【作者】 王海涛；

【导师】 陈丹；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 房地产作为国民经济中一个重要的行业,被越来越多的关注。也由于其曾经的“暴利”时代,越来越多的企业在这个过程中不断发展壮大,或是不断有新的企业进入。但是由于国家政策的不断变化,以及房地产企业之间竞争的不断加剧,房地产行业逐渐从“黄金时代”过渡到“白银时代”,房地产市场也正在由“卖方市场”向“买方市场”转变,即购房者成为市场的主导,这就对房地产企业提出了更高的要求,如何吸引购房者,如何保证企业的合理利润,如何在与同行业的竞争中占得先机,成为当下房地产企业共同的课题。通过对全国知名房地产开发公司优势及其竞争战略选择的研究,发现不同的企业,其特点及发展战略不同,对于竞争战略的选择也就各不相同,而企业发展的速度也有明显差异。很多企业快速发展,而有些企业则停滞不前。那么认清企业的核心优势,并结合市场需求,找出最适合自身的竞争战略,就成为企业发展非常关键的问题。所以,通过对全国的知名开发商做出分析,总结出不同房地产开发商的特点,分析其他开发商如何利用自身优势在济南发展速度较快的原因；同时对济南绿城本身进行分析,并结合绿城自身的发展状况,找出济南绿城目前的发展定位,并根据与其他开发商的比较,找出可以借鉴的案例和方向,制定适合的竞争战略。论文将主要采用比较研究法和案例分析法,站在全国范围的视角对标竞争对手,在落位至区域公司,通过与其他开发商的比较,并结合自身发展过程中的成功案例,以及其他开发商中关联度较高且具有借鉴价值的成功案例作为参考。在分析过程中,运用PEST模型、波特五力模型、SWOT分析等战略分析工具,对企业所处的内外部环境进行分析,得出相应结论。最终,通过综合分析,对济南房地产市场的研究、对济南绿城发展的研究、对其他开发商发展模式和竞争战略选择的研究,找出适合济南绿城的竞争战略,为济南绿城的快速发展提供建议。更多还原

【Abstract】 Real estate as an important industry in the national economy, is more and more attention. Also due to the "huge profits" era, more and more enterprises in the process of continuous development and expansion, or continue to have new business into. However, due to the continuous changes in national policy, and the growing competition between real estate enterprises, the real estate industry gradually from the "golden age" to "Silver Age", the real estate market is from "the saler’s market" to "buyer’s market".That property buyers become the dominant market, this is the real estate business to put forward higher requirements, how to attract buyers, how to ensure that the reasonable profit, and how to compete in the same industry, the company has become a common issue of real estate companies.Through the research on the advantages of the national real estate development company and the choice of its competitive strategy, we find that different enterprises have different characteristics and different development strategies, and the choice of the competitive strategy is different, so the speed of the development of enterprises is also different. A lot of companies are developing fast, while some companies are still remaining stagnant. So recognize the core strengths of the enterprise, and combined with market demand, to find the most suitable for their own competitive strategy, becomes a very important issue for the development of enterprises.So, through the analysis of the national famous developers, summed up the characteristics of different real estate developers, analysis of other developers how to use their own advantages in the development of Ji’nan Province, the reasons for the rapid development of Ji’nan city itself, and combined with the development of green city, find the current development of Ji’nan Greentown, and compare with other developers to find out the case and direction, to develop a suitable competitive strategy.Paper mainly uses comparative research method and case analysis method, standing in a nationwide perspective bench marking competitors, in the fall to regional companies, by comparison with other developers, and combined with the successful case in the course of its development, and other developers with a high degree of relevance and with reference value of successful cases as a reference. In the analysis process, using PEST model, Porter’s five forces model, SWOT analysis and other tools of strategic analysis, carries on the analysis of internal and external environment of the enterprise, draw the corresponding conclusion.Finally, through comprehensive analysis of the Jinan real estate market research, the development of Jinan Greentown research, the development of other models and competitive strategy for the development of strategic choice, find a suitable strategy for the rapid development of Jinan Greentown.更多还原