【摘要】：我國(guó)住房制度改革之后,房地產(chǎn)行業(yè)發(fā)展速度迅猛,伴隨著不斷市場(chǎng)化的腳步,已然發(fā)展成為中國(guó)經(jīng)濟(jì)支柱產(chǎn)業(yè)之一。與其他許多行業(yè)一樣,房地產(chǎn)行業(yè)中,中小企業(yè)占比八成以上,這些中小房企為房地產(chǎn)市場(chǎng)健康發(fā)展和國(guó)民經(jīng)濟(jì)發(fā)展貢獻(xiàn)巨大。然而,中小房企在資金土地和人才管理等方面,都處于劣勢(shì)。目前,中小房企面臨著巨大生存挑戰(zhàn)。一方面,國(guó)家經(jīng)濟(jì)下行、宏觀調(diào)控政策緊縮,另一方面,房地產(chǎn)行業(yè)自身尚待完善、正在調(diào)整,這都讓中小房企面臨生存發(fā)展威脅。 如何應(yīng)對(duì)挑戰(zhàn),發(fā)展戰(zhàn)略無疑是首要解決的問題。本文在企業(yè)戰(zhàn)略管理理論指導(dǎo)下,以XC房地產(chǎn)公司為研究對(duì)象,首先分析企業(yè)所處的外部環(huán)境和行業(yè)競(jìng)爭(zhēng)態(tài)勢(shì),運(yùn)用外部因素評(píng)價(jià)矩陣分析出企業(yè)外部環(huán)境的威脅和機(jī)遇；其次對(duì)企業(yè)內(nèi)部資源和企業(yè)所擁有的各項(xiàng)能力逐一分辨,運(yùn)用內(nèi)部因素評(píng)價(jià)矩陣分析出企業(yè)內(nèi)部?jī)?yōu)勢(shì)和存在的劣勢(shì)；然后運(yùn)用SWOT矩陣把企業(yè)內(nèi)外部環(huán)境進(jìn)行匹配,得出一系列可行性備選方案；最后本文運(yùn)用定量戰(zhàn)略計(jì)劃矩陣對(duì)可行性戰(zhàn)略進(jìn)行決策,得出最適合XC地產(chǎn)公司發(fā)展目標(biāo)的企業(yè)戰(zhàn)略。XC企業(yè)根據(jù)得出的公司戰(zhàn)略制定企業(yè)定位和發(fā)展得目標(biāo),從而確定企業(yè)競(jìng)爭(zhēng)戰(zhàn)略。并提出保證戰(zhàn)略目標(biāo)順利實(shí)施的一系列措施。 本文通過對(duì)XC房地產(chǎn)公司發(fā)展戰(zhàn)略的研究,旨在以XC為例,提出在當(dāng)前嚴(yán)峻的市場(chǎng)環(huán)境下,中小房地產(chǎn)公司發(fā)展的新方向、新思路,給數(shù)量廣大的中小房地產(chǎn)企業(yè)的發(fā)展戰(zhàn)略起到借鑒作用。
[Abstract]:After the reform of housing system in China, the real estate industry has developed rapidly and has become one of the pillar industries of Chinese economy. Like many other industries, small and medium-sized enterprises account for more than 80% of the real estate industry. These small and medium-sized housing enterprises contribute greatly to the healthy development of the real estate market and the development of the national economy. However, small and medium-sized housing enterprises in the capital, land and talent management, are at a disadvantage. At present, small and medium-sized housing enterprises are facing enormous survival challenges. On the one hand, the national economic downturn, macro-control policy tightening, on the other hand, the real estate industry itself needs to be improved, is adjusting, which makes small and medium-sized housing enterprises are facing survival and development threats. How to deal with the challenge, development strategy is undoubtedly the first to solve the problem. Under the guidance of the enterprise strategic management theory, this paper takes XC real estate company as the research object, firstly analyzes the external environment and the competition situation of the enterprise, and analyzes the threat and opportunity of the enterprise external environment by using the external factor evaluation matrix. Secondly, the internal resources and the capabilities of the enterprise are distinguished one by one, and the internal advantages and disadvantages of the enterprise are analyzed by using the internal factor evaluation matrix, and then the internal and external environment of the enterprise is matched by the SWOT matrix. Finally, the quantitative strategic planning matrix is used to make a decision on the feasibility strategy. The enterprise strategy which is most suitable for the development goal of XC real estate company is obtained. According to the company strategy, XC enterprise formulates the enterprise position and the development goal, thus determines the enterprise competition strategy. And put forward a series of measures to ensure the smooth implementation of strategic objectives. Through the research on the development strategy of XC real estate company, this paper, taking XC as an example, puts forward a new direction and new ideas for the development of small and medium-sized real estate companies under the severe market environment. To a large number of small and medium-sized real estate enterprises to play a reference role in the development strategy.
【學(xué)位授予單位】：大連理工大學(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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