【摘要】：近年來(lái),我國(guó)國(guó)民經(jīng)濟(jì)發(fā)展受到全球經(jīng)濟(jì)金融危機(jī)的沖擊,房地產(chǎn)業(yè)受到影響,房?jī)r(jià)快速上漲,國(guó)家出臺(tái)貨幣從緊、限價(jià)、限購(gòu)等一系列政策,一些房地產(chǎn)公司面臨擠壓與淘汰的危險(xiǎn)。為了能夠在日趨激烈的市場(chǎng)競(jìng)爭(zhēng)中存活,各房地產(chǎn)公司開(kāi)始從公司內(nèi)部環(huán)境分析,逐步認(rèn)識(shí)到公司核心競(jìng)爭(zhēng)力強(qiáng)弱是市場(chǎng)競(jìng)爭(zhēng)成敗的關(guān)鍵。天慶房地產(chǎn)公司在蘭州市房地產(chǎn)市場(chǎng)長(zhǎng)期處于龍頭企業(yè)的地位。2010年,隨著一些國(guó)內(nèi)知名房地產(chǎn)公司進(jìn)駐蘭州市場(chǎng),蘭州天慶房地產(chǎn)公司面臨更嚴(yán)峻的競(jìng)爭(zhēng)壓力。因此,如何培育公司核心競(jìng)爭(zhēng)力已經(jīng)成為天慶房地產(chǎn)公司急待解決的問(wèn)題。 本文首先闡述了天慶房地產(chǎn)公司核心競(jìng)爭(zhēng)力培育研究的選題背景、意義以及國(guó)內(nèi)外研究綜述。其次在分析企業(yè)核心競(jìng)爭(zhēng)力理論的基礎(chǔ)上分析了房地產(chǎn)企業(yè)核心競(jìng)爭(zhēng)力的概念及特征,為天慶房地產(chǎn)公司核心競(jìng)爭(zhēng)力分析奠定了理論基礎(chǔ)。第三,基于企業(yè)價(jià)值鏈理論,從天慶房地產(chǎn)公司價(jià)值鏈入手分析了天慶房地產(chǎn)公司的內(nèi)部競(jìng)爭(zhēng)力；同時(shí),也從房地產(chǎn)企業(yè)核心競(jìng)爭(zhēng)力構(gòu)成要素入手分析了天慶房地產(chǎn)公司的內(nèi)部競(jìng)爭(zhēng)力。最后運(yùn)用VRIO框架方法分析了天慶房地產(chǎn)公司的內(nèi)部競(jìng)爭(zhēng)力,并識(shí)別出天慶房地產(chǎn)公司的核心競(jìng)爭(zhēng)力在于其創(chuàng)造顧客價(jià)值的能力、“天慶”特有的企業(yè)品牌能力以及其周到的售后服務(wù)能力。通過(guò)天慶房地產(chǎn)公司核心競(jìng)爭(zhēng)力識(shí)別過(guò)程的分析總結(jié)出公司核心競(jìng)爭(zhēng)力培育存在的問(wèn)題分別是：公司高層缺乏培育核心競(jìng)爭(zhēng)力的意識(shí)、核心資源獲取能力差、人力資源管理薄弱、企業(yè)管理粗放、企業(yè)創(chuàng)新能力差、企業(yè)文化競(jìng)爭(zhēng)力培育滯后、企業(yè)市場(chǎng)營(yíng)銷(xiāo)能力不強(qiáng)。再次,筆者考慮萬(wàn)達(dá)集團(tuán)是我國(guó)房地產(chǎn)市場(chǎng)成功企業(yè)的典范,通過(guò)分析萬(wàn)達(dá)集團(tuán)核心競(jìng)爭(zhēng)力培育經(jīng)驗(yàn)總結(jié)出為天慶房地產(chǎn)公司培育核心競(jìng)爭(zhēng)力帶來(lái)的啟示。本文最終分析總結(jié)天慶房地產(chǎn)公司核心競(jìng)爭(zhēng)力培育途徑分別是：提高企業(yè)培育核心競(jìng)爭(zhēng)力的主動(dòng)意識(shí)、完善企業(yè)文化建設(shè)、加強(qiáng)人力資源管理、強(qiáng)化企業(yè)資源整合能力、激發(fā)企業(yè)創(chuàng)新能力、依托企業(yè)品牌戰(zhàn)略。
[Abstract]:In recent years, the development of our national economy has been hit by the global economic and financial crisis, the real estate industry has been affected, house prices have risen rapidly, and the state has introduced a series of policies such as tight currency, price restrictions, and purchase restrictions. Some real estate companies are in danger of being squeezed and eliminated. In order to survive in the increasingly fierce market competition, the real estate companies began to analyze the internal environment of the company and gradually realized that the core competitiveness of the company is the key to the success or failure of the market competition. Tianqing Real Estate Company has been a leading enterprise in Lanzhou real estate market for a long time. In 2010, with some famous domestic real estate companies in Lanzhou market, Lanzhou Tianqing Real Estate Company is facing more severe competition pressure. Therefore, how to cultivate the core competitiveness of the company has become an urgent problem to be solved by Tianqing Real Estate Company. In this paper, the background and significance of the research on the cultivation of the core competence of Tianqing Real Estate Company and the summary of research at home and abroad are described. Secondly, on the basis of analyzing the theory of enterprise core competence, this paper analyzes the concept and characteristics of the core competence of real estate enterprises, which lays a theoretical foundation for the analysis of the core competence of Tianqing real estate company. Thirdly, based on the theory of enterprise value chain, this paper analyzes the internal competitiveness of Tianqing real estate company from the value chain of Tianqing real estate company. It also analyzes the internal competitiveness of Tianqing Real Estate Company from the core competitiveness of real estate enterprises. Finally, the paper analyzes the internal competitiveness of Tianqing real estate company by using VRIO framework method, and identifies that the core competitiveness of Tianqing real estate company lies in its ability to create customer value. "Tianqing" unique enterprise brand ability and its thoughtful after-sales service ability. Through the analysis of the identification process of the core competence of Tianqing Real Estate Company, the problems in the cultivation of the core competence of the company are summarized: the lack of awareness of cultivating the core competence of the senior management of the company, and the poor ability of obtaining the core resources. The human resource management is weak, the enterprise management is extensive, the enterprise innovation ability is poor, the enterprise culture competition ability cultivation lags behind, the enterprise marketing ability is not strong. Thirdly, the author considers that Wanda Group is a successful enterprise in China's real estate market, and summarizes the enlightenment for Tianqing Real Estate Company by analyzing the experience of Wanda Group's core competence cultivation. Finally, this paper analyzes and summarizes the ways to cultivate the core competence of Tianqing Real Estate Company: to improve the active consciousness of cultivating the core competence of enterprises, to perfect the construction of enterprise culture, to strengthen the management of human resources, and to strengthen the ability of integrating enterprise resources. Stimulate enterprise innovation ability, rely on enterprise brand strategy.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F271;F299.233.4

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