【作者】 刘霞；

【导师】 赵炳新；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 近年来,中国房地产行业在国民经济中的地位不断攀升,俨然已成为国民经济不可或缺的一部分,是国民经济支柱产业重要构成元素。伴随着中国城市化步伐不断加快,经济实力不断增强。与此同时,一些外国企业也趁机打入中国房地产市场,在这种房地产市场竞争日趋激烈的大背景下,国家关于房地产调控政策相继出台,这都给中国本土企业带来了不小的冲击和挑战。要想延长企业的生存周期,在本行业领域中占有一席之地,提高企业的核心竞争力是不可或缺的,是企业长期发展的必由之路。烟台市属于三线沿海城市,国民经济等诸多方面都取得了长久快速健康的发展,社会结构趋于合理,居民素质得到提高,生活质量不断改善,城市基础设施建设日益完善,环境空气质量也较高。房地产行业有其自身特点,在目前国家对房地产调控政策不会松动的形势下,房地产毫无疑问面临洗牌的考验,如何提高企业的竞争力,使房地产企业在不利的形势下生存发展,是我们当前需要思考并迫切解决的问题。本文以烟台市房地产为研究对象,分别从产业和企业两个视角对烟台市房地产进行竞争力分析。主要思路是从产业层面出发,运用投入产出理论分析与烟台市房地产关联密切的产业。并在此基础上,从具体企业着手,寻找影响烟台市房地产产业竞争力的重要因素。本文首先阐述了相关理论综述,简要介绍房地产企业的含义、特征、经济地位及作用,明确了竞争力的概念及关系,阐明了投入产出表编制原理及模糊综合评价方法。其次,对烟台市房地产企业发展现状进行研究,简要介绍烟台市房地产业发展历程,运用统计数据客观反映当前烟台市房地产运行经济形势,并从取得的成就和面临的问题两方面着手。再次,从产业视角出发,对烟台市房地产产业进行竞争力分析。先从山东省投入产出表中拆分出烟台市投入产出表,并根据统计数据,对数据进行修正得到2013年烟台市投入产出表,在此基础上根据投入产出模型,对烟台市房地产进行深入分析,找出与烟台市房地产产业关联密切的产业和烟台市产业的波及效应,进而分析烟台市房地产产业的竞争力。最后,在分析烟台市房地产产业竞争力的基础上,从企业视角着手,以两家烟台市房地产企业为例,分析房地产企业的竞争力影响因素。最终得出结论。本论文意在通过投入产出方法、AHP评价法等诸多手段,从产业层面和企业层面对烟台市房地产竞争力进行分析研究,发现问题和不足的同时,希望对烟台市房地产企业今后的发展提出了指导性建议,有利于烟台市房地产企业保持长期竞争优势、有利于整个房地产行业的良性发展,同时也能为政府做决策提供一定的理论参考,维护烟台市整个房地产市场的良好氛围,带动其他行业经济的快速发展,促进整个国民经济稳步可持续发展。更多还原

【Abstract】 In recent years, the real estate industry of China has become an integral part and an important element in the pillar industry of the national economy, and its state is rising in the national economy. With the pace of urbanization is accelerating, economic strengthen is more and more powerful. Meanwhile, some foreign companies seize the opportunity to enter the Chinese real estate market. China promulgates the real estate control policies under an increasingly competitive background, for Chinese local companies, this is a huge impact and challenge. The enterprises want to prolong the survival cycle and occupy an important position. It is indispensable to improve the core competitiveness of enterprises. This is the route that must take the long-term development of the enterprise. Considering Yantai is a three-line coastal city, many aspects of the national economy have a long-term and healthy development, social structure is more reasonable, quality of residents is improving, quality of life is better, infrastructure is complete, environmental quality is also high. The real estate industry has its own characteristic. In the current situation, that national policy on real estate regulation will not loosen, there is no doubt that the real estate companies face challenges. We should think carefully how to improve the core competitiveness of companies and make sure companies can survive under adverse circumstances.This paper takes Yantai real estate as the research object, analysis the competitive of Yantai real estate from two aspects, industry and enterprise. The main idea of this paper is to start from the aspect of industry, uses the input-output theory to analysis some industries which are related to real estate of Yantai closely. And on this basic, this paper introduces the micro enterprises, finds the important factors which influence the Yantai City real estate industry competitiveness. Firstly, this paper introduces elaborated the correlation theories summary, briefly introduces the meaning, the characteristics, economic status and role of real estate enterprises, illustrates the input-output table establish principle and the fuzzy synthetic evaluation method. Secondly, this paper studies the Yantai present situation of the development, briefly introduces the history of real estate industry in Yantai, and reflects the current real estate economic situation by using statistical data, and analysis the achievement and problem of the real estate industry of Yantai. Thirdly, this paper studies the competitiveness from the view of industry. We should make the input-output table of Yantai which is separated from the input-output table of the province of Shandong, and revise according to the statistical data, in the end, we get the input-output table of Yantai in 2013. And then we analysis the real estate industry of Yantai deeply according to the input-output model, find some industries related to the real estate and industrial rippling effect, futher analysis the competitiveness of Yantai real estate industry. Finally, this paper proceeds from the perspective of enterprise based on the competitiveness of real estate industry, takes a real estate enterprise in Yantai for example, and analysis influence factors of competitiveness of real estate enterprises, and then makes a conclusion.This paper wants to analysis the competitiveness of the real estate industry in Yantai by the method of input-output theory and AHP, and so on, and from both macro and micro perspective. We can find some problems and deficiencies. I hope that can make some guidance suggestions for the real estate enterprises of Yantai in the future, and can keep long-term competitive advantage for the real estate enterprises, and can be the best to healthy development of the entire real estate industry, meanwhile, this can provide some available theoretical reference for government decision making, and can maintain good atmosphere for the entire real estate market, and can promote the rapid development of other sectors of the economy, and can promote sustainable economic development.更多还原