XC房地产公司发展战略研究

发布时间：2018-10-14 13:42

【摘要】：我国住房制度改革之后,房地产行业发展速度迅猛,伴随着不断市场化的脚步,已然发展成为中国经济支柱产业之一。与其他许多行业一样,房地产行业中,中小企业占比八成以上,这些中小房企为房地产市场健康发展和国民经济发展贡献巨大。然而,中小房企在资金土地和人才管理等方面,都处于劣势。目前,中小房企面临着巨大生存挑战。一方面,国家经济下行、宏观调控政策紧缩,另一方面,房地产行业自身尚待完善、正在调整,这都让中小房企面临生存发展威胁。如何应对挑战,发展战略无疑是首要解决的问题。本文在企业战略管理理论指导下,以XC房地产公司为研究对象,首先分析企业所处的外部环境和行业竞争态势,运用外部因素评价矩阵分析出企业外部环境的威胁和机遇；其次对企业内部资源和企业所拥有的各项能力逐一分辨,运用内部因素评价矩阵分析出企业内部优势和存在的劣势；然后运用SWOT矩阵把企业内外部环境进行匹配,得出一系列可行性备选方案；最后本文运用定量战略计划矩阵对可行性战略进行决策,得出最适合XC地产公司发展目标的企业战略。XC企业根据得出的公司战略制定企业定位和发展得目标,从而确定企业竞争战略。并提出保证战略目标顺利实施的一系列措施。本文通过对XC房地产公司发展战略的研究,旨在以XC为例,提出在当前严峻的市场环境下,中小房地产公司发展的新方向、新思路,给数量广大的中小房地产企业的发展战略起到借鉴作用。
[Abstract]:After the reform of housing system in China, the real estate industry has developed rapidly and has become one of the pillar industries of Chinese economy. Like many other industries, small and medium-sized enterprises account for more than 80% of the real estate industry. These small and medium-sized housing enterprises contribute greatly to the healthy development of the real estate market and the development of the national economy. However, small and medium-sized housing enterprises in the capital, land and talent management, are at a disadvantage. At present, small and medium-sized housing enterprises are facing enormous survival challenges. On the one hand, the national economic downturn, macro-control policy tightening, on the other hand, the real estate industry itself needs to be improved, is adjusting, which makes small and medium-sized housing enterprises are facing survival and development threats. How to deal with the challenge, development strategy is undoubtedly the first to solve the problem. Under the guidance of the enterprise strategic management theory, this paper takes XC real estate company as the research object, firstly analyzes the external environment and the competition situation of the enterprise, and analyzes the threat and opportunity of the enterprise external environment by using the external factor evaluation matrix. Secondly, the internal resources and the capabilities of the enterprise are distinguished one by one, and the internal advantages and disadvantages of the enterprise are analyzed by using the internal factor evaluation matrix, and then the internal and external environment of the enterprise is matched by the SWOT matrix. Finally, the quantitative strategic planning matrix is used to make a decision on the feasibility strategy. The enterprise strategy which is most suitable for the development goal of XC real estate company is obtained. According to the company strategy, XC enterprise formulates the enterprise position and the development goal, thus determines the enterprise competition strategy. And put forward a series of measures to ensure the smooth implementation of strategic objectives. Through the research on the development strategy of XC real estate company, this paper, taking XC as an example, puts forward a new direction and new ideas for the development of small and medium-sized real estate companies under the severe market environment. To a large number of small and medium-sized real estate enterprises to play a reference role in the development strategy.
【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;F272

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