本文選題：濱湖新城 + 房地產(chǎn)��； 參考：《安徽大學(xué)》2013年碩士論文

【摘要】：近年,房地產(chǎn)行業(yè)在百姓剛性的需求下蓬勃發(fā)展,大家認(rèn)為房地產(chǎn)行業(yè)擁有巨大的利潤(rùn)空間,因此更多的企業(yè)涌入房地產(chǎn)行業(yè),開(kāi)發(fā)企業(yè)數(shù)量急劇增加。但是隨著房?jī)r(jià)的飛漲,土地資源越來(lái)越緊缺,房地產(chǎn)行業(yè)的供需矛盾越來(lái)越緊張,國(guó)家隨即出臺(tái)了一系列調(diào)控措施,房地產(chǎn)行業(yè)進(jìn)入一個(gè)新的格局�；茨蠟I湖新城的開(kāi)發(fā)建設(shè)也要及時(shí)調(diào)整戰(zhàn)略適應(yīng)新的形勢(shì),才能在未來(lái)競(jìng)爭(zhēng)激烈的市場(chǎng)中占據(jù)主導(dǎo)地位。 本文從目前國(guó)內(nèi)的房地產(chǎn)發(fā)展情況開(kāi)始分析,從國(guó)家政策、經(jīng)濟(jì)因素、社會(huì)因素等方面闡述了當(dāng)前國(guó)內(nèi)的宏觀市場(chǎng)情況,總結(jié)了房地產(chǎn)業(yè)的發(fā)展特點(diǎn)。又對(duì)淮南市房地產(chǎn)發(fā)展情況做了簡(jiǎn)要分析。借助波特的五力分析模型,從行業(yè)現(xiàn)有競(jìng)爭(zhēng)者、潛在進(jìn)入者、替代品威脅、供應(yīng)商議價(jià)能力和購(gòu)買(mǎi)者議價(jià)能力的角度分別枚舉出作為區(qū)域市場(chǎng)的濱湖新城擁有良好的發(fā)展?jié)摿?有巨大的增值空間。 文章運(yùn)用SWOT分析方法,全面分析了濱湖新城開(kāi)發(fā)建設(shè)的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和挑戰(zhàn),認(rèn)為：濱湖新城擁有良好的區(qū)位優(yōu)勢(shì)和政府的政策傾斜,同時(shí)高鐵經(jīng)濟(jì)助推該區(qū)域的發(fā)展,但是不容小覷的是,淮南市房地產(chǎn)行業(yè)的發(fā)展已經(jīng)較為成熟,山南新城也正在全力建設(shè),越來(lái)越多的房企涌入淮南市場(chǎng)。 通過(guò)以上分析,得出濱湖新城的建設(shè)必須要轉(zhuǎn)變發(fā)展戰(zhàn)略,提出了自己的看法和建議,認(rèn)為主要應(yīng)該從以下幾個(gè)方面進(jìn)行：首先堅(jiān)持差異化戰(zhàn)略。差異化發(fā)展是在如此激烈的競(jìng)爭(zhēng)氛圍中制勝的重要法寶。通過(guò)設(shè)計(jì)的創(chuàng)造性、注重質(zhì)量、營(yíng)銷(xiāo)的獨(dú)特性三個(gè)層面來(lái)堅(jiān)持差異化原則,保持強(qiáng)大的競(jìng)爭(zhēng)力,獲得更大的發(fā)展。其次堅(jiān)持資本化戰(zhàn)略。房地產(chǎn)行業(yè)的發(fā)展特點(diǎn)決定了房地產(chǎn)企業(yè)在投資運(yùn)營(yíng)項(xiàng)目中都存在資金鏈容易斷裂的現(xiàn)象,因此在濱湖新城的開(kāi)發(fā)中,采取了BT模式開(kāi)發(fā)建設(shè),不僅能夠轉(zhuǎn)移風(fēng)險(xiǎn),同時(shí)也更好的進(jìn)行了資源優(yōu)化配置,帶來(lái)更多的經(jīng)濟(jì)效益。再次,堅(jiān)持信息化戰(zhàn)略。將企業(yè)在運(yùn)營(yíng)活動(dòng)中所做的工作通過(guò)一套完善的信息系統(tǒng)得以優(yōu)化改善,提高了企業(yè)的工作效率,避免了信息孤島化的現(xiàn)象,用有限的人力、物力創(chuàng)造出更大的價(jià)值。最后,堅(jiān)持品牌化戰(zhàn)略。品牌包括兩個(gè)含義。一個(gè)是房地產(chǎn)企業(yè)的品牌,一個(gè)是房地產(chǎn)項(xiàng)目的品牌。房地產(chǎn)企業(yè)的品牌也是一種企業(yè)文化,品牌具有凝聚力,提高了員工的工作積極性和責(zé)任感。項(xiàng)目的品牌能夠增加消費(fèi)者的忠誠(chéng)度,但企業(yè)樹(shù)立品牌思想應(yīng)該堅(jiān)持長(zhǎng)期性原則。這些戰(zhàn)略改進(jìn)的措施也可以給類似的企業(yè)開(kāi)發(fā)項(xiàng)目提供一定的參考價(jià)值。
[Abstract]:In recent years, the real estate industry is booming under the rigid demand of the common people. It is believed that the real estate industry has a huge profit space, so more enterprises pour into the real estate industry, and the number of development enterprises increases sharply. However, with the soaring house prices, land resources are more and more scarce, the contradiction between supply and demand of the real estate industry is becoming more and more tense, the state has issued a series of regulation and control measures, the real estate industry has entered a new pattern. The development and construction of Huainan lakeside new city should adjust its strategy in time to adapt to the new situation in order to occupy a dominant position in the competitive market in the future. This paper begins with the analysis of the development of the real estate industry in China at present, expounds the current macro-market situation in China from the aspects of national policy, economic factors and social factors, and summarizes the characteristics of the development of the real estate industry. Huainan City to do a brief analysis of the development of real estate. With the help of Porter's five-force analysis model, from the perspectives of existing competitors, potential entrants, alternative threats, suppliers' bargaining power and buyers' bargaining power, the Binhu New City, as a regional market, has good development potential, respectively. There is huge room for added value. This paper analyzes the advantages, disadvantages, opportunities and challenges of the development and construction of Binhu New City by using the SWOT analysis method. The author thinks that the Binhu New City has good location advantage and government policy inclination, while the high-speed rail economy helps to promote the development of the region. But it should not be underestimated that the development of Huainan real estate industry has been more mature, Shannan New City is also working hard to build, more and more housing enterprises pour into the Huainan market. Through the above analysis, the author draws the conclusion that the construction of Binhu New City must change its development strategy, and puts forward its own views and suggestions, which should be carried out mainly from the following aspects: first, adhere to the differentiation strategy. Differentiation development is an important magic weapon to win in such a fierce competitive atmosphere. Through the creative design, pay attention to quality, marketing uniqueness three levels to adhere to the principle of differentiation, to maintain strong competitiveness, to achieve greater development. Second, adhere to the capitalization strategy. The development characteristics of the real estate industry determine that the capital chain is easy to break in the investment and operation projects of the real estate enterprises. Therefore, in the development of the lakeside new town, the development and construction of BT mode can not only transfer risks, At the same time, better resource allocation, bring more economic benefits. Third, adhere to the information strategy. Through a set of perfect information system, the work done by enterprises in operation activities can be optimized and improved, which improves the working efficiency of enterprises, avoids the phenomenon of information isolation, and creates greater value with limited manpower and material resources. Finally, adhere to the brand strategy. Brands have two meanings. One is the brand of real estate enterprises, the other is the brand of real estate projects. The brand of the real estate enterprise is also a kind of enterprise culture, the brand has the cohesive force, enhances the employee's work enthusiasm and the sense of responsibility. The brand of the project can increase the customer's loyalty, but the enterprise should adhere to the long-term principle of brand-building. These strategic improvement measures can also provide some reference value for similar enterprise development projects.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F299.233.4

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