合景泰富地产公司核心竞争力培育研究

发布时间：2018-03-16 00:31

本文选题：合景泰富地产公司　切入点：核心竞争力　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国房地产市场日趋成熟，房地产企业同业竞争异常激烈。为适应未来的竞争，使得本企业能够立于不败之地，房地产企业必须拥有自己的核心竞争力。合景泰富地产公司目前年销售额接近200亿元，但是和上千亿的万科、中海、绿地等企业相比较，企业竞争优势并不明显。为了适应未来的竞争，本文作者对合景泰富地产公司的公司环境，核心竞争力的现状以及所存在的问题进行了全面和深入的研究。本文应用战略管理理论和相关文献研究成果，利用调研、官方数据和第三方数据，围绕公司外部环境和企业竞争环境进行定量和定性分析，明确了未来一段时间内国家及房地产业发展趋势；围绕公司核心竞争力培育，对行业标杆企业做了基准分析，得出了标杆企业成功的竞争优势；最后为适应公司外部环境的发展趋势，通过对公司的内部资源和能力分析，从土地价值和顾客价值创造的角度培育出企业的核心竞争力是要形成两个优势：一是以市场定位和产品设计培育的拿地优势；二是以产品质量和服务质量形成的品牌优势。这是一种对市场定位能力、设计能力、产品和服务控制能力进行整合后形成的综合能力。这种能力很难通过模仿或复制获得，它需要公司立足自身积累形成。同时，它也需要制度、品牌传播、信息化建设等多种措施作保障，使得一个企业的核心竞争力能够长久地维系下去。研究发现，一旦企业通过内部积累、学习、资源整合等方法培育出自己企业的拿地优势和品牌优势，则这家企业将会创造出远远超越竞争对手的土地价值，，也将在房地产市场形成高认知度、高美誉度和高忠诚度的品牌价值；在此基础上，公司还将能够赢得资本优势和人力资源优势，从而最终成为行业的标杆企业。
[Abstract]:Chinese real estate market matures, the real estate enterprise competition is fierce. In order to adapt to the future competition, the enterprise can be in an invincible position, the real estate enterprises must have their own core competence. KWG property company's current annual sales of nearly 20 billion yuan, but the sea and the hundreds of billions, Vanke, green spaces and other enterprises compared enterprise, competitive advantage is not obvious. In order to adapt to the competition in the future, the author of the KWG property company environment, and researches the core competitive situation and existing problems.
In this paper, the application of strategic management theory and related research results, using research, official data and third party data, quantitative and qualitative analysis on the external environment and competitive environment, the next period of time the state and the real estate industry development trend; cultivate around the company's core competitiveness, the industry benchmarking enterprises do benchmark analysis the success of the enterprise benchmarking, competitive advantage; finally, to adapt to the development trend of the external environment of the company, through the analysis of the company's internal resources and capabilities, created from the perspective of customer value and the value of land to cultivate the core competitiveness of enterprises is to form two advantages: one is to cultivate the market positioning and product design to take advantage; two is formed in the quality of products and services brand. This is a kind of market positioning ability, design ability, product and service control The comprehensive ability of formation force integration. This ability is very difficult to obtain through imitation or copy, it requires the company based on their own accumulation. At the same time, it also requires system, brand communication, information construction and other security measures, so that the core competitiveness of an enterprise can survive for a long time.
The study found that, once the enterprise through the internal accumulation, learning, resource integration and other methods to produce their own business to take advantage and brand advantage, the company will create far beyond the competitors of the land value, will also form a high awareness of the real estate market, high reputation and high brand loyalty in value; on the basis of the company will be able to win the advantage in capital and human resources, and ultimately become the industry benchmarking enterprises.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F271

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