ZJ房地产开发公司发展战略研究

发布时间：2018-01-28 13:37

本文关键词： 房地产发展战略价值链 SWOT SPACE矩阵　出处：《河北工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来，国家的一系列针对房地产业的宏观调控措施的出台，尤其从2010年除延续至今的史上最严厉的宏观调控政策，给国内房地产企业造成了前所未有的压力，中小房企正面临土地、资金资源获取与筹措难、行业管理规范化、市场准入门槛高、客户需求越来越高、同业竞争压力大等局面。随着房地产业结构的调整初步形成，房地产业将逐渐进入规范、有序的竞争，，这种竞争将是一个大浪淘沙的过程。房地产业的门槛将逐渐抬高，房地产公司应该审时度势把握发展大局，适时改变经营管理方式，从过去的经验管理、机会管理向战略管理方向转变。未来以企业的战略规划能力为核心的战略体系将决定一个房地产企业能走多高能走多远。基于此，笔者运用战略管理的有关理论工具，从宏观环境和公司所面临的问题入手，进行战略分析ZJ公司内外部经营环境、市场、产品、发展模式等方面，并据此来选择适合的发展战略，从而提出具体的战略实施方案,并针对普遍存在的战略执行障碍，进行战略目标的分解，制定具体的可衡量的行动指标与行动方案，指导与控制ZJ公司的具体经营管理，实现战略目标的可实施性与可操作性，打通战略制定与实施的通路。以期做到趋利避害，充分发挥既有内在优势，在新的战略目标方案指导下，解决ZJ房地产公司可持续发展的能力、战略方向和途径问题，为企业提供创新转型的发展空间。本文希望通过对ZJ房地产公司发展战略的研究，能为处于经营发展中面临内外困境的中小房地产企业，在面临激烈的竞争中，提高抗风险的能力，把握关键成功因素，整合优化内外部资源，提高核心竞争力打造竞争优势，保持企业的可持续的发展能力和创新能力，做出一定可借鉴的贡献。
[Abstract]:In recent years, the introduction of a series of national macro-control measures for the real estate industry, especially since 2010, in addition to the continuation of the history of the most severe macroeconomic control policy. Domestic real estate enterprises have caused unprecedented pressure, small and medium-sized housing enterprises are facing land, capital resources acquisition and financing difficulties, industry management standardization, market access threshold is high, customer demand is higher and higher. With the adjustment of the real estate industry structure, the real estate industry will gradually enter the standard, orderly competition. The threshold of real estate industry will be raised gradually, real estate companies should review the situation and grasp the overall situation of development, timely change the way of management, from the past experience management. Opportunity management changes to strategic management. In the future, the strategic system with strategic planning ability as the core will determine how high a real estate enterprise can go and how far it can go. Based on this, the author uses the relevant theoretical tools of strategic management, from the macro environment and the problems faced by the company, strategic analysis of the internal and external business environment, market, products, development model and so on. On the basis of this, the author chooses the appropriate development strategy, and then puts forward the specific strategy implementation plan, and aims at the common obstacles of strategy implementation, carries out the decomposition of the strategic objectives. Make specific measurable action indicators and action plan, guide and control the specific management of ZJ company, achieve the implementation of strategic objectives and maneuverability. In order to achieve the advantages and avoid disadvantages, give full play to the inherent advantages, under the guidance of the new strategic objectives, to solve the sustainable development of ZJ real estate companies. The strategic direction and the way question, provides the innovation transformation development space for the enterprise. This paper hopes that through the development strategy of ZJ real estate company, it can improve the ability to resist risks for the small and medium-sized real estate enterprises which are faced with internal and external difficulties in the process of operation and development, and in the face of fierce competition. Grasp the key success factors, integrate and optimize the internal and external resources, improve the core competitiveness to create competitive advantage, maintain the sustainable development ability and innovation ability of enterprises, and make some contributions.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

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