本文關鍵詞：長沙君逸房地產(chǎn)公司發(fā)展戰(zhàn)略研究　出處：《湖南大學》2013年碩士論文　論文類型：學位論文

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【摘要】：由于我國房地產(chǎn)價格過快上漲，商品房價格從一個單純的經(jīng)濟問題逐步演變成中國的民生問題，引起了國家對房地產(chǎn)行業(yè)的再次調(diào)控，從一系列的調(diào)控政策可以看出國家對房地產(chǎn)調(diào)控的決心與力度。然而，國家的宏觀調(diào)控對房地產(chǎn)行業(yè)產(chǎn)生了巨大的影響，特別是對中小型房地產(chǎn)開發(fā)企業(yè)十分不利，使中小房地產(chǎn)企業(yè)面臨巨大的發(fā)展困難。在這種背景下,中小型房地產(chǎn)企業(yè)如何制定科學合理的發(fā)展戰(zhàn)略,是每個中小型房地產(chǎn)企業(yè)必須思考的問題。 為此，本文以君逸房地產(chǎn)公司為研究對象，對國內(nèi)外房地產(chǎn)公司發(fā)展戰(zhàn)略問題研究現(xiàn)狀進行了分析，提出了本文研究的主要內(nèi)容，闡述了本文的重要研究方法和研究思路。首先對公司的基本情況、財務能力、盈利能力、獲取資源能力進行了分析，探明了目前公司的業(yè)務現(xiàn)狀，找了其中存在的問題及原因，接著從政治與法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境四個層面對房地產(chǎn)行業(yè)的外部宏觀環(huán)境進行了分析，然后從需求環(huán)境、競爭環(huán)境兩個層面對房地產(chǎn)整個行業(yè)的大致情況進行了分析，在此基礎上，總結(jié)出了長沙君逸房地產(chǎn)公司面臨的機會與威脅以及優(yōu)勢與劣勢。并明確了長沙君逸房地產(chǎn)公司發(fā)展戰(zhàn)略構(gòu)建的原則和目標，制定了符合長沙君逸房地產(chǎn)公司實際情況的發(fā)展戰(zhàn)略與戰(zhàn)略定位。最后，提出長沙君逸房地產(chǎn)公司發(fā)展戰(zhàn)略的實施與保障，其中實施的重點包括做好土地儲備規(guī)劃、強調(diào)公司業(yè)務管理、提供全面營銷服務，實施的保障包括：企業(yè)組織保障、企業(yè)人力資源保障、財務管理保障、市場營銷保障、企業(yè)文化保障。希望通過此文章的研究，一方面對長沙君逸房地產(chǎn)公司的發(fā)展戰(zhàn)略的制定提供著實的建議，同時也希望對類似于長沙君逸房地產(chǎn)公司的中小型房地產(chǎn)開發(fā)企業(yè)在制定公司未來戰(zhàn)略時有一定的指導與參考意義。
[Abstract]:Because the real estate price of our country rises too fast, the commodity housing price gradually evolves from a simple economic problem to the people's livelihood problem of China, which causes the government to adjust and control the real estate industry again. From a series of regulation and control policies, we can see the determination and strength of national real estate regulation and control. However, the macro-control of the state has a great impact on the real estate industry. Especially to the small and medium-sized real estate development enterprises are very unfavorable, so small and medium-sized real estate enterprises are faced with huge development difficulties. Under this background, the small and medium-sized real estate enterprises how to formulate a scientific and reasonable development strategy. It is the problem that every medium and small real estate enterprise must think about. Therefore, this paper takes Junyi Real Estate Company as the research object, analyzes the current situation of the research on the development strategy of the real estate companies at home and abroad, and puts forward the main contents of this paper. This paper describes the important research methods and research ideas. First of all, the basic situation of the company, financial capacity, profitability, the ability to obtain resources are analyzed, and the current business situation of the company is proved. Find out the existing problems and reasons, and then from the political and legal environment, economic environment, social and cultural environment, the technical environment of the external macro environment of the real estate industry is analyzed. Then from the demand environment, competition environment two levels of the real estate industry as a whole analysis of the general situation, on this basis. Summed up the opportunities and threats faced by Changsha Junyi real estate company, as well as strengths and weaknesses, and clarified the principles and objectives of the development strategy of Changsha Junyi real estate company. To formulate the development strategy and strategic positioning in line with the actual situation of Changsha Junyi real estate company. Finally, put forward the implementation and protection of the development strategy of Changsha Junyi real estate company. The emphasis of the implementation includes the planning of land reserve, the emphasis on company business management, and the provision of comprehensive marketing services. The implementation of the guarantee includes: enterprise organization security, enterprise human resources security, financial management security. Through the research of this article, on the one hand, I hope to provide some practical suggestions for the development strategy of Changsha Junyi real estate company. At the same time, it also hopes to have some guidance and reference significance for the small and medium-sized real estate development enterprises similar to Changsha Junyi Real Estate Company in formulating the company's future strategy.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F299.233.4

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本文編號：1394404