【摘要】：在國(guó)家大力推進(jìn)城鎮(zhèn)化進(jìn)程的政策下,我國(guó)的房地產(chǎn)行業(yè)在近些年一直延續(xù)著強(qiáng)勁的發(fā)展勢(shì)頭,房地產(chǎn)市場(chǎng)仍有很大的發(fā)展空間。但是由于過(guò)多的投資和投機(jī)需求進(jìn)入市場(chǎng),造成房?jī)r(jià)快速上漲。國(guó)家多項(xiàng)宏觀政策的調(diào)控,在使房?jī)r(jià)上漲趨勢(shì)得到遏制的同時(shí),也促使房地產(chǎn)行業(yè)的格局發(fā)生重大變化。大型房地產(chǎn)企業(yè)的實(shí)力急劇增強(qiáng),許多中小房地產(chǎn)企業(yè)卻面臨著經(jīng)營(yíng)困境,如何改變經(jīng)營(yíng)戰(zhàn)略使企業(yè)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)成為關(guān)注點(diǎn)。 甘肅時(shí)代集團(tuán)自成立以來(lái)借助良好的外部經(jīng)濟(jì)環(huán)境在本地的房地產(chǎn)市場(chǎng)上獲得了快速的發(fā)展。受政策調(diào)控及房地產(chǎn)行業(yè)高投入、高風(fēng)險(xiǎn)、周期長(zhǎng)的特點(diǎn)影響,集團(tuán)面臨著較大的財(cái)務(wù)風(fēng)險(xiǎn),在戰(zhàn)略管理、經(jīng)營(yíng)模式、內(nèi)部管控及核心競(jìng)爭(zhēng)力培養(yǎng)方面也存在諸多問(wèn)題。 本文結(jié)合時(shí)代集團(tuán)的發(fā)展歷程和特點(diǎn),以動(dòng)態(tài)戰(zhàn)略管理理論為依據(jù),利用PEST分析法和SWOT分析法,剖析企業(yè)的戰(zhàn)略本質(zhì)和經(jīng)營(yíng)環(huán)境。并提出了時(shí)代集團(tuán)在當(dāng)前行業(yè)形勢(shì)下新的戰(zhàn)略定位以及集團(tuán)實(shí)施多元化發(fā)展戰(zhàn)略的迫切性和具體的實(shí)施措施。實(shí)踐證明,多元化的發(fā)展戰(zhàn)略使時(shí)代集團(tuán)在激烈的市場(chǎng)競(jìng)爭(zhēng)中形成新的財(cái)富增長(zhǎng)點(diǎn),獲得了持續(xù)的價(jià)值創(chuàng)造能力。
[Abstract]:Under the policy of vigorously promoting the process of urbanization, the real estate industry in China has been continuing a strong momentum of development in recent years, and the real estate market still has a lot of room for development. However, due to excessive investment and speculative demand into the market, resulting in rapid rise in house prices. The regulation and control of many national macro-policies not only curb the rising trend of house prices, but also promote great changes in the pattern of the real estate industry. The strength of large real estate enterprises has increased sharply, but many small and medium-sized real estate enterprises are facing management dilemmas. How to change the management strategy to make enterprises gain competitive advantage has become the focus of attention. Since its establishment, Gansu Times Group has developed rapidly in the local real estate market with the help of a good external economic environment. Affected by the characteristics of high investment, high risk and long cycle in the real estate industry, the group is facing great financial risks. There are also many problems in strategic management, business model, internal control and the cultivation of core competitiveness. Based on the theory of dynamic strategic management and the analysis of PEST and SWOT, this paper analyzes the strategic essence and operating environment of the enterprise according to the development process and characteristics of the Times Group. It also puts forward the new strategic position of Times Group under the current industry situation and the urgency and concrete implementation measures of the group to implement the diversified development strategy. The practice has proved that the diversified development strategy makes the Times Group form a new wealth growth point in the fierce market competition and obtain the sustainable value creation ability.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F272;F299.233.4

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