【作者】 李卓；

【导师】 张艾莲；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 自改革开放后至今,中国的经济发展获得了高速进步,民众生活质量获得了极大的提升。十三五规划之后,中国逐步迈向“高质量、高标准”的供给侧改革新路线。而作为经济贡献率巨大的房地产行业,同样迎来了新时期发展的新契机。然而,最近几年沈阳市地区的经济发展状况不甚理想,相比于关内很多同级别城市,东北地区显得后劲不足。在现在复杂的经济环境下,房地产开发商需要展开本身评估,挖掘自己的潜力,展开周密的战略规划并运用能够运用的发展机遇,这对于提升企业竞争力十分关键。伯纳乌地产公司坐落于辽宁省沈阳市市,公司业务布局分布在辽宁沈阳市及周边地区,是辽宁沈阳市地区发展较快的本土化房地产企业。为了未来长久立足于房地产市场,提升在市场中的竞争地位,公司必须依托于自身的资源,结合时下公司外部存在的机遇,规避对公司的发展产生的威胁。伯纳乌地产公司面临着空前巨大的竞争挑战,因此,必须重新规划全新的竞争战略。全文以伯纳乌地产公司为研究对象,本文主要脉络如下:首先总结理论基础,包括企业战略、竞争战略、差异化战略以及职能战略的基本内容;然后展开文献的研究,文献综述主要从房地产市场、房地产企业战略选择和房地产企业战略实施三方面展开;在总结出战略管理的理论依据和文献综述之后,分析公司现在尚存的问题,主要有项目土地价值低、资金链安全存在隐患、项目产品类型单一等问题,找到公司竞争战略发展瓶颈的原因,包括融资渠道单一、项目考察评估缺失和市场调研弱等方面。并综合宏观与微观的外部环境和内部环境,宏观环境主要依托于PEST工具展开分析,而微观环境则以波特著名的五力模型展开叙述,并利用SWOT工具得出公司的SWOT矩阵表,做出相应的战略选择;最终完成竞争战略制定,选定差异化战略,对差异化战略展开具体措施叙述之后,开始着重于战略保障措施。伯纳乌地产公司坚持利用差异化产品设计以便提高住宅产品的市场竞争力,包括建筑工程设计、建筑材料采购以及施工质量水平管理等方面,并与建筑材料供应商维持独有、稳定且长期有效的战略伙伴关系,并在市场营销管理中采用差异化的营销战略。在随后的建筑产品交付过程中,财产管理应该有助于提高建筑产品的保费效率以及所有权,而企业的管理服务水平能够提高公司在地产市场的声誉以及知名度。在安全性方面,主要通过企业文化、组织管理、人力资源管理以及信息管理来支撑企业长期的发展,以确保最终达到战略目标。更多还原

【Abstract】 Since the reform and opening up,China’s economic development has made rapid progress,and the quality of life of the people has been greatly improved.After the13 th Five-Year Plan,China has gradually moved towards a new route of supply-side reform of "high quality and high standards".As a real estate industry with a huge economic contribution rate,it also ushered in new opportunities for development in the new era.However,in recent years,the economic development of Shenyang has not been ideal.Compared with many cities of the same level in the pass,the Northeast has insufficient stamina.In the current complex economic environment,real estate developers need to conduct their own assessments,tap their own potential,develop careful strategic planning and use available development opportunities,which are critical to enhancing corporate competitiveness.Bernabeu Real Estate Company is located in Shenyang City,Liaoning Province.The company’s business layout is distributed in Shenyang,Liaoning and its surrounding areas.It is a fast-growing localized real estate company in Shenyang,Liaoning.In order to gain a foothold in the real estate market for a long time in the future and enhance its competitive position in the market,the company must rely on its own resources,combined with the opportunities outside the company nowadays,to avoid threats to the company’s development.Bernabéu Real Estate Company is facing unprecedented competition and challenges.Therefore,a new competitive strategy must be re-planned.The full text takes Bernabéu Real Estate Company as the research object.The main context of this article is as follows: first summarize the theoretical basis,including the basic content of corporate strategy,competitive strategy,functional strategy and differentiation strategy;then start the literature research,literature review mainly from the real estate market,real estate The selection of corporate strategy and the implementation of real estate corporate strategy are carried out in three aspects;after summarizing the theoretical basis and literature review of strategic management,analyze the company’s existing problems,mainly including low project land value,hidden dangers in capital chain security,and single project product type To find out the reasons for the bottleneck of the company’s competitive strategy development,including single financing channels,lack of project review and evaluation,and weak market research.And integrate the macro and micro external environment and internal environment.The macro environment mainly relies on the PEST tool for analysis,while the micro environment is described using Porter’s famous five forces model,and the company’s SWOT matrix is derived using the SWOT tool.Make the corresponding strategic choices;finally complete the formulation of the competition strategy,select the differentiation strategy,and start to focus on the strategic safeguard measures after the specific measures for the differentiation strategy are described.Among them,the strategy formulation of this paper covers the following parts that need to be strengthened: Bernabéu Real Estate Company insists on using differentiated product design to improve the market competitiveness of residential products,including construction engineering design,construction material procurement and construction quality level management,etc.,And maintain a unique,stable and long-term effective strategic partnership with building material suppliers.The company focuses on product brand positioning and adopts differentiated marketing strategies in marketing management.In the subsequent delivery of construction products,property management should help improve the premium efficiency and ownership of construction products,and the level of management services of the company can improve the company’s reputation and visibility in the real estate market.In terms of security,the company’s long-term development is mainly supported through corporate culture,organizational management,human resource management,and information management to ensure that the strategic goals are ultimately achieved.更多还原