【摘要】：進(jìn)入二十一世紀(jì),隨著國民經(jīng)濟(jì)的迅速發(fā)展,城市化進(jìn)程的加快,我國房地產(chǎn)業(yè)進(jìn)入高速發(fā)展階段。行業(yè)競爭日趨激烈。近年來,隨著不斷加大的國家宏觀調(diào)控力度,以宏觀環(huán)境、市場供求、全球化競爭以及新技術(shù)等為標(biāo)志的房地產(chǎn)市場化程度不斷提高。成為影響房地產(chǎn)企業(yè)發(fā)展的風(fēng)險性因素。山東開元地產(chǎn)公司作為在臨沂有著一定影響力的房地產(chǎn)開發(fā)企業(yè),在新的形勢和機遇下,如何在激烈的競爭中取勝,贏得主動權(quán)。制定一系列完整、科學(xué)的適合自身發(fā)展的戰(zhàn)略,成為企業(yè)成敗的關(guān)鍵�；诜康禺a(chǎn)行業(yè)現(xiàn)狀,本文著力探索在房地產(chǎn)企業(yè)運營發(fā)展過程中,如何根據(jù)自身內(nèi)外部環(huán)境制定發(fā)展策略,提升企業(yè)競爭力。嘗試以山東開元地產(chǎn)公司為研究對象,以企業(yè)戰(zhàn)略管理理論為基礎(chǔ),結(jié)合該企業(yè)的實際情況,研究房地產(chǎn)行業(yè)發(fā)展趨勢及該企業(yè)未來的發(fā)展方向。運用波特五力模型、核心競爭力、SWOT分析等戰(zhàn)略工具,分析山東開元地產(chǎn)公司面臨的行業(yè)宏觀環(huán)境及自身內(nèi)部環(huán)境,總結(jié)面臨的外部機遇、威脅以及內(nèi)部的優(yōu)勢、劣勢。針對企業(yè)的發(fā)展現(xiàn)狀及存在的問題,明確其發(fā)展面臨的機遇和挑戰(zhàn)。在此基礎(chǔ)上,提出適合山東開元地產(chǎn)公司的發(fā)展戰(zhàn)略,希望對企業(yè)的發(fā)展有一定的借鑒意義。
[Abstract]:In the 21 century, with the rapid development of national economy and the acceleration of urbanization, the real estate industry of our country has entered the stage of rapid development. Competition in the industry is becoming increasingly fierce. In recent years, with the increasing national macro-control efforts, real estate marketization, marked by macro-environment, market supply and demand, global competition and new technology, has been continuously improved. Become the risk factor that affects the development of real estate enterprise. Shandong Kaiyuan Real Estate Company as a real estate development enterprise with certain influence in Linyi, under the new situation and opportunity, how to win in the fierce competition and win the initiative. To formulate a series of complete, scientific and suitable strategies for their own development has become the key to the success or failure of an enterprise. Based on the present situation of the real estate industry, this paper tries to explore how to formulate the development strategy according to the internal and external environment in order to enhance the competitiveness of the real estate enterprises in the process of the operation and development of the real estate enterprises. Taking Kaiyuan Real Estate Company of Shandong Province as the object of study, based on the theory of enterprise strategic management and the actual situation of the enterprise, this paper studies the development trend of the real estate industry and the future development direction of the enterprise. This paper analyzes the macro environment and internal environment of Shandong Kaiyuan Real Estate Company by using Porter's five-force model and SWOT analysis of core competence, and sums up the external opportunities, threats, internal advantages and disadvantages faced by Kaiyuan Real Estate Company in Shandong Province. Aiming at the present situation and existing problems of enterprises, the opportunities and challenges faced by them are clarified. On this basis, the paper puts forward the development strategy suitable for Shandong Kaiyuan Real Estate Company, hoping that it can be used for reference for the development of enterprises.
【學(xué)位授予單位】：中國石油大學(xué)(華東)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F299.233.4;F272

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