秀兰房地产公司企业竞争力提升研究
发布时间：2018-08-22 13:06
【摘要】：本文通过对秀兰地产公司在20年发展过程中体现出来的竞争优势,从企业竞争力的角度进行了分析,得出了秀兰房地产公司作为保定市老牌地产开发商,在保定地区具有较高的知名度和美誉度的结论,目前秀兰员工,特别是高层管理者,在脑子里、在思想上牢固地打上了秀兰精神的烙印。从公司的竞争力角度看,具有良好的产品特色和口碑、具有较强的产品研发能力,独具特色的品牌及核心价值塑造能力,良好的资源整合能力、融资拓展能力及成本控制能力。但是同国内顶尖的开发商相比,在企业竞争力上还有比较大的差距与不足,具有如下的问题,比如,随着公司发展壮大,品牌塑造及价值观面临着执行不到位的状况,产品差异化能力不足,设计能力有待于进一步提高,互联网信息化手段应用不足,没有做到深入挖掘老客户资源,融资创新幅度有限,创新能力有待提高,人力资源管理体系建设较为落后等问题,这些问题都制约着秀兰房地产乃至秀兰集团整体的发展,成为了其实现秀兰集团“百年基业”之梦的阻碍。鉴于此,本文提出了四点提升秀兰房地产公司竞争力的建议,包括利用互联网工具,创新公司商业模式,深挖顾客需求;完善制度保障权益,提升资源整合能力,实现企业规范化管理;进一步突破思维束缚,借助互联网突破融资困境;创新市场竞争方式,提升品牌能力,进一步明确公司发展战略等。希望借此帮助秀兰房地产公司实现跨越式的发展,提升竞争能力,扩大竞争优势,为秀兰集团未来更好的发展起到一定的作用。
[Abstract]:Based on the analysis of the competitive advantage of Xiulan Real Estate Company in the course of 20 years' development and from the point of view of enterprise competitiveness, this paper draws a conclusion that Xiulan Real Estate Company is an old real estate developer in Baoding City. Baoding has a high reputation and reputation in the conclusion, at present Xiulan employees, especially senior management, in the brain, in the mind firmly put the brand of Xiulan spirit. From the competitive point of view, the company has good product characteristics and reputation, strong product research and development ability, unique brand and core value molding ability, good resource integration ability, financing expansion ability and cost control ability. However, compared with the top domestic developers, there is still a big gap and deficiency in the competitiveness of enterprises, with the following problems, for example, as the company grows and grows, brand building and values are facing a situation where implementation is not in place. The product differentiation ability is insufficient, the design ability needs to be further improved, the Internet informatization means is insufficient, the old customer resources are not fully excavated, the margin of financing innovation is limited, and the innovation ability needs to be improved. The construction of human resource management system is relatively backward. These problems restrict the development of Xiulan real estate and even the whole Xiulan Group, and become an obstacle to the realization of Xiulan Group's dream of "century-old industry". In view of this, this paper puts forward four suggestions to enhance the competitiveness of Xiulan real estate company, including using Internet tools, innovating the business model of the company, digging deeply into customer demand, perfecting the system to protect the rights and interests, and enhancing the ability of integrating resources. To achieve standardized management of enterprises; further break through the shackles of thinking, break through the financing dilemma with the help of the Internet; innovate the way of market competition, enhance brand ability, and further clarify the development strategy of the company. Hope to help Xiulan real estate company to achieve leapfrog development, improve the competitiveness, expand the competitive advantage, for the future better development of Xiulan Group play a role.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F271;F299.233.4
[Abstract]:Based on the analysis of the competitive advantage of Xiulan Real Estate Company in the course of 20 years' development and from the point of view of enterprise competitiveness, this paper draws a conclusion that Xiulan Real Estate Company is an old real estate developer in Baoding City. Baoding has a high reputation and reputation in the conclusion, at present Xiulan employees, especially senior management, in the brain, in the mind firmly put the brand of Xiulan spirit. From the competitive point of view, the company has good product characteristics and reputation, strong product research and development ability, unique brand and core value molding ability, good resource integration ability, financing expansion ability and cost control ability. However, compared with the top domestic developers, there is still a big gap and deficiency in the competitiveness of enterprises, with the following problems, for example, as the company grows and grows, brand building and values are facing a situation where implementation is not in place. The product differentiation ability is insufficient, the design ability needs to be further improved, the Internet informatization means is insufficient, the old customer resources are not fully excavated, the margin of financing innovation is limited, and the innovation ability needs to be improved. The construction of human resource management system is relatively backward. These problems restrict the development of Xiulan real estate and even the whole Xiulan Group, and become an obstacle to the realization of Xiulan Group's dream of "century-old industry". In view of this, this paper puts forward four suggestions to enhance the competitiveness of Xiulan real estate company, including using Internet tools, innovating the business model of the company, digging deeply into customer demand, perfecting the system to protect the rights and interests, and enhancing the ability of integrating resources. To achieve standardized management of enterprises; further break through the shackles of thinking, break through the financing dilemma with the help of the Internet; innovate the way of market competition, enhance brand ability, and further clarify the development strategy of the company. Hope to help Xiulan real estate company to achieve leapfrog development, improve the competitiveness, expand the competitive advantage, for the future better development of Xiulan Group play a role.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F271;F299.233.4
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