本文關(guān)鍵詞： 發(fā)展戰(zhàn)略 品牌建設(shè) 人力資源　出處：《河南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：自改革開放以來，隨著經(jīng)濟(jì)快速發(fā)展，市場經(jīng)濟(jì)體制的確立，城鎮(zhèn)化規(guī)模迅速擴(kuò)張，房地產(chǎn)行業(yè)得到了前所未有的發(fā)展。但隨著外部環(huán)境的變化，房地產(chǎn)行業(yè)面臨著許多問題。ZX房地產(chǎn)開發(fā)公司作為一家有16年積淀的企業(yè)，ZX公司如何在已有的成績、資源、人才、品牌信譽(yù)等基礎(chǔ)上，綜合房地產(chǎn)發(fā)展形勢，面對250家左右房地產(chǎn)公司的競爭，發(fā)揮自己的優(yōu)勢，抓住機(jī)遇，克服困難和威脅，使企業(yè)更加平穩(wěn)的可持續(xù)發(fā)展，顯得尤為重要。 本文首先介紹了研究背景及意義，闡述了研究內(nèi)容和主要研究方法，進(jìn)而得出了研究技術(shù)路線，，接著回顧了相關(guān)戰(zhàn)略理論；其次，通過運(yùn)用五力模型和SWOT等相關(guān)分析方法，對ZX房地產(chǎn)公司的內(nèi)外部環(huán)境分析，其中外部環(huán)境主要包括政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會環(huán)境和行業(yè)環(huán)境，內(nèi)部環(huán)境包括企業(yè)概況、經(jīng)營現(xiàn)狀、公司組織架構(gòu)、人力資源情況以及企業(yè)文化建設(shè)，接著是ZX房地產(chǎn)公司的戰(zhàn)略選擇，對ZX公司戰(zhàn)略進(jìn)行了定位，對戰(zhàn)略目標(biāo)進(jìn)行了確定和規(guī)劃，選擇了以差異化戰(zhàn)略為主，低成本戰(zhàn)略、集中化戰(zhàn)略為輔的發(fā)展戰(zhàn)略；再者，是戰(zhàn)略的實(shí)施，分別從加強(qiáng)ZX房地產(chǎn)公司的品牌建設(shè)、加強(qiáng)公司人才培養(yǎng)，整合資源，加快業(yè)務(wù)發(fā)展，提升企業(yè)文化這幾方面來布局戰(zhàn)略的實(shí)施；最后，是戰(zhàn)略的控制和結(jié)論，戰(zhàn)略控制主要從公司戰(zhàn)略控制和戰(zhàn)略評價(jià)兩方面來闡述。
[Abstract]:Since the reform and opening up, with the rapid development of the economy, the establishment of the market economy system, the rapid expansion of the scale of urbanization, the real estate industry has been unprecedented development. The real estate industry is faced with many problems... ZX Real Estate Development Company, as an enterprise with 16 years of accumulation, how to synthesize the real estate development situation on the basis of the achievements, resources, talents, brand reputation and so on. In the face of the competition of about 250 real estate companies, it is particularly important to give play to their own advantages, seize the opportunities, overcome difficulties and threats, and make the enterprises more stable and sustainable development. This paper first introduces the research background and significance, expounds the research content and main research methods, then obtains the research technical route, and then reviews the relevant strategic theory. Secondly, by using the five-force model and SWOT and other related analysis methods, The internal and external environment of ZX real estate company is analyzed. The external environment mainly includes political environment, economic environment, social environment and industry environment. The situation of human resources and the construction of corporate culture, then the strategic choice of ZX real estate company, the positioning of the strategy of ZX company, the determination and planning of strategic objectives, the choice of differentiation strategy, low cost strategy, The development strategy supplemented by centralization strategy; moreover, the implementation of the strategy, respectively, from strengthening the brand building of ZX real estate company, strengthening the training of talents, integrating resources, and speeding up business development, Finally, it is the control and conclusion of strategy, which is mainly elaborated from two aspects of company strategic control and strategic evaluation.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4

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