本文關(guān)鍵詞：KL房地產(chǎn)公司面向青島藍(lán)色硅谷的競爭戰(zhàn)略研究　出處：《中國海洋大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：房地產(chǎn)行業(yè)的健康發(fā)展關(guān)系到人民的安居樂業(yè)，是建設(shè)和諧家園，建設(shè)和諧城市的重要組成部分。山東半島藍(lán)色經(jīng)濟(jì)區(qū)建設(shè)是“十二五”開局之年第一個獲批的國家發(fā)展戰(zhàn)略，也是我國第一個以海洋經(jīng)濟(jì)為主題的區(qū)域發(fā)展戰(zhàn)略。KL房地產(chǎn)公司以此作為企業(yè)發(fā)展的契機(jī)，制定了面向青島藍(lán)色硅谷的競爭戰(zhàn)略，為公司未來的生存與發(fā)展探索新路，為公司迎接未來競爭的挑戰(zhàn)儲備知識能量。 本文以PEST為外部環(huán)境分析的基本架構(gòu)，通過政治、經(jīng)濟(jì)、文化與技術(shù)環(huán)境分析，對企業(yè)外部環(huán)境有全局性的認(rèn)識。在對房地產(chǎn)行業(yè)環(huán)境分析方面，，采用波特“五力模型”進(jìn)行分析，通過對潛在進(jìn)入者、替代品、賣方市場、供應(yīng)商分析，尤其是通過對產(chǎn)業(yè)內(nèi)部競爭分析，明確了產(chǎn)業(yè)的發(fā)展與競爭態(tài)勢，能給KL公司一個更符合現(xiàn)實(shí)的定位。通過分析與總結(jié)，得出發(fā)展的六大機(jī)遇：藍(lán)色經(jīng)濟(jì)區(qū)開發(fā)帶來的機(jī)遇，國家經(jīng)濟(jì)轉(zhuǎn)型帶來的機(jī)遇，城市化進(jìn)程加速推進(jìn)帶來的機(jī)遇，青島國際金融中心帶來的融資渠道增多的機(jī)遇，旅游度假需求增加帶來的機(jī)遇，老齡化社會帶來的療養(yǎng)需求增加的機(jī)遇；三大威脅：日益增加的強(qiáng)勁競爭對手，建設(shè)用地價(jià)格不斷上升，人口滯漲對客源的影響。研究以邁克爾·波特的競爭戰(zhàn)略為理論基礎(chǔ)，結(jié)合空間結(jié)構(gòu)理論與克氏中心地理論，通過SWOT分析，在盡可能充分發(fā)揮KL公司優(yōu)勢：1）資金充裕，資金鏈運(yùn)轉(zhuǎn)順暢；2）人才結(jié)構(gòu)年輕化；3）品質(zhì)好；4）良好的商譽(yù)；5）團(tuán)隊(duì)富于創(chuàng)新。并弱化劣勢對公司競爭力的影響，基于整合思維和長遠(yuǎn)思維，將KL公司競爭戰(zhàn)略定為：“實(shí)施差異化戰(zhàn)略與目標(biāo)集聚戰(zhàn)略相結(jié)合”。 本論文通過對KL房地產(chǎn)公司面向青島藍(lán)色硅谷的競爭戰(zhàn)略研究，不僅分析戰(zhàn)略選擇過程，而且對戰(zhàn)略的實(shí)施與控制進(jìn)行了細(xì)致研究與探索，力圖為企業(yè)的戰(zhàn)略得以實(shí)施奠定理論基礎(chǔ)，并為企業(yè)獲得經(jīng)濟(jì)效益提供現(xiàn)實(shí)借鑒。
[Abstract]:The healthy development of the real estate industry is related to the people living and working in peace and contentment, is to build a harmonious home. The construction of the blue economic zone of Shandong Peninsula is the first national development strategy approved in the opening year of the Twelfth Five-Year Plan. It is also the first regional development strategy with the theme of marine economy. KL Real Estate Company took this as an opportunity for the development of enterprises and formulated a competitive strategy for Qingdao Blue Silicon Valley. For the future survival and development of the company to explore a new way for the company to meet the challenges of future competition to store knowledge energy. This paper takes PEST as the basic structure of the external environment analysis, through the political, economic, cultural and technological environment analysis, the external environment of the enterprise has a global understanding, in the real estate industry environment analysis. By using Porter's "five forces model" to analyze the potential entrants, substitutes, seller's markets, suppliers, especially through the analysis of the internal competition of the industry, the development and competition situation of the industry is clarified. Can give KL a more realistic positioning. Through analysis and summary, six opportunities for development: opportunities brought by the development of the blue economic zone, opportunities brought by the national economic transformation. The opportunity brought by the acceleration of urbanization, the increase of financing channels brought by Qingdao International Financial Center, the opportunity brought by the increasing demand for tourism and vacation, and the increasing demand for recuperation brought by the aging society; Three big threats: growing competition, rising construction land prices, and the impact of stagflation on visitors. The research is based on Michael Porter's competitive strategy. Combining spatial structure theory with Kirschner center theory, through SWOT analysis, we can make the best use of KL company's advantage: 1) abundant capital and smooth running of capital chain; 2) the talent structure is younger; 3) good quality; 4) good goodwill; 5) the team is rich in innovation and weakens the influence of inferiority on the competitiveness of the company. Based on the integration thinking and the long-term thinking, the competitive strategy of KL company is defined as "the combination of implementing differentiation strategy and target agglomeration strategy". This paper not only analyzes the process of strategy selection, but also studies and explores the implementation and control of strategy through the research of KL real estate company's competitive strategy facing Qingdao Blue Silicon Valley. This paper tries to lay a theoretical foundation for the implementation of enterprise strategy and provide practical reference for enterprises to obtain economic benefits.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F271;F299.233.4

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