【摘要】：近年來由于房地產(chǎn)行業(yè)的過熱發(fā)展，國家宏觀調(diào)控政策頻繁出臺，給房地產(chǎn)業(yè)帶來了很大的沖擊，2008年的金融危機(jī)又給房地產(chǎn)行業(yè)的發(fā)展雪上加霜。受到金融危機(jī)的影響，國家政策隨之調(diào)整，房地產(chǎn)業(yè)政策放寬，2012年房地產(chǎn)行業(yè)仍然處于上升階段。興盛房地產(chǎn)經(jīng)過三年多的快速發(fā)展已經(jīng)成為一家資產(chǎn)過億元，在鄒平縣房地產(chǎn)市場上具有強(qiáng)勁競爭實(shí)力的房地產(chǎn)明星企業(yè)。面對宏觀調(diào)控政策、行業(yè)內(nèi)的激烈競爭、良好的市場機(jī)遇和自身實(shí)力的局限，企業(yè)應(yīng)選擇什么樣的發(fā)展道路成為關(guān)注的問題。 本文從公司的內(nèi)外環(huán)境分析入手，運(yùn)用戰(zhàn)略管理理論、企業(yè)資源理論、企業(yè)核心能力理論、營銷理論等，結(jié)合行業(yè)特點(diǎn)，，探討在企業(yè)中推行戰(zhàn)略管理觀念，實(shí)施有效的競爭戰(zhàn)略的方法。運(yùn)用SWOT分析法、邁克爾·波特的五種競爭力量模型和房地產(chǎn)基本理論為基礎(chǔ)，對興盛房地產(chǎn)公司所處宏觀環(huán)境、行業(yè)環(huán)境和企業(yè)自身競爭能力進(jìn)行分析，提出產(chǎn)品差異化、品牌化、專業(yè)發(fā)展戰(zhàn)略化的發(fā)展思路。最終為企業(yè)提出了產(chǎn)品差異化、注重品牌建設(shè)、提高經(jīng)營管理質(zhì)量、提升人力資源的管理、樹立企業(yè)文化等策略。
[Abstract]:In recent years, because of the overheated development of the real estate industry, the national macro-control policy has been issued frequently, which has brought a great impact to the real estate industry, and the financial crisis of 2008 has made the development of the real estate industry worse. Affected by the financial crisis, the national policy was adjusted, real estate policy relaxed, the real estate industry in 2012 is still on the rise. After more than three years of rapid development, Xingsheng Real Estate has become a star enterprise with more than 100 million yuan of assets and strong competitive power in Zouping County real estate market. In the face of macro-control policies, fierce competition in the industry, good market opportunities and limitations of their own strength, what kind of development path should enterprises choose becomes a concern. Starting with the analysis of the internal and external environment of the company, this paper applies the theory of strategic management, the theory of enterprise resources, the theory of core competence of enterprise, the theory of marketing, and so on, combining with the characteristics of the industry, to probe into the implementation of the concept of strategic management in the enterprise. Methods of implementing an effective competitive strategy. On the basis of SWOT analysis, Michael Porter's five competitive force models and the basic theory of real estate, this paper analyzes the macro environment, the industry environment and the competitive ability of Xingsheng Real Estate Company, and puts forward the product differentiation. Brand, professional development strategic development ideas. Finally, the strategies of product differentiation, brand building, management quality, human resource management and corporate culture are put forward.
【學(xué)位授予單位】：中國石油大學(xué)（華東）
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4;F272

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