ZT置业集团发展战略研究

发布时间：2018-04-21 21:42

本文选题：房地产 + 企业　；参考：《贵州财经大学》2017年硕士论文

【摘要】：房地产业是国民经济中的重要行业,在我国经济发展中有着重要的地位,关系到国计民生,因此促进房地业的健康有序发展,是利国利民的大事。本文以ZT置业集团房地产开发公司为例,从该公司的基本情况着手,详细分析了该公司的管控模式、市场布局、产品研发、营销管控、人力资源状况、品牌管理、企业文化等各方面的情况,重点分析了该房地产公司的面临的政策、经济、社会文化和科技等外部环境,运用战略管理分析方法的五力竞争法分析了该公司的市场竞争力、运用SWOT分析法研究了该公司的内部优势和劣势,当前发展的机遇和威胁,以这些分析研究为依据,结合相关的战略管理理论、在分析企业内外部环境的同时,研究了国内房地产行业的发展趋势和该公司的发展模式,提出了企业明确的战略目标,确定ZT置业集团房地产开发公司在市场布局和产品选择、商业经营和管理方面的战略选择、逐步实行联合经营和国际化的发展战略。为保障ZT置业集团战略目标的有效实施,必须完善项目协调、成本管控、激励、监督问责、风险防控五大机制,从客户服务及品牌、营销策划、市场开发、资金、人力资源、产品研发、企业文化方面提供保障,目的是为了促使企业管理模式、业务布局、营销管理、设计研发、资本运作、客户服务等方面有明显优化,在激烈的房地产行业竞争中和复杂多变的政策环境下,确立本企业战略发展方向,促使本企业朝着做大做强方向发展。
[Abstract]:The real estate industry is an important industry in the national economy and plays an important role in the economic development of our country, which is related to the national economy and the people's livelihood. Therefore, to promote the healthy and orderly development of the real estate industry is an important matter for the benefit of the country and the people. Taking the ZT Real Estate Development Company as an example, this paper analyzes the management mode, market layout, product development, marketing control, human resource status, brand management of the company in detail from the basic situation of the company. The enterprise culture and other aspects of the situation, focusing on the real estate company facing the policy, economic, social culture and science and technology, and other external environment, the use of strategic management analysis of the five competition law analysis of the company's market competitiveness. This paper studies the internal strengths and weaknesses, the opportunities and threats of the current development of the company by using the SWOT analysis method. Based on these analysis and research, combined with the relevant strategic management theory, the paper analyzes the internal and external environment of the enterprise, and analyzes the internal and external environment of the company. This paper studies the development trend of the domestic real estate industry and the development mode of the company, puts forward the clear strategic objectives of the enterprise, and determines the market layout and product selection of the real estate development company of ZT Real Estate Group. The strategic choice of business management and management, the gradual implementation of joint and international development strategy. In order to ensure the effective implementation of the strategic goal of ZT Real Estate Group, we must perfect the five mechanisms of project coordination, cost control, incentive, supervision and accountability, risk prevention and control, from customer service and brand, marketing planning, market development, capital, human resources, The purpose of product development and corporate culture protection is to improve the enterprise management model, business layout, marketing management, design and development, capital operation, customer service, etc. In the fierce competition of the real estate industry and the complex and changeable policy environment, the establishment of the strategic development direction of the enterprise, promote the development of the enterprise towards the direction of becoming bigger and stronger.
【学位授予单位】：贵州财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.4;F272

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