本文選題：房地產(chǎn) + 發(fā)展戰(zhàn)略　； 參考：《西南交通大學(xué)》2011年碩士論文

【摘要】：近十年來,由于國(guó)家宏觀經(jīng)濟(jì)的發(fā)展,國(guó)內(nèi)房地產(chǎn)業(yè)的投資增長(zhǎng)迅速,明顯高于全行業(yè)平均水平。2000年至2009年,全國(guó)房地產(chǎn)開發(fā)投資同比增長(zhǎng)都在20%以上。2009年國(guó)內(nèi)房地產(chǎn)市場(chǎng)投資規(guī)模達(dá)到43065億元人民幣,同比增長(zhǎng)19.9%。國(guó)內(nèi)房地產(chǎn)企業(yè)每年還在以較大的數(shù)量發(fā)展。與此同時(shí),為了保持房地產(chǎn)業(yè)健康穩(wěn)定持續(xù)發(fā)展,近幾年來國(guó)家加大了對(duì)房地產(chǎn)業(yè)的宏觀調(diào)控力度,國(guó)內(nèi)房地產(chǎn)企業(yè)普遍受到了不小的沖擊。 隨著國(guó)家宏觀調(diào)控政策的不斷出臺(tái)和完善,我國(guó)房地產(chǎn)業(yè)面臨著更加激烈的競(jìng)爭(zhēng),房地產(chǎn)企業(yè)如何制定切實(shí)可行的發(fā)展戰(zhàn)略,發(fā)揮企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì),是我國(guó)房地產(chǎn)企業(yè)生存和發(fā)展的迫切需要。 本文以高田房地產(chǎn)公司為研究對(duì)象,通過對(duì)我國(guó)房地產(chǎn)業(yè)現(xiàn)狀及發(fā)展趨勢(shì)進(jìn)行分析,運(yùn)用企業(yè)戰(zhàn)略管理理論和戰(zhàn)略模型,對(duì)高田房地產(chǎn)公司所處的外部宏觀環(huán)境、行業(yè)競(jìng)爭(zhēng)態(tài)勢(shì)進(jìn)行分析,同時(shí)對(duì)企業(yè)內(nèi)部資源狀況進(jìn)行評(píng)價(jià),運(yùn)用SWOT綜合分析方法找出高田房地產(chǎn)公司的外部機(jī)會(huì)和威脅,內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì),對(duì)公司面臨的機(jī)會(huì)和威脅、優(yōu)勢(shì)和劣勢(shì)進(jìn)行匹配,找出公司戰(zhàn)略目標(biāo)和戰(zhàn)略定位。運(yùn)用定量規(guī)劃評(píng)價(jià)矩陣對(duì)公司競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行了選擇分析,確定以集中目標(biāo)化戰(zhàn)略為主、差別化戰(zhàn)略為輔的發(fā)展戰(zhàn)略組合。在發(fā)展戰(zhàn)略的實(shí)施上,提出公司組織結(jié)構(gòu)變革,加強(qiáng)人力資源管理,強(qiáng)化品牌管理,加強(qiáng)財(cái)務(wù)運(yùn)作,以保證企業(yè)戰(zhàn)略的有效實(shí)施。
[Abstract]:In the last ten years, due to the development of the national macro-economy, the investment in the domestic real estate industry has increased rapidly. It is obviously higher than the average level of the whole industry from.2000 to 2009. The investment of real estate development investment in China has reached 43065 billion yuan in the domestic real estate market in 20%.2009 years, and the domestic real estate enterprises increased by 19.9%. year on year. At the same time, in order to maintain the healthy and stable development of the real estate industry, the state has increased the macro control of the real estate industry in recent years, and the domestic real estate enterprises are generally impacted.
With the continuous introduction and improvement of the national macro-control policies, the real estate industry in China is facing more intense competition. It is an urgent need for the real estate enterprises to survive and develop in our real estate enterprises how to formulate practical development strategies and give full play to the competitive advantage of the enterprises.
Based on the analysis of the current situation and development trend of China's real estate industry, this paper analyzes the current situation and development trend of China's real estate industry, uses the strategic management theory and strategic model of the enterprise, analyzes the external macro environment of the Real Estate Company and the competition situation of the industry, at the same time, evaluates the internal resources of the enterprise, and uses the SWOT synthesis. To find out the external opportunities and threats of Gao Tian Real Estate Company, the internal advantages and disadvantages, match the opportunities and threats, advantages and disadvantages of the company, find out the strategic objectives and strategic positioning of the company, and use the quantitative planning evaluation matrix to select and analyze the company's competitive strategy, and determine that the strategy is focused on the centralized goal strategy. In the implementation of the development strategy, we put forward the reform of the organizational structure of the company, strengthen the management of human resources, strengthen the management of the brand, strengthen the financial operation, so as to ensure the effective implementation of the enterprise strategy.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F293.3

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