【摘要】：在國家大力推進城鎮(zhèn)化進程的政策下,我國的房地產(chǎn)行業(yè)在近些年一直延續(xù)著強勁的發(fā)展勢頭,房地產(chǎn)市場仍有很大的發(fā)展空間。但是由于過多的投資和投機需求進入市場,造成房價快速上漲。國家多項宏觀政策的調控,在使房價上漲趨勢得到遏制的同時,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)的實力急劇增強,許多中小房地產(chǎn)企業(yè)卻面臨著經(jīng)營困境,如何改變經(jīng)營戰(zhàn)略使企業(yè)獲得競爭優(yōu)勢成為關注點。 甘肅時代集團自成立以來借助良好的外部經(jīng)濟環(huán)境在本地的房地產(chǎn)市場上獲得了快速的發(fā)展。受政策調控及房地產(chǎn)行業(yè)高投入、高風險、周期長的特點影響,集團面臨著較大的財務風險,在戰(zhàn)略管理、經(jīng)營模式、內(nèi)部管控及核心競爭力培養(yǎng)方面也存在諸多問題。 本文結合時代集團的發(fā)展歷程和特點,以動態(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)略本質和經(jīng)營環(huán)境。并提出了時代集團在當前行業(yè)形勢下新的戰(zhàn)略定位以及集團實施多元化發(fā)展戰(zhàn)略的迫切性和具體的實施措施。實踐證明,多元化的發(fā)展戰(zhàn)略使時代集團在激烈的市場競爭中形成新的財富增長點,獲得了持續(xù)的價值創(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.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F272;F299.233.4

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