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

  更多相關(guān)文章： 房地產(chǎn) 藍色硅谷 競爭戰(zhàn)略

【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)，是建設和諧家園，建設和諧城市的重要組成部分。山東半島藍色經(jīng)濟區(qū)建設是“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，制定了面向青島藍色硅谷的競爭戰(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、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”進行分析，通過對潛在進入者、替代品、賣方市場、供應商分析，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)實的定位。通過分析與總結(jié)，得出發(fā)展的六大機遇：藍色經(jīng)濟區(qū)開發(fā)帶來的機遇，國家經(jīng)濟轉(zhuǎn)型帶來的機遇，城市化進程加速推進帶來的機遇，青島國際金融中心帶來的融資渠道增多的機遇，旅游度假需求增加帶來的機遇，老齡化社會帶來的療養(yǎng)需求增加的機遇；三大威脅：日益增加的強勁競爭對手，建設用地價格不斷上升，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；5）團隊富于創(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思維，將KL公司競爭戰(zhàn)略定為：“實施差異化戰(zhàn)略與目標集聚戰(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)略的實施與控制進行了細致研究與探索，力圖為企業(yè)的戰(zhàn)略得以實施奠定理論基礎(chǔ)，并為企業(yè)獲得經(jīng)濟效益提供現(xiàn)實借鑒。
[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.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F271;F299.233.4

【參考文獻】

相關(guān)期刊論文 前7條

1 江文清;硅谷高新企業(yè)集群成功發(fā)展的經(jīng)驗對我國的啟示[J];經(jīng)濟體制改革;2003年04期

2 白勝;;藍海戰(zhàn)略理論與競爭戰(zhàn)略理論的對比分析[J];經(jīng)濟縱橫;2007年20期

3 冷靜;;青島走向“深藍時代”[J];決策;2012年04期

4 閻光才;斯坦福的硅谷與硅谷中的斯坦福[J];教育發(fā)展研究;2003年09期

5 孫婧,周升起,張然;硅谷的成功對青島高新區(qū)發(fā)展的啟示[J];經(jīng)濟前沿;2005年Z1期

6 張向前;戰(zhàn)略管理理論的演進與發(fā)展述評[J];唐山學院學報;2004年03期

7 廖賢才;立足福田 跨出特區(qū)——淺談廣業(yè)公司實施多元化經(jīng)營拓展境內(nèi)外房地產(chǎn)業(yè)的戰(zhàn)略構(gòu)想[J];特區(qū)經(jīng)濟;1992年08期

相關(guān)博士學位論文 前3條

1 解國駿;消費者驅(qū)動的動態(tài)競爭戰(zhàn)略研究[D];山東大學;2011年

2 鄧念;政府作用下的中國房地產(chǎn)市場理論與實證研究[D];復旦大學;2010年

3 李玉杰;中國房地產(chǎn)業(yè)與國民經(jīng)濟關(guān)聯(lián)關(guān)系及協(xié)調(diào)發(fā)展研究[D];東北財經(jīng)大學;2011年

本文編號：1378592