BGY集团湖南区域地产发展战略研究

【作者】 张鹏；

【导师】 李怡靖；

【作者基本信息】 昆明理工大学 ， 工商管理（专业学位）， 2018， 硕士

【摘要】 中央通过立足国情和住房政策的实践经验,对住房市场做出了新的科学再定位。围绕着新定位和房地产市场平稳健康发展长效机制,以及充分考虑房地产市场特点,政府深入研究长、短期相结合的长效机制和基础性制度,完善一揽子政策组合,引导投资行为,合理预期,保持房地产市场稳定调整和优化中长期供给体系,实现房地产市场动态均衡。面对政府调控目标不动摇、力度不松劲,以及保持政策的连续性和稳定性,许多大型房地产企业已经开始制定和完善更加贴合政策导向和自身特色的发展战略,寻求新的突破口和经济增长方向。湖南区域作为一家大型民营地产上市企业的全资子公司,自成立以来一直延续集团战略走中国新型城镇化道路,全力把握发展机遇,实现了区域快速发展,在湖南省已经成为行业龙头。随着经营规模的持续扩大,销售业绩的不断提升,对区域自身内部的应变能力也提出了更高的要求。在新的外部宏观环境下湖南区域应当高度重视战略发展的研究,做好区域战略部署,紧跟政策导向,寻找市场机遇,不断发挥自身优势,抵御风险,营造持续增长的发展势头,实现市场号召。本文运用企业战略管理的有关理论,以BGY湖南区域为研究对象,采用PEST分析模型、波特五力模型对该公司的外部环境和内部环境进行了分析,据此提出了打造“长沙+全省区县”的区域新格局,制定了“股东满意,客户愉悦,流程高效,业绩斐然”的战略目标,在此基础上提出了提升品牌优势、加强企业运营管理、全方位助力营销、深耕湖南三、四、五线城市,布局省会长沙的战略实施措施,为湖南区域战略发展提供了参考依据。更多还原

【Abstract】 The central government has made a new scientific reorientation of the housing market through the practical experience of national conditions and housing policies.Around the new positioning and stable healthy development long-term effective mechanism of real estate market,and giving full consideration to the real estate market characteristics,government in-depth study long-term and short-term mechanism and basic system,perfect the package of policies,guide the investment behavior,expect reasonably,keep stable adjustment to real estate market and optimize medium and long-term supply system,to realize the dynamic equilibrium of real estate market.In the face of tighten government regulation goal and efforts,and maintaining continuity and stability of policy,many large real estate enterprises have start to formulate and perfect development strategy which will be more consistent with policy and its own characteristics and be able to seek new breakthrough and growth way.since its establishment,Hunan region company,as a wholly owned subsidiary of a large public private real estate enterprises,has been following the group strategy and China’s new urbanization road,grasping the development opportunities and has achieved rapid development,and has become the industry leader in Hunan province.With the continuous expansion of the operation scale and the increasing sales performance,the strain capacity of the region itself has been required to be stronger.Under the new external macro environment,Hunan region firm should take great attention to the study of strategic development,make appropriate strategy,follow the policies,look for market opportunities,continuously take its own advantages,to resist risks,create a sustained development growth and to enhance the market appeal.This paper uses BGY as an example on the basis of enterprise strategy management to analyze the external environment and internal environment by using PEST and Poter’s Five Forces model and conclude building new pattern of "Changsha+ province county" and setting the strategic target of "shareholder satisfaction,customer delight,process efficiency,outstanding achievement".Based on those,this paper also proposes further improvement of brand advantage,strengthening enterpriseoperation management,supporting marketing in all aspects,deep expansion in three,four,five-line city and layout strategy implementation measures in Changsha,to be as a reference for Hunan regional strategical development.更多还原