本文選題：ZW房地產(chǎn)有限公司　切入點：戰(zhàn)略制定環(huán)境　出處：《西北大學》2013年碩士論文

【摘要】：房地產(chǎn)行業(yè)已經(jīng)成為我國國民經(jīng)濟的支柱產(chǎn)業(yè),并且房地產(chǎn)業(yè)的發(fā)展關(guān)系到國計民生。近年來,由于國家對房地產(chǎn)業(yè)宏觀調(diào)控政策的持續(xù)發(fā)力,房地產(chǎn)行業(yè)的發(fā)展面臨著前所未有的嚴峻挑戰(zhàn),房地產(chǎn)市場競爭日益加劇,資金密集型的房地產(chǎn)企業(yè)資金鏈面臨斷裂的風險。于是,各房地產(chǎn)企業(yè)如何制定與環(huán)境相適應(yīng)的科學的競爭戰(zhàn)略成為目前發(fā)展的關(guān)鍵。本文就是以青島ZW房地產(chǎn)有限公司為例,通過調(diào)研訪談和理論分析,得出了適用可行的競爭戰(zhàn)略,既對企業(yè)的未來發(fā)展有重要的指導意義,也為房地產(chǎn)行業(yè)企業(yè)的發(fā)展進行了深入的探索。 本文通過調(diào)研訪談對青島ZW房地產(chǎn)有限責任公司的內(nèi)部資源條件、存在的問題進行了全方位介紹與分析,圍繞公司經(jīng)營實踐中所遇到的競爭發(fā)展等問題,利用PEST分析法對ZW公司所處的宏觀環(huán)境進行了詳盡的分析,利用波特五力競爭模型對ZW公司的行業(yè)競爭結(jié)構(gòu)進行了深入探討,然后采用內(nèi)部環(huán)境因素綜合評價矩陣(IFE矩陣)和外部環(huán)境因素綜合評價矩陣(EFE矩陣)對ZW公司的內(nèi)外部環(huán)境水平進行了綜合評價。進而確定了ZW公司的發(fā)展戰(zhàn)略目標,通過SWOT分析法剖析了ZW公司的優(yōu)勢、劣勢以及面臨的機遇與威脅,列舉了其備選競爭戰(zhàn)略方案,最后采用定量戰(zhàn)略評價矩陣(QSPM矩陣)對競爭戰(zhàn)略進行了戰(zhàn)略選擇,得出了ZW公司未來發(fā)展所采用的競爭戰(zhàn)略。為了使競爭戰(zhàn)略能夠得以順利成功實施,文中提出了相應(yīng)的戰(zhàn)略實施保障措施。 本文對于山東ZW房地產(chǎn)有限公司競爭戰(zhàn)略方面遇到的問題進行了較深入的研究與探討,希望也能對中國房地產(chǎn)行業(yè)企業(yè)的未來發(fā)展戰(zhàn)略的制定提供一些有價值的借鑒。
[Abstract]:The real estate industry has become the pillar industry of our national economy, and the development of the real estate industry has a bearing on the national economy and the people's livelihood. The development of the real estate industry is facing unprecedented severe challenges. The competition in the real estate market is increasing day by day, and the capital chain of the capital-intensive real estate enterprises is facing the risk of breaking. How to formulate a scientific competitive strategy adapted to the environment has become the key to the development of the real estate enterprises. This paper takes Qingdao ZW Real Estate Co., Ltd as an example, through investigation and interview and theoretical analysis, obtains the applicable and feasible competitive strategy. It not only has important guiding significance for the future development of enterprises, but also makes a deep exploration for the development of real estate enterprises. This paper introduces and analyzes the internal resource conditions and existing problems of Qingdao ZW Real Estate Co., Ltd by means of investigation and interview, focusing on the competition and development encountered in the company's business practice, etc. The macroscopical environment of ZW company is analyzed in detail by using PEST analysis method, and the industry competition structure of ZW company is deeply discussed by using Porter's five-force competition model. Then, the internal and external environment level of ZW company is evaluated by using IFE matrix and EFE matrix. Then, the development strategy goal of ZW company is determined, and then the internal and external environment level of ZW company is evaluated by IFE matrix (IFE matrix) and EFE matrix (EFE matrix), and the development strategy goal of ZW company is determined. This paper analyzes the advantages, disadvantages, opportunities and threats of ZW Company by SWOT analysis, enumerates its alternative competitive strategy scheme, and finally uses the quantitative Strategic Evaluation Matrix (QSPM matrix) to select the competitive strategy. The competitive strategy adopted by ZW Company in the future development is obtained. In order to ensure the successful implementation of the competition strategy, this paper puts forward the corresponding measures to ensure the implementation of the strategy. This article has carried on the thorough research and the discussion to the Shandong ZW real estate limited company competition strategy aspect question, hoped also can provide some valuable reference to the Chinese real estate industry enterprise's future development strategy formulation.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4;F272

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本文編號：1662783