上海FD集团房地产发展战略研究

发布时间：2018-01-04 02:39

本文关键词：上海FD集团房地产发展战略研究　出处：《上海交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着经济的日益全球化和我国社会主义市场经济体制的逐步形成和完善,房地产市场快速发展、房地产企业面临发展的良好机遇。本文研究了FD集团内外环境条件,其最终目的是借此建立新的公司发展的策略以增加经营决策的效率,并拟定一套适用于FD集团的二线城市房地产市场发展的目标、原则与战略措施。现阶段,我国“北、上、广”一线城市的房地产市场渐趋饱和状态,房地产市场盈利空间进一步紧缩,在国家加大宏观调控力度的同时,房地产市场在一线城市市场竞争处于白热化阶段。因而,大部分的房地产企业把关注点从竞争白热化的一线城市转移到二线城市。FD集团于1992年开始进入房地产市场并持续发展了二十多年,在此期间逐步建立了如今的大型民营房地产企业,企业基础是房地产开发,增长点为物业管理及旅游房地产,FD集团通过发展战略的不断调整、完善,在上海房地产市场有较大的品牌知名度,并已在房地产市场竞争中赢得较大的市场占有率,在现阶段的房地产发展形势下,将发展战略转移至二线城市,是集团战略发展的必然选择。本文以理论探讨及实证案例相结合的方式,采取PEST的分析方法,按照政治环境、经济环境、社会环境、技术环境分析的研究思路,以波特?五力模型等理论为主要依据,通过SWOT分析,提出选择“SO”模式发展战略,制定出企业总体发展战略和基本竞争战略。本文在系统性、综合性评估FD集团内部资源和能力后,研讨现阶段国内外二线城市的发展规划及经验,进一步研究二线城市房地产市场发展的理论基础与发展现状等因素的相应问题,应用战略管理等相关理论分析FD集团房地产市场战略当前的外部环境及内部条件、优势及劣势,总结FD集团应把发展规划转移到二线城市的战略,拟定适合用于FD集团的二线城市房地产市场发展战略目标、原则和战略方针。FD集团二线城市市场采取以别墅型大宅、国际性公寓为集团发展龙头产业,加大在旅游房地产、商业房地产等新兴产业的发展力度,打造优质物业管理服务,增加更多文化因素、家庭式内涵,拓宽集团投融资,公司发展总体战略方针是多元化的。同时,从公司实际出发,着重改善组织结构、人力资源、信息化、企业文化建设以及扩大市场等,并以此为鉴,制定完善了其保障措施,希望给予FD集团二线城市房地产市场发展有益的思考。
[Abstract]:With the gradual development and perfection of economic globalization and China's socialist market economic system, the rapid development of the real estate market, is facing a good opportunity for the development of the real estate enterprises. This paper studies the FD group of internal and external environment, its ultimate aim is to establish the efficiency of the new company to develop strategies to increase business decisions, and to develop a for FD group the second city real estate market development objectives, principles and strategic measures. At present, China's "north," first-tier cities real estate market is becoming saturated, further tightening of the real estate market profit space, at the national macro-control efforts at the same time, the real estate market in the first city market competition is heating up. Therefore, most of the real estate enterprises to shift focus from the intense competition in the first-tier cities to the second city of.FD group in 1992. Before entering the real estate market and sustainable development for more than 20 years, during which gradually established today's large private real estate enterprises, the enterprise is based on real estate development, growth for the property management and tourism real estate, FD group by continuously adjusting the development strategy, improve the real estate market in Shanghai has a great brand awareness, and has been in the real estate market competition to win a greater market share, in the stage of real estate development situation, development strategy will be transferred to the second tier city, is the inevitable choice for the group's strategic development. Combining the theoretical discussion and empirical case, adopting PEST analysis method, according to the political environment. Economic environment, social environment, research ideas, technology analysis to Potter? Five forces model theory as the main basis, through SWOT analysis, put forward the development strategy of "SO" mode, develop enterprises Industry overall development strategy and basic competitive strategy. In this system, a comprehensive evaluation of FD group's internal resources and ability, the development of research at home and abroad at this stage the second city planning and experience, the corresponding theoretical basis for further research and development status of factors such as the second city real estate market development, strategic analysis of the real estate market FD the group's external environment and internal conditions by applying the related theories of strategic management, summarizes the advantages and disadvantages, FD group should be transferred to the second tier city development planning strategy, formulate suitable for the target second tier cities in the real estate market development strategy of FD group, the principle and strategy of.FD group to take the second city market villa mansion international apartments, for the development of leading industry group, increase in tourism real estate development, commercial real estate and other emerging industries, to create high-quality property management service Wu, add more cultural factors, family connotation, broaden the financing company group, the overall development strategy is diversified. At the same time, from the company's actual situation, focus on improving the organizational structure, human resources, information technology, enterprise culture construction and expand the market, and as a result, to establish and perfect the safeguard measures, hoping to give FD the second group of city real estate market development beneficial thinking.

【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.23

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