本文選題：物業(yè)管理　切入點：發(fā)展戰(zhàn)略　出處：《華僑大學》2015年碩士論文

【摘要】：戰(zhàn)略是公司實現(xiàn)可持續(xù)發(fā)展的重要基礎,廈門國貿物業(yè)管理有限公司作為廈門市屬國有大型企業(yè)---廈門國貿控股有限公司的全資子公司,經(jīng)過二十多年的發(fā)展,已成為福建省內管理規(guī)模最大的物業(yè)服務企業(yè),具有一定的品牌知名度和管理規(guī)模,但在今后的發(fā)展中,將面臨著本地知名物業(yè)服務企業(yè)的激烈競爭。因此,面對競爭日益激烈的市場環(huán)境,如何利用有限的資源抓住物業(yè)市場仍將快速發(fā)展的機遇、回避發(fā)展中可能遇到的威脅、發(fā)揮公司自身優(yōu)勢、化解公司存在的劣勢,如何認識自身在行業(yè)中的地位和市場定位,如何制定符合自身實際情況的發(fā)展戰(zhàn)略,就成為廈門國貿物業(yè)必須認真思考的課題。本文運用戰(zhàn)略管理、競爭戰(zhàn)略、物業(yè)管理等方面的理論知識,對公司的所處的外部宏觀環(huán)境、行業(yè)環(huán)境、內部環(huán)境、戰(zhàn)略選擇、戰(zhàn)略實施措施等進行了較系統(tǒng)地闡述。本文首先對公司所處的外部宏觀環(huán)境和行業(yè)環(huán)境進行了分析,在外部宏觀環(huán)境分析中,對政策法規(guī)環(huán)境、社會環(huán)境、經(jīng)濟環(huán)境、技術環(huán)境進行了分析;在行業(yè)環(huán)境分析中,對行業(yè)五種競爭力量、行業(yè)戰(zhàn)略群體等進行了分析;然后,經(jīng)過對公司的實地調研,結合公司具有地區(qū)品牌知名度、母公司資源支持等優(yōu)勢,及受品牌知名度輻射面不大、市場營銷范圍受限等劣勢,通過SWOT分析法,提出公司應采取的增長型發(fā)展戰(zhàn)略和集中型競爭戰(zhàn)略的建議,確定公司發(fā)展戰(zhàn)略的總體思路、戰(zhàn)略定位、戰(zhàn)略目標;最后,為保障公司發(fā)展戰(zhàn)略的順利推進,提出公司應采取的各項保障措施,如組織、服務質量、財務、人力資源、品牌保障措施。目前我國的物業(yè)服務企業(yè)仍處于發(fā)展期,很多專家學者對物業(yè)服務企業(yè)的發(fā)展給予關注和研究,但對物業(yè)服務企業(yè)的發(fā)展戰(zhàn)略進行系統(tǒng)性研究的不多,相關文獻資料較少。本文對廈門國貿物業(yè)管理有限公司的發(fā)展戰(zhàn)略進行了較系統(tǒng)的研究,對促進公司進一步發(fā)展,具有現(xiàn)實意義;對其他具有母公司資源支持的地區(qū)知名品牌物業(yè)服務企業(yè)也具有一定的參考作用。
[Abstract]:Strategy is an important foundation for the company to achieve sustainable development. Xiamen International Trade property Management Co., Ltd., as a wholly owned subsidiary of Xiamen Municipal State-Owned Large-scale Enterprise -Xiamen International Trade holding Co., Ltd., has been developing for more than 20 years.It has become the largest property service enterprise in Fujian province, with a certain brand awareness and management scale, but in the future, it will face fierce competition from local well-known property service enterprises.Therefore, in the face of the increasingly competitive market environment, how to use limited resources to seize the opportunity of the rapid development of the property market, avoid the possible threats in the development, give play to the company's own advantages, and resolve the disadvantages of the company.How to understand their position in the industry and market positioning, how to formulate a development strategy in line with their actual situation, become the Xiamen International Trade property must seriously consider the subject.Based on the theoretical knowledge of strategic management, competitive strategy and property management, this paper systematically expounds the external macro environment, industry environment, internal environment, strategic choice and strategic implementation measures of the company.This paper first analyzes the external macro environment and industry environment of the company. In the external macro environment analysis, it analyzes the policy and regulation environment, the social environment, the economic environment, the technical environment, and in the industry environment analysis,This paper analyzes the five competitive forces in the industry, industry strategic groups and so on. Then, through the field investigation of the company, combining the advantages of the company with regional brand awareness, the resources support of the parent company, and so on, the radiation surface of the brand popularity is not large.Through the SWOT analysis, the author puts forward the suggestions of the growth development strategy and the centralized competition strategy, and determines the overall thinking, strategic orientation and strategic goal of the company's development strategy.In order to ensure the smooth progress of the company's development strategy, this paper puts forward all kinds of safeguard measures which should be taken by the company, such as organization, service quality, finance, human resources and brand guarantee measures.At present, the property service enterprises in our country are still in the period of development. Many experts and scholars pay attention to the development of the property service enterprises, but there are few systematic studies on the development strategy of the property service enterprises, and the relevant literature is less.This paper makes a systematic study on the development strategy of Xiamen International Trade property Management Co., Ltd., which is of practical significance to promote the further development of the company.It also has certain reference function to other famous brand property service enterprises with parent company resource support.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F299.233.47

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本文編號：1684036