亚泰地产长春公司发展战略研究

发布时间：2018-01-01 05:11

本文关键词：亚泰地产长春公司发展战略研究　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：2011年至今，受宏观调控及市场经济形势的影响，当前房地产市场已经逐步进入转型期，房地产行业格局从开发为主，进入以存量房交易、物业持续经营为主的“后房地产”开发时代。住房观念有了更深层次的认识，大牌开发商对消费者的吸引力也不断增大。同时，随着行业竞争加剧，房地产产业集中趋势愈加显著，强者更强的局面进一步凸显，大型房企规模不断加大，利润率也高于行业平均水平，而中小房企市场占有率不断降低，生存空间也在收缩。随着房地产行业整体利润率下降，对于融资渠道不畅、资金压力较大、仅靠少量项目维系的中小型房企，应明确自身竞争优势，准确定位市场需求，提高资金周转效率。亚泰地产长春公司作为一家依托集团品牌的区域房地产公司，在发展过程中同样面临着以上问题。亚泰地产长春公司隶属于吉林亚泰（集团）股份有限公司，成立于1986年，是吉林省最大的房地产开发公司之一。作为典型的中小型本土开发企业，研究其发展战略不仅对自身企业的发展提供支持，而且对其他类似房地产企业的发展提供参考。本文试从公司所处宏观背景、公司发展现状及其所面临的挑战进行深入分析，从战略的高度，，明确公司长期发展的思路。本文采用了运用PEST分析法分析了外部环境，进而从组织结构、人力资源、财务状况、业务然后通过SWOT综合分析并最终确定了公司的战略定位，最后确认前向一体化战略以及品牌发展战略。同时通过强化企业人力资源管理、增强信息系统、拓宽企业融资渠道来保障战略实施。
[Abstract]:Since 2011, under the influence of macro-control and market economy situation, the current real estate market has gradually entered the transition period, the real estate industry pattern from the development of the main into the stock of housing transactions. The "post-real estate" development era in which the property continues to operate mainly. The concept of housing has a deeper understanding, and the attraction of big-name developers to consumers is also increasing. At the same time, with the intensification of competition in the industry. The trend of real estate industry concentration is becoming more significant, the situation of the stronger ones is more prominent, the scale of large housing enterprises is increasing, the profit margin is also higher than the average level of the industry, and the market share of small and medium-sized housing enterprises is decreasing. The living space is also shrinking. With the decline of the overall profit margin of the real estate industry, for the financing channels are not smooth, capital pressure, only a small number of projects to maintain small and medium-sized housing enterprises, should be clear about their own competitive advantages, accurate positioning of market demand. Yatai real estate Changchun company as a regional real estate company relying on the group brand. In the process of development is also facing the above problems. Yatai real estate Changchun Company is subordinate to Jilin Yatai (Group) Co., Ltd., was established in 1986. Jilin Province is one of the largest real estate development companies. As a typical small and medium-sized local development enterprises, the study of its development strategy not only provides support for the development of their own enterprises. And the development of other similar real estate enterprises to provide a reference. This paper tries to analyze the macro background of the company, the current situation of its development and the challenges it faces, from the perspective of strategy. This paper uses the PEST analysis method to analyze the external environment, and then from the organizational structure, human resources, financial situation. Then through the SWOT comprehensive analysis and final determination of the company's strategic positioning, finally confirm the forward integration strategy and brand development strategy. At the same time, strengthen the enterprise human resources management, enhance the information system. Broaden the financing channels to ensure the implementation of the strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F299.233.4

【参考文献】