调整阶段,房地产企业间竞争加剧,一部分企业必将在激烈的竞争中被逐渐淘汰,这就要求现存的房地产企业不断优化内部管理,积极调整发展战略,以适应新形势的要求。本文的研究对象HN公司作为一家刚刚成立的小型房地产开发企业,选择在调整期进入房地产行业,机遇与威胁并存,如何通过科学的方法制定符合企业实际需要的发展战略,发挥优势、弥补劣势,抓住机遇,规避威胁,使企业渡过创立初期的生存危机,是HN公司的当务之急。在本文研究中,作者运用PEST分析、五力竞争模型分析等分析法对HN公司面临的宏观经济环境、产业环境和竞争环境进行了细致的分析,形成了用于评价HN公司外部影响因素的EFE矩阵；在评价HN公司内部具有的资源和能力,以及存在的劣势的基础上,形成了用于评价HN公司内部条件的IFE矩阵。通过EFE矩阵和IFE矩阵的分析,我们对HN公司的内外部情况有了充分了解,在此基础上运用SWOT战略分析矩阵对HN公司的优势、劣势、机遇和威胁进行匹配分析,分别得出HN公司的SO、ST、WO和WT战略,通过对这些战略条目进行提取、合并、归纳,最终形成了HN公司的总体战略、阶段性战略以及愿景和使命。在文章最后,作者为HN公司提出了推进战略实施的调整组织结构、构建人才队伍、强化营销能力等具体建议。
[Abstract]:Since 2010, with the strengthening of macro-control in real estate industry, the trend of real estate price and volume growth has slowed obviously, and China's real estate industry has begun to enter the period of industrial adjustment. In the adjustment stage, the competition between the real estate enterprises intensifies, and some enterprises will be gradually eliminated in the fierce competition, which requires the existing real estate enterprises to constantly optimize their internal management and actively adjust their development strategies to meet the requirements of the new situation. The research object of this paper is HN Company, as a newly established small real estate development enterprise, it chooses to enter the real estate industry in the adjustment period, the opportunity and the threat coexist, how to formulate the development strategy according to the actual needs of the enterprise through the scientific method. It is urgent for HN Company to make use of its advantages, make up for its disadvantages, seize the opportunity, avoid the threat and make it through the survival crisis in the early stage of its establishment. In this paper, the author makes a detailed analysis of the macroeconomic environment, industrial environment and competition environment faced by HN Company by means of PEST analysis, five-force competition model analysis and so on. The EFE matrix is formed to evaluate the external influence factors of HN Company, and the IFE matrix is formed to evaluate the internal conditions of HN Company on the basis of evaluating the internal resources, capabilities and disadvantages of HN Company. Through the analysis of EFE matrix and IFE matrix, we have a full understanding of the internal and external situation of HN Company. On this basis, we use the SWOT Strategic Analysis Matrix to analyze the strengths, weaknesses, opportunities and threats of HN Company. By extracting, merging and summarizing these strategic items, the overall strategy, stage strategy, vision and mission of HN Company are formed. At the end of the article, the author puts forward some concrete suggestions for HN Company, such as adjusting the organization structure, constructing the talent team, strengthening the marketing ability and so on.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F272
[Abstract]:Since 2010, with the strengthening of macro-control in real estate industry, the trend of real estate price and volume growth has slowed obviously, and China's real estate industry has begun to enter the period of industrial adjustment. In the adjustment stage, the competition between the real estate enterprises intensifies, and some enterprises will be gradually eliminated in the fierce competition, which requires the existing real estate enterprises to constantly optimize their internal management and actively adjust their development strategies to meet the requirements of the new situation. The research object of this paper is HN Company, as a newly established small real estate development enterprise, it chooses to enter the real estate industry in the adjustment period, the opportunity and the threat coexist, how to formulate the development strategy according to the actual needs of the enterprise through the scientific method. It is urgent for HN Company to make use of its advantages, make up for its disadvantages, seize the opportunity, avoid the threat and make it through the survival crisis in the early stage of its establishment. In this paper, the author makes a detailed analysis of the macroeconomic environment, industrial environment and competition environment faced by HN Company by means of PEST analysis, five-force competition model analysis and so on. The EFE matrix is formed to evaluate the external influence factors of HN Company, and the IFE matrix is formed to evaluate the internal conditions of HN Company on the basis of evaluating the internal resources, capabilities and disadvantages of HN Company. Through the analysis of EFE matrix and IFE matrix, we have a full understanding of the internal and external situation of HN Company. On this basis, we use the SWOT Strategic Analysis Matrix to analyze the strengths, weaknesses, opportunities and threats of HN Company. By extracting, merging and summarizing these strategic items, the overall strategy, stage strategy, vision and mission of HN Company are formed. At the end of the article, the author puts forward some concrete suggestions for HN Company, such as adjusting the organization structure, constructing the talent team, strengthening the marketing ability and so on.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4;F272
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