新形势下中国房地产企业的战略调整

发布时间：2018-03-05 14:58

本文选题：房地产企业　切入点：经营战略　出处：《天津大学》2009年硕士论文　论文类型：学位论文

【摘要】： 我国房地产业自1998年以来呈迅猛发展之势,并在国民经济中扮演愈来愈重要的角色,逐渐成为国民经济的支柱产业。然而由于近年来房地产投资增长过快,房地产价格在部分城市短短几年内翻了几番,房地产市场投机现象严重,甚至出现了房地产泡沫。过高的房价严重超出了普通居民的购买力,住房问题已成为全社会关注的焦点。2007年7月,中央政府发布“二次房贷”实施细则,标志着政府加强了对房地产市场的宏观调控,房地产业进入了调整期。尤其是2008年爆发了全球性金融危机,使我国房地产企业面临前所未有的困境。房地产企业要渡过当前的危机,就必须对企业战略进行调整。本文基于当前经济形势,对房地产企业的经营战略、融资战略、品牌建设和人才建设等四个方面进行了分析研究。在我国房地产企业外部环境方面,主要分析了目前的宏观经济形势、房地产市场状况和国家发布的一系列相关政策;在企业内部环境方面,分析了企业的管理、规模、资金来源和人力资源情况。在企业经营战略方面,主要探讨了企业组织结构调整、产品战略和营销战略。重点论述了企业产品战略和营销战略。在产品战略调整方面,介绍了我国房地产企业目前的产品战略,着重强调企业要适应市场发展的需要,在社区规划理念、社区公共设施配套、社区交通组织和户型上予以创新,为客户提供舒适的社区环境和超值的产品。在企业营销战略调整方面,阐述了当前房地产企业在营销管理中存在的误区,并提出构建企业营销创新系统,在意识、组织、产品、手段和服务上进行创新。在企业融资战略方面,分析了我国房地产企业融资的现状及存在的问题。我国房地产企业融资的现状是,企业的资金主要依靠企业自有资金和银行贷款。存在的问题有,银行贷款在企业资金中所占比重过大,大部分房地产企业负债率过高。针对房地产企业融资过程中存在的问题,文中提出提高企业信用,拓宽融资渠道,探索新的融资方式等措施来应对,以保证房地产企业的资金链不出现问题。在企业品牌建设方面,论述了品牌对企业发展的重要性。分析了影响企业品牌建设的因素,这些因素主要有开发项目、企业规模、企业财力和企业人员素质。从品牌意识、品牌管理、品牌宣传、品牌定位等方面分析了我国房地产企业在品牌建设中存在的问题。并针对这些问题提出了强化企业品牌意识,全面塑造企业品牌和拓宽传播渠道的措施。在企业人才建设方面,强调人力资源是企业最重要的资源,是形成企业核心竞争力的最关键因素。文中论述了房地产企业所需的人才类型,这些人才应具备较强的项目策划能力、设计研发能力、营销创新能力、资本运营能力和丰富的人文知识。在招聘人才的途径上提出了广告招聘,参加招聘会,通过员工介绍等方式。企业在招到人才后,关键在于如何使用人才,文中提出了“用当其时,用当其位,用当其长,用当其愿”的十六字方针。最后根据文中的论述得出了结论,并指出了文中存在的不足。
[Abstract]:China's real estate industry since 1998, the trend of rapid development, and play a more and more important role in the national economy, has gradually become a pillar industry of the national economy. However, due to the rapid growth of real estate investment, real estate prices in the city a few years doubling itself, the real estate market speculation serious, or even a real estate bubble. High housing prices has exceeded the common people's purchasing power, housing problem has become the focus of attention of the whole society.2007 year in July, the central government issued the "rules for the implementation of the two mortgage", marks the government to strengthen macro-control of the real estate market, the real estate industry entered the adjustment especially the outbreak period. The global financial crisis in 2008, China's real estate enterprises are faced with hitherto unknown difficulties. The real estate enterprises to overcome the current crisis, we must adjust to the corporate strategy.
Based on the current economic situation, the real estate business strategy, financing strategy, analyzed four aspects of brand building and talent construction. In the external environment of China's real estate enterprises, the main analysis of the current macroeconomic situation, a series of related policies issued the real estate market situation and in the country; the enterprise internal environment, analysis of the company's management, scale, source of funds and human resources.
In the enterprise business strategy, mainly discusses the organizational structure adjustment, product strategy and marketing strategy. The paper focuses on the enterprise product strategy and marketing strategy. In the aspect of product strategy adjustment, introduces the current product strategy of real estate enterprises, emphasizes that enterprises should meet the needs of market development, the concept of community planning, community public facilities, traffic organization and innovation community to provide a comfortable apartment layout, community environment and value-added products for customers. In the enterprise marketing strategy adjustment, elaborated the current real estate enterprises in the marketing misunderstanding existing in the management, and proposes the construction of enterprise marketing innovation system, in the sense of organization, product innovation means and service.
In the enterprise financing strategy, analysis of China's real estate enterprise financing status and existing problems. The status of financing of real estate enterprises in China, enterprises funds mainly rely on their own funds and bank loans. The problems are, bank loans accounted for the large proportion in the enterprise funds, the majority of real estate companies the debt ratio is too high. According to the existing real estate enterprise financing problems, proposed to improve the enterprise credit, broaden the financing channels, to explore new ways of financing and other measures to deal with, to ensure that the real estate enterprise capital chain is not a problem.
In the aspect of the enterprise brand construction, discusses the importance of enterprise brand development. Analyzed the influence factors of the enterprise brand construction, these factors are the main development projects, enterprise scale, enterprise financial and personnel quality. From the brand awareness, brand management, brand promotion, brand positioning and other aspects of the existing in the brand construction I China's real estate enterprises. And puts forward strengthening brand awareness, to solve these problems, create a comprehensive brand and broaden the channels of communication measures.
In the aspect of enterprise talent construction, emphasized the importance of human resource is the most important resource of enterprise, is the key factor to form the core competitiveness of enterprises. This paper discusses the types of real estate enterprises need talent, these people should have a strong ability of project planning, design research and development ability, marketing ability, capital operation ability and the rich humanities. In the way of knowledge. The recruitment of personnel is put forward on the advertisement, participate in the recruitment, through the introduction of staff etc.. Enterprises in the recruit talent, the key is how to use the talent, is proposed in this paper. "At that time, when the position, when the long, when it is willing to" the sixteen character principle.
Finally, the conclusion is drawn from the discussion in the article, and the shortcomings in the article are pointed out.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F293.3

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