金融街惠州置业有限公司战略研究

发布时间：2019-03-15 20:32

【摘要】：本论文是通过对战略管理理论的学习与研究,运用战略管理理论和研究方法对以金融街惠州置业有限公司(以下简称惠州公司)为例对房地产开发企业战略管理进行规划研究。通过对惠州公司所处的环境采用战略管理理论中的分析模型结合惠州公司的实际情况进行分析研究,从而得出惠州公司应采取的战略,为企业能够长期稳健的发展,在竞争中处于优势地位。本论文共六章。第一章引言、第二章战略管理的基本理论和方法、第三章惠州公司战略分析、第四章惠州公司战略决策、第五章惠州公司战略实施、第六章结论。本论文研究的理论主线是第一章先提出问题,即研究的背景、目的和意义；第二章概述战略管理的基本理论和方法,第三章对惠州公司进行战略分析并得出相关结论,第四章介绍惠州公司战略决策并得出惠州公司应采取的战略,第五章介绍惠州公司的战略实施,提出为有效实施选定的战略而采取的控制措施,第六章阶段研究的结论和研究局限。本论文的递进关系是提出问题、理论概述、惠州公司战略分析、战略决策、战略实施,最后得出研究结论。全文采用了战略管理的理论与研究方法。本论文的重点是利用战略管理的理论和方法,结合惠州公司的实际情况推导出惠州公司应采取的战略,要点和新意是战略环境分析中对竞争对手的分析。本论文的主要研究成果是(1)通过竞争态势矩阵分析,得出惠州公司的竞争态势处于一般状态；(2)通过对惠州公司的分析得出惠州公司的关键成功要素是降低开发成本、调整营销策略和调整报建策略；(3)通过SWOT矩阵分析得出惠州公司处于劣势和受到周边竞争对手的威胁；(4)通过战略规划模式分析得出惠州公司应采取防御型战略；(5)通过竞争战略选择和分析得出在惠州公司防御型战略中的竞争战略方式采取差异化战略方式,竞争产品采用差异化战略中的高值战略途径和高值高价战略途径；(6)通过公司战略选择和分析得出惠州公司防御型战略中的公司战略采用多元化战略方式。这些研究成果能够解决解决惠州公司企业战略管理的实际问题；为控股公司其他区域子公司起到一定的借鉴作用；给片区内或其他片区房地产开发企业起到一定的借鉴作用。本人对房地产开发企业战略管理规划研究还很浅薄,论文仍存在不足之处,如部分问题研究尚不深入；实证分析不足等。今后将在学习和工作实践中加强房地产开发企业战略管理理论的学习与研究,结合企业的实际情况,采用战略管理理论和方法进行更深入的研究与实践。
[Abstract]:Through the study and research of strategic management theory, this paper uses strategic management theory and research method to plan and study the strategic management of real estate development enterprise, taking Financial Street Huizhou Real Estate Co., Ltd. (hereinafter referred to as Huizhou Company) as an example. Based on the analysis model of the strategic management theory in the environment of Huizhou Company and the actual situation of Huizhou Company, the strategy that Huizhou Company should adopt is obtained for the long-term stable development of the enterprise. Be in a superior position in competition. This thesis consists of six chapters. The first chapter is introduction, the second chapter is the basic theory and method of strategic management, the third chapter is Huizhou company strategic analysis, the fourth chapter Huizhou company strategic decision-making, the fifth chapter Huizhou company strategic implementation, the sixth chapter conclusion. The theoretical thread of this paper is that the first chapter puts forward the question, namely, the background, the purpose and the significance of the research; The second chapter summarizes the basic theories and methods of strategic management, the third chapter carries on the strategic analysis to Huizhou company and draws the related conclusion, the fourth chapter introduces Huizhou company's strategic decision-making and draws the strategy that Huizhou company should adopt. The fifth chapter introduces the strategy implementation of Huizhou Company, puts forward the control measures for the effective implementation of the selected strategy, and the conclusions and limitations of the sixth stage of the study. The progressive relationship of this paper is to put forward questions, theoretical overview, Huizhou company strategic analysis, strategic decision-making, strategic implementation, and finally draw a research conclusion. The thesis adopts the theory and research method of strategic management. The emphasis of this paper is to use the theory and method of strategic management, combined with the actual situation of Huizhou Company, to deduce the strategy that Huizhou Company should adopt, the main point and new meaning is the analysis of competitors in the analysis of strategic environment. The main research results of this paper are as follows: (1) through the analysis of competition situation matrix, it is concluded that the competition situation of Huizhou Company is in a general state; (2) through the analysis of Huizhou Company, it is concluded that the key success factor of Huizhou Company is to reduce the development cost, adjust the marketing strategy and adjust the construction strategy; (3) through the analysis of SWOT matrix, Huizhou Company is at a disadvantage and is threatened by its peripheral competitors; (4) through the analysis of strategic planning model, Huizhou Company should adopt defensive strategy; (5) through the selection and analysis of the competitive strategy, it is concluded that the competitive strategy mode in the defensive strategy of Huizhou Company adopts the differentiation strategy mode, and the competitive products adopt the high value strategy way and the high value and high price strategy way in the differentiation strategy; (6) through the selection and analysis of the company strategy, it is concluded that the company strategy in the defensive strategy of Huizhou Company adopts the diversification strategy. These research results can solve the practical problems of the strategic management of Huizhou Company, play a certain reference role for the other regional subsidiaries of the holding company, and play a certain reference role for the real estate development enterprises in the area or other areas. My research on strategic management planning of real estate development enterprises is still very shallow, there are still some deficiencies in the thesis, such as some problems are not in-depth research, empirical analysis is insufficient, and so on. In the future, the study and research of strategic management theory of real estate development enterprises will be strengthened in the study and working practice, and more in-depth research and practice will be carried out by using the theory and method of strategic management combined with the actual situation of the enterprise.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

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