东莞高田房地产公司发展战略研究

发布时间：2018-06-28 20:23

本文选题：房地产 + 发展战略　；参考：《西南交通大学》2011年硕士论文

【摘要】：近十年来,由于国家宏观经济的发展,国内房地产业的投资增长迅速,明显高于全行业平均水平。2000年至2009年,全国房地产开发投资同比增长都在20%以上。2009年国内房地产市场投资规模达到43065亿元人民币,同比增长19.9%。国内房地产企业每年还在以较大的数量发展。与此同时,为了保持房地产业健康稳定持续发展,近几年来国家加大了对房地产业的宏观调控力度,国内房地产企业普遍受到了不小的冲击。随着国家宏观调控政策的不断出台和完善,我国房地产业面临着更加激烈的竞争,房地产企业如何制定切实可行的发展战略,发挥企业竞争优势,是我国房地产企业生存和发展的迫切需要。本文以高田房地产公司为研究对象,通过对我国房地产业现状及发展趋势进行分析,运用企业战略管理理论和战略模型,对高田房地产公司所处的外部宏观环境、行业竞争态势进行分析,同时对企业内部资源状况进行评价,运用SWOT综合分析方法找出高田房地产公司的外部机会和威胁,内部优势和劣势,对公司面临的机会和威胁、优势和劣势进行匹配,找出公司战略目标和战略定位。运用定量规划评价矩阵对公司竞争战略进行了选择分析,确定以集中目标化战略为主、差别化战略为辅的发展战略组合。在发展战略的实施上,提出公司组织结构变革,加强人力资源管理,强化品牌管理,加强财务运作,以保证企业战略的有效实施。
[Abstract]:In the last ten years, due to the development of the national macro-economy, the investment in the domestic real estate industry has increased rapidly. It is obviously higher than the average level of the whole industry from.2000 to 2009. The investment of real estate development investment in China has reached 43065 billion yuan in the domestic real estate market in 20%.2009 years, and the domestic real estate enterprises increased by 19.9%. year on year. At the same time, in order to maintain the healthy and stable development of the real estate industry, the state has increased the macro control of the real estate industry in recent years, and the domestic real estate enterprises are generally impacted.
With the continuous introduction and improvement of the national macro-control policies, the real estate industry in China is facing more intense competition. It is an urgent need for the real estate enterprises to survive and develop in our real estate enterprises how to formulate practical development strategies and give full play to the competitive advantage of the enterprises.
Based on the analysis of the current situation and development trend of China's real estate industry, this paper analyzes the current situation and development trend of China's real estate industry, uses the strategic management theory and strategic model of the enterprise, analyzes the external macro environment of the Real Estate Company and the competition situation of the industry, at the same time, evaluates the internal resources of the enterprise, and uses the SWOT synthesis. To find out the external opportunities and threats of Gao Tian Real Estate Company, the internal advantages and disadvantages, match the opportunities and threats, advantages and disadvantages of the company, find out the strategic objectives and strategic positioning of the company, and use the quantitative planning evaluation matrix to select and analyze the company's competitive strategy, and determine that the strategy is focused on the centralized goal strategy. In the implementation of the development strategy, we put forward the reform of the organizational structure of the company, strengthen the management of human resources, strengthen the management of the brand, strengthen the financial operation, so as to ensure the effective implementation of the enterprise strategy.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F293.3

【参考文献】