LS商业地产公司差异化竞争战略研究

发布时间：2018-01-02 20:39

本文关键词：LS商业地产公司差异化竞争战略研究　出处：《中国海洋大学》2014年硕士论文　论文类型：学位论文

【摘要】：LS商业地产公司成立于2013年6月，是山东省大型国有企业——LS集团控股的LS置业有限公司旗下的一家专业从事商业地产开发、经营管理的公司。该公司的母体LS置业有限公司注册资金人民币10亿元，下设22家子公司，现开发项目近30个，分布在山东、北京、重庆、辽宁、黑龙江等省市，开发业态涵盖了大型购物广场、商业步行街、住宅、写字楼、酒店等。经过几年的发展，LS置业已成长为年开发量400万平米、拥有土地储备800万平米、在省内具有较大影响力并已迈向“全国战略”的大型房地产综合开发集团企业。 LS商业地产公司所属的LS集团拥有20余年大型连锁零售业经营和多年地产开发背景，可利用产业协同优势、政府资源优势、品牌优势、规模效益优势、商户资源等优势，整合利用现有的百货、家电、酒店等业态，快速搭建商业地产开发、运营平台。LS集团的多元化发展使其旗下的各种产业构成了购物中心的完整产业链，从地产开发到百货、超市、酒店、健身娱乐等各个环节都为LS商业地产公司的产品开发提供了有力支撑。本文主要研究内容为LS商业地产公司的差异化竞争战略。通过学习国内外竞争相关理论知识及研究成果，结合LS商业地产公司外部宏观环境及产业环境分析，在利用波特五力模型、SWOT分析等分析工具的基础上，得出了LS商业地产公司面临的机遇为：相对宽松的政策环境，国民经济的持续、快速发展，人民消费水平的持续提高，恩格尔系数维持在富裕水平，休闲时间增多，体验式消费受到认可，城市化进程不断加快，二三线城市机会更多，潜在进入者及替代者少，竞争程度弱。LS商业地产公司面临的威胁为：土地供应趋紧，土地成本增高，金融机构贷款不易获得，，购买者具有较强议价能力以及电子商务对实体消费的冲击几个方面。通过对LS商业地产公司内部环境分析，得出了LS商业地产公司自身的优势为：区域市场内相对较强的市场地位，相对较优的人力资源，良好的财务状况，较强的招商能力和品牌资源，区域内良好的公关能力及区域内较好的市场任何度和品牌知名度。LS商业地产公司存在的劣势为：相对薄弱的产品设计和研发能力，公司规模不具优势，全国性开发实力较弱以及企业文化缺乏特色。以上分析为LS商业地产公司的竞争战略选择提供了依据。根据综合分析，确定了LS商业地产公司应选取差异化竞争战略，并对LS商业地产差异化战略的实施措施、过程控制及风险防控提出保障性的建议。本文通过深入分析研究LS商业地产公司的竞争战略,为企业在市场内获取优势的竞争地位、树立良好的企业品牌形象提供了理论基础和操作依据。并为其他与LS商业地产公司类似的企业提供了借鉴意义。
[Abstract]:LS Commercial Real Estate Co., Ltd. was founded in June 2013, is a large state-owned enterprise in Shandong Province-LS Group holding LS Real Estate Co., Ltd. a professional engaged in commercial real estate development. Management of the company. The parent of LS Real Estate Co., Ltd. registered capital of 1 billion yuan, under 22 subsidiaries, the current development of nearly 30 projects in Shandong, Beijing, Chongqing, Liaoning. Heilongjiang and other provinces and cities, the development format covers the large-scale shopping square, commercial pedestrian streets, residential, office buildings, hotels and so on. After several years of development, the property has grown to 4 million square meters per year. Land reserves of 8 million square meters, in the province has a greater influence and has moved towards a "national strategy" of the large real estate comprehensive development group enterprises. LS Group, which belongs to LS Commercial Real Estate Company, has more than 20 years of large-scale retail chain operation and many years of real estate development background. It can make use of industry synergy, government resource advantage, brand advantage and scale benefit advantage. Commercial resources and other advantages to integrate the use of existing department stores, appliances, hotels and other forms of business, quickly build commercial real estate development. The diversified development of the operating platform. LS group makes its various industries form a complete industrial chain of shopping center, from real estate development to department stores, supermarkets, hotels. Fitness entertainment and other links for LS commercial real estate companies to provide strong support for product development. The main content of this paper is the differentiated competition strategy of LS commercial real estate company. Through the study of domestic and foreign competition related theory knowledge and research results. Combined with the analysis of external macro environment and industrial environment of LS commercial real estate company, based on the SWOT analysis tools of Porter's five-force model. LS commercial real estate companies are faced with the opportunity: relatively loose policy environment, the sustained and rapid development of the national economy, the continuous improvement of the people's consumption level, the Engel coefficient to maintain in the rich level. Leisure time increases, experiential consumption is recognized, urbanization continues to accelerate, second and third tier cities have more opportunities, and potential entrants and substitutes are less. Weak competition. LS commercial real estate companies are facing the threat: land supply is tight, land costs increase, financial institutions are not easy to obtain loans. Buyers have strong bargaining power and e-commerce impact on real consumption in several aspects. Through the analysis of the internal environment of the LS commercial real estate company, it is concluded that the advantages of LS commercial real estate company are: relatively strong market position in the regional market, relatively superior human resources, good financial situation. Strong ability to attract investment and brand resources. Good public relations ability in the region and good market in the region any degree and brand awareness. LS commercial real estate company's disadvantages are: relatively weak product design and R & D capabilities, the company has no advantages in scale. The national development strength is weak and the enterprise culture lacks the characteristic. The above analysis provides the basis for the competition strategy choice of LS commercial real estate company. According to the comprehensive analysis, it determines that LS commercial real estate company should choose the differentiated competition strategy. And put forward the safeguard suggestion to the LS commercial real estate differentiation strategy implementation measure, the process control and the risk prevention and control. Through in-depth analysis of the LS commercial real estate company's competitive strategy, for enterprises to gain competitive position in the market. Establishing a good corporate brand image provides a theoretical basis and operational basis, and provides a reference for other companies similar to LS commercial real estate companies.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F299.233.4;F721

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