【作者】 邓伟；

【导师】 陈明；

【作者基本信息】 江西财经大学 ， 工商管理， 2019， 硕士

【摘要】 房地产业在中国国民经济中发挥着重要作用。它对推动中国经济发展也起着重要作用。近年来,政府部门的连续政策干预可能是大型房地产公司的一种获利机会。它利用独特的资本和规模优势进行横向和纵向扩展,实现资源的合理整合。对于中小企业而言,在复杂多变的市场环境中,根据自身条件,制定适当的发展战略尤为重要。在中国,房地产公司的战略管理仍然是块全新的领域,房地产开发商面临着较为恶劣的市场竞争。不可预测的供求关系,复杂多变的社会政治和经济形势以及不断扩大的经营,随着业务范围和日益复杂的内容,管理重点将转向战略管理。当今社会,我国房地产市场运行规律的理论研究普遍分散,缺乏系统,也缺乏全面的理论分析框架。所以,企业要充分考虑存在的各种内外因素,从而制订公司的发展战略问题。而通过确定公司采用哪些策略与竞争对手竞争并探索实现最佳分配的结构平衡,这是解决上述问题的更好方法。它在房地产领域也发挥着重要作用。因此,本文第一章从绪论开始,主要介绍研究背景和意义;从企业战略管理和房地产企业研究两个方面回顾相关理论;说明了本文的研究内容和方法。第二章对房地产企业外部环境进行分析,首先是房地产企业分析,其次是行业环境分析,最后是对房地产外部环境要素进行系统评估。第三章对江西H房地产公司的内部环境进行分析。首先,简要介绍江西H房地产公司,再分析江西H房地产公司的内部资源分析,最终对江西H房地产内部情况进行系统评估。在此基础上展开第四章,讨论江西H房地产公司竞争战略的制定。首先分析江西H房地产公司的优、劣势,包括机遇和威胁等,得出QSPM矩阵;提出江西H房地产公司的战略定位和战略目标,制定竞争战略。然后,对江西H房地产公司竞争战略进行分析,最终提出制定江西H房地产公司差异化战略的可行性。第五章提出江西H房地产公司竞争战略的实施和保障措施,并具体探讨了江西H房地产公司竞争战略的实施步骤、实施措施以及实施竞争战略的保障措施。第六章是结论及展望。通过对江西H房地产公司发展战略的研究,希望江西H房地产公司能实现远大的目标,这对提升集团竞争力,创造持久的竞争优势具有重要的现实意义。相信也将对其他房地产中小企业的发展提供一定的借鉴意义。更多还原

【Abstract】 Real estate industry plays an important role in China’s national economy.It also plays an important role in promoting China’s economic development.In recent years,continuous government policy intervention may be a profit opportunity for large real estate companies.It makes use of its unique capital and scale advantages to expand horizontally and vertically,and realizes the rational integration of resources.For small and medium-sized enterprises,in the complex and changeable market environment,according to their own conditions,it is particularly important to formulate appropriate development strategies.In China,the strategic management of real estate companies is still a brand-new field,and real estate developers are facing worse market competition.With the unpredictable supply and demand relationship,the complex and changeable social,political and economic situation and the ever-expanding operation,with the scope of business and increasingly complex content,the focus of management will shift to strategic management.In today’s society,the theoretical research on the operation law of the real estate market in China is generally scattered,lacking in a systematic and comprehensive theoretical analysis framework.Therefore,enterprises should fully consider the various internal and external factors to formulate the development strategy of the company.In addition,it is a better way to solve the above problems by determining which strategies companies adopt to compete with competitors and exploring the structural balance of optimal allocation.It also plays an important role in the field of real estate.Therefore,the first chapter of this paper begins with the introduction,mainly introducing the research background and significance;reviewing the relevant theories from two aspects of enterprise strategic management and real estate enterprise research;and the research content and methods of this paper.Then the second chapter analyses the external environment of real estate enterprises,first is the analysis of real estate enterprises,secondly is the analysis of industrial environment,and finally is the systematic evaluation of the external environment elements of real estate.In the third chapter,the internal environment of Jiangxi H Real Estate Company is analyzed.Firstly,it briefly introduces Jiangxi H Real Estate Company,and then analyses the internal resources of Jiangxi H Real Estate Company.The final evaluation is the systematic evaluation of the internal situation of Jiangxi H Real Estate.On this basis,the fourthchapter,Jiangxi H Real Estate Company competitive strategy formulation,first of all,Jiangxi H Real Estate Company’s strengths and weaknesses,in addition to the analysis of opportunities and threats,and get the QSPM matrix;put forward the strategic positioning and strategic objectives of Jiangxi H Real Estate Company,formulate the competitive strategy.Then,the analysis of Jiangxi H Real Estate Company’s competitive strategy finally puts forward the feasibility of formulating Jiangxi H Real Estate Company’s differentiation strategy.Therefore,the fifth chapter puts forward the implementation and safeguard measures of Jiangxi H Real Estate Company’s competitive strategy,and puts forward the implementation steps of Jiangxi H Real Estate Company’s competitive strategy and the specific implementation measures of Jiangxi H Real Estate Company’s competitive strategy.And the implementation of Jiangxi H Real Estate Company’s competitive strategy safeguards.Finally,the sixth chapter is the conclusion and outlook.Through the research on the development strategy of Jiangxi H Real Estate Company,we hope that Jiangxi H Real Estate Company can achieve its great goal,which is of great practical significance to enhance the competitiveness of the group and create lasting competitive advantages.It also has certain reference significance for the development of other small and medium-sized real estate enterprises.更多还原