本文選題：房地產(chǎn)市場　切入點(diǎn)：PEST分析　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：在當(dāng)前房地產(chǎn)市場競爭日益激烈,產(chǎn)品同質(zhì)化嚴(yán)重,消費(fèi)者對產(chǎn)品質(zhì)量要求愈來愈高,以及國家對房地產(chǎn)市場的調(diào)控力度持續(xù)不減的背景下,眾多房地產(chǎn)公司正面臨著嚴(yán)峻的市場生存壓力。企業(yè)需要正確地把握新的房地產(chǎn)產(chǎn)品市場形勢和自身面臨的各種挑戰(zhàn),著力制定新的競爭戰(zhàn)略,提高產(chǎn)品的市場競爭力。只有這樣房地產(chǎn)企業(yè)才能實現(xiàn)可持續(xù)發(fā)展,在激烈的市場競爭中立于不敗之地。 本文以西安Z房地產(chǎn)公司競爭戰(zhàn)略作為主要研究對象。在進(jìn)行相關(guān)研究文獻(xiàn)回顧和梳理的基礎(chǔ)上,運(yùn)用PEST分析理論框架系統(tǒng)分析全國房地產(chǎn)市場、區(qū)域房地產(chǎn)市場以及局部房地產(chǎn)市場宏觀與微觀市場環(huán)境,結(jié)合本企業(yè)的實際情況,識別本公司房地產(chǎn)產(chǎn)品的潛在市場和主要競爭對手。運(yùn)用SWOT分析方法和問卷調(diào)查法,識別出企業(yè)的優(yōu)勢、劣勢、機(jī)會和威脅。在此基礎(chǔ)上本文得出如下結(jié)論：(1)結(jié)合外部宏觀環(huán)境的PEST分析、區(qū)域房地產(chǎn)市場環(huán)境分析、以及房地產(chǎn)行業(yè)的環(huán)境分析,最終認(rèn)為Z公司面臨的外部機(jī)會大于威脅；(2)通過對公司的內(nèi)部環(huán)境進(jìn)行分析,得出Z公司的內(nèi)部優(yōu)勢大于其劣勢；(3)通過SWOT矩陣分析,認(rèn)為Z公司應(yīng)發(fā)揮優(yōu)勢,利用機(jī)會,即選擇SO戰(zhàn)略——增長型戰(zhàn)略。最后,結(jié)合企業(yè)的發(fā)展目標(biāo),對企業(yè)競爭戰(zhàn)略的選擇進(jìn)行規(guī)劃。 最后,本文結(jié)合Z公司戰(zhàn)略目標(biāo)最終認(rèn)為公司應(yīng)根據(jù)公司戰(zhàn)略的前、中、后期三個不同階段分別選擇產(chǎn)品差異化戰(zhàn)略、產(chǎn)品聚焦戰(zhàn)略和成本領(lǐng)先戰(zhàn)略。為保障這些公司戰(zhàn)略得以順利實施,本研究還進(jìn)一步提出了公司要通過資源整合戰(zhàn)略、融資戰(zhàn)略、營銷戰(zhàn)略和人才開發(fā)管理等戰(zhàn)略保障措施保證所制定戰(zhàn)略的實施。
[Abstract]:Under the background of the increasingly fierce competition in the real estate market, the serious homogenization of the products, the higher and higher demand for the quality of the products by consumers, and the continuous and unabated state regulation and control of the real estate market, Many real estate companies are facing severe market survival pressure. Enterprises need to correctly grasp the new market situation of real estate products and the challenges they face, and make efforts to formulate new competitive strategies. Only in this way can real estate enterprises achieve sustainable development and remain invincible in the fierce market competition. This paper takes Xi'an Z real estate company's competition strategy as the main research object. On the basis of reviewing and combing the relevant research literature, this paper systematically analyzes the national real estate market by using the theoretical framework of PEST analysis. The regional real estate market and the macro and micro market environment of the local real estate market, combined with the actual situation of the enterprise, identify the potential market and main competitors of the company's real estate products. The method of SWOT analysis and questionnaire survey is used. On the basis of this, this paper draws the following conclusions: (1) combined with the PEST analysis of external macro environment, the analysis of regional real estate market environment, and the environmental analysis of real estate industry. Finally, it is concluded that the external opportunities faced by Z Company are greater than the threats. (2) by analyzing the internal environment of Z Company, it is concluded that the internal advantage of Z Company is greater than its inferiority. (3) through the analysis of SWOT matrix, it is concluded that Z Company should exert its advantages and take advantage of the opportunity. That is to choose so strategy-growth strategy. Finally, combined with the development objectives of the enterprise, the choice of competitive strategy is planned. Finally, combined with the strategic goal of Z Company, the paper concludes that the company should choose the product differentiation strategy according to the three different stages of the company strategy: before, in the middle stage and in the later stage. Product focus strategy and cost leading strategy. In order to ensure the successful implementation of these corporate strategies, this study further proposed that the company should adopt the strategy of resource integration and financing. Marketing strategy and talent development management and other strategic safeguards to ensure the implementation of the strategy.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F299.233.4

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