东方房地产开发有限公司发展战略研究

发布时间：2018-01-22 01:42

本文关键词： 房地产发展战略战略实施 SWOT分析　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的不断发展,城镇化规模也逐渐扩大,人们的居住质量也在不断提高,据2016年《社会蓝皮书》统计受访家庭居民自有率为95.4%,比2013年调查上升1.9个百分点,其中,19.7%的家庭拥有两套以上的住房,较2013年调查增加了1.1个百分点。受访居民家庭人均建筑面积为50平米,较2013年调查的数据为47.3平米增加了2.7平米,显示房地产行业在住房市场化改革的这几十年间被推向了发展的顶峰,国家为调控这种膨胀的发展,出台了政策对其进行调整控制,房地产行业也逐渐降温。虽然东方房地产开发有限公司成立十多年来依旧是个民营中小型房地产开发公司,但正是因为有了多年的经验,在公司内部已经形成了较为完善的管理架构,不仅仅如此,公司还将房地产开发、物业服务、设计研发、商业运营等众多环节都有规划的进行管理,使公司可持续地发展下去。在现如今,行业环境十分复杂,东方房地产开发有限公司面对着这众多的挑战,仍需要进行更多的改进,比如应使用更科学的管理制度和更适应局势的发展战略,这些问题都是需要进行深入研究的。近年来长春市一直处于“高库存”、“外部需求不旺”行列中,2014年-2015年市场库存加大,政府为了降低库存,出台的相关的政策,及时的扭转了这一劣势,2016年长春市商品住宅成交金额613亿元,受政府政策利好影响,成交金额比2015年上升31.9%。同时,2016年长春市商品住宅成交905.46万平方米,较比2015年上升11.36%,总体来说,长春楼市量价齐涨。本文主要以长春市房地产市场发展情况为主要的背景,对长春市房地产企业的发展的宏观市场环境与企业的微观环境进行总体的分析,并以东方房地产开发有限公司的发展战略作为研究对象,在阐述房地产发展战略理论基础上,分析长春市房地产市场发展历程,将长春市房地产发展分为新兴起步阶段、逐步规范阶段和发展壮大阶段;不仅如此,还需要对东方房地产开发有限公司的环境因素进行仔细分析,分为内外部环境两个部分。在其中,外部环境主要的分析对象是房地产行业的五力模型和对公司发展的宏观环境,内部环境分析主要对公司的运营能力和开发能力进行分析,然后运用SWOT矩阵分析出企业发展在逐步发展的过程中,所掌握的机会、遭受的威胁、所具备的优势和劣势等各个问题,从而设计SWOT战略方案;并对该战略方案进行明确的规划与实施,不仅仅是简单的规划,还需要对战略制定合适的指导思想,进行一个合理的定位,找到主要的进攻目标,做好做实,只有这样,公司才可持续地发展下去。在方案中,制定了东方房地产开发有限公司的业务组合战略,如住宅产品结构战略、品牌战略、区域布局战略等;本研究将为东方房地产开发有限公司提供最完美的发展战略,并会提出战略的保障措施,使东方房地产开发有限公司顺利持续的发展。
[Abstract]:With the continuous development of our economy, the scale of urbanization is also gradually expanding, people's living quality is also constantly improving, according to the 2016 "Social Blue Book" statistics of the survey of household ownership rate is 95.4%. This was 1.9 percentage points higher than in 2013, with 19. 7% of households owning more than two homes. This was 1.1 percentage points more than in the 2013 survey. The average floor area of the households surveyed was 50 square meters, 2.7 square metres higher than the data of 47.3 square metres in 2013. Show that the real estate industry in the housing market reform in the past decades has been pushed to the top of the development of the country in order to control the expansion of the development, the introduction of policies to adjust and control it. Although Dongfang Real Estate Development Co., Ltd. was established for more than ten years, it is still a private small and medium-sized real estate development company, but it is precisely because of many years of experience. In the company has formed a relatively perfect management framework, not only so, the company will also real estate development, property services, design and development, commercial operations and many other aspects of planning management. To make the company sustainable development. Nowadays, the industry environment is very complex, Dongfang Real Estate Development Co., Ltd. is facing these many challenges, still need to make more improvements. For example, a more scientific management system and a more adaptable development strategy should be used, all of which need to be studied in depth. In recent years, Changchun has been in the ranks of "high inventory" and "low external demand". 2014-2015 market inventory increased, the government in order to reduce inventory, the introduction of relevant policies, timely reverse this disadvantage, Changchun on 2016 commercial housing transaction volume of 61.3 billion yuan. Affected by good government policies, the transaction amount increased by 31.9than 2015. At the same time, on 2016 Changchun City commercial residential transactions of nine million fifty-four thousand and six hundred square meters. Compared with 2015, the increase of 11.36%, on the whole, the volume of Changchun real estate prices rise. This article mainly based on the Changchun real estate market development as the main background. The macro market environment of the development of real estate enterprises in Changchun and the micro environment of enterprises are analyzed as a whole, and the development strategy of Dongfang Real Estate Development Co., Ltd. is taken as the research object. On the basis of expounding the theory of real estate development strategy, this paper analyzes the development course of real estate market in Changchun, and divides the development of real estate in Changchun into three stages: the emerging stage, the stage of standardization and the stage of development. Not only that, but also need to East Real Estate Development Co., Ltd. for careful analysis of environmental factors, divided into internal and external environment two parts. The main analysis object of the external environment is the five forces model of the real estate industry and the macro environment of the development of the company. The internal environment analysis mainly analyzes the operation ability and the development ability of the company. Then we use SWOT matrix to analyze the opportunities, threats, strengths and weaknesses in the process of enterprise development, so as to design the strategic plan of SWOT. And the strategic plan for the clear planning and implementation, not only simple planning, but also need to develop the appropriate guiding ideology of the strategy, a reasonable positioning, to find the main offensive targets, do a good job. Only in this way, the company can develop continuously. In the plan, the business combination strategy of Dongfang Real Estate Development Co., Ltd is formulated, such as the structure strategy of residential products, brand strategy, regional layout strategy, etc. This study will provide the most perfect development strategy for Dongfang Real Estate Development Co., Ltd.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4

【相似文献】