【作者】 陈明；

【导师】 高勇；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 随着社会的进步和经济的快速发展,房地产行业正在逐步走向成熟。当前我国在施行“坚持房住不炒”基本定位的宏观背景下,以稳定房地产市场发展,遏制投资投机性需求,确保房屋更多成为居民基本生活保障成为了现阶段我国房地产规划的主旋律。对此政府出台了一系列调控政策促进房地产健康发展,虽然有较强的引导作用,但中小型民营企业所面临的问题不容小觑,一是需要面临疫情原因所带来的重大影响,同时还要面对政府调控所带来的市场压力,二是由于外部环境影响所显露出的企业内部发展持续动力不足、战略规划管理制度不完善、品牌管理不足、制度管理不严以及人力资源不合理等方面的问题也很大程度上遏制了企业保持良好的态势长期发展的需求,对此以长星地产为代表的中小民营企业如何在激烈的市场竞争中抓住机会,实行战略规划,健全管理和运行机制,优化企业内部发展路径成为当前亟需解决的问题。本文把长星地产有限公司作为分析探讨的主要内容,通过采用战略管理相关的理论,结合PEST分析模型,对长星地产发展情况进行概括,针对其在发展经营过程中显露出的问题及原因进行深刻探讨,同时运用SWOT分析模型清晰列举出长星地产所面临的内部优势、劣势以及外部所面临的机会和威胁。基于长星地产在研究现状进程中发现的主要问题,本文选择以扭转型战略作为公司的基本发展战略,但是由于长星地产在行业内的资源优势和建设能力较为突出,房地产市场需求仍有较大空间等原因,在扭转型战略的基础上同时辅以增长型战略作为长星地产长期发展战略规划,在提出战略目标与战略定位的基础上,从增长型、竞争型、支撑型三个方面对战略规划实施过程进行阐述,同时提出战略实施保障措施。本文在运用战略管理相关理论的基础上,紧密结合战略管理方法,采用战略管理工具进行细致分析,同时在实际操作过程中提出了具体的实施方法和保障措施,本文的研究成果为长星地产的发展战略提供了参考价值,也希望在一定程度上为中小民营企业的持续发展提供借鉴意义。更多还原

【Abstract】 With the progress of society and the rapid development of economy,the real estate industry is gradually maturing.At present,under the macro background of the implementation of "adhering to the housing and not speculation",China has decided to stabilize the development of the real estate market,curb the speculative investment demand,and ensure the housing to become the basic living security of residents.In response,the government has introduced a series of regulatory policies to promote the healthy development of the real estate market,Although there is a strong guiding effect,However,the problems faced by small and medium-sized private enterprises should not be underestimated,First,we need to face the significant impact of the causes of the epidemic,At the same time,we should also face the market pressure brought about by the government regulation,Second,due to the impact of the external environment of the internal development of the continuous power,strategic planning management system is not perfect,brand management,system management is not strict and unreasonable human resources and other problems also to a large extent to curb the enterprise to maintain a good situation of the long-term development of the needs,How do the small and medium-sized private enterprises represented by Changxing Real Estate seize the opportunity in the fierce market competition,Implement strategic planning,Improve the management and operation mechanisms,Optimizing the internal development path of enterprises has become an urgent problem to be solved.This paper takes the long star real estate co.,LTD.As the main content of analysis,through the adoption of strategic management theory,combined with the PEST analysis model,summarizes the long star real estate development,for the problems and the reasons,while using the SWOT analysis model clearly lists the long star real estate facing internal advantages and disadvantages and external opportunities and threats.Based on the main problems found in the process of the current research situation,This paper chooses the torsion strategy as the basic development strategy of the company,However,due to the outstanding resource advantages and construction capacity of Changxing Real Estate in the industry,Real estate market demand still has a large space and other reasons,On the basis of the torsion strategy,supplemented by the growth strategy as the long-term development strategy plan of Changxing Real Estate,On the basis of proposing the strategic objectives and strategic positioning,Explain the implementation process of strategic planning from the perspectives of brand,service,organizational structure,human resources,corporate culture,product management,investment layout,land acquisition strength,financing construction,At the same time,we put forward the strategic implementation safeguard measures.This paper research to a certain extent for the sustainable development of small and medium-sized private enterprises,on the basis of using the theory of strategic management,closely combined with the strategic management method,using strategic management tools for detailed analysis,and in the actual process in the concrete implementation methods and safeguard measures,the research results of this paper will provide reference value for the development of long star property strategy.更多还原