H地产集团商业地产竞争战略研究

发布时间：2018-03-31 04:24

本文选题：商业地产　切入点：竞争战略　出处：《华南理工大学》2015年硕士论文

【摘要】：H地产集团长期以来都是传统住宅开发企业,但是行业环境发生了很大变化,住宅开发的黄金时代逐渐远去,H地产集团的住宅地产开发业务也逐渐遭遇瓶颈,而商业地产开发时代已经到来。在这样的行业背景下,H地产集团比过去任何时候都面临着更为迫切的商业地产转型问题,企业内部对于商业地产转型已达成共识,但由于商业地产开发的资源、能力、经验都存在不足,因此在新形势下如何做好商业地产开发业务成为困扰H地产集团的关键重大问题。本文首先从H地产集团所处行业分析入手,分析了宏观环境、住宅地产行业以及商业地产行业,揭示住宅地产开发的黄金时代已经过去,商业地产开发的时代到来,商业地产长期来看具有广阔的前景,但也需注意短期风险,并对商业地产的发展趋势、行业竞争格局、行业典型运营模式进行了详尽分析,为H地产集团商业地产转型业务战略的制定提供坚实的外部环境分析基础。其次,结合H地产集团内部业务现状存在的主要问题,对H地产集团发展商业地产业务的关键资源和能力进行诊断分析,为制定竞争战略时充分考虑自身内部资源能力奠定基础。第三,结合内外部分析结论,运用竞争战略相关理论,提出H地产集团商业地产竞争战略选择建议,建议采用差异化的竞争战略,包括内部运作的差异化和外部市场的差异化两大层面构建差异化的竞争战略方案,并明确H地产集团发展商业地产的基本原则。最后,为保障商业地产竞争战略的落地实施,制定了包括关键战略举措和关键能力建设等一系列战略保障措施。文章从基础层(行业研究和内部诊断)、方案层(竞争战略的选择和竞争战略方案构建)和保障层(关键举措和关键能力建设)三层面确保方案的合理性和可行性,为H地产集团应对市场变化、顺利实现业务转型和提升市场竞争能力与市场地位提供参考和借鉴。
[Abstract]:H Real Estate Group has been a traditional residential development enterprise for a long time, but the industry environment has changed greatly, and the golden age of housing development has gradually gone to the end of the Housing Real Estate Development Business of H Real Estate Group.And the commercial real estate development era has come.Against this background of the industry, the real estate group is facing a more pressing problem than ever before in the transformation of commercial real estate. There has been a consensus within the enterprise on the transformation of commercial real estate, but due to the resources available for the development of commercial real estate,Experience is insufficient, so how to do commercial real estate development business well in the new situation has become a key problem for H real estate group.This paper begins with the industry analysis of H Real Estate Group, analyzes the macro environment, residential real estate industry and commercial real estate industry, reveals that the golden age of residential real estate development has passed, the era of commercial real estate development has arrived.Commercial real estate has broad prospects in the long run, but it also needs to pay attention to short-term risks. It also makes a detailed analysis of the development trend of commercial real estate, the pattern of industry competition, and the typical operation mode of the industry.For H real estate group commercial real estate transformation business strategy to provide a solid external environment analysis basis.Secondly, according to the main problems existing in the internal business of H real estate group, the key resources and ability of H real estate group to develop commercial real estate business are diagnosed and analyzed.For the development of competitive strategy to fully consider their own internal resource capacity to lay the foundation.Thirdly, combining the conclusion of internal and external analysis, using the theory of competition strategy, the paper puts forward some suggestions on the selection of commercial real estate competition strategy of H real estate group, and recommends the adoption of differentiated competition strategy.It includes the differentiation of internal operation and the differentiation of external market to construct the competitive strategy of differentiation, and to clarify the basic principles of the development of commercial real estate in H real estate group.Finally, in order to ensure the implementation of commercial real estate competition strategy, a series of strategic safeguard measures including key strategic measures and key capacity building are formulated.This paper ensures the rationality and feasibility of the scheme from three levels: the foundation layer (industry research and internal diagnosis), the scheme layer (the choice of competition strategy and the construction of competition strategy program) and the safeguard layer (key initiatives and key capacity-building).It provides reference and reference for H real estate group to deal with market change, to realize business transformation smoothly and to promote market competition ability and market position.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F299.233.4;F272

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