本文選題：房地產(chǎn) + 競爭分析��； 參考：《廣東工業(yè)大學》2013年碩士論文

【摘要】：隨著新經(jīng)濟大潮的涌來,以往埋頭于產(chǎn)品研發(fā)、企業(yè)經(jīng)營管理、銷售拓展已不能滿足企業(yè)做大做強的需要,許多企業(yè)越來越感到戰(zhàn)略發(fā)展的重要。天泰集團經(jīng)歷差不多十年的發(fā)展,逐步得到市場的認可,面對多變的外部環(huán)境,天泰管理者感到制定符合企業(yè)發(fā)展需求的戰(zhàn)略至關重要。 天泰集團是一家民營的房地產(chǎn)企業(yè),不斷強化管理、研發(fā)產(chǎn)品、盤活資金,深化對珠三角區(qū)域房地產(chǎn)發(fā)展現(xiàn)狀及趨勢的掌握,與整個房地產(chǎn)市場同步壯大起來的區(qū)域性大型房地產(chǎn)開發(fā)企業(yè)集團。公司在行業(yè)內(nèi)競爭優(yōu)勢突出,不斷增加的土地儲備、優(yōu)秀的開發(fā)理念、高效的品牌宣導、卓越的產(chǎn)品研發(fā)和高端的服務品質(zhì)與創(chuàng)新的發(fā)展思路。天泰同樣樣存在著存在一些不足,部分經(jīng)營理念、管理模式和流程管理方面未能有效適應激烈競爭的發(fā)展需要。 本文在戰(zhàn)略管理相關理論的指導下以天泰集團為實例首先對于國內(nèi)整體經(jīng)濟形勢房地產(chǎn)企業(yè)的發(fā)展環(huán)境與空間進行了深入的分析,在對國家宏觀環(huán)境、廣東省房地產(chǎn)市場和揭陽市房地產(chǎn)市場分析的基礎上,利用波特五種競爭力量模型、競爭態(tài)勢矩陣(CPM)和外部因素評價(EFE)矩陣對天泰集團的外部環(huán)境進行了全面細致的分析,認識到天泰集團在城市化進程加快的大環(huán)境中的競爭機會,同時在土地貯備、潛在競爭者和原材料供應上存在著一定的威脅。企業(yè)對外部威脅有一定的反應能力,但還應繼續(xù)加強。同時,利用VRIO模型和內(nèi)部因素評價(IFE)矩陣對天泰集團進行系統(tǒng)地評價與分析,認為天泰集團的優(yōu)勢在于企業(yè)籌資能力和規(guī)劃開發(fā)能力,企業(yè)應進一步保持和加強自身的優(yōu)勢；而在人力資源和企業(yè)研發(fā)能力上尚存在較大差距,需要切實提高和改善。 天泰集團應以完善企業(yè)組織結(jié)構(gòu)、加強品牌建設和運營,打造天泰地產(chǎn)品牌、加強企業(yè)成本控制、提高企業(yè)盈利能力、著手企業(yè)信息化建設、建立優(yōu)秀的員工團隊、培育優(yōu)秀的企業(yè)文化為保障。 天泰集團是一家非常有代表性的房地產(chǎn)企業(yè),本文通過對影響天泰集團的各種戰(zhàn)略因素以及天泰集團的戰(zhàn)略規(guī)劃過程的討論,對我國眾多的房地產(chǎn)企業(yè)的發(fā)展戰(zhàn)略規(guī)劃有著一定的參考意義。
[Abstract]:With the surge of the new economic tide, it was buried in product research and development, business management and sales expansion can not meet the needs of big and strong enterprises. Many enterprises feel the importance of strategic development. Tiantai group has experienced nearly ten years of development, gradually gained recognition of the market, faced with the changeable external environment, Tiantai managers feel It is very important to formulate strategies that meet the needs of enterprise development.
Tiantai group is a private real estate enterprise, constantly strengthening management, researching and developing products, invigorated capital, deepening the mastery of the current situation and trend of real estate development in the Pearl River Delta region, and the regional large-scale real estate development group with the whole real estate market. The company has outstanding competitive advantages and increasing soil in the industry. Reserve, excellent development concept, high efficient brand guidance, excellent product research and development and high-end service quality and innovative development ideas. Tiantai also has some shortcomings, part of the management concept, management mode and process management can not effectively adapt to the development of fierce competition.
Under the guidance of the theory of strategic management, this paper takes Tiantai group as an example to analyze the development environment and space of real estate enterprises in China as a whole. On the basis of the national macro environment, the real estate market in Guangdong and the analysis of the real estate market in Jieyang, five kinds of competitive power models are used. Type, competitive situation matrix (CPM) and external factor evaluation (EFE) matrix have carried out a comprehensive and detailed analysis of the external environment of Tiantai group. It recognizes the competitive opportunities of Tiantai group in the accelerated environment of urbanization, while there is a certain threat to the land reserve, potential competitors and the supply of raw materials. At the same time, it should be strengthened. At the same time, the VRIO model and the internal factor evaluation (IFE) matrix are used to systematically evaluate and analyze Tiantai group. It is considered that Tiantai group's advantages lie in the ability of financing and planning and development, and the enterprise should further maintain and strengthen its own advantages; in human resources and enterprises There is still a big gap in R & D capability, which needs to be improved and improved.
Tiantai group should improve enterprise organization structure, strengthen brand construction and operation, build Tiantai real estate brand, strengthen enterprise cost control, improve enterprise profit ability, set about enterprise information construction, establish excellent staff team and cultivate excellent enterprise culture.
Tiantai group is a very representative real estate enterprise. This article has a certain reference significance to the development strategy planning of many real estate enterprises in China through the discussion of the various strategic factors affecting Tiantai group and the strategic planning process of Tiantai group.
【學位授予單位】：廣東工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F299.233.4

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