深圳市众厦地产顾问有限公司发展战略研究

发布时间：2018-03-27 14:00

本文选题：战略　切入点：房地产　出处：《兰州大学》2013年硕士论文

【摘要】：房地产顾问咨询行业是伴随着中国房地产发展而产生的一个新型行业,主要功能是为房地产业的生产、流通或消费等环节提供专业的中间服务,其服务贯穿于房地产业经济运行的全过程之中,包括房地产开发前期的土地获取、价值评估、经济测算、可行性研究、设计规划、后期营销策划、广告推广等内容。作为房地产业重要组成部分,该行业对内主要表现为轻资产、重人才等特点,属知识和技术密集性行业；对外表现为服务性、流动性、灵活性等特点,属典型的服务型行业。改革开放以来,随着城镇住房制度改革的不断深入和房地产业的迅猛发展,房地产顾问咨询业从业人员数量快速增长,行业规模不断扩大,业务区域半径及范围不断延伸,行业的发展对活跃房地产市场,完善产业体系和市场功能,产生了积极的推动作用,房地产顾问咨询行业已经成为我国房地产行业链条中的一个重要环节和房地产市场体系中不可或缺的组成部分。同时由于自身发展时间较短,发展经验不足,行业专业度不高,相关法律法规不健全等因素导致该行业在发展过程中也存在着诸多不足。本文从深圳市众厦地产顾问有限公司经营现状中存在的问题分析入手,运用战略管理相关理论,通过公司外部面对的宏观环境、行业竞争情况以及公司内部优劣势的分析,结合PEST宏观环境分析模型,波特五力模型,外部因素评价矩阵(EFE矩阵)、内部因素评价矩阵(IFE矩阵),企业SWOT分析等多种战略管理工具的综合运用,从而提出适合公司发展的战略和实施、保障方法。通过对深圳市众厦地产顾问有限公司发展战略的研究,对公司自身的发展和行业的借鉴都能产生实质的现实意义。
[Abstract]:The real estate consulting industry is a new type of industry with the development of real estate in China. Its main function is to provide professional intermediate services for the production, circulation or consumption of the real estate industry. Its services run through the whole process of real estate economic operation, including land acquisition, value evaluation, economic measurement, feasibility study, design planning, later marketing planning in the early stage of real estate development. As an important part of the real estate industry, the industry is characterized by light assets and talents, which are knowledge-intensive and technology-intensive, and are characterized by service, mobility, flexibility, etc. It is a typical service industry. Since the reform and opening up, with the deepening of urban housing system reform and the rapid development of the real estate industry, the number of real estate consultant practitioners has increased rapidly, the scale of the industry has been continuously expanded, and the radius and scope of business areas have been continuously extended. The development of the industry has played a positive role in activating the real estate market, perfecting the industrial system and market functions, The real estate consultant consulting industry has become an important link in the real estate industry chain of our country and an indispensable part of the real estate market system. There are many deficiencies in the development of the industry due to the imperfect laws and regulations. This paper starts with the analysis of the problems existing in the management of Shenzhen Zhongxia Real Estate Consulting Co., Ltd., and applies the theory of strategic management to analyze the macro environment, the competition of the industry and the internal advantages and disadvantages of the company. Combined with PEST macro-environment analysis model, Porter five-force model, external factor evaluation matrix, internal factor evaluation matrix, enterprise SWOT analysis and other strategic management tools. And then put forward the strategy and implementation suitable for the development of the company, security methods. Through the research on the development strategy of Shenzhen Zhongxia Real Estate Consulting Co., Ltd, it can produce practical significance to the development of the company itself and the reference of the industry.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F299.233.4

【共引文献】