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论文编号：	10209
作者编号：	2220131074
上传时间：	2018/6/11 20:07:45
中文题目：	河北承德红石墅项目差异化战略研究
英文题目：	Study on the Differentiation Strategy of RedStone Villa Chengde
指导老师：	周建教授
中文关键字：	住宅地产、河北承德红石墅项目、差异化战略、创新
英文关键字：	the Real Estate、the Hong Shi Shu project in Chengde、Heibei province、the strategy for differentiation
中文摘要：	摘要自1987年深圳特区土地拍卖会上卖出了新中国第一幅土地之时，我国房地产行业发展的序幕正式拉开了。随着我国经济的飞速发展，房地产市场逐步形成并日益成熟起来，随着房地产市场的发展壮大，它引领其他下游行业飞速成长,带动着整个社会经济一路狂奔。在当前相对成熟、过热并且错综复杂的房地产市场博弈中，如何取得项目的完美收官、将企业和资本的利润最大化，是众多房地产项目面临的主要问题。本文以我源和房地产公司在河北承德的红石墅项目为研究对象,首先分析了当前房地产市场的基本状况，其次使用了SWOT五力模型的分析方法对项目的外部竞争环境、内部环境及核心竞争力进行了细致分析，接下来对红石墅项目的产品进行了市场细分和定位，主要结合了有关资源基础论以及企业差异化战略理论，运用了案例研究方法，对红石墅项目的差异化战略进行了研究，并由此总结出红石墅项目为什么选择差异化战略为最佳竞争战略，从加强项目成本控制，技术创新能力、品牌推广、卓越服务理念实施等方面，实施项目的差异化战略管理。本文不仅对河北承德红石墅项目的定位设计及建设管理过程具有指导意义，而且对其他业内同行的项目定位分析同样具有一定的参考价值，另外通过本课题的研究，完善并检验了作者自身的理论基础与知识结构，对作者今后在其他项目的定位策划工作具有巨大的指导意义。关键词：住宅地产；河北承德红石墅项目；差异化战略
英文摘要：	Abstract Since the bidding finished for the first land use right in the Shen Zhen special area, the prologue of the development of our estate was started to open officially. With the high speed of the development for China economy, the market of the estate was becoming larger and larger, and it lead other related industries grew fast, that made our economy run faster and faster. At this moment, the game of the estate market, which was more mature, hot and complex, how to make the perfect close for the project, make the maximum output for the company and the capital, is the main problem which the estate companies have to face. Based on the research for the Hong Shi Shu project in Chengde, Heibei province, which made by Yuan He estate company , firstly it analyzed the basic situation of the current market of the real estate, then it used the analysis method of the SWOT and “five force” model, to deeply analyze the external competition environment and internal environment of the project and the core competitiveness; after that, make the market segmentation and positioning of the Hong Shi Shu project, mainly combine the theory of the resource-based and the theory of differentiation strategy, use the case study method, study the differentiation strategy application of the Hong Shi Shu project, finally sum up why the Hong Shi Shu project chose the differentiation strategy as the “Right One”. It applied the strategy through the whole project, by the project cost enhancement, the technical innovation, the branding promotion, the implementation of excellent service concept, etc. This article not only to the positioning of the Hong Shi Shu project in the Chengde Hebei province, it has guiding significance to the design and construction management process, but also bring the certain reference value for other industry peers, to make project positioning analysis. In addition, through the study of this subject, it examined the author's own theoretical basis and knowledge structure, it bring huge guiding significance for the author in other project positioning and planning in future. Key Words：the Real Estate；the Hong Shi Shu project in Chengde；Heibei province；the strategy for differentiation
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