本文選題：房地產(chǎn) + 企業(yè)　； 參考：《貴州財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：房地產(chǎn)業(yè)是國民經(jīng)濟(jì)中的重要行業(yè),在我國經(jīng)濟(jì)發(fā)展中有著重要的地位,關(guān)系到國計(jì)民生,因此促進(jìn)房地業(yè)的健康有序發(fā)展,是利國利民的大事。本文以ZT置業(yè)集團(tuán)房地產(chǎn)開發(fā)公司為例,從該公司的基本情況著手,詳細(xì)分析了該公司的管控模式、市場布局、產(chǎn)品研發(fā)、營銷管控、人力資源狀況、品牌管理、企業(yè)文化等各方面的情況,重點(diǎn)分析了該房地產(chǎn)公司的面臨的政策、經(jīng)濟(jì)、社會(huì)文化和科技等外部環(huán)境,運(yùn)用戰(zhàn)略管理分析方法的五力競爭法分析了該公司的市場競爭力、運(yùn)用SWOT分析法研究了該公司的內(nèi)部優(yōu)勢和劣勢,當(dāng)前發(fā)展的機(jī)遇和威脅,以這些分析研究為依據(jù),結(jié)合相關(guān)的戰(zhàn)略管理理論、在分析企業(yè)內(nèi)外部環(huán)境的同時(shí),研究了國內(nèi)房地產(chǎn)行業(yè)的發(fā)展趨勢和該公司的發(fā)展模式,提出了企業(yè)明確的戰(zhàn)略目標(biāo),確定ZT置業(yè)集團(tuán)房地產(chǎn)開發(fā)公司在市場布局和產(chǎn)品選擇、商業(yè)經(jīng)營和管理方面的戰(zhàn)略選擇、逐步實(shí)行聯(lián)合經(jīng)營和國際化的發(fā)展戰(zhàn)略。為保障ZT置業(yè)集團(tuán)戰(zhàn)略目標(biāo)的有效實(shí)施,必須完善項(xiàng)目協(xié)調(diào)、成本管控、激勵(lì)、監(jiān)督問責(zé)、風(fēng)險(xiǎn)防控五大機(jī)制,從客戶服務(wù)及品牌、營銷策劃、市場開發(fā)、資金、人力資源、產(chǎn)品研發(fā)、企業(yè)文化方面提供保障,目的是為了促使企業(yè)管理模式、業(yè)務(wù)布局、營銷管理、設(shè)計(jì)研發(fā)、資本運(yùn)作、客戶服務(wù)等方面有明顯優(yōu)化,在激烈的房地產(chǎn)行業(yè)競爭中和復(fù)雜多變的政策環(huán)境下,確立本企業(yè)戰(zhàn)略發(fā)展方向,促使本企業(yè)朝著做大做強(qiáng)方向發(fā)展。
[Abstract]:The real estate industry is an important industry in the national economy and plays an important role in the economic development of our country, which is related to the national economy and the people's livelihood. Therefore, to promote the healthy and orderly development of the real estate industry is an important matter for the benefit of the country and the people. Taking the ZT Real Estate Development Company as an example, this paper analyzes the management mode, market layout, product development, marketing control, human resource status, brand management of the company in detail from the basic situation of the company. The enterprise culture and other aspects of the situation, focusing on the real estate company facing the policy, economic, social culture and science and technology, and other external environment, the use of strategic management analysis of the five competition law analysis of the company's market competitiveness. This paper studies the internal strengths and weaknesses, the opportunities and threats of the current development of the company by using the SWOT analysis method. Based on these analysis and research, combined with the relevant strategic management theory, the paper analyzes the internal and external environment of the enterprise, and analyzes the internal and external environment of the company. This paper studies the development trend of the domestic real estate industry and the development mode of the company, puts forward the clear strategic objectives of the enterprise, and determines the market layout and product selection of the real estate development company of ZT Real Estate Group. The strategic choice of business management and management, the gradual implementation of joint and international development strategy. In order to ensure the effective implementation of the strategic goal of ZT Real Estate Group, we must perfect the five mechanisms of project coordination, cost control, incentive, supervision and accountability, risk prevention and control, from customer service and brand, marketing planning, market development, capital, human resources, The purpose of product development and corporate culture protection is to improve the enterprise management model, business layout, marketing management, design and development, capital operation, customer service, etc. In the fierce competition of the real estate industry and the complex and changeable policy environment, the establishment of the strategic development direction of the enterprise, promote the development of the enterprise towards the direction of becoming bigger and stronger.
【學(xué)位授予單位】：貴州財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F299.233.4;F272

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