天庆房地产公司核心竞争力培育研究
发布时间：2018-08-22 15:21
【摘要】：近年来,我国国民经济发展受到全球经济金融危机的冲击,房地产业受到影响,房价快速上涨,国家出台货币从紧、限价、限购等一系列政策,一些房地产公司面临挤压与淘汰的危险。为了能够在日趋激烈的市场竞争中存活,各房地产公司开始从公司内部环境分析,逐步认识到公司核心竞争力强弱是市场竞争成败的关键。天庆房地产公司在兰州市房地产市场长期处于龙头企业的地位。2010年,随着一些国内知名房地产公司进驻兰州市场,兰州天庆房地产公司面临更严峻的竞争压力。因此,如何培育公司核心竞争力已经成为天庆房地产公司急待解决的问题。 本文首先阐述了天庆房地产公司核心竞争力培育研究的选题背景、意义以及国内外研究综述。其次在分析企业核心竞争力理论的基础上分析了房地产企业核心竞争力的概念及特征,为天庆房地产公司核心竞争力分析奠定了理论基础。第三,基于企业价值链理论,从天庆房地产公司价值链入手分析了天庆房地产公司的内部竞争力；同时,也从房地产企业核心竞争力构成要素入手分析了天庆房地产公司的内部竞争力。最后运用VRIO框架方法分析了天庆房地产公司的内部竞争力,并识别出天庆房地产公司的核心竞争力在于其创造顾客价值的能力、“天庆”特有的企业品牌能力以及其周到的售后服务能力。通过天庆房地产公司核心竞争力识别过程的分析总结出公司核心竞争力培育存在的问题分别是：公司高层缺乏培育核心竞争力的意识、核心资源获取能力差、人力资源管理薄弱、企业管理粗放、企业创新能力差、企业文化竞争力培育滞后、企业市场营销能力不强。再次,笔者考虑万达集团是我国房地产市场成功企业的典范,通过分析万达集团核心竞争力培育经验总结出为天庆房地产公司培育核心竞争力带来的启示。本文最终分析总结天庆房地产公司核心竞争力培育途径分别是：提高企业培育核心竞争力的主动意识、完善企业文化建设、加强人力资源管理、强化企业资源整合能力、激发企业创新能力、依托企业品牌战略。
[Abstract]:In recent years, the development of our national economy has been hit by the global economic and financial crisis, the real estate industry has been affected, house prices have risen rapidly, and the state has introduced a series of policies such as tight currency, price restrictions, and purchase restrictions. Some real estate companies are in danger of being squeezed and eliminated. In order to survive in the increasingly fierce market competition, the real estate companies began to analyze the internal environment of the company and gradually realized that the core competitiveness of the company is the key to the success or failure of the market competition. Tianqing Real Estate Company has been a leading enterprise in Lanzhou real estate market for a long time. In 2010, with some famous domestic real estate companies in Lanzhou market, Lanzhou Tianqing Real Estate Company is facing more severe competition pressure. Therefore, how to cultivate the core competitiveness of the company has become an urgent problem to be solved by Tianqing Real Estate Company. In this paper, the background and significance of the research on the cultivation of the core competence of Tianqing Real Estate Company and the summary of research at home and abroad are described. Secondly, on the basis of analyzing the theory of enterprise core competence, this paper analyzes the concept and characteristics of the core competence of real estate enterprises, which lays a theoretical foundation for the analysis of the core competence of Tianqing real estate company. Thirdly, based on the theory of enterprise value chain, this paper analyzes the internal competitiveness of Tianqing real estate company from the value chain of Tianqing real estate company. It also analyzes the internal competitiveness of Tianqing Real Estate Company from the core competitiveness of real estate enterprises. Finally, the paper analyzes the internal competitiveness of Tianqing real estate company by using VRIO framework method, and identifies that the core competitiveness of Tianqing real estate company lies in its ability to create customer value. "Tianqing" unique enterprise brand ability and its thoughtful after-sales service ability. Through the analysis of the identification process of the core competence of Tianqing Real Estate Company, the problems in the cultivation of the core competence of the company are summarized: the lack of awareness of cultivating the core competence of the senior management of the company, and the poor ability of obtaining the core resources. The human resource management is weak, the enterprise management is extensive, the enterprise innovation ability is poor, the enterprise culture competition ability cultivation lags behind, the enterprise marketing ability is not strong. Thirdly, the author considers that Wanda Group is a successful enterprise in China's real estate market, and summarizes the enlightenment for Tianqing Real Estate Company by analyzing the experience of Wanda Group's core competence cultivation. Finally, this paper analyzes and summarizes the ways to cultivate the core competence of Tianqing Real Estate Company: to improve the active consciousness of cultivating the core competence of enterprises, to perfect the construction of enterprise culture, to strengthen the management of human resources, and to strengthen the ability of integrating enterprise resources. Stimulate enterprise innovation ability, rely on enterprise brand strategy.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F299.233.4
本文编号：2197508
[Abstract]:In recent years, the development of our national economy has been hit by the global economic and financial crisis, the real estate industry has been affected, house prices have risen rapidly, and the state has introduced a series of policies such as tight currency, price restrictions, and purchase restrictions. Some real estate companies are in danger of being squeezed and eliminated. In order to survive in the increasingly fierce market competition, the real estate companies began to analyze the internal environment of the company and gradually realized that the core competitiveness of the company is the key to the success or failure of the market competition. Tianqing Real Estate Company has been a leading enterprise in Lanzhou real estate market for a long time. In 2010, with some famous domestic real estate companies in Lanzhou market, Lanzhou Tianqing Real Estate Company is facing more severe competition pressure. Therefore, how to cultivate the core competitiveness of the company has become an urgent problem to be solved by Tianqing Real Estate Company. In this paper, the background and significance of the research on the cultivation of the core competence of Tianqing Real Estate Company and the summary of research at home and abroad are described. Secondly, on the basis of analyzing the theory of enterprise core competence, this paper analyzes the concept and characteristics of the core competence of real estate enterprises, which lays a theoretical foundation for the analysis of the core competence of Tianqing real estate company. Thirdly, based on the theory of enterprise value chain, this paper analyzes the internal competitiveness of Tianqing real estate company from the value chain of Tianqing real estate company. It also analyzes the internal competitiveness of Tianqing Real Estate Company from the core competitiveness of real estate enterprises. Finally, the paper analyzes the internal competitiveness of Tianqing real estate company by using VRIO framework method, and identifies that the core competitiveness of Tianqing real estate company lies in its ability to create customer value. "Tianqing" unique enterprise brand ability and its thoughtful after-sales service ability. Through the analysis of the identification process of the core competence of Tianqing Real Estate Company, the problems in the cultivation of the core competence of the company are summarized: the lack of awareness of cultivating the core competence of the senior management of the company, and the poor ability of obtaining the core resources. The human resource management is weak, the enterprise management is extensive, the enterprise innovation ability is poor, the enterprise culture competition ability cultivation lags behind, the enterprise marketing ability is not strong. Thirdly, the author considers that Wanda Group is a successful enterprise in China's real estate market, and summarizes the enlightenment for Tianqing Real Estate Company by analyzing the experience of Wanda Group's core competence cultivation. Finally, this paper analyzes and summarizes the ways to cultivate the core competence of Tianqing Real Estate Company: to improve the active consciousness of cultivating the core competence of enterprises, to perfect the construction of enterprise culture, to strengthen the management of human resources, and to strengthen the ability of integrating enterprise resources. Stimulate enterprise innovation ability, rely on enterprise brand strategy.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F299.233.4
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