【作者】 韩宇；

【导师】 白彦壮；

【作者基本信息】 天津大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 纵观全球,经济缓慢复苏中继续呈分化之势,世界经济增长乏力,中国经济增长换挡,未来经济下行或者放缓的趋势加剧,现阶段企业并不适宜过度投资。房地产发展行业的高峰阶段已经过去,行业发展环境变化巨大,未来的房地产行业已经进入多业态联合开发模式来适应市场环境。从战略管理的角度讲,当前房地产企业经营的核心问题根本在于没有有效找准战略目标及核心策略。TB公司面临市场竞争的风险增加,必须做好应对的措施。本文结合相关战略理论,以TB公司为案例,重点探讨研究TB公司战略规划发展细节,从TB公司经营现状入手,对国家宏观政策、房地产市场进行分析,并针对航空产业的进入做了针对性研究。通过SWOT分析指出了TB公司在发展中存在的主要问题,包括但不限于:公司决策机制僵化、内部运营市场化机制不成熟、航空产业盈利能力薄弱、缺乏投资专业人才等。论文根据市场环境及TB公司经营现状的讨论,加以科学分析和判断制定了TB公司战略总体规划框架。成为空港地区区域融资平台、投资平台、实业经营平台、创业孵化平台和辅助区域开发建设平台的五大主体功能,充分发挥了TB公司的区域优势及自身长处,更体现了希望通过区域发展带动自身发展的进取精神;实现“投资”加“运营”两大核心价值观,二者相互协同发展是支撑TB公司未来发展的关键保障;确立房地产、航空、商贸、其他高新产业四大主营业务板块,打造TB独具特色的业务体系;筹备实施三步走战略,通过精细经营,提高运营质量及效率,为企业战略性区域产业配套打下坚实的基础。在讨论中与TB公司的真实情况相联系连合,需要以策略为基础从时间的层面进行思考,对革新的体系进行深入探讨。并着重对企业的发展战略总体规划及保障优化建议作了较为详细的阐述,包括:实施相关多元化策略,依靠现有资源和现有熟悉行业的认知能力,依托当前主营产业进行相关多元扩张,逐步过渡;加强公司管控,打破原有政企不分、权责不明的旧体制、创新公司激励机制、加强专业人才的引入;组织架构的调整;公司信息化建设的建议;公司品牌化带来的优势,这些保障措施对TB公司进一步的发展都具有现实的指导意义。更多还原

【Abstract】 Around the world,continued a trend of differentiation,slow recovery of world economic growth,China’s economic growth is shifting,intensified the trend of the economic downturn,or slow in the future,at present is not suitable for excessive investment enterprises.Peak phase of the development of real estate industry has in the past,industry development environment changes,the future of the real estate industry has entered into multiple formats joint development mode to adapt to market conditions.From the perspective of strategic management,the core issue of the current real estate enterprises there is no effective alignment with strategic goals and core strategies.Companies are facing increased competition in the market risk of TB,measures must be prepared to deal with.Combining with the relevant strategic theories,to the company as a case of TB,the paper mainly discusses the research company strategic planning and development of TB details,from the current situation of TB company strategy implementation,analysis of national macro policy,the real estate market,and in view of the aviation industry to do the research.Through the SWOT analysis is pointed out that TB in the main problems existing in the development of company,including but not limited to: the company decision-making mechanism,rigid internal marketization of operation mechanism is not mature,the aviation industry profit ability is weak,lack of investment professionals,etc.Paper according to the market environment and the present situation of TB Company to discuss,to scientific analysis,and judgment made the TB corporate strategy planning framework.Become the airport area to invest financing platform,platform and industrial operation platform,business incubation platform and auxiliary area development and construction of the five main body function,give full play to regional advantages of TB company and their own strengths,but also the hope that through regional development drive their own development and enterprising spirit;"Investment" and "run" two core values,the two mutually coordinated development is the key to support the company’s future development of TB care;Establishment of real estate,aviation,business and other high-tech industry four big main business sector,build TB unique business system;In the process of implementation of the three-step strategy,through careful management,improving the quality and efficiency of operations,strategic supporting regional industry to lay a solid foundation for the enterprise.In the discussion in combination with the practical cases of TB company,do stand at the height of strategy from the Angle of time to study the transformation of the mode and means,and focus on the development of the enterprise strategic planning and the optimization Suggestions in detail,including: implementation of the related diversification strategy,relying on existing resources and the existing industry,cognitive ability,based on the current main industry related diversified expansion,gradually transition;To strengthen the company controls,break the old system of original enterprise management,unclear responsibilities,innovative company incentive mechanism,strengthen the introduction of professional talents;The adjustment of organizational structure;Company informatization construction Suggestions;The brand advantage of the company,the guarantee measures for the development of TB company further has the guiding significance of reality.更多还原