QH集团发展战略研究
发布时间：2019-05-30 08:28
【摘要】：随着房地产市场与经济环境的不断变化,国家自二十一世纪初以来,连续出台了多项针对房地产行业或主要指向房地产及相关行业的宏观调控政策,其密度之大,强度之高,十分罕见。但是,社会各界针对宏观调控政策的真正原因,会产生的影响和未来的调控政策变化,各执一端,莫衷一是。为了缓解中低收入者购房需求无法满足所引起的社会矛盾和控制金融风险,为了保持房地产经济健康发展,国家陆续出台了大量金融性和行政性的宏观调控政策。这些政策的出台一方面将提高房地产行业的进入和经营门槛,优化产业结构,另一方面将促进房地产行业形成成熟、健康、稳定的发展态势,促进房地产企业的优胜劣汰。这也要求房地产企业更加注重提高在复合型地产领域的投资、开发、管理能力,并在金融市场寻求资本突破的机会。 本文以南京QH集团为案例,研究宏观调控政策演变情况下,房地产企业的发展。首先对企业所面临的外部环境进行分析,包括宏观经济分析,宏观经济背景,房地产行业分析；接着,运用企业发展的理论,结合企业发展的实际情况,客观描述了QH集团的内部环境分析,包括发展历程及目前所处阶段,集团现状,实践商业模式的业务组合；然后,在客观评价了该集团的发展认识的基础上,利用SWOT方法,得出了公司未来一个发展阶段的战略目标和战略选择,即谨慎密集的开发住宅地产,以投资管理为先导,以产品开发与运营管理为基础,构建一种复合型的商业模式,创造全新商业价值,着力培养投资、开发和运营管理的能力和企业品牌,成为一个多元化发展的能力型企业。最后,本文从管理模式、团队管理、伙伴关系管理及战略实施的管理与安排入手,明确了QH集团发展战略实施的目标和安排。
[Abstract]:With the continuous change of the real estate market and the economic environment, since the beginning of the 21 century, the country has issued a number of macro-control policies for the real estate industry or mainly pointing to the real estate and related industries, its density is high, the intensity is high. It's very rare. However, the real reasons for macro-control policy, the impact and future regulatory policy changes, each side of the community, do not agree. In order to alleviate the social contradiction and control the financial risk caused by the low-and middle-income people's housing purchase demand, in order to maintain the healthy development of the real estate economy, the state has issued a large number of financial and administrative macro-control policies one after another. On the one hand, the introduction of these policies will improve the entry and management threshold of the real estate industry, optimize the industrial structure, on the other hand, it will promote the formation of a mature, healthy and stable development situation of the real estate industry, and promote the survival of the fittest in real estate enterprises. This also requires real estate enterprises to pay more attention to improve the investment, development and management ability in the field of compound real estate, and to seek the opportunity of capital breakthrough in the financial market. Taking Nanjing QH Group as an example, this paper studies the development of real estate enterprises under the evolution of macro-control policy. First of all, the external environment faced by enterprises is analyzed, including macroeconomic analysis, macroeconomic background, real estate industry analysis; Then, using the theory of enterprise development, combined with the actual situation of enterprise development, this paper objectively describes the internal environment analysis of QH Group, including the development process and current stage, the current situation of the Group, and the business combination of practical business model. Then, on the basis of objective evaluation of the development understanding of the group, using SWOT method, the strategic objectives and strategic choices of the company in the future development stage are obtained, that is, careful and intensive development of residential real estate, with investment management as the forerunner. Based on product development and operation management, a compound business model is constructed to create new business value, focus on cultivating the ability of investment, development and operation management and enterprise brand, and become a diversified and capable enterprise. Finally, starting with the management mode, team management, partnership management and the management and arrangement of strategic implementation, this paper clarifies the objectives and arrangements for the implementation of the development strategy of QH Group.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.23
本文编号：2488679
[Abstract]:With the continuous change of the real estate market and the economic environment, since the beginning of the 21 century, the country has issued a number of macro-control policies for the real estate industry or mainly pointing to the real estate and related industries, its density is high, the intensity is high. It's very rare. However, the real reasons for macro-control policy, the impact and future regulatory policy changes, each side of the community, do not agree. In order to alleviate the social contradiction and control the financial risk caused by the low-and middle-income people's housing purchase demand, in order to maintain the healthy development of the real estate economy, the state has issued a large number of financial and administrative macro-control policies one after another. On the one hand, the introduction of these policies will improve the entry and management threshold of the real estate industry, optimize the industrial structure, on the other hand, it will promote the formation of a mature, healthy and stable development situation of the real estate industry, and promote the survival of the fittest in real estate enterprises. This also requires real estate enterprises to pay more attention to improve the investment, development and management ability in the field of compound real estate, and to seek the opportunity of capital breakthrough in the financial market. Taking Nanjing QH Group as an example, this paper studies the development of real estate enterprises under the evolution of macro-control policy. First of all, the external environment faced by enterprises is analyzed, including macroeconomic analysis, macroeconomic background, real estate industry analysis; Then, using the theory of enterprise development, combined with the actual situation of enterprise development, this paper objectively describes the internal environment analysis of QH Group, including the development process and current stage, the current situation of the Group, and the business combination of practical business model. Then, on the basis of objective evaluation of the development understanding of the group, using SWOT method, the strategic objectives and strategic choices of the company in the future development stage are obtained, that is, careful and intensive development of residential real estate, with investment management as the forerunner. Based on product development and operation management, a compound business model is constructed to create new business value, focus on cultivating the ability of investment, development and operation management and enterprise brand, and become a diversified and capable enterprise. Finally, starting with the management mode, team management, partnership management and the management and arrangement of strategic implementation, this paper clarifies the objectives and arrangements for the implementation of the development strategy of QH Group.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.23
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，本文编号：2488679
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