本文選題：房地產(chǎn)企業(yè)　切入點(diǎn)：發(fā)展戰(zhàn)略　出處：《青島科技大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：房地產(chǎn)行業(yè)作為國(guó)家經(jīng)濟(jì)發(fā)展的支柱性行業(yè),它的發(fā)展健康與否直接關(guān)系到國(guó)家經(jīng)濟(jì)、社會(huì)的方方面面。近十幾年來(lái),我國(guó)的房地產(chǎn)市場(chǎng)飛速發(fā)展,創(chuàng)造出大量的財(cái)富,與此同時(shí)房地產(chǎn)市場(chǎng)的泡沫也在不斷增大。近年來(lái),國(guó)家已經(jīng)意識(shí)到房地產(chǎn)泡沫問題的嚴(yán)峻性,從2010年開始,政府不斷加大對(duì)房地產(chǎn)行業(yè)的政策調(diào)控,在“調(diào)結(jié)構(gòu)、穩(wěn)物價(jià)”的大背景下,先后出臺(tái)了新“國(guó)八條”、“限購(gòu)”、“限價(jià)”、“限貸”等政策。伴隨政策的出臺(tái),房地產(chǎn)行業(yè)的發(fā)展逐漸回復(fù)了“理性”,進(jìn)入一個(gè)平穩(wěn)發(fā)展時(shí)期。從2015年及2016年我國(guó)房地產(chǎn)行業(yè)的相關(guān)數(shù)據(jù)來(lái)看,我國(guó)房地產(chǎn)行業(yè)的走勢(shì)逐漸趨于平穩(wěn),甚至在2015年商品房銷售、土地購(gòu)置以及房地產(chǎn)投資等重要指標(biāo)均出現(xiàn)了同比增幅下滑的情況,這一情況在2016年又有所改善。總體來(lái)說(shuō),房地產(chǎn)行業(yè)的高利潤(rùn)時(shí)代已經(jīng)過(guò)去,在政府政策調(diào)控下,消費(fèi)者對(duì)房地產(chǎn)的投資也趨于理性,這也要求房地產(chǎn)開發(fā)商的投資必須更加慎重。本文立足于已有理論研究,選取在S度假區(qū)內(nèi)進(jìn)行房地產(chǎn)投資的大型地產(chǎn)公司“寶龍地產(chǎn)”作為例證對(duì)象,通過(guò)分析寶龍地產(chǎn)所處的外部環(huán)境及其企業(yè)的內(nèi)部條件,采用PEST、VRIO、SWOT、SPACE等戰(zhàn)略分析方法對(duì)寶龍地產(chǎn)的發(fā)展戰(zhàn)略進(jìn)行深度研究分析,確定企業(yè)應(yīng)采取的戰(zhàn)略模式,最后針對(duì)寶龍地產(chǎn)的自身情況及外部環(huán)境實(shí)際情況提出具體戰(zhàn)略實(shí)施的建議,為該企業(yè)在新城鎮(zhèn)建設(shè)背景下的發(fā)展指明前進(jìn)方向。希望通過(guò)本文的研究,可以為在新城鎮(zhèn)建設(shè)背景下計(jì)劃在三四線城市進(jìn)行房地產(chǎn)投資的房地產(chǎn)企業(yè)發(fā)展戰(zhàn)略的選擇、制定及實(shí)施提供參考和有益的借鑒,根據(jù)企業(yè)自身實(shí)際情況選擇正確的發(fā)展戰(zhàn)略,成為企業(yè)發(fā)展的動(dòng)力源泉。
[Abstract]:As the pillar industry of national economic development, the development of real estate industry has a direct bearing on all aspects of national economy and society. In the past ten years, the real estate market of our country has developed rapidly and created a lot of wealth. At the same time, the bubble in the real estate market is also increasing. In recent years, the state has realized the seriousness of the real estate bubble problem. Since 2010, the government has continuously increased its policy control over the real estate industry, "adjusting the structure," Against the background of price stability, new policies such as "eight national rules", "limiting purchases", "limiting prices", "restricting loans" and so on have been issued successively. The development of the real estate industry has gradually returned to "rationality" and entered a period of steady development. According to the relevant data of the real estate industry in China on 2015 and 2016, the trend of the real estate industry in our country has gradually tended to be stable, even the commercial housing sales in 2015. Important indicators, such as land purchases and real estate investment, have seen year-on-year declines, which improved in 2016. Generally speaking, the era of high profits in the real estate industry is over, under government policy control. Consumer investment in real estate also tends to be rational, which also requires real estate developers to invest more carefully. This paper selects "Baolong Real Estate", a large real estate company that invests in real estate in S Resort, as an example, and analyzes the external environment of Baolong property and the internal conditions of the enterprise. The development strategy of Baolong Real Estate is studied and analyzed in depth by using the strategic analysis methods such as PESTV / VRIOO / SWOTOTSpace, and the strategic model should be adopted by the enterprise. Finally, suggestions for the implementation of the strategy are put forward according to the situation of Baolong Real Estate and the actual situation of the external environment. It is hoped that through the research of this paper, the development strategy of the real estate enterprises planning real estate investment in the third and fourth tier cities can be selected under the background of the new town construction. To make and implement reference and to choose the correct development strategy according to the actual situation of the enterprise becomes the motive source of the enterprise development.
【學(xué)位授予單位】：青島科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F272

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