本文選題：房地產(chǎn)　切入點：天心房地產(chǎn)公司　出處：《湖南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：房地產(chǎn)業(yè)是國民經(jīng)濟的基礎(chǔ)性產(chǎn)業(yè),前幾年在市場和調(diào)控中保持較快發(fā)展,房地產(chǎn)供應(yīng)和消費市場穩(wěn)步擴大。這幾年,國家對多次對房地產(chǎn)市場進行調(diào)控,措施之嚴(yán)厲,政策涉及之廣泛,出臺數(shù)量之密集前所未有,從調(diào)控的出發(fā)點來看,主要是打擊炒房和投機行為,控制房價過快上漲,促進房地產(chǎn)市場健康發(fā)展。在此形勢下,房地產(chǎn)企業(yè)應(yīng)該順應(yīng)市場需求,在嚴(yán)峻的競爭環(huán)境中謀求發(fā)展之路。 本文主要研究了湖南省天心房地產(chǎn)開發(fā)有限責(zé)任公司(簡稱天心房地產(chǎn)公司)的戰(zhàn)略選擇及相應(yīng)的措施。旨在通過分析和探討,使天心房地產(chǎn)公司在清醒的認識到內(nèi)外部環(huán)境的基礎(chǔ)上,進一步明確公司在集團公司發(fā)展方向調(diào)整后企業(yè)的定位、發(fā)展方向、戰(zhàn)略選擇及相應(yīng)的應(yīng)對措施。本文從分析房地產(chǎn)業(yè)的宏觀經(jīng)濟環(huán)境、行業(yè)環(huán)境、行業(yè)發(fā)展趨勢、市場競爭態(tài)勢入手,運用SWOT和五力分析法,分析天心房地產(chǎn)公司外部環(huán)境、內(nèi)部環(huán)境和優(yōu)劣勢,提出公司的戰(zhàn)略選擇,探討了天心房地產(chǎn)公司如何在核心競爭力、品牌、供應(yīng)鏈、風(fēng)險管理等方面建立起與企業(yè)戰(zhàn)略相適應(yīng)的運行機制和措施,卓有成效地抓好戰(zhàn)略實施。 通過研究,本文得出如下結(jié)論：總體上,天心房地產(chǎn)公司長期發(fā)展前景樂觀,短期處于調(diào)整階段,房地產(chǎn)市場競爭日益加劇；公司改制后,要贏得優(yōu)勢并實現(xiàn)可持續(xù)發(fā)展,應(yīng)當(dāng)走專業(yè)化集中發(fā)展之路,努力在競爭中實現(xiàn)成本領(lǐng)先和差異化優(yōu)勢,從而形成自己的核心競爭力；天心房地產(chǎn)公司需要結(jié)合公司的實際情況努力在核心競爭力、內(nèi)部管理、供應(yīng)鏈管理、品牌管理、風(fēng)險管理等方面建立起與企業(yè)戰(zhàn)略相適應(yīng)的運行機制和環(huán)境。
[Abstract]:The real estate industry is the basic industry of the national economy. In the past few years, the real estate industry has maintained relatively rapid development in the market and regulation, and the real estate supply and consumption market has steadily expanded. In recent years, the state has repeatedly regulated and controlled the real estate market. The policy involves a wide range and the number of issues is unprecedented. From the point of view of regulation and control, it is mainly to crack down on property speculation and speculation, control house prices rising too fast, and promote the healthy development of the real estate market. Under this situation, The real estate enterprise should conform to the market demand and seek the road of development in the severe competition environment. This paper mainly studies the strategic choice and corresponding measures of Hunan Tianxin Real Estate Development Co., Ltd. On the basis of a sober understanding of the internal and external environment, the Tianxin Real Estate Company has further clarified the orientation and development direction of the company after the development direction of the group company has been adjusted. This paper analyzes the macro economic environment, industry environment, industry development trend and market competition situation of real estate industry, and analyzes the external environment of Tianxin real estate company by using SWOT and five forces analysis method. The internal environment and advantages and disadvantages of the company are put forward, and the strategic choice of the company is put forward, and how to establish the operation mechanism and measures suitable for the enterprise strategy in the core competitiveness, brand, supply chain and risk management of Tianxin Real Estate Company are discussed. Effectively grasp the implementation of the strategy. Through the research, this paper draws the following conclusions: in general, Tianxin Real Estate Company has optimistic long-term development prospects, is in the adjustment stage, and the competition in the real estate market is intensifying day by day, the company needs to win advantages and achieve sustainable development after restructuring. We should take the road of specialized and concentrated development, strive to realize the cost leading and differentiation advantage in the competition, thus form our own core competitiveness; Tianxin real estate company needs to combine with the actual situation of the company to try hard in the core competitiveness, internal management, Supply chain management, brand management, risk management, etc.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F299.233.41

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