【摘要】：本文通過對秀蘭地產(chǎn)公司在20年發(fā)展過程中體現(xiàn)出來的競爭優(yōu)勢,從企業(yè)競爭力的角度進(jìn)行了分析,得出了秀蘭房地產(chǎn)公司作為保定市老牌地產(chǎn)開發(fā)商,在保定地區(qū)具有較高的知名度和美譽(yù)度的結(jié)論,目前秀蘭員工,特別是高層管理者,在腦子里、在思想上牢固地打上了秀蘭精神的烙印。從公司的競爭力角度看,具有良好的產(chǎn)品特色和口碑、具有較強(qiáng)的產(chǎn)品研發(fā)能力,獨(dú)具特色的品牌及核心價值塑造能力,良好的資源整合能力、融資拓展能力及成本控制能力。但是同國內(nèi)頂尖的開發(fā)商相比,在企業(yè)競爭力上還有比較大的差距與不足,具有如下的問題,比如,隨著公司發(fā)展壯大,品牌塑造及價值觀面臨著執(zhí)行不到位的狀況,產(chǎn)品差異化能力不足,設(shè)計能力有待于進(jìn)一步提高,互聯(lián)網(wǎng)信息化手段應(yīng)用不足,沒有做到深入挖掘老客戶資源,融資創(chuàng)新幅度有限,創(chuàng)新能力有待提高,人力資源管理體系建設(shè)較為落后等問題,這些問題都制約著秀蘭房地產(chǎn)乃至秀蘭集團(tuán)整體的發(fā)展,成為了其實(shí)現(xiàn)秀蘭集團(tuán)“百年基業(yè)”之夢的阻礙。鑒于此,本文提出了四點(diǎn)提升秀蘭房地產(chǎn)公司競爭力的建議,包括利用互聯(lián)網(wǎng)工具,創(chuàng)新公司商業(yè)模式,深挖顧客需求;完善制度保障權(quán)益,提升資源整合能力,實(shí)現(xiàn)企業(yè)規(guī)范化管理;進(jìn)一步突破思維束縛,借助互聯(lián)網(wǎng)突破融資困境;創(chuàng)新市場競爭方式,提升品牌能力,進(jìn)一步明確公司發(fā)展戰(zhàn)略等。希望借此幫助秀蘭房地產(chǎn)公司實(shí)現(xiàn)跨越式的發(fā)展,提升競爭能力,擴(kuò)大競爭優(yōu)勢,為秀蘭集團(tuán)未來更好的發(fā)展起到一定的作用。
[Abstract]:Based on the analysis of the competitive advantage of Xiulan Real Estate Company in the course of 20 years' development and from the point of view of enterprise competitiveness, this paper draws a conclusion that Xiulan Real Estate Company is an old real estate developer in Baoding City. Baoding has a high reputation and reputation in the conclusion, at present Xiulan employees, especially senior management, in the brain, in the mind firmly put the brand of Xiulan spirit. From the competitive point of view, the company has good product characteristics and reputation, strong product research and development ability, unique brand and core value molding ability, good resource integration ability, financing expansion ability and cost control ability. However, compared with the top domestic developers, there is still a big gap and deficiency in the competitiveness of enterprises, with the following problems, for example, as the company grows and grows, brand building and values are facing a situation where implementation is not in place. The product differentiation ability is insufficient, the design ability needs to be further improved, the Internet informatization means is insufficient, the old customer resources are not fully excavated, the margin of financing innovation is limited, and the innovation ability needs to be improved. The construction of human resource management system is relatively backward. These problems restrict the development of Xiulan real estate and even the whole Xiulan Group, and become an obstacle to the realization of Xiulan Group's dream of "century-old industry". In view of this, this paper puts forward four suggestions to enhance the competitiveness of Xiulan real estate company, including using Internet tools, innovating the business model of the company, digging deeply into customer demand, perfecting the system to protect the rights and interests, and enhancing the ability of integrating resources. To achieve standardized management of enterprises; further break through the shackles of thinking, break through the financing dilemma with the help of the Internet; innovate the way of market competition, enhance brand ability, and further clarify the development strategy of the company. Hope to help Xiulan real estate company to achieve leapfrog development, improve the competitiveness, expand the competitive advantage, for the future better development of Xiulan Group play a role.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F271;F299.233.4

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