C房地产公司经营战略研究

发布时间：2018-04-01 12:14

本文选题：房地产　切入点：经营战略　出处：《电子科技大学》2014年硕士论文

【摘要】：房地产行业通过数十年的发展,在国民经济中占据越来越重要的位置,尤其是从国家取消福利性分房政策以来,房地产行业进入了新的发展阶段,近10年的黄金发展周期。从2013年下半年开始,国家上一轮四万亿刺激政策的作用基本释放完毕,房地产行业自身供求关系的变化,以及国家指导房地产行业发展的宏观政策的调整,对行业发展带来全新改变。面对行业新的发展形势,C房地产公司(以下简称“C公司”)已在战略层面暴露出诸多不适应和不匹配的问题,亟需对未来的发展战略进行梳理、完善。本文通过科学分析和充分论证,为C公司制定了中长期经营战略,确保其将来的健康、可持续发展。本文共由七个章节组成,首先在绪论部分对研究背景、研究方法、写作思路等基本情况进行了阐述;其次对企业经营战略理论进行汇总分析,为本文后续的论证分析提供理论支撑;然后分别对企业的外部环境和内部环境进行了剖析,当前的房地产市场面临内生调整的新周期,住宅市场的供求关系正从供不应求向供求基本平衡转变,行业整体盈利水平正逐步回归理性,在强者愈强、弱者愈弱的马太效益日益凸显的今天,没有规模做支撑,企业的生存都面临挑战,但在市场规模增长持续走弱的情况下,仅靠规模也难以制胜。C公司需要积极谋求基于传统住宅地产的多元化发展。C公司经过多年发展,已经积累了较为丰富开发经验,具备了房地产企业运营的基本能力,但也存在业务成长性不足。经营规模规模偏小,精细化管理能力不足等缺陷,企业在行业内也不具备品牌号召力。基于上述基本情况,文章在第六章制定出了C公司经营战略,包括三大层次、三个阶段和10项具体的战略,战略三个层次分别为总体战略、业务战略和职能战略,战略执行的三个阶段包括存量开发阶段、扩张发展阶段和进入百强,具体的战略包括以相关多元化为核心的总体战略,以成本领先及差异化为主的业务战略,以及涵盖人力、财务、营销、研发、品牌、信息化在内的职能战略。文章在第七部分对上述各项战略的具体实施进行阐述。本文通过理论联系实际,对C公司战略进行梳理,对C公司管理层的决策以及其他同行企业战略制定都将会起到一定参考作用。
[Abstract]:Through decades of development, the real estate industry has occupied a more and more important position in the national economy, especially since the abolition of the welfare housing allocation policy, the real estate industry has entered a new stage of development. The gold development cycle of nearly 10 years. Starting in the second half of 2013, the role of the country's last round of 4 trillion stimulus policies has basically been released, and the real estate industry itself has changed its supply and demand relationship. And the adjustment of the macro-policies of the state to guide the development of the real estate industry, Facing the new development situation of the industry, C Real Estate Company (hereinafter referred to as "C Company") has exposed a lot of problems on the strategic level, such as inadaptability and mismatch. It is urgent to sort out the future development strategy. Through scientific analysis and full demonstration, this paper formulates the medium and long term management strategy for C Company to ensure its future health and sustainable development. This paper is composed of seven chapters, first of all, in the introduction part of the research background, research methods, The basic situation such as writing ideas are expounded. Secondly, the enterprise management strategy theory is summarized and analyzed, which provides theoretical support for the subsequent analysis of this paper. Then, the external and internal environment of the enterprise are analyzed respectively. The current real estate market is facing a new cycle of endogenous adjustment. The relationship between supply and demand in the housing market is changing from supply to demand to the basic balance of supply and demand. The overall profit level of the industry is gradually returning to rationality. The weaker the weaker the Matthew benefits increasingly prominent today, without the support of scale, the survival of enterprises are facing challenges, but in the market size growth continues to weaken, After many years of development, the company has accumulated rich development experience and has the basic ability of real estate enterprise operation. However, there are also shortcomings in business growth, such as small scale of operation, insufficient fine management ability and lack of brand appeal in the industry. Based on the above basic situation, this paper formulates the C Company's management strategy in Chapter 6. It consists of three levels, three stages and 10 specific strategies. The three levels of strategy are the overall strategy, the business strategy and the functional strategy, respectively. The three stages of strategy implementation include the stock development stage, the expansion development stage and the entry into the top 100. The specific strategies include the overall strategy with related diversification as the core, the business strategy with cost leading and differentiation as the main, and covering people, finance, marketing, R & D, brand, In the seventh part, the paper expounds the implementation of the above strategies. This paper combs the strategy of C Company through the combination of theory and practice. C company management decisions and other peers will play a role in strategic development.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F272

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