阳光新业地产股份有限公司竞争战略研究

发布时间：2018-06-10 15:38

本文选题：商业地产 + 中小企业　；参考：《对外经济贸易大学》2014年硕士论文

【摘要】：2010年以来，我国商业地产行业进入高速发展阶段，行业竞争日趋激烈，行业竞争格局的调整也有所显现。而中小型商业地产企业，因资源有限、能力不足、缺乏核心竞争力，导致其在行业竞争中处于劣势，生存和发展受到威胁。为此，本文通过内外部环境的广泛调研，综合应用了PEST分析法、五力模型、SOWT分析、价值链分析等多个战略管理工具，，突出了现阶段影响目标企业——阳光新业地产股份有限公司在生存和发展过程中的关键问题，并结合阳光新业的实际情况进行了战略规划分析。最终提出阳光新业应采取聚焦战略的结论；同时，为了保证聚焦战略的实施效果，本文还结合阳光新业的实际情况，梳理了其在职能层战略上的调整重点，并提出了相关建议。
[Abstract]:Since 2010, China's commercial real estate industry has entered a stage of rapid development, the industry competition is becoming increasingly fierce, the adjustment of industry competition pattern also appears. The small and medium-sized commercial real estate enterprises, because of their limited resources, insufficient capacity and lack of core competitiveness, are at a disadvantage in the competition of the industry, and their survival and development are threatened. With the comprehensive application of pest analysis, SOWT analysis, value chain analysis and other strategic management tools, it highlights the key problems that affect the survival and development of the target enterprise-Sunshine Xinye Real Estate Co., Ltd. At the present stage. And combined with the actual situation of the sun's new industry strategic planning analysis. Finally, the paper puts forward the conclusion that Sunshine New Industry should adopt focus strategy. At the same time, in order to ensure the implementation effect of focus Strategy, this paper combs the adjustment focus on the function level strategy and puts forward some relevant suggestions.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F272

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