【作者】 刘爽；

【导师】 辛本禄；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 我国房地产业的发展始于20世纪90年代,至21世纪初期,随着行业在国民经济中的地位不断提升,房地产业进入了快速发展通道,随之发展壮大的多个地产企业开始全国布局,并迈入规模化发展阶段。在近几年行业发展过程中,随着房地产市场出现了过快过热的增长,国家制定了“房住不炒”的宏观发展理念,各地方政府也在局部市场进行常态化的微观调控,这就要求每个企业的发展战略需要进行快速更新迭代。我国下阶段房地产市场的要求是继续稳地价、稳房价和稳预期,确保房地产开发投资和销售价格不会出现大起大落,对此,本文从政策调控下的行业发展现状,到现阶段的各房地产企业发展特点,结合当前地域分化发展趋势,为目标企业的下阶段战略选择提供指导意见。本次研究的目的是基于当前市场形势和行业发展现状,运用访谈法、个案研究法、文献分析法等,为保利地产控股集团长春公司找到下阶段发展战略方向。论文的研究过程中,会依托于国内外房地产行业的发展研究和企业战略选择,通过剖析中国房地产行业的发展现状,结合房地产相关理论知识和战略管理理论,对面临的问题进行分析并陈述,并最终制定有效的战略实施计划和保障措施。首先,文章在分析长春公司的基本情况之后,会明确提出长春公司在行业中的相似点和差异点,并深度剖析长春公司的现状问题,为战略选择提供基础参考。其次,文章会逐一分析保利地产长春公司的内、外部环境。在外部环境方面,着重分析政治、经济、社会人文、技术等层面的情况;在中观环境分析方面,着重分析三级市场的供、求、价表现,进而厘定市场容量;在内部环境方面,着重分析组织架构、企业文化和管理能力等方面的优势和不足。通过内外部环境分析,本文进一步明确企业的优势、劣势、机会和威胁,进而利用SWOT模型细致有序的价值分析,推导出适合公司的发展战略方向。再次,在发展战略选择上,本次研究将利用定量战略模型计算得出优势战略方向,即初步拟定长春公司的发展总体战略为密集型发展战略,下阶段公司需要将业务重心放在优质产品持续输出和特色服务的提供上。最后,依托公司的发展战略选择,进一步详细阐述长春公司的具体战略实施计划,即长春公司要成为以满足购房者价值需求为导向的不动产开发商,持续深耕优势版块,并优化服务力;同时,在保障措施方面,长春公司要持续优化人力资源,建立产品标准化,提供智能化服务管理,并实现降库存增效益的目标。本文通过研究生阶段的学习,结合日常工作经验的积累,基于理论与实际相结合的研究态度,针对房地产企业在地区的发展战略进行研究探讨,并为长春公司下阶段发展战略提出可行性建议。在使用理论模型分析过程中,已严格按照客观公正、分级评比等原则,确保数据和信息的准确性。论文旨在提供一个相对简单有效的方法,尝试建立系统的分析体系,来完善城市开发公司的战略选择提供有效工具。论文在完成理论和执行的陈述后,期望对在某个区域进行房地产开发的企业进行战略决策的选择时具有一定的现实意义。更多还原

【Abstract】 The development of China’s real estate industry began in the 1990 s.From the beginning of the 21 st century,with the continuous improvement of the status of the industry in the national economy,the real estate industry entered a rapid development channel,and a number of real estate enterprises began to expand nationwide and entered the stage of large-scale development.In the development process of the industry in recent years,with the rapid and overheated growth of the real estate market,the state has formulated the macro-development concept of "housing,housing and not speculation",and local governments have also carried out normalized micro-regulation in local markets,which requires that each enterprise’s development strategy needs to be updated quickly and iterated.The next stage in our country is the requirement of the real estate market continues to land prices,house prices and stabilizing expectations,to ensure that the real estate development investment and sale price won’t appear ups and downs,to this,this article from the policy under the control of industry development present situation,to the present stage of the development of real estate enterprises characteristics,combined with the current development trend of regional differentiation,for the next stage of the target enterprise strategic choice to provide guidance.The purpose of this study is to find the strategic direction for the development of Poly Real Estate Holding Group Changchun Company in the next stage based on the current market situation and the development status of the industry by using the interview method,case study method and literature analysis method.Thesis research in the process,will rely on the development of the real estate industry at home and abroad research and enterprise strategic choice,through the analysis of China’s real estate industry development present situation,combining with the real estate related theory and strategic management theory,analyzes the problems facing and statements,and ultimately make effective strategy implementation plan and safeguard measures.First of all,after analyzing the basic situation of Changchun Company,the paper will clearly point out the similarities and differences of Changchun Company in the industry,and deeply analyze the current situation of Changchun Company,so as to provide basic reference for strategic choice.Secondly,the article will analyze the internal and external environment of Poly Real Estate Changchun Company one by one.In terms of external environment,it focuses on the analysis of political,economic,social and cultural,technological and other aspects.In the aspect of medium environment analysis,it focuses on the analysis of the supply,demand and price performance of the three-level market,and then determines the market capacity.In terms of internal environment,it focuses on analyzing the advantages and disadvantages of organizational structure,corporate culture and management ability.Through the analysis of internal and external environment,this paper further clarifies the strengths,weaknesses,opportunities and threats of the enterprise,and then uses the careful and orderly value analysis of SWOT model to deduce the development strategic direction suitable for the company.Thirdly,in terms of the choice of development strategy,this study will use the quantitative strategy model to calculate the dominant strategic direction,that is,the overall development strategy of Changchun Company is preliminarily formulated as intensive development strategy,and the company needs to focus on the continuous output of high-quality products and the provision of characteristic services in the next stage.Finally,relying on the company’s choice of development strategy,it further elaborated the specific strategic implementation plan of Changchun Company,that is,Changchun Company should become a real estate developer oriented to meet the value needs of home buyers,continue to deepen the advantages of the sector,and optimize the service force;At the same time,in terms of safeguard measures,Changchun Company should continue to optimize human resources,establish product standardization,provide intelligent service management,and achieve the goal of reducing inventory and increasing efficiency.Based on the research attitude of combining theory with practice,this paper studied and discussed the regional development strategy of real estate enterprises through the study of postgraduate stage,combined with the accumulation of daily work experience,and put forward feasible suggestions for the development strategy of Changchun Company in the next stage.In the process of using theoretical model analysis,we have strictly followed the principles of objectivity and fairness and grading evaluation to ensure the accuracy of data and information.This paper aims to provide a relatively simple and effective method,trying to establish a systematic analysis system,to improve the urban development company’s strategic choice to provide effective tools.After the completion of the theory and implementation of the thesis,it is expected to have a certain practical significance for the choice of strategic decisions of real estate development enterprises in a certain area.更多还原