卓越集团青岛公司发展战略研究

发布时间：2018-06-20 11:50

  本文选题：卓越集团青岛公司 + 房地产　； 参考：《西北大学》2014年硕士论文

【摘要】：近年来,随着国家宏观调控力度的不断加大和房地产业市场化程度的不断提高,房产公司的生存与发展正面临着全球化竞争、市场供求、宏观环境和技术更新的威胁。作为集团品牌旗下的区域房地产公司,卓越集团青岛公司同样面临现阶段发展的种种问题在。本文通过详细分析卓越集团青岛公司发展现状、所处宏观背景和面临的威胁,探索公司内部资源和外部环境的优劣势,寻求公司切实可行的发展战略,为公司的未来发展战略的制定提供建议。 本文运用企业发展战略相关理论和方法,分别对卓越集团青岛公司的战略环境,战略目标和战略实施措施进行了具体的分析。首先介绍了卓越集团青岛公司的背景和经营发展状况,其次介绍了国内外有关企业发展战略的理论和研究文献,然后运用理论工具深入分析企业发展的优势、劣势、机遇和威胁等方面的状况,最后为企业在激烈竞争中实现可持续发展提出发展战略选择的建议：1.尝试多元化、差异化商业模式；2.拓展多渠道融资方式；3.进行新项目、新城市的扩张；4.保持持有型物业投资。同时提出了实施企业发展战略的具体措施：1.以商业操作平台为基石,实施多元化商业战略；2.以产融结合平台为翼,使产业和金融成为一个整体；3.以高效运营机制推动新项目新城市的扩张；4.组织结构优化和建立激励机制。 本文期望对于卓越集团青岛公司发展战略的研究可以为企业未来发展战略的制定提供借鉴,同时引起对中国房地产行业未来发展方向的思考。
[Abstract]:In recent years, with the increasing of national macro-control and marketization of real estate, the survival and development of real estate companies are facing the threat of globalization competition, market supply and demand, macro environment and technological renewal. As a regional real estate company under the group brand, Qingdao company of outstanding group also faces various problems of development at this stage. Through the detailed analysis of the present development situation, the macro background and the threats faced by Qingdao Company, this paper explores the advantages and disadvantages of the internal resources and external environment of the company, and seeks the practical development strategy of the company. Provide advice for the future development strategy of the company. Based on the relevant theories and methods of enterprise development strategy, this paper analyzes the strategic environment, strategic objectives and strategic implementation measures of Qingdao Corporation. Firstly, it introduces the background and development of Qingdao company, then introduces the theories and research documents about the development strategy of enterprises at home and abroad, and then analyzes the advantages and disadvantages of the development of enterprises by using theoretical tools. Opportunities and threats, and so on, finally for the enterprise in the fierce competition to achieve sustainable development of the strategic choice of the proposal: 1. Try to diversify, differentiated business model. Develop multi-channel financing methods. Carry out new projects and expand the new city. Keep holding property investment. At the same time, put forward the implementation of the enterprise development strategy specific measures: 1. Take the business operation platform as the foundation stone, implements the diversification commercial strategy. Industrial and financial integration platform as the wing, so that the industry and finance as a whole. Promote the expansion of new projects and new cities by efficient operation mechanism. Optimization of organizational structure and establishment of incentive mechanism. This paper hopes that the research on the development strategy of Qingdao company can provide reference for the formulation of the future development strategy of the enterprise, and cause the thinking of the future development direction of the Chinese real estate industry at the same time.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F299.233.4;F272

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本文编号：2044161