本文關(guān)鍵詞：上海FD集團(tuán)房地產(chǎn)發(fā)展戰(zhàn)略研究　出處：《上海交通大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 房地產(chǎn)企業(yè) 戰(zhàn)略管理 發(fā)展戰(zhàn)略 SWOT分析 PEST模型

【摘要】：隨著經(jīng)濟(jì)的日益全球化和我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)體制的逐步形成和完善,房地產(chǎn)市場(chǎng)快速發(fā)展、房地產(chǎn)企業(yè)面臨發(fā)展的良好機(jī)遇。本文研究了FD集團(tuán)內(nèi)外環(huán)境條件,其最終目的是借此建立新的公司發(fā)展的策略以增加經(jīng)營(yíng)決策的效率,并擬定一套適用于FD集團(tuán)的二線(xiàn)城市房地產(chǎn)市場(chǎng)發(fā)展的目標(biāo)、原則與戰(zhàn)略措施。現(xiàn)階段,我國(guó)“北、上、廣”一線(xiàn)城市的房地產(chǎn)市場(chǎng)漸趨飽和狀態(tài),房地產(chǎn)市場(chǎng)盈利空間進(jìn)一步緊縮,在國(guó)家加大宏觀(guān)調(diào)控力度的同時(shí),房地產(chǎn)市場(chǎng)在一線(xiàn)城市市場(chǎng)競(jìng)爭(zhēng)處于白熱化階段。因而,大部分的房地產(chǎn)企業(yè)把關(guān)注點(diǎn)從競(jìng)爭(zhēng)白熱化的一線(xiàn)城市轉(zhuǎn)移到二線(xiàn)城市。FD集團(tuán)于1992年開(kāi)始進(jìn)入房地產(chǎn)市場(chǎng)并持續(xù)發(fā)展了二十多年,在此期間逐步建立了如今的大型民營(yíng)房地產(chǎn)企業(yè),企業(yè)基礎(chǔ)是房地產(chǎn)開(kāi)發(fā),增長(zhǎng)點(diǎn)為物業(yè)管理及旅游房地產(chǎn),FD集團(tuán)通過(guò)發(fā)展戰(zhàn)略的不斷調(diào)整、完善,在上海房地產(chǎn)市場(chǎng)有較大的品牌知名度,并已在房地產(chǎn)市場(chǎng)競(jìng)爭(zhēng)中贏(yíng)得較大的市場(chǎng)占有率,在現(xiàn)階段的房地產(chǎn)發(fā)展形勢(shì)下,將發(fā)展戰(zhàn)略轉(zhuǎn)移至二線(xiàn)城市,是集團(tuán)戰(zhàn)略發(fā)展的必然選擇。本文以理論探討及實(shí)證案例相結(jié)合的方式,采取PEST的分析方法,按照政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境、技術(shù)環(huán)境分析的研究思路,以波特?五力模型等理論為主要依據(jù),通過(guò)SWOT分析,提出選擇“SO”模式發(fā)展戰(zhàn)略,制定出企業(yè)總體發(fā)展戰(zhàn)略和基本競(jìng)爭(zhēng)戰(zhàn)略。本文在系統(tǒng)性、綜合性評(píng)估FD集團(tuán)內(nèi)部資源和能力后,研討現(xiàn)階段國(guó)內(nèi)外二線(xiàn)城市的發(fā)展規(guī)劃及經(jīng)驗(yàn),進(jìn)一步研究二線(xiàn)城市房地產(chǎn)市場(chǎng)發(fā)展的理論基礎(chǔ)與發(fā)展現(xiàn)狀等因素的相應(yīng)問(wèn)題,應(yīng)用戰(zhàn)略管理等相關(guān)理論分析FD集團(tuán)房地產(chǎn)市場(chǎng)戰(zhàn)略當(dāng)前的外部環(huán)境及內(nèi)部條件、優(yōu)勢(shì)及劣勢(shì),總結(jié)FD集團(tuán)應(yīng)把發(fā)展規(guī)劃轉(zhuǎn)移到二線(xiàn)城市的戰(zhàn)略,擬定適合用于FD集團(tuán)的二線(xiàn)城市房地產(chǎn)市場(chǎng)發(fā)展戰(zhàn)略目標(biāo)、原則和戰(zhàn)略方針。FD集團(tuán)二線(xiàn)城市市場(chǎng)采取以別墅型大宅、國(guó)際性公寓為集團(tuán)發(fā)展龍頭產(chǎn)業(yè),加大在旅游房地產(chǎn)、商業(yè)房地產(chǎn)等新興產(chǎn)業(yè)的發(fā)展力度,打造優(yōu)質(zhì)物業(yè)管理服務(wù),增加更多文化因素、家庭式內(nèi)涵,拓寬集團(tuán)投融資,公司發(fā)展總體戰(zhàn)略方針是多元化的。同時(shí),從公司實(shí)際出發(fā),著重改善組織結(jié)構(gòu)、人力資源、信息化、企業(yè)文化建設(shè)以及擴(kuò)大市場(chǎng)等,并以此為鑒,制定完善了其保障措施,希望給予FD集團(tuán)二線(xiàn)城市房地產(chǎn)市場(chǎng)發(fā)展有益的思考。
[Abstract]:With the gradual development and perfection of economic globalization and China's socialist market economic system, the rapid development of the real estate market, is facing a good opportunity for the development of the real estate enterprises. This paper studies the FD group of internal and external environment, its ultimate aim is to establish the efficiency of the new company to develop strategies to increase business decisions, and to develop a for FD group the second city real estate market development objectives, principles and strategic measures. At present, China's "north," first-tier cities real estate market is becoming saturated, further tightening of the real estate market profit space, at the national macro-control efforts at the same time, the real estate market in the first city market competition is heating up. Therefore, most of the real estate enterprises to shift focus from the intense competition in the first-tier cities to the second city of.FD group in 1992. Before entering the real estate market and sustainable development for more than 20 years, during which gradually established today's large private real estate enterprises, the enterprise is based on real estate development, growth for the property management and tourism real estate, FD group by continuously adjusting the development strategy, improve the real estate market in Shanghai has a great brand awareness, and has been in the real estate market competition to win a greater market share, in the stage of real estate development situation, development strategy will be transferred to the second tier city, is the inevitable choice for the group's strategic development. Combining the theoretical discussion and empirical case, adopting PEST analysis method, according to the political environment. Economic environment, social environment, research ideas, technology analysis to Potter? Five forces model theory as the main basis, through SWOT analysis, put forward the development strategy of "SO" mode, develop enterprises Industry overall development strategy and basic competitive strategy. In this system, a comprehensive evaluation of FD group's internal resources and ability, the development of research at home and abroad at this stage the second city planning and experience, the corresponding theoretical basis for further research and development status of factors such as the second city real estate market development, strategic analysis of the real estate market FD the group's external environment and internal conditions by applying the related theories of strategic management, summarizes the advantages and disadvantages, FD group should be transferred to the second tier city development planning strategy, formulate suitable for the target second tier cities in the real estate market development strategy of FD group, the principle and strategy of.FD group to take the second city market villa mansion international apartments, for the development of leading industry group, increase in tourism real estate development, commercial real estate and other emerging industries, to create high-quality property management service Wu, add more cultural factors, family connotation, broaden the financing company group, the overall development strategy is diversified. At the same time, from the company's actual situation, focus on improving the organizational structure, human resources, information technology, enterprise culture construction and expand the market, and as a result, to establish and perfect the safeguard measures, hoping to give FD the second group of city real estate market development beneficial thinking.

【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F299.23

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 蔡莉華;;2008年二線(xiàn)城市房地產(chǎn)投資前景分析[J];樓市;2008年14期

2 王磊;;我國(guó)房地產(chǎn)發(fā)展現(xiàn)狀及問(wèn)題分析[J];江南論壇;2011年04期

3 袁薇;汪小梅;;基于項(xiàng)目的信息化風(fēng)險(xiǎn)多因素綜合評(píng)價(jià)[J];情報(bào)雜志;2007年05期

4 馬佳;;從房地產(chǎn)營(yíng)銷(xiāo)看健康營(yíng)銷(xiāo)體系的重要性[J];全國(guó)商情(理論研究);2010年02期

5 胡曉龍;;Web個(gè)性化的房地產(chǎn)企業(yè)分析型客戶(hù)關(guān)系管理與應(yīng)用[J];社會(huì)科學(xué)家;2008年06期

6 董爽;宋玉祥;袁曉勐;;我國(guó)二線(xiàn)城市的總體發(fā)展態(tài)勢(shì)分析[J];統(tǒng)計(jì)與決策;2010年01期

7 許雷;;房產(chǎn)新政下我國(guó)房地產(chǎn)發(fā)展現(xiàn)狀及建議[J];現(xiàn)代商貿(mào)工業(yè);2011年03期

8 李東緒;;國(guó)際旅游島建設(shè)將推動(dòng)海南旅游房地產(chǎn)發(fā)展[J];中國(guó)房地信息;2009年06期

9 張志新;;房地產(chǎn)發(fā)展問(wèn)題及對(duì)策[J];中國(guó)房地信息;2010年04期

10 羅慧媛;;我國(guó)房地產(chǎn)發(fā)展階段和政策探析[J];中國(guó)經(jīng)貿(mào)導(dǎo)刊;2010年08期

，

本文編號(hào)：1376694