發(fā)布時(shí)間：2018-07-28 10:15

【摘要】：2010年以來(lái),隨著房地產(chǎn)行業(yè)宏觀調(diào)控的不斷加強(qiáng),房地產(chǎn)價(jià)格和成交量增長(zhǎng)趨勢(shì)明顯放緩,我國(guó)房地產(chǎn)行業(yè)開(kāi)始進(jìn)入產(chǎn)業(yè)調(diào)整期。在調(diào)整階段,房地產(chǎn)企業(yè)間競(jìng)爭(zhēng)加劇,一部分企業(yè)必將在激烈的競(jìng)爭(zhēng)中被逐漸淘汰,這就要求現(xiàn)存的房地產(chǎn)企業(yè)不斷優(yōu)化內(nèi)部管理,積極調(diào)整發(fā)展戰(zhàn)略,以適應(yīng)新形勢(shì)的要求。本文的研究對(duì)象HN公司作為一家剛剛成立的小型房地產(chǎn)開(kāi)發(fā)企業(yè),選擇在調(diào)整期進(jìn)入房地產(chǎn)行業(yè),機(jī)遇與威脅并存,如何通過(guò)科學(xué)的方法制定符合企業(yè)實(shí)際需要的發(fā)展戰(zhàn)略,發(fā)揮優(yōu)勢(shì)、彌補(bǔ)劣勢(shì),抓住機(jī)遇,規(guī)避威脅,使企業(yè)渡過(guò)創(chuàng)立初期的生存危機(jī),是HN公司的當(dāng)務(wù)之急。在本文研究中,作者運(yùn)用PEST分析、五力競(jìng)爭(zhēng)模型分析等分析法對(duì)HN公司面臨的宏觀經(jīng)濟(jì)環(huán)境、產(chǎn)業(yè)環(huán)境和競(jìng)爭(zhēng)環(huán)境進(jìn)行了細(xì)致的分析,形成了用于評(píng)價(jià)HN公司外部影響因素的EFE矩陣；在評(píng)價(jià)HN公司內(nèi)部具有的資源和能力,以及存在的劣勢(shì)的基礎(chǔ)上,形成了用于評(píng)價(jià)HN公司內(nèi)部條件的IFE矩陣。通過(guò)EFE矩陣和IFE矩陣的分析,我們對(duì)HN公司的內(nèi)外部情況有了充分了解,在此基礎(chǔ)上運(yùn)用SWOT戰(zhàn)略分析矩陣對(duì)HN公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和威脅進(jìn)行匹配分析,分別得出HN公司的SO、ST、WO和WT戰(zhàn)略,通過(guò)對(duì)這些戰(zhàn)略條目進(jìn)行提取、合并、歸納,最終形成了HN公司的總體戰(zhàn)略、階段性戰(zhàn)略以及愿景和使命。在文章最后,作者為HN公司提出了推進(jìn)戰(zhàn)略實(shí)施的調(diào)整組織結(jié)構(gòu)、構(gòu)建人才隊(duì)伍、強(qiáng)化營(yíng)銷(xiāo)能力等具體建議。
[Abstract]:Since 2010, with the strengthening of macro-control in real estate industry, the trend of real estate price and volume growth has slowed obviously, and China's real estate industry has begun to enter the period of industrial adjustment. In the adjustment stage, the competition between the real estate enterprises intensifies, and some enterprises will be gradually eliminated in the fierce competition, which requires the existing real estate enterprises to constantly optimize their internal management and actively adjust their development strategies to meet the requirements of the new situation. The research object of this paper is HN Company, as a newly established small real estate development enterprise, it chooses to enter the real estate industry in the adjustment period, the opportunity and the threat coexist, how to formulate the development strategy according to the actual needs of the enterprise through the scientific method. It is urgent for HN Company to make use of its advantages, make up for its disadvantages, seize the opportunity, avoid the threat and make it through the survival crisis in the early stage of its establishment. In this paper, the author makes a detailed analysis of the macroeconomic environment, industrial environment and competition environment faced by HN Company by means of PEST analysis, five-force competition model analysis and so on. The EFE matrix is formed to evaluate the external influence factors of HN Company, and the IFE matrix is formed to evaluate the internal conditions of HN Company on the basis of evaluating the internal resources, capabilities and disadvantages of HN Company. Through the analysis of EFE matrix and IFE matrix, we have a full understanding of the internal and external situation of HN Company. On this basis, we use the SWOT Strategic Analysis Matrix to analyze the strengths, weaknesses, opportunities and threats of HN Company. By extracting, merging and summarizing these strategic items, the overall strategy, stage strategy, vision and mission of HN Company are formed. At the end of the article, the author puts forward some concrete suggestions for HN Company, such as adjusting the organization structure, constructing the talent team, strengthening the marketing ability and so on.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F299.233.4;F272

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