本文選題：卓越集團(tuán)青島公司 + 房地產(chǎn)　； 參考：《西北大學(xué)》2014年碩士論文

【摘要】：近年來,隨著國家宏觀調(diào)控力度的不斷加大和房地產(chǎn)業(yè)市場化程度的不斷提高,房產(chǎn)公司的生存與發(fā)展正面臨著全球化競爭、市場供求、宏觀環(huán)境和技術(shù)更新的威脅。作為集團(tuán)品牌旗下的區(qū)域房地產(chǎn)公司,卓越集團(tuán)青島公司同樣面臨現(xiàn)階段發(fā)展的種種問題在。本文通過詳細(xì)分析卓越集團(tuán)青島公司發(fā)展現(xiàn)狀、所處宏觀背景和面臨的威脅,探索公司內(nèi)部資源和外部環(huán)境的優(yōu)劣勢,尋求公司切實(shí)可行的發(fā)展戰(zhàn)略,為公司的未來發(fā)展戰(zhàn)略的制定提供建議。 本文運(yùn)用企業(yè)發(fā)展戰(zhàn)略相關(guān)理論和方法,分別對(duì)卓越集團(tuán)青島公司的戰(zhàn)略環(huán)境,戰(zhàn)略目標(biāo)和戰(zhàn)略實(shí)施措施進(jìn)行了具體的分析。首先介紹了卓越集團(tuán)青島公司的背景和經(jīng)營發(fā)展?fàn)顩r,其次介紹了國內(nèi)外有關(guān)企業(yè)發(fā)展戰(zhàn)略的理論和研究文獻(xiàn),然后運(yùn)用理論工具深入分析企業(yè)發(fā)展的優(yōu)勢、劣勢、機(jī)遇和威脅等方面的狀況,最后為企業(yè)在激烈競爭中實(shí)現(xiàn)可持續(xù)發(fā)展提出發(fā)展戰(zhàn)略選擇的建議：1.嘗試多元化、差異化商業(yè)模式；2.拓展多渠道融資方式；3.進(jìn)行新項(xiàng)目、新城市的擴(kuò)張；4.保持持有型物業(yè)投資。同時(shí)提出了實(shí)施企業(yè)發(fā)展戰(zhàn)略的具體措施：1.以商業(yè)操作平臺(tái)為基石,實(shí)施多元化商業(yè)戰(zhàn)略；2.以產(chǎn)融結(jié)合平臺(tái)為翼,使產(chǎn)業(yè)和金融成為一個(gè)整體；3.以高效運(yùn)營機(jī)制推動(dòng)新項(xiàng)目新城市的擴(kuò)張；4.組織結(jié)構(gòu)優(yōu)化和建立激勵(lì)機(jī)制。 本文期望對(duì)于卓越集團(tuán)青島公司發(fā)展戰(zhàn)略的研究可以為企業(yè)未來發(fā)展戰(zhàn)略的制定提供借鑒,同時(shí)引起對(duì)中國房地產(chǎn)行業(yè)未來發(fā)展方向的思考。
[Abstract]:In recent years, with the increasing of national macro-control and marketization of real estate, the survival and development of real estate companies are facing the threat of globalization competition, market supply and demand, macro environment and technological renewal. As a regional real estate company under the group brand, Qingdao company of outstanding group also faces various problems of development at this stage. Through the detailed analysis of the present development situation, the macro background and the threats faced by Qingdao Company, this paper explores the advantages and disadvantages of the internal resources and external environment of the company, and seeks the practical development strategy of the company. Provide advice for the future development strategy of the company. Based on the relevant theories and methods of enterprise development strategy, this paper analyzes the strategic environment, strategic objectives and strategic implementation measures of Qingdao Corporation. Firstly, it introduces the background and development of Qingdao company, then introduces the theories and research documents about the development strategy of enterprises at home and abroad, and then analyzes the advantages and disadvantages of the development of enterprises by using theoretical tools. Opportunities and threats, and so on, finally for the enterprise in the fierce competition to achieve sustainable development of the strategic choice of the proposal: 1. Try to diversify, differentiated business model. Develop multi-channel financing methods. Carry out new projects and expand the new city. Keep holding property investment. At the same time, put forward the implementation of the enterprise development strategy specific measures: 1. Take the business operation platform as the foundation stone, implements the diversification commercial strategy. Industrial and financial integration platform as the wing, so that the industry and finance as a whole. Promote the expansion of new projects and new cities by efficient operation mechanism. Optimization of organizational structure and establishment of incentive mechanism. This paper hopes that the research on the development strategy of Qingdao company can provide reference for the formulation of the future development strategy of the enterprise, and cause the thinking of the future development direction of the Chinese real estate industry at the same time.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4;F272

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本文編號(hào)：2044161