本文關(guān)鍵詞： 住宅地產(chǎn) 商業(yè)地產(chǎn) 企業(yè)戰(zhàn)略 戰(zhàn)略轉(zhuǎn)型 企業(yè)價值鏈　出處：《北京交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：20世紀九十年代末以來,以住宅開發(fā)為主導(dǎo)業(yè)務(wù)的中國房地產(chǎn)行業(yè)高速發(fā)展。近幾年,由于樓市價格過快上漲,投機性需求過大,導(dǎo)致房地產(chǎn)行業(yè)經(jīng)濟泡沫成分較高,對實體經(jīng)濟形成擠壓。國家為了穩(wěn)定房地產(chǎn)行業(yè),促進經(jīng)濟健康合理的發(fā)展,相繼出臺針對房地產(chǎn)行業(yè)的限制性政策,進行宏觀調(diào)控,使傳統(tǒng)住宅類地產(chǎn)發(fā)展速度放緩,企業(yè)利潤縮減。在此背景下,不少住宅地產(chǎn)企業(yè)開始向商業(yè)地產(chǎn)企業(yè)進行戰(zhàn)略轉(zhuǎn)型。本論文主旨在于應(yīng)用價值鏈理論,并結(jié)合TH房地產(chǎn)企業(yè)實例,研究住宅地產(chǎn)向商業(yè)地產(chǎn)戰(zhàn)略轉(zhuǎn)型的策略。本論文首先回顧企業(yè)戰(zhàn)略理論、企業(yè)戰(zhàn)略轉(zhuǎn)型理論、企業(yè)價值鏈理論;然后分析對比住宅地產(chǎn)和商業(yè)地產(chǎn)不同價值鏈構(gòu)成和影響因素,通過研究嘗試找出二者價值鏈差異;基于價值鏈差異,設(shè)計住宅地產(chǎn)向商業(yè)地產(chǎn)轉(zhuǎn)型的路徑;最后,分析住宅類房地產(chǎn)開發(fā)企業(yè)TH公司向商業(yè)地產(chǎn)公司轉(zhuǎn)型的過程,為其設(shè)計戰(zhàn)略轉(zhuǎn)型的實施措施,并且對戰(zhàn)略轉(zhuǎn)型的路徑進行更加具體和全面的研究。本文在住宅地產(chǎn)和商業(yè)地產(chǎn)的轉(zhuǎn)型策略上有一定的獨創(chuàng)性,尤其是運用了價值鏈進行戰(zhàn)略轉(zhuǎn)型研究,取得了比一般戰(zhàn)略轉(zhuǎn)型研究更加具體的成果,對于房地產(chǎn)公司的轉(zhuǎn)型實踐也具有一定的參考價值。同時,本文的研究結(jié)論在如何應(yīng)用價值鏈進行相關(guān)多元化戰(zhàn)略轉(zhuǎn)型的研究方面,也有一定的借鑒價值。
[Abstract]:Since the end of 1990s, China's real estate industry with residential development as the leading business has developed rapidly. In recent years, because of the rapid rise in property prices, speculative demand is too large. In order to stabilize the real estate industry and promote the healthy and rational development of the economy, the government has introduced restrictive policies for the real estate industry. Carry on macroscopical control, make the development speed of traditional residential real estate slow down, enterprise profit shrinks. Under this background. Many residential real estate enterprises begin to make strategic transformation to commercial real estate enterprises. The main purpose of this paper is to apply the theory of value chain and combine with the case of th real estate enterprises. This paper first reviews the theory of enterprise strategy, the theory of strategic transformation of enterprise, and the theory of enterprise value chain. Then it analyzes and compares the composition and influence factors of different value chains between residential real estate and commercial real estate, and tries to find out the difference between the two value chains. Based on the value chain difference, design the path of the transition from residential real estate to commercial real estate; Finally, the paper analyzes the process of transforming th company into commercial real estate company, and designs the implementation measures of strategic transformation for it. And the path of strategic transformation is more specific and comprehensive research. This paper has some originality in the transition strategy of residential real estate and commercial real estate, especially the use of the value chain for strategic transformation research. It has achieved more concrete results than the general strategic transformation research, and also has certain reference value for the transformation practice of real estate companies. The conclusion of this paper also has some reference value on how to apply the value chain to carry on the research of the diversification strategy transformation.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F299.233.4

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