沈陽華強房地產(chǎn)公司經(jīng)營戰(zhàn)略研究
發(fā)布時間：2018-08-03 09:52
【摘要】：隨著中國經(jīng)濟的發(fā)展，居民可支配收入不斷增加，，人們對于生活質(zhì)量和居住環(huán)境有了更高的要求。此外，我國的城市化進程仍在快速的推進，每年有大量的農(nóng)村人口進入城市；城鎮(zhèn)居民逐步實現(xiàn)由剛需性住房到改善性住房的改變；城市的發(fā)展不斷對舊房實施的改造拆遷工程，以上三個主要因素為中國房地產(chǎn)市場提供了豐富的發(fā)展空間。房地產(chǎn)市場的發(fā)展也呈現(xiàn)出一些新的特征，比如市場集中程度的提高、競爭的加劇、產(chǎn)品同質(zhì)化等等。沈陽作為東北三省的中心城市，有著極強的影響力，同時也具有比其他二線城市發(fā)展慢一拍的規(guī)律，所以企業(yè)通過對沈陽房地產(chǎn)市場進行深入的調(diào)查分析，可以把握市場情況，以立足沈陽，逐步打造出一個知名品牌。沈陽華強房地產(chǎn)公司（以下簡稱“華強公司”）成立于2009年，作為總公司布局東北三省設立的公司，公司受益于金融危機后房地產(chǎn)業(yè)的高速發(fā)展，在沈陽快速的實現(xiàn)了從無到開發(fā)了華強城、華強廣場等大型綜合體項目。而今中國房地產(chǎn)行業(yè)又進入一個調(diào)整期，國家不斷出臺新的調(diào)控政策，銀根趨緊導致融資成本的上升，行業(yè)競爭加劇引起行業(yè)兼并、企業(yè)聯(lián)盟等，十八大后又面臨新型城鎮(zhèn)化的時代大背景，選擇一個適合華強公司的經(jīng)營戰(zhàn)略是企業(yè)面對不斷變化的市場環(huán)境、實現(xiàn)長久發(fā)展進而實現(xiàn)公司布局東北三省使命的最優(yōu)選擇。 論文采用了實地調(diào)研、文獻分析、定性與定量分析等方法，通過總結(jié)戰(zhàn)略管理、經(jīng)營管理等方面的相關文獻為本文的分析提供理論依據(jù)，然后使用戰(zhàn)略分析研究模型對華強公司的內(nèi)外環(huán)境進行分析，結(jié)合文中分析得出的華強公司內(nèi)外環(huán)境現(xiàn)狀對華強公司進行了SWOT分析。具體的分析過程是：一是分析了公司發(fā)展歷程及公司現(xiàn)狀，并對經(jīng)營過程中存在的問題進行總結(jié)及成因分析。二是運用一系列的戰(zhàn)略分析研究模型對華強公司的內(nèi)外部環(huán)境等進行分析，其中包括運用PEST分析模型分析了華強公司的外部宏觀環(huán)境、用波特五力模型分析了華強公司的外部行業(yè)環(huán)境、并分析了公司的內(nèi)部財務、人力結(jié)構(gòu)、業(yè)務結(jié)構(gòu)等三方面環(huán)境，之后運用SWOT模型分析得出華強公司可選擇的戰(zhàn)略，制定了華強公司的長期經(jīng)營戰(zhàn)略和短期經(jīng)營戰(zhàn)略，得出了華強公司應采取差異化等經(jīng)營戰(zhàn)略，從而實現(xiàn)降低經(jīng)營風險，快速穩(wěn)健發(fā)展。三是為華強公司制定了一系列的經(jīng)營戰(zhàn)略實施保障措施，具體是從優(yōu)化組織結(jié)構(gòu)、加強完善人力資源管理、提高公司運營管理水平、營銷創(chuàng)新管理、完善公司品牌形象等方面落實公司經(jīng)營戰(zhàn)略。希望通過本文的分析為華強公司提出的經(jīng)營戰(zhàn)略及經(jīng)營戰(zhàn)略實施保障措施可以為華強公司的發(fā)展提供參考。
[Abstract]:With the development of China's economy, the disposable income of residents is increasing, and people have higher requirements for the quality of life and living environment. In addition, the process of urbanization in China is still advancing rapidly, a large number of rural people enter the city every year, the urban residents gradually realize the change from rigid demand housing to improved housing. With the development of the city, the reconstruction and demolition of old houses have been carried out continuously, and the above three main factors have provided rich development space for China's real estate market. The development of real estate market also presents some new features, such as the improvement of market concentration, the intensification of competition, the homogeneity of products, etc. Shenyang, as the central city of the three northeastern provinces, has a strong influence and also has the law of slower development than other second-tier cities. Therefore, through in-depth investigation and analysis of the real estate market in Shenyang, enterprises can grasp the market situation. In order to base on Shenyang, gradually create a well-known brand. Shenyang Huaqiang Real Estate Company (hereinafter referred to as "Hua-Qiang Company") was established in 2009 as a company set up by the three provinces of Northeast China. The company benefited from the rapid development of the real estate industry after the financial crisis. In Shenyang quickly realized from no to the development of Hua-Qiang City, Hua-Qiang Square and other large-scale complex projects. Now the real estate industry in China has entered a period of adjustment, the state has continuously introduced new regulatory policies, the tightening of money has led to an increase in financing costs, the intensification of industry competition has led to industry mergers and business alliances, and so on. After the 18th National Congress of the Communist Party of China (CPC), facing the background of the new urbanization, it is the best choice for the enterprises to face the changing market environment, realize the long-term development and realize the mission of the three Northeast provinces in order to choose a suitable management strategy for Hua-Qiang Company. The paper adopts the methods of field investigation, literature analysis, qualitative and quantitative analysis, and provides the theoretical basis for the analysis of this paper by summarizing the relevant literature on strategic management, management and other aspects. Then the internal and external environment of Huaqiang Company is analyzed by using the strategic analysis model, and the SWOT analysis of Huaqiang Company is carried out in combination with the present situation of the internal and external environment of Huaqiang Company. The concrete analysis process is as follows: first, it analyzes the development course and the present situation of the company, and sums up the existing problems in the course of operation and analyzes the causes. Second, using a series of strategic analysis research models to analyze the internal and external environment of Huaqiang Company, including the use of PEST analysis model to analyze the external macro environment of Huaqiang Company. This paper analyzes the external industry environment of Hua-Qiang Company by using Porter's five-force model, and analyzes the internal financial, human and business environment of the company. Then, by using the SWOT model, the strategy of Hua-Qiang Company can be selected. The long-term management strategy and the short-term management strategy of Hua-Qiang Company are formulated. It is concluded that the Hua-Qiang Company should adopt such management strategies as differentiation, so as to reduce the operating risk and develop rapidly and steadily. Third, it has formulated a series of safeguard measures for Hua-Qiang Company to implement its business strategy. The specific measures are to optimize the organizational structure, strengthen and perfect the human resources management, improve the level of the company's operation and management, and make the marketing innovation management. Improve the company's brand image and other aspects of the implementation of the company's business strategy. It is hoped that the analysis of this paper can provide a reference for the development of Huaqiang Company.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F272.3;F299.233.4
本文編號：2161373
[Abstract]:With the development of China's economy, the disposable income of residents is increasing, and people have higher requirements for the quality of life and living environment. In addition, the process of urbanization in China is still advancing rapidly, a large number of rural people enter the city every year, the urban residents gradually realize the change from rigid demand housing to improved housing. With the development of the city, the reconstruction and demolition of old houses have been carried out continuously, and the above three main factors have provided rich development space for China's real estate market. The development of real estate market also presents some new features, such as the improvement of market concentration, the intensification of competition, the homogeneity of products, etc. Shenyang, as the central city of the three northeastern provinces, has a strong influence and also has the law of slower development than other second-tier cities. Therefore, through in-depth investigation and analysis of the real estate market in Shenyang, enterprises can grasp the market situation. In order to base on Shenyang, gradually create a well-known brand. Shenyang Huaqiang Real Estate Company (hereinafter referred to as "Hua-Qiang Company") was established in 2009 as a company set up by the three provinces of Northeast China. The company benefited from the rapid development of the real estate industry after the financial crisis. In Shenyang quickly realized from no to the development of Hua-Qiang City, Hua-Qiang Square and other large-scale complex projects. Now the real estate industry in China has entered a period of adjustment, the state has continuously introduced new regulatory policies, the tightening of money has led to an increase in financing costs, the intensification of industry competition has led to industry mergers and business alliances, and so on. After the 18th National Congress of the Communist Party of China (CPC), facing the background of the new urbanization, it is the best choice for the enterprises to face the changing market environment, realize the long-term development and realize the mission of the three Northeast provinces in order to choose a suitable management strategy for Hua-Qiang Company. The paper adopts the methods of field investigation, literature analysis, qualitative and quantitative analysis, and provides the theoretical basis for the analysis of this paper by summarizing the relevant literature on strategic management, management and other aspects. Then the internal and external environment of Huaqiang Company is analyzed by using the strategic analysis model, and the SWOT analysis of Huaqiang Company is carried out in combination with the present situation of the internal and external environment of Huaqiang Company. The concrete analysis process is as follows: first, it analyzes the development course and the present situation of the company, and sums up the existing problems in the course of operation and analyzes the causes. Second, using a series of strategic analysis research models to analyze the internal and external environment of Huaqiang Company, including the use of PEST analysis model to analyze the external macro environment of Huaqiang Company. This paper analyzes the external industry environment of Hua-Qiang Company by using Porter's five-force model, and analyzes the internal financial, human and business environment of the company. Then, by using the SWOT model, the strategy of Hua-Qiang Company can be selected. The long-term management strategy and the short-term management strategy of Hua-Qiang Company are formulated. It is concluded that the Hua-Qiang Company should adopt such management strategies as differentiation, so as to reduce the operating risk and develop rapidly and steadily. Third, it has formulated a series of safeguard measures for Hua-Qiang Company to implement its business strategy. The specific measures are to optimize the organizational structure, strengthen and perfect the human resources management, improve the level of the company's operation and management, and make the marketing innovation management. Improve the company's brand image and other aspects of the implementation of the company's business strategy. It is hoped that the analysis of this paper can provide a reference for the development of Huaqiang Company.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F272.3;F299.233.4
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