昆仑集团房地产代建开发创新的战略思考

发布时间：2018-06-01 01:06

本文选题：昆仑集团 + 房地产行业　；参考：《复旦大学》2013年硕士论文

【摘要】：当前,高房价已经成为热门话题,而对房地产行业的调控也已经成为历届政府的主要工作内容了,但不争的事实是房价一直是越调越高,几乎没有看到过下降的可能。普通大众也逐渐接受了,或者说是内心已经被动的接受了房价不可能下降的事实,同政府形成一致(但现在看来能否迅速实现还是未知数)的目标——控制房价的上涨速度,至少保持和GDP速度相当。无论高房价的形成原因是什么,但其对社会的危害是毋庸置疑的,无论是社会稳定还是经济发展,最直接的后果就是年轻人被房价所累,无法有更高的追求；城市化进程缓慢,房价阻碍外地人进城务工；甚至亲情在一定程度上因房价而导致冷漠。所以说我们可以预见到政府控制房价上涨的决心,可能采取的措施也会更加严厉,更加全面。现在的房地产行业的发展趋势是行业集中度快速提高,行业利润逐年下降,并且对于中小型企业,融资渠道单一,融资成本居高不下。以上这些对于身处行业中型规模的昆仑置业集团必须要有清醒的认知,事实上对于现在的发展已经产生的一定的阻碍,公司也已经开始有所调整发展方向,而清晰的战略能保证企业走向正确的方向,也将对公司的管理措施提出更有针对性的具体要求。浙江昆仑置业集团成立于一九九三年,拥有房地产开发一级资质,经过十数年的发展,已成为杭城十大城市运营商之一。通过参与推动城市建设健康化、人性化进步,促使每一个人都能充分参与到城市建设高速发展中。目前,集团在杭州、天津、安徽、贵州、山东、南京、丹阳、温州、湖州、绍兴等十多个个城市,在全国将拥有超过20个项目。本文将依托战略分析工具,通过昆仑集团的外部环境分析,和昆仑自身的资源能力分析,形成企业的SWOT分析,并在此基础上对公司可选的战略进行选择,确定昆仑集团的战略方向,根据战略方向,对其中新的战略发展重点(代建开发)进行实施分析。并在此基础上,对昆仑集团的职能和公司战略进行配套的建设,以对战略实施形成支撑。也希望能通过对本公司的代建开发模式的分析和总结,对其它中小型房产公司的发展提供一定的借鉴。
[Abstract]:At present, high housing prices have become a hot topic, and the regulation of the real estate industry has become the main work content of previous governments, but the indisputable fact is that house prices have been higher and higher, and have hardly seen the possibility of falling. The general public has come to accept, or have passively accepted, the fact that house prices cannot fall, in line with the government's goal (but it seems unclear whether they can be achieved quickly)-to control the rate at which prices rise. At least keep pace with GDP. Whatever the reasons for the formation of high house prices, there is no doubt that their harm to society is beyond doubt. Whether it is social stability or economic development, the most direct consequence is that young people are tired by housing prices and cannot pursue higher prices; the process of urbanization is slow. Housing prices prevent outsiders from working in cities, and even family feelings lead to apathy due to house prices to some extent. So we can foresee the government's determination to control the rise in house prices and the potential for tougher and more comprehensive measures. The current development trend of the real estate industry is the rapid increase of industry concentration, industry profits decline year by year, and for small and medium-sized enterprises, financing channels are single, financing costs remain high. These above must have a clear understanding of Kunlun Real Estate Group, which is in the middle scale of the industry. In fact, the company has also begun to adjust its development direction to the certain obstacles that have been created in the current development. The clear strategy can ensure that the enterprise moves in the right direction, and will put forward more specific requirements for the company's management measures. Zhejiang Kunlun Real Estate Group was founded in 1993, with real estate development level qualification, after more than 10 years of development, has become one of Hangzhou's top ten city operators. By taking part in promoting the healthy development of urban construction and humanized progress, everyone can participate in the rapid development of urban construction. At present, Group in Hangzhou, Tianjin, Anhui, Guizhou, Shandong, Nanjing, Danyang, Wenzhou, Huzhou, Shaoxing and other more than 10 cities, in the country will have more than 20 projects. This article will rely on the strategic analysis tool, through the Kunlun group external environment analysis, and the Kunlun own resources ability analysis, forms the enterprise SWOT analysis, and on this basis carries on the choice to the company optional strategy, To determine the strategic direction of Kunlun Group, according to the strategic direction, the implementation of the new strategic development focus (construction and development). On this basis, the function and company strategy of Kunlun Group are constructed in order to support the implementation of the strategy. We also hope to provide some reference for the development of other small and medium-sized real estate companies through the analysis and summary of the agency development model of our company.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F299.233.4

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