【摘要】：本文所述的CI公司是一家房地產(chǎn)經(jīng)紀(jì)顧問(wèn)公司，，自1989年進(jìn)入中國(guó)房地產(chǎn)市場(chǎng)，其一直立于市場(chǎng)前沿，先后在全國(guó)超過(guò)50個(gè)城市設(shè)有駐場(chǎng)辦事處，致力于向世界各地的房地產(chǎn)用戶、業(yè)主和投資者提供全方位的卓越服務(wù)。 為實(shí)現(xiàn)可持續(xù)發(fā)展，中國(guó)經(jīng)濟(jì)在追求加速發(fā)展的同時(shí)也急需實(shí)現(xiàn)經(jīng)濟(jì)升級(jí)轉(zhuǎn)型，國(guó)民經(jīng)濟(jì)總額增速放緩已是不爭(zhēng)的事實(shí)，而房地產(chǎn)行業(yè)作為支柱型產(chǎn)業(yè)，勢(shì)必受到一定沖擊。這對(duì)于以商業(yè)地產(chǎn)為主要服務(wù)市場(chǎng)的CI公司既是挑戰(zhàn)，也是機(jī)遇。 本文在論述中引用了邁克爾波特競(jìng)爭(zhēng)戰(zhàn)略理論和五力模型，PEST分析法，市場(chǎng)增長(zhǎng)-市場(chǎng)份額矩陣法（波士頓BCG矩陣法）以及安德魯斯的SWOT態(tài)勢(shì)分析法等相關(guān)理論，首先從CI公司所處的外部環(huán)境，分析公司在行業(yè)中的地位及發(fā)展現(xiàn)狀，然后通過(guò)CI公司的內(nèi)部環(huán)境分析公司價(jià)值鏈的基本活動(dòng)和輔助活動(dòng)。接著，通過(guò)SWOT分析總結(jié)出CI公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅，結(jié)合公司使命、愿景和總體目標(biāo)推出CI公司差異化競(jìng)爭(zhēng)戰(zhàn)略是成為比對(duì)手更具創(chuàng)造力和活力的公司。最后，從市場(chǎng)開(kāi)拓、內(nèi)部管理和企業(yè)成長(zhǎng)的角度分析差異化戰(zhàn)略的實(shí)施方法。
[Abstract]:CI is a real estate brokerage consulting company, which has been at the forefront of China's real estate market since 1989, and has established field offices in more than 50 cities in China. Committed to providing a full range of excellent services to real estate users, owners and investors around the world. In order to achieve sustainable development, China's economy is in urgent need of economic upgrading and transformation while pursuing accelerated development. It is an indisputable fact that the total growth rate of the national economy has slowed down, and the real estate industry, as a pillar industry, is bound to suffer a certain impact. This is both a challenge and an opportunity for CI, whose main service market is commercial real estate. In this paper, Michael Porter's competitive strategy theory and five-force model, PEST analysis, market growth-market share matrix method (Boston BCG matrix method) and Andrews SWOT situation analysis are cited. Firstly, from the external environment of CI Company, the position and development status of the company in the industry are analyzed, and then the basic and auxiliary activities of the value chain of CI Company are analyzed through the internal environment of CI Company. Then, through the analysis of SWOT, the author summarizes the strengths, weaknesses, opportunities and threats of CI Company. Combining with the mission, vision and overall goal of CI Company, the differentiated competitive strategy of CI Company is more creative and dynamic than its competitors. Finally, from the perspective of market development, internal management and enterprise growth, the implementation method of differentiation strategy is analyzed.
【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】：2013
【分類(lèi)號(hào)】：F272;F299.233.55

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