河南建业集团竞争战略研究

发布时间：2018-01-08 11:13

本文关键词：河南建业集团竞争战略研究　出处：《兰州商学院》2014年硕士论文　论文类型：学位论文

【摘要】：在中国经济快速增长的宏观形势下，河南建业集团抓住房地产市场的有利时机，取得了健康快速的发展。但随着房地产市场环境的恶化，房地产商品销售放缓，越来越多的房地产企业资金链紧张等，致使房地产行业的竞争日益加剧。中国房地产行业发展至今，正面临着一个承上启下的转折点。生存竞争促使企业不断的探索和调整竞争战略。因此，研究企业的竞争战略比过去任何时候显得都更加重要和紧迫。在本文中，基于战略管理理论，同时结合房地产行业的特点，对河南建业集团面临的内部和外部环境进行更准确的分析和研究，列出SWOT矩阵，以确定河南建业集团适合总成本领先战略，从而提出相关建议，这对河南建业集团未来打造强有利的核心竞争力有着十分重要的实际意义和价值。本文也希望能够给河南省房地产企业同仁们提供一些有价值的启发和参考。首先，在理论的基础上运用PEST分析方法以及行业结构分析模型进行系统的分析河南建业集团的外部环境。不仅分析了在政治、经济、社会、技术、等方面的宏观环境，而且分析了在行业竞争状况、郑州房地产需求等方面的行业环境。其次运用资源能力理论对企业的人力资源、组织结构、融资和短期偿债能力、市场营销能力、土地储备、技术能力、企业文化建设等内部条件进行了分析，然后运用SW0T模型对河南建业集团可能采用的竞争战略进行分析，列出SWOT矩阵，应用“迈克尔波特”三个典型的战略理论分析了河南建业集团竞争战略的选择标准，在结合房地产行业特点的基础上，总结归纳出河南建业集团适宜采用的竞争战略——总成本领先战略。最后，为了进一步扩大竞争优势，提高其核心竞争力，研究制定了河南建业集团切实可行的具体措施。主要针对建业集团拓宽融资渠道，优化环节，提高创新能力，拓宽销售渠道，加强人力资源管理，加强信息化建设，，注重企业文化这几个方面提出了一些改进的建议。希望通过这些建议的重视和有效实施，以达到提高河南建业集团的核心竞争力，在纷繁多变的市场环境中把握主动，从而实现可持续发展。
[Abstract]:Under the macro situation of China's rapid economic growth, Henan Jianye Group seized the favorable opportunity of the real estate market and made a healthy and rapid development. However, with the deterioration of the real estate market environment, the real estate commodity sales slowed down. More and more real estate enterprises, such as the shortage of capital chain, resulting in the real estate industry increasingly fierce competition. China's real estate industry has developed so far. It is facing a turning point of connecting the preceding and the following. The survival competition urges the enterprise to explore and adjust the competitive strategy constantly. Therefore, it is more important and urgent to study the competitive strategy of the enterprise than ever before. In this paper, based on the theory of strategic management, combined with the characteristics of the real estate industry, the paper makes a more accurate analysis and research on the internal and external environment faced by Henan Jianye Group, and lists the SWOT matrix. In order to determine the Henan Construction Group is suitable for the overall cost leading strategy, so as to put forward relevant recommendations. It is of great practical significance and value for Henan Jianye Group to build a strong and favorable core competitiveness in the future. This paper also hopes to provide some valuable inspiration and reference to the colleagues of Henan real estate enterprises. First of all, based on the theory of PEST analysis method and industry structure analysis model to systematically analyze the external environment of Henan Jianye Group, not only in politics, economy, society, technology. It also analyzes the industry environment in the aspects of industry competition and real estate demand in Zhengzhou. Secondly, it applies the theory of resource ability to analyze the human resources and organizational structure of enterprises. The internal conditions, such as financing and short-term solvency, marketing ability, land reserve, technical ability and corporate culture construction, are analyzed. Then we use the SW0T model to analyze the possible competitive strategy of Henan Jianye Group and list the SWOT matrix. This paper applies three typical strategic theories of Michael Porter to analyze the selection criteria of competitive strategy of Henan Construction Industry Group, on the basis of combining the characteristics of the real estate industry. Finally, in order to further expand the competitive advantage, improve its core competitiveness. This paper studies and formulates practical and practical measures for Henan Jianye Group, mainly aiming at widening financing channels, optimizing links, improving innovation ability, widening sales channels and strengthening human resource management. Strengthen the information construction, pay attention to the enterprise culture these several aspects put forward some suggestions for improvement. Hope through these suggestions attention and effective implementation, in order to improve the core competitiveness of Henan Jianye Group. In the complex and changeable market environment to grasp the initiative, so as to achieve sustainable development.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F299.233.4

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