本文關(guān)鍵詞： 房地產(chǎn) 東營(yíng) 競(jìng)爭(zhēng)戰(zhàn)略 整體成本領(lǐng)先/差異化戰(zhàn)略　出處：《山東大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：經(jīng)過(guò)近30年的發(fā)展,房地產(chǎn)市場(chǎng)越來(lái)越成熟,市場(chǎng)規(guī)模不斷擴(kuò)大,中國(guó)房地產(chǎn)業(yè)的發(fā)展已經(jīng)進(jìn)入了一個(gè)全新的發(fā)展階段。隨之而來(lái)的,房地產(chǎn)企業(yè)之間的競(jìng)爭(zhēng)也越來(lái)越激烈。 作為關(guān)乎民生的產(chǎn)業(yè),房地產(chǎn)業(yè)可謂與民眾息息相關(guān)。由于過(guò)去一段時(shí)間敏感的房?jī)r(jià)問(wèn)題,國(guó)家紛紛出臺(tái)各種調(diào)控政策,從政治、金融、稅收等方面對(duì)房地產(chǎn)行業(yè)進(jìn)行調(diào)控,對(duì)房地產(chǎn)企業(yè)影響巨大。隨著調(diào)控的層層加碼,房地產(chǎn)企業(yè)尤其是大型房地產(chǎn)企業(yè)正迅速?gòu)氖苷{(diào)控影響較大的一二線城市轉(zhuǎn)戰(zhàn)三線城市,希望從三線城市尋找利潤(rùn)點(diǎn)。三線城市成為大量房產(chǎn)資本競(jìng)逐的戰(zhàn)場(chǎng),有限的空間競(jìng)爭(zhēng)日趨激烈。房地產(chǎn)企業(yè)如何在有限的競(jìng)爭(zhēng)空間里獲得競(jìng)爭(zhēng)優(yōu)勢(shì)和利潤(rùn),成為擺在每一個(gè)進(jìn)軍三線城市房地產(chǎn)企業(yè)面前的重大課題。同時(shí),進(jìn)入21世紀(jì)以來(lái),房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)也呈現(xiàn)出顧客個(gè)性化需求等新的特點(diǎn)。如何在激烈的市場(chǎng)環(huán)境中找到自己的特色并經(jīng)營(yíng)好,也成為擺在每個(gè)房地產(chǎn)企業(yè)面前的一個(gè)迫切問(wèn)題。 山東天業(yè)恒基股份有限公司成立于1999年,是山東省首家房地產(chǎn)上市公司,是一家發(fā)展中的區(qū)域性房地產(chǎn)企業(yè)。根據(jù)公司長(zhǎng)期規(guī)劃,確定以山東為根據(jù)地進(jìn)行全省區(qū)域布局。目前,公司在山東省內(nèi)多地已開(kāi)發(fā)多處樓盤(pán),并取得了良好業(yè)績(jī)。自2007年進(jìn)軍三線城市東營(yíng)以來(lái),公司既要與本土大型房地產(chǎn)企業(yè)如眾成地產(chǎn)、勝宏置業(yè)競(jìng)爭(zhēng),又要面對(duì)眾多潛在競(jìng)爭(zhēng)者威脅。本文認(rèn)為,由于東營(yíng)房地產(chǎn)市場(chǎng)的主要競(jìng)爭(zhēng)對(duì)手或在規(guī)模、資金、成本,或在本地化方面占據(jù)優(yōu)勢(shì),而天業(yè)地產(chǎn)依托上市公司品牌,融資能力較強(qiáng),且有一批優(yōu)秀的團(tuán)隊(duì),房地產(chǎn)開(kāi)發(fā)經(jīng)驗(yàn)豐富,在東營(yíng)的發(fā)展戰(zhàn)略選擇上,應(yīng)博采眾長(zhǎng),采取整體成本領(lǐng)先/差異化戰(zhàn)略。天業(yè)地產(chǎn)的整體成本領(lǐng)先/差異化戰(zhàn)略主要包括以下兩點(diǎn)：一是產(chǎn)品標(biāo)準(zhǔn)化、流程化,高效生產(chǎn)產(chǎn)品；二是為客戶提供優(yōu)質(zhì)的、差異化的產(chǎn)品和服務(wù)。為了保證整體成本領(lǐng)先/差異化戰(zhàn)略的順利實(shí)施,天業(yè)地產(chǎn)的具體保障措施包括：一是建立與戰(zhàn)略相協(xié)調(diào)的組織機(jī)構(gòu)；二是加強(qiáng)標(biāo)準(zhǔn)化、流程化建設(shè),減小差異化成本；三是為客戶提供優(yōu)質(zhì)的、差異化的產(chǎn)品和服務(wù)。 本文以三線城市——東營(yíng)作為研究實(shí)例,管窺一豹,分析三線城市房地產(chǎn)現(xiàn)狀及發(fā)展趨勢(shì),此課題不僅具有政策指導(dǎo)意義,而且具有較強(qiáng)實(shí)踐意義。
[Abstract]:After nearly 30 years of development, the real estate market is more and more mature, the market scale is expanding, the development of China's real estate industry has entered a new stage of development, followed by the competition between real estate enterprises is becoming more and more fierce. As an industry related to people's livelihood, the real estate industry is closely related to the public. As a result of the sensitive housing price issue in the past period, the state has introduced a variety of regulatory policies to regulate the real estate industry from the political, financial, tax and other aspects. The impact on real estate enterprises is enormous. With the layers of regulation and control, real estate enterprises, especially large real estate enterprises, are rapidly switching from the first and second tier cities, which are greatly affected by the regulation and control, to the third tier cities. I hope to look for profit points from third-tier cities. Third tier cities have become the battlefields for a lot of real estate capital competition, and the limited space competition is becoming more and more intense. How can real estate enterprises obtain competitive advantages and profits in the limited competitive space? It has become a major issue in front of every real estate enterprise in third-tier cities. At the same time, since 21th century, The competition of real estate market also presents new characteristics such as customer's individualized demand. How to find its own characteristics and manage well in the fierce market environment has also become an urgent problem in front of every real estate enterprise. Established in 1999, Shandong Tianye Hengji Co., Ltd. is the first listed real estate company in Shandong Province. It is a developing regional real estate company. To determine the regional layout of the province based on Shandong. At present, the company has developed many properties in many places in Shandong Province, and has made good achievements. Since 2007, it has moved into Dongying, a third-tier city, The company not only competes with local large real estate enterprises such as Zhongcheng Real Estate, Shenghong Real Estate, but also faces the threat of many potential competitors. This paper believes that because of the main competitors of Dongying real estate market or in the scale, capital, cost, Or in localization, and Tianye Real Estate relies on the listed company brand, has strong financing ability, and has a group of excellent team, the real estate development experience is rich, in the Dongying development strategy choice, should adopt the masses to be strong, Adopt the overall cost leading / differentiation strategy. The overall cost leading / differentiation strategy of Tianye Real Estate mainly includes the following two points: first, product standardization, process, efficient production of products; second, to provide customers with quality, In order to ensure the smooth implementation of the overall cost leading / differentiation strategy, the specific safeguards for Tianye Real Estate include: first, to establish an organization coordinated with the strategy; and second, to strengthen standardization and process construction, Reduce the cost of differentiation; third, to provide customers with quality, differentiated products and services. This paper takes the third line city-Dongying as the research example, takes a look at a leopard, analyzes the present situation and the development trend of the real estate of the third line city, this topic not only has the policy guidance significance, but also has the strong practice significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F272;F299.233.4

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