【作者】 刘恒；

【导师】 滕颖；

【作者基本信息】 电子科技大学 ， 高级管理人员工商管理（EMBA）（专业学位）， 2013， 硕士

【摘要】 当今世界,知识经济化,经济全球化,企业的经营环境发生了很大的变化,市场竞争越演越烈,在这种大环境下,一个企业如果没有战略,就像大海中的航船没有灯塔,发展没有方向,前进找不到目标。而且未来企业之间的竞争也将在相当程度上表现为企业战略思维、战略定位的竞争,一个缺乏战略或者战略定位不准的企业,很难在日趋激烈的全球化的市场竞争中取胜。因此,制定和执行正确的企业战略,已经成为决定企业能否立于不败之地、持续发展的关键。企业要生存发展、做强做大、实现可持续发展,就必须深谋远虑,搞好战略定位,明确战略重点,制定战略目标,抓好战略规划,并有效地组织实施。本文从我国中小房地产企业面临着新的战略和经营调整入手,陈述了ABC公司存在的问题,梳理了战略管理研究的发展历程和基本内涵,介绍了战略研究过程中常用的分析工具(方法),并归纳了国内房地产行业的相关研究和研究范式。在此基础上,本文首先采用PEST分析法分析了ABC公司的一般宏观环境,然后分析了房地产行业目前的发展状况、经营环境与竞争环境,总结出ABC公司外部的主要机会和风险,其次从资源和能力两方面分析了企业内部环境,总结出ABC公司内部的主要优势和劣势。第三,在内外部环境的基础上,为企业制定了总体战略规划,并在此基础上又进一步细化为企业的具体战略和策略。最后,本文认为,对ABC公司的战略分析对很多中小房地产公司,甚至其他行业的企业也是一个借鉴。更多还原

【Abstract】 In today’s world, knowledge is of economization, economic is of globalization, great changes have taken place in enterprise management environment, and the market is becoming more and more competitive. Under such circumstances, an enterprise without strategy is just like a ship without a lighthouse, which develops without direction and goes forward without target. And future competition among enterprises will also manifest as the performance of corporate strategic thinking, strategic positioning to a considerable extent. An enterprise without strategy or improper strategic positioning will be very difficult to win in the increasingly fierce global market competition. Therefore, the correct formulation and implementation of corporate strategy has become the key to the impregnable position and sustainable development of an enterprise. Enterprises to survive and develop, expand and achieve sustainable development must forethought, improve strategic positioning, make clear strategic focus and strategic goals, pay effort to the strategic planning, and effectively organize the implementation.This article started from that the small and medium-sized real estate enterprises in our country are facing a new strategic and operating adjustment, then stated the problems of ABC company, combed the development course and basic connotation of strategic management research, introduced the commonly used tools(method) in the study of strategic analysis and summarized the related research and the research paradigm of domestic real estate industry. On this basis, this article first used the PEST analysis method to analyze the general macro environment of ABC company, and then analyzed the current development, the business environment and the competitive environment of real estate industry, summed up the main ABC company’s external opportunities and threats. Secondly, this paper analyzed ABC company’s internal environment from two aspects of resources and the capacity and summed up the main strengths and weaknesses of ABC company. Third, on the basis of the external and internal environment, the paper made the overall strategic planning for ABC company, and on this basis, further refined the specific strategies and tactics for the enterprise.Finally, the author believes that the analysis about ABC company’s strategy is a reference to many small and medium-sized real estate companies, and to other industry enterprises.更多还原