本文關鍵詞： 房地產 競爭戰(zhàn)略 龍巖市 商業(yè)地產　出處：《昆明理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：房地產是國民經濟發(fā)展的支柱產業(yè)。近年來,由于國際、國內宏觀經濟環(huán)境的影響,我國的房地產價格上漲幅度很大,為了防止房地產泡沫的產生對國民經濟帶來危害,我國政府相繼出臺了對房地產行業(yè)的宏觀調控措施。在大環(huán)境趨緊的情況下,房地產行業(yè)的競爭加劇,隨著大型房地產企業(yè)向二、三線城市的戰(zhàn)略轉移,龍巖市LT房地產有限公司受到了顯得威脅。作為龍巖市本土的房地產開發(fā)企業(yè),LT房地產有限公司急需調整競爭戰(zhàn)略,以充分發(fā)揮自身優(yōu)勢,在競爭中立于不敗之地。 龍巖市位于福建省西南部,作為福建省的二線城市,是距離廈門特區(qū)最近的鄰海內陸城市,具有城市區(qū)位優(yōu)勢,立體交通系統(tǒng)逐漸完善,地理交通優(yōu)勢逐漸顯現,區(qū)域經濟快速發(fā)展,GDP增幅高于全國的平均水平,居民的購買力和消費水平較高,第二產業(yè)占主導地位,產業(yè)結構處于調整階段,城鎮(zhèn)化速度加快,商業(yè)和流通業(yè)比較活躍。在此背景下,LT房地產有限公司將中長期的發(fā)展戰(zhàn)略定位于龍巖市商業(yè)地產,旨在打造國際化的商業(yè)綜合體,與其他房地產公司的開發(fā)項目共同形成了龍巖市新區(qū)的中心商圈。 本文通過競爭戰(zhàn)略的理論研究,結合LT房地產有限公司的實際項目運作和發(fā)展情況,對LT公司所在的龍巖市房地產市場總體狀況和市場結構、行業(yè)競爭態(tài)勢、進行分析,對LT房地產有限公司的經營現狀和優(yōu)、劣勢情況等行業(yè)競爭因素進行了剖析,針對LT公司的具體情況,結合內外部環(huán)境分析,提出了房地產競爭戰(zhàn)略選擇方案和戰(zhàn)略實施方案。 龍巖市房地產行業(yè)關于企業(yè)戰(zhàn)略管理方面的理論研究相對比較欠缺,本文通過對LT房地產有限公司發(fā)展戰(zhàn)略和競爭戰(zhàn)略的研究,形成較為系統(tǒng)的理論分析構架和較為明確的研究結論,目的是為LT房地產有限公司的健康、穩(wěn)定的發(fā)展提供理論指導,同時對房地產相關企業(yè)起到借鑒作用。
[Abstract]:Real estate is the pillar industry of the national economy development. In recent years, because of the influence of the international and domestic macroeconomic environment, the real estate price of our country rises greatly. In order to prevent the real estate bubble from harming the national economy, our government has introduced the macro-control measures to the real estate industry one after another. Under the circumstances of the tightening of the environment, the competition of the real estate industry intensifies. With the strategic transfer of large real estate enterprises to the second and third tier cities, LT Real Estate Co., Ltd. of Longyan City is threatened. LT Real Estate Co., Ltd. urgently needs to adjust its competitive strategy in order to give full play to its own advantages and remain invincible in the competition. Longyan City is located in the southwest of Fujian Province, as the second line city of Fujian Province, is the nearest adjacent sea inland city to Xiamen Special Zone, has the city location superiority, the three-dimensional transportation system gradually consummates. Geographical traffic advantages gradually appear, the rapid development of regional economy GDP growth is higher than the national average level, residents' purchasing power and consumption level is high, the secondary industry occupies the leading position, the industrial structure is in the adjustment stage. Under this background, LT Real Estate Co., Ltd. will focus on the long-term development strategy of the commercial real estate in Longyan City, in order to create an international commercial complex. With the development of other real estate companies, the formation of Longyan City New District of the center of business. Through the theoretical study of competition strategy, combined with the actual project operation and development of LT Real Estate Co., Ltd., this paper analyzes the overall situation and market structure of the real estate market in Longyan City, where LT Company is located. Industry competition situation, the analysis of LT real estate Co., Ltd. operating situation and advantages, disadvantages and other industry competition factors are analyzed, in view of the specific situation of LT company, combined with the internal and external environment analysis. Put forward the real estate competition strategy choice scheme and the strategy implementation plan. Longyan real estate industry on the strategic management of the relatively lacking of theoretical research, this paper through the LT Real Estate Co., Ltd. development strategy and competition strategy research. The purpose of this paper is to provide theoretical guidance for the healthy and stable development of LT Real Estate Co., Ltd.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F299.233.4

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