發(fā)布時(shí)間：2018-08-04 09:25

【摘要】：自改革開放以來，中國(guó)房地產(chǎn)行業(yè)伴隨著國(guó)民經(jīng)濟(jì)，共同經(jīng)歷了近二十多年的高速發(fā)展。僅僅在2008年短暫的遇到過市場(chǎng)低谷，除此之外，都處于一個(gè)迅猛的增長(zhǎng)期。但行進(jìn)2011年后，政府宏觀調(diào)控的力度不斷加大，使得2012年的中國(guó)房地產(chǎn)行業(yè)，再次遇到了市場(chǎng)寒冬。無論是較低的交易量，還是地產(chǎn)商緊張的資金鏈，亦或是越來越多的土地流拍，種種跡象都在告訴著我們，房地產(chǎn)行業(yè)正處于前所未有的市場(chǎng)低迷。與房地產(chǎn)行業(yè)相關(guān)的人們都心存著一個(gè)疑問，，中國(guó)未來的房地產(chǎn)行業(yè)究竟何去何從？在筆者看來，當(dāng)前的大環(huán)境是，保障性住房和商品房市場(chǎng)被政府深度調(diào)控，房地產(chǎn)行業(yè)必須尋找新的機(jī)會(huì)，擺脫危機(jī)。從困境中求發(fā)展，在荊棘中淌出一條新路。 本論文的中心思想是分析中泰實(shí)業(yè)公司的發(fā)展戰(zhàn)略。通過參考有關(guān)戰(zhàn)略管理理論、地產(chǎn)方面的研究理論和優(yōu)秀企業(yè)的成功之處，對(duì)該公司當(dāng)前外部的宏觀環(huán)境、產(chǎn)業(yè)環(huán)境、產(chǎn)業(yè)競(jìng)爭(zhēng)環(huán)境進(jìn)行了詳細(xì)的分析與探討，同時(shí)也對(duì)中泰實(shí)業(yè)公司內(nèi)部微觀環(huán)境進(jìn)行了深入的了解，在此基礎(chǔ)上，運(yùn)用波士頓矩陣、SWOT分析等理論分析工具，做出戰(zhàn)略選擇。本文認(rèn)為中泰實(shí)業(yè)公司應(yīng)采取收縮型戰(zhàn)略和集中化戰(zhàn)略，主攻商業(yè)地產(chǎn)及綜合性批發(fā)市場(chǎng)產(chǎn)品。主要的戰(zhàn)略內(nèi)容為：綜合性批發(fā)市場(chǎng)產(chǎn)品仍要采取當(dāng)前開發(fā)模式；在保持當(dāng)前項(xiàng)目的根本上，仍要向發(fā)展前景更廣闊的區(qū)域推進(jìn)；繼續(xù)把提升創(chuàng)新意識(shí)放在首位，借助創(chuàng)新思維謀求更長(zhǎng)遠(yuǎn)的發(fā)展；加強(qiáng)內(nèi)部建設(shè)，克服不足，繼續(xù)踐行基業(yè)長(zhǎng)青的發(fā)展戰(zhàn)略。論文結(jié)尾，講述了中泰實(shí)業(yè)公司的運(yùn)營(yíng)目標(biāo)，同時(shí)重點(diǎn)強(qiáng)化戰(zhàn)略運(yùn)行的資源保障，人力保障以及公司信息化完善工作的重要性。此外，對(duì)不穩(wěn)定的外部環(huán)境與內(nèi)部環(huán)境對(duì)戰(zhàn)略實(shí)施的影響應(yīng)該引起高度重視，以便對(duì)發(fā)展路線進(jìn)行及時(shí)的調(diào)整與修改。
[Abstract]:Since the reform and opening up, China's real estate industry has experienced a rapid development in recent 20 years with the national economy. Only in 2008 has encountered the market trough briefly, besides, all is in a swift growth period. But since 2011, the government has stepped up its macroeconomic controls, making 2012 another winter for China's real estate industry. Whether it's the low volume of trading, the tight capital chain from property developers, or the growing number of land sales, the signs are telling us that the real estate industry is in an unprecedented downturn. People concerned with the real estate industry have a question, China's future real estate industry exactly where to go? In my opinion, the current environment is that the housing and commercial housing market is deeply regulated by the government, the real estate industry must look for new opportunities to get rid of the crisis. Seek development from the predicament, flow a new road in the thorns. The central idea of this paper is to analyze the development strategy of Zhongtai Industrial Company. By referring to the relevant strategic management theory, real estate research theory and the success of excellent enterprises, this paper makes a detailed analysis and discussion on the current external macro environment and industrial competition environment of the company. At the same time, we also have a deep understanding of the internal micro environment of Zhongtai Industrial Corporation. On this basis, we use the Boston Matrix SWOT analysis and other theoretical analysis tools to make strategic choices. This paper holds that the company should adopt contractile strategy and centralization strategy, focusing on commercial real estate and comprehensive wholesale market products. The main strategic elements are: the comprehensive wholesale market products still need to adopt the current development model; in order to maintain the foundation of the current projects, they should still move towards regions with broader development prospects; and continue to put the promotion of innovation awareness in the first place. With the help of innovative thinking to seek for a longer-term development; strengthen internal construction, overcome shortcomings, and continue to implement the development strategy of the foundation industry everlasting. At the end of the paper, the paper describes the operation goal of Zhongtai Industrial Company, and emphasizes on the importance of strengthening the resource guarantee, manpower security and the informatization of the company. In addition, great attention should be paid to the influence of unstable external and internal environment on the implementation of the strategy in order to adjust and modify the development route in a timely manner.
【學(xué)位授予單位】：吉林大學(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)：2163392