本文關(guān)鍵詞： 限購令 SWOT分析 企業(yè)發(fā)展戰(zhàn)略 房地產(chǎn)公司　出處：《天津大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：2013年,隨著國家房地產(chǎn)調(diào)控政策持續(xù)升級與細(xì)化,珠三角區(qū)域房地產(chǎn)這個行業(yè)正進(jìn)行“市場正在激烈充分的競爭和“限購令”政策也在實(shí)行有區(qū)別的執(zhí)行,,這樣一個激情而又動蕩的特別市場。一邊是政策對房地產(chǎn)市場的干預(yù)調(diào)控與另外一方面政府又把保障房建設(shè)做為各級政府的重要任務(wù)的前提下,國內(nèi)中小房地產(chǎn)企業(yè)的生存壓力日益加大。而目前國內(nèi)對于這類企業(yè)的研究,大多側(cè)重于宏觀管理層面,而以某一特殊地域或某一具體的中小房地產(chǎn)企業(yè)為特定對象,開展企業(yè)發(fā)展戰(zhàn)略的研究,還相對缺乏,亟待加強(qiáng)研究,以推動深度調(diào)控下的中小房地產(chǎn)企業(yè)實(shí)現(xiàn)順利轉(zhuǎn)型。本文運(yùn)用企業(yè)發(fā)展戰(zhàn)略相關(guān)理論,以“限購令”房地產(chǎn)宏觀調(diào)控為背景,選取深圳FN民營房地產(chǎn)公司為主要研究對象,運(yùn)用PEST及SWOT分析方法,對該地區(qū)公司的內(nèi)外部環(huán)境和優(yōu)劣勢等相關(guān)因素進(jìn)行了全面深入地分析研究,制定出該地區(qū)公司發(fā)展戰(zhàn)略。通過對深圳FN民營房地產(chǎn)公司在“限購令”政策市場背景下的基礎(chǔ)數(shù)據(jù)分析,制定出該地區(qū)公司的短期發(fā)展策略主要是積極推行多元化經(jīng)營,確保公司最大化的良性安全運(yùn)作；長遠(yuǎn)規(guī)劃是加快經(jīng)營理念和商業(yè)模式的轉(zhuǎn)型；營銷方式的創(chuàng)新和轉(zhuǎn)型加強(qiáng)原來的營銷方式,推進(jìn)網(wǎng)絡(luò)科技營銷平臺,開拓境外營銷渠道與平臺；產(chǎn)品形態(tài)的創(chuàng)新和轉(zhuǎn)型,從普通住宅往個性化商住公寓與高科技融為一體的智能化住宅轉(zhuǎn)型：開發(fā)合作方式的創(chuàng)新和轉(zhuǎn)型；實(shí)施品牌戰(zhàn)略；加快建立現(xiàn)代化企業(yè)制度。
[Abstract]:In 2013, the national real estate control policies continue to refine and upgrade of the regional real estate industry in the Pearl River Delta is "the market is full of fierce competition and" restriction "policy in the implementation of differentiated execution, such a passionate and turbulent special market. While the policy on the real estate market intervention on the other hand, the government regulation and the low-income housing construction as an important task of governments at all levels under the premise of domestic small and medium-sized real estate enterprises to survive the pressure increasing. At present, the domestic research about this kind of enterprises, mostly focused on the macro management level, in a specific region or a specific small real estate the enterprise for a particular object, to carry out research on the development strategy of the enterprise, but also the relative lack of research should be strengthened, in order to promote the depth under the control of small and medium-sized real estate enterprises realize the transformation smoothly. This paper use enterprises Industry development strategy theory, the "restriction" macro-control of real estate as the background, select the Shenzhen FN private Real Estate Company as the main research object, using PEST and SWOT analysis method, the regional Corporation's internal and external environment and the advantages and disadvantages of factors related to the comprehensive and in-depth analysis and research, formulate the development strategy of regional corporation through to Shenzhen FN private Real Estate Company in the "restriction" policy market under the background of basic data analysis, formulate the development strategy of the regional Corporation is mainly short-term actively promote diversification, to ensure the healthy operation of the company to maximize security; long-term planning is to accelerate the transformation of business philosophy and business model; marketing innovation and transformation to strengthen the original marketing mode, the network marketing platform to promote the development of overseas technology, marketing channel and platform; product form innovation and transformation, from the general Pass to the residential intelligent residential personalized residential apartments combined with science and technology transformation: development mode of cooperation innovation and transformation; the implementation of brand strategy; accelerate the establishment of modern enterprise system.

【學(xué)位授予單位】：天津大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F272

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