上海金丰投资股份有限公司发展战略研究

发布时间：2018-05-27 14:26

本文选题：房地产流通 + 发展战略　；参考：《复旦大学》2009年硕士论文

【摘要】： 金丰易居是上海房地产流通行业中的一个知名品牌,上海金丰投资股份有限公司是该品牌的实际控制人。金丰易居曾以先进的理念、规范的运作、专业的服务获得了上海房地产流通市场的一致好评。最近几年来,随着国家对房地产支柱产业的确认以及房地产市场的蓬勃发展,公司既获得了许多发展机遇,也面临着房地产业日趋激烈的竞争危机,特别是上海本地房地产市场日趋饱和的现实。金丰投资也尝试着多元化经营,现行的战略“重开发轻流通”,虽利润无忧但金丰易居这个流通品牌的影响力日益减弱。本文将围绕着是要开发还是要流通这个基本话题进行展开,如何面对复杂的外部环境和内部条件制定一套扬长避短并且可持续发展的战略是本文研究的重点。本文在参考了国内外大量相关文献的基础上,采用定量和定性相结合的方法,结合宏观环境、行业特点、市场竞争和公司自身情况,综合使用了国外成熟的战略工具如EFE、IFE、SWOT、SPACE和QSPM等,提出了金丰投资应当以房地产流通作为主线并积极进行特许经营业务拓展的未来发展战略,给出了具体的10年战略实施时间表,并且从人力、财务、营销、运营等8个方面指出了具体带有可操作性的实施措施:如明确人力资源应为战略实施之抓手,开创性地提出了重建组织结构、招聘多样化员工以及让辅助员工参与佣金分配的建议;通过EPS/EBIT分析,建议公司应采取全部普通股融资方式进行战略实施资金储备;在营销管理方面,强调以中端个人客户作为公司最重要的目标客户群体并设计出一套行之有效的广告方法;在运营管理方面又提出了特许经营业务模式以帮助金丰投资尽快拓展流通业务。针对目前大部分同类参考文献缺乏战略评价的现状,本文尝试引入平衡记分卡进行了初步的战略评价,保证了公司以流通业务作为发展主线的正确性。本文对于金丰投资迅速成为并保持中国最大的房地产流通企业具有重要的现实意义,同时对于上海乃至中国其他的房地产企业未来发展战略的制定和实施也有一定的参考价值。
[Abstract]:Jin Feng Yi Ju is a well-known brand in Shanghai real estate circulation industry, Shanghai Jin Feng investment Limited by Share Ltd is the actual controller of the brand. Jin Feng Yi Ju has obtained the consistent good evaluation of the Shanghai real estate circulation market with advanced concept, standard operation and professional service. In recent years, with the national real estate pillar The recognition of the industry and the vigorous development of the real estate market have obtained many opportunities for development, as well as the increasingly fierce competition crisis in the real estate industry, especially the reality of the increasing saturation of the local real estate market in Shanghai. The influence of this circulation brand is weakening. This article will focus on the development or circulation of this basic topic. How to face the complex external environment and internal conditions to develop a set of strategies for developing and avoiding short and sustainable development is the key point of this paper.
On the basis of a large number of relevant documents at home and abroad, this paper combines the quantitative and qualitative methods, combined with the macro environment, industry characteristics, market competition and the company's own situation, and uses foreign mature strategic tools such as EFE, IFE, SWOT, SPACE and QSPM, and puts forward that the investment of Jin Feng should take the real estate circulation as the main line and Actively carry out the future development strategy of franchise business expansion, give specific 10 year strategic implementation timetable, and from the manpower, financial, marketing, operation and other 8 aspects of specific implementation measures: such as clear human resources should be the grasp of the strategic implementation, pioneering organization structure, recruitment more. Through EPS/EBIT analysis, we suggest that the company should take all the common stock financing methods to carry out the strategic implementation of the fund reserve. In the marketing management, it emphasizes that the individual customers of the middle end are the most important target customer groups and design a set of effective advertising methods. In the field of operation and management, the mode of franchise business is put forward to help the investment of Jin Feng to expand the circulation business as soon as possible. In view of the current situation that most similar references are lacking in strategic evaluation, this paper tries to introduce a balanced scorecard to carry out a preliminary strategic evaluation and ensure the company's correctness with circulation business as the main line of development. This article is of great practical significance to the rapid development of Jin Feng's investment and to maintain the largest real estate circulation enterprise in China. It also has some reference value for the development and implementation of the future development strategy of other real estate enterprises in Shanghai and in China.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F293.3

【参考文献】