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论文编号：	10281
作者编号：	2220160824
上传时间：	2018/12/5 17:04:48
中文题目：	新疆中鼎盛业房地产评估咨询公司发展战略研究
英文题目：	Strategic Research on the Development of Xinjiang Zhongding Shengye Real Estate Appraisal Consulting Co.,Ltd
指导老师：	林润辉 教授
中文关键字：	新疆中鼎盛业房地产估价公司，战略分析，战略联盟，战略实施
英文关键字：	Xinjiang Zhongding Shengye Real Estate valuation company,strategic analysis,strategic alliance,strategy implementation
中文摘要：	近几十年来，企业外部环境的变化明显地受到了两种历史性力量的支配，一方面经济全球化朝向纵深发展，跨越国家和区域界线的经济活动明显增加，越来越多的企业步入一个以相同的轨道连接的、巨大的经济体系之中；另一方面，现代产业技术革命为企业提供了丰富的技术手段，使之在产品创新、生产过程创新等方面的成果日新月异。经济全球化加快了技术扩散进程，通信和运输技术的发展又促进了经济全球化。这两种力量交织在一起，共同改变着企业的外部环境。近年来房地产估价咨询行业随着城镇化和城市棚户区改造等政策得到了蓬勃发展，但与此同时也面临着国家房地产调控政策加强，棚改政策不确定性增强，大数据、云服务的信息技术逐步向行业内渗透等因素的影响。未来房地产估价咨询行业正面临着深刻的变革。为了获取持久的竞争优势，房地产估价企业需要在战略层面明确企业未来的发展方向和实施要点。本文以新疆中鼎盛业房地产评估咨询有限责任公司（以下简称中鼎盛业公司）为例，运用战略管理的相关理论和经典分析工具，对公司所处的外部环境和内部条件进行了分析，通过SWOT分析发现，当下公司正面临较好的发展机会和重大的发展机遇，但由于公司自身经营范围狭窄，人才不足的情况的限制，公司应选择战略联盟作为快速抓住当前发展机遇以及突破现阶段发展瓶颈的战略选择。本文最后对于如何实施好战略联盟提出了相关的政策建议。本文首先从房地产咨询行业的发展经历和趋势，中鼎盛业公司的发展历史和变化入手，明确论文的选题意义、研究范围、研究方法和研究内容。国内房地产估价企业受到国内经济的“新常态”运行和智能科技应用的影响，行业正在经历着巨大的变革，中小型房地产估价企业的发展面临着巨大的机遇和挑战，从战略层面明确中小型房地产估价企业未来的发展方向和实施要点对于企业持续获取竞争优势具有十分重要的意义。本文通过运用企业战略的相关理论，以中鼎盛业公司为研究案例，就中小型房地产估价企业如何在日益严峻的经济环境，方兴未艾的智能科技中从战略层面明确企业未来的发展方向做出一些探讨，并就企业在多年的市场竞争中所做的公司层面的战略选择做一些分析，着重研究企业为应对当前外部环境的变化所采取的企业战略及措施。相对于其他管理学研究方法，作者认为采用纵向单案例的研究方法最为合适。虽然案例研究有时被诟病为缺乏精确性、客观性和严谨性，但案例研究也因为其丰富的描述和对理论的探索性作用而在社会科学研究中被广泛应用。而且作者作为案例企业的创始人，在数据来源方面也有着先天的优势。第二，通过对相关理论的回顾，梳理总结战略管理研究的基本内容、企业战略的分析工具以及战略联盟的特点和机制。文章首先回顾了战略管理的层次和过程。企业的科层制特点决定了战略可以分为不同的层次，因此，本文从公司层战略、业务层战略和职能层战略对战略管理的层次进行了梳理。其次，本文梳理了战略管理的过程即战略管理的行动阶段或基本步骤，总体而言，战略管理的过程一般分为三个步骤：战略输入、战略规划与战略实施。再次，文章回顾梳理了PEST分析、波特五力模型和SWOT分析等战略工具。虽然今天的商业环境要比这些战略工具创立之时复杂的多，管理者面对的不确定性也要比那个时代更大，但这些分析工具即使在今天仍然能启发管理者的思维，洞见战略的方向。随着互联网、大数据和云计算等信息技术的发展，行业内和行业间战略联盟迅速崛起，成为行业发展的新业态。由此，本文也重点梳理总结了企业战略联盟的相关文献。重点从战略联盟的概念和类型、战略联盟内企业的冲突和协调、战略联盟的价值创造进行了总结和梳理。第三，对中鼎盛业公司的外部环境进行了分析。运用PEST分析方法，从政治、经济、社会和科技四个维度对中鼎盛业公司所处的宏观环境进行分析。发现公司所处的宏观环境正在经历一波新的政策红利期，而信息技术的快速发展也给公司带来了巨大的机遇和挑战。运用波特五力模型，对影响房地产估价行业的五种力量：供方力量、买方力量、新进入者威胁、替代品威胁和竞争对手间竞争强度进行了分析。发现公司所处的房地产估价行业整体进入门槛较低，企业间同质性较高，行业内竞争激烈。通过对乌鲁木齐市52家房地产评估企业的走访和调研，对公司所处的经营环境进行了分析，明确了公司的竞争地位、消费者的构成、公司的信誉和对人才的吸引等因素。发现公司所在的乌鲁木齐市房地产评估企业规模普遍较小，公司属于第二梯队的前列位置，很有希望冲击第一梯队。公司业务范围虽然较窄，但多年的积累使得公司在土地征收和司法鉴定领域拥有广泛的社会网络和较强的竞争力，并积累了一批长期稳定合作的客户。由于公司始终坚持质量立企，信誉立企，公司在乌市当地具有较好的口碑和信誉。但由于公司的业务范围和体量较小，公司对于人才的吸引力还较低，尤其缺少抵押业务专业人才和营销渠道人才。第四，对中鼎盛业公司的内部条件进行了分析。通过对公司的主要资源和能力的梳理和价值链分析的方法，识别出公司的核心能力。经过深入的发掘和梳理，本文对中鼎盛业公司的全部资源和能力组合进行了考察。虽然在房地产估价领域公司的业务属性、经营模式等方面同质性较高，但本文还是发现公司具备独特的组织资源、人力资源、声誉资源和创新资源。在组织资源方面，公司具有正式的企业管理系统，内部管理规范；公司治理状况良好，定期和不定期召开股东会议，与投资者关系融洽，重大决策由董事会全体成员群策群力，避免轻率决策。在人力资源方面，员工组成以本科以及以上学历为主，专业资质率较高；形成了较为系统的员工培训体系，不仅关注员工的专业知识和技能培训，还注重员工的心理压力疏导等项目；公司内员工忠诚度较高，离职率低于同行业平均水平；员工工作态度较为认真负责，有着较强的合作意识。在声誉资源方面，公司的产品——估价报告质量广受认可。在新疆自治区估价报告评审中，2016年为第1名，2017年为第9名，2018年为第2名；公司为新疆房地产估价专业委员会常务理事单位，公司法人为常务副主任。在创新资源方面，公司正着手发展云估价核心技术，是较早地将大数据、云服务应用到估价咨询行业的企业。通过公司独特的资源组合形成了公司的核心竞争力。由于估价咨询类企业与一般的制造类企业的业务模式有着较大的不同。估价咨询类企业属于典型的服务类企业，参考波特的价值链模型，本文构造了估价咨询类企业的价值链模型。通过对中鼎盛业公司进行价值链分析，发现公司的核心竞争力主要表现在三个方面：一是专业技术人员技能优秀，素养较高；二是公司的产品和服务在同行业中属于较高水平；三是公司具备较高的创新应变意识和能力。第五，明确中鼎盛业公司的战略定位和战略选择。基于前文的外部环境分析和内部条件分析，通过SWOT分析框架，将公司的优势、劣势、机会和威胁进行两两组合后发现，公司可以利用外部机会来弥补内部弱点，即通过劣势-机会的战略组合来需求发展的突破。这是因为公司发展的外部环境存在着大量的资产评估机会，但公司专业技术人员不足、资质不足、业务单一的弱点妨碍着它利用这些外部机会。战略联盟是一种有效的途径，通过战略联盟可以帮助企业获取竞争优势；扩大市场份额；获取新的技术和知识；降低经营风险。在充分比较了四种可能的战略选择后，明确了公司应采用合作战略即战略联盟的方式突破现有发展困境。最后，提出了中鼎盛业公司实施战略联盟的建议。在对行业竞争格局和未来发展趋势的总体判断的基础上提出了四个方面的实施策略。一是把握战略联盟的风险因素，以避免在战略联盟的实施过程中丧失核心竞争优势，避免被联盟伙伴并购，避免在合作中收益分配的不公平现象；二是精心挑选联盟伙伴，这需要明确联盟伙伴的标准，全面评价潜在联盟伙伴并需要测试联盟伙伴；三是科学设计联盟契约，需要注意明确联盟目标和战略，共同制定联盟战略，以及要通过“我们的方式”进行战略联盟；四是构建联盟内企业间的互信关系，这要求要建立公平互惠的互利机制，促进联盟内员工的互信，建立全方位的沟通和信息共享机制，依照联盟契约协商解决争议，构建互信评估机制和体系。本文认为，房地产估价行业的低门槛和智能技术的冲击让广大中小型房地产估价企业面临巨大的发展挑战，考虑到房地产估价行业“小、散、弱”的格局将长期存在，未来对于中小型房地产估价企业来说，选择战略联盟，进行优势互补，进行团体作战则是迅速扩大企业经营，快速提升企业实力的一种有效途径。本文对中鼎盛业公司的研究和分析同样对其他中小型房地产估价企业有着重要的借鉴和参考价值。
英文摘要：	In recent decades, the changes in the external environment of enterprises have been clearly dominated by two historical forces. On the one hand, economic globalization has developed in depth, economic activities across national and regional boundaries have increased significantly, and more and more enterprises have stepped in. On the other hand, a huge economic system connected by the same track; on the other hand, the modern industrial technology revolution provides enterprises with a wealth of technical means, making their achievements in product innovation, production process innovation and so on. Economic globalization has accelerated the process of technology diffusion, and the development of communication and transportation technologies has promoted economic globalization. These two forces are intertwined and together change the external environment of the enterprise. In recent years, the real estate appraisal consulting industry has been flourishing with the policies of urbanization and urban shantytowns transformation. However, at the same time it is also facing the strengthening of national real estate regulation and control policies, the uncertainty of urban shantytowns transformation policies, and the information of big data and cloud services technology gradually becomes influential factors penetrating within the industry. The real estate valuation consulting industry is facing profound changes in the future. In order to obtain a lasting competitive advantage, real estate appraisal companies need to clarify the future direction and implementation points of the company at a strategic level. This article takes Xinjiang Zhongding Shengye Real Estate Evaluation Consulting Co., Ltd. (hereinafter referred to as Zhongding Shengye Company) as an example, using the relevant theories of strategic management and classical analysis tools to analyze the external environment and internal conditions of the company, through SWOT The analysis found that the current company is facing better development opportunities and major development opportunities, but due to the narrow scope of the company's own business and the shortage of talents, the company should choose strategic alliances as a quick grasp of current development opportunities and breakthrough development at this stage. The strategic choice of the bottleneck. The paper concludes with relevant policy recommendations on how to implement a good strategic alliance. This paper begins with the development experience and trends of the real estate consulting industry, the development history and changes of Zhongding Shengye Company, and clarifies the significance, research scope, research methods and research contents of the thesis. The domestic real estate appraisal enterprises are affected by the “new normal” operation of the domestic economy and the application of smart technology. The industry is undergoing tremendous changes. The development of small and medium-sized real estate appraisal enterprises faces enormous opportunities and challenges, and the small and medium-sized real estate is defined from a strategic perspective. Valuating the future development direction and implementation points of enterprises is of great significance for enterprises to continuously acquire competitive advantages. Through the application of the relevant theories of corporate strategy, and taking Zhongding Shengye Company as a research case, this paper discusses how small and medium-sized real estate appraisal enterprises can clearly define the future development direction of the enterprise from a strategic perspective in the increasingly severe economic environment and the emerging intelligent technology. And do some analysis on the company-level strategic choices made by the company in the market competition for many years, focusing on the corporate strategies and measures adopted by enterprises to cope with the changes in the current external environment. Compared with other management research methods, the authors believe that the research method using vertical single case is the most appropriate. Although case studies are sometimes criticized for lack of precision, objectivity, and rigor, case studies are widely used in social science research because of their rich descriptions and exploratory effects on theory. And the author, as the founder of the case company, has an innate advantage in terms of data sources. Second, through reviewing relevant theories, it summarizes the basic content of strategic management research, the analytical tools of corporate strategy, and the characteristics and mechanisms of strategic alliances. The article first reviews the level and process of strategic management. The characteristics of the bureaucracy of the enterprise determine that the strategy can be divided into different levels. Therefore, this paper sorts out the level of strategic management from the company level strategy, business layer strategy and functional level strategy. Secondly, this paper combs the process of strategic management, that is, the action stage or basic steps of strategic management. Generally speaking, the process of strategic management is generally divided into three steps: strategic input, strategic planning and strategy implementation. Thirdly, the article reviews the strategic tools such as PEST analysis, Porter's five-force model and SWOT analysis. Although today's business environment is more complex than when these strategic tools were created, managers face greater uncertainty than that era, but these analytical tools can still inspire managers' thinking and insight strategies even today. The direction. With the development of information technology such as the Internet, big data and cloud computing, strategic alliances within and between industries have risen rapidly and become a new format for industry development. Therefore, this paper also focuses on combing the relevant literature of corporate strategic alliances. The focus is on summarizing and sorting out the concepts and types of strategic alliances, the conflicts and coordination of enterprises within strategic alliances, and the value creation of strategic alliances. Third, the external environment of Zhongding Shengye Company was analyzed. Using the PEST analysis method, the macro environment of Zhongding Shengye Company is analyzed from the four dimensions of politics, economy, society and technology. It is found that the macro environment in which the company is located is experiencing a new policy dividend period, and the rapid development of information technology has brought enormous opportunities and challenges to the company. Using the Porter Five Forces model, five forces that influence the real estate appraisal industry: supply side power, buyer power, new entrant threats, threats to alternatives, and competitive strength among competitors were analyzed. It is found that the overall real estate appraisal industry in which the company is located has a low barrier to entry, high homogeneity among enterprises, and fierce competition in the industry. Through the visits and investigations of 52 real estate appraisal companies in Urumqi, the company's operating environment was analyzed, and the company's competitive position, consumer composition, company's reputation and talent attraction were identified. It is found that the Urumqi real estate appraisal company where the company is located is generally small, and the company belongs to the forefront of the second echelon, which is very promising to impact the first echelon. Although the company's business scope is narrow, but the accumulation of many years, the company has a wide range of social networks and strong competitiveness in the field of land acquisition and judicial identification, and has accumulated a number of long-term stable cooperation customers. As the company always adheres to the quality of the enterprise, the credibility of the enterprise, the company has a good reputation and reputation in the local city of Urumqi. However, due to the company's business scope and small volume, the company's attractiveness to talents is still low, especially the lack of mortgage business professionals and marketing channel talents. Fourth, the internal conditions of Zhongding Shengye Company were analyzed. Identify the company's core competencies through a review of the company's key resources and capabilities and value chain analysis. After in-depth exploration and combing, this paper examines all the resources and capabilities of Zhongding Shengye Company. Although the company's business attributes and business models in the field of real estate valuation are relatively homogenous, this paper finds that the company has unique organizational resources, human resources, reputation resources and innovative resources. In terms of organizational resources, the company has a formal enterprise management system, internal management norms; good corporate governance, regular and irregular shareholders meetings, and good relations with investors, major decisions by the board of directors to work together to avoid rash decisions. In terms of human resources, the employees are mainly undergraduate and above, with high professional qualification rate; a relatively systematic staff training system is formed, which not only pays attention to employees' professional knowledge and skills training, but also pays attention to employees' psychological stress and other projects; The loyalty of employees in the company is relatively high, and the turnover rate is lower than the average level of the same industry; the employees' work attitude is more serious and responsible, and they have a strong sense of cooperation. In terms of reputation resources, the quality of the company's products, valuation reports, is widely recognized. In the evaluation of the evaluation report of Xinjiang Autonomous Region, it was the first place in 2016, the ninth place in 2017, and the second place in 2018; the company is the executive director unit of Xinjiang Real Estate Appraisal Committee, and the company legal person is the executive deputy director. In terms of innovative resources, the company is embarking on the development of cloud valuation core technology, which is the early application of big data and cloud services to the valuation consulting industry. The company's core competitiveness is formed through the company's unique resource portfolio. Because the valuation consulting companies and the general manufacturing companies have a big difference in business models. The valuation consulting enterprise belongs to the typical service enterprise. With reference to Porter's value chain model, this paper constructs the value chain model of the valuation consulting enterprise. Through the value chain analysis of Zhongding Shengye Company, it is found that the core competitiveness of the company is mainly manifested in three aspects: First, professional technicians have excellent skills and high quality; second, the company's products and services are higher in the same industry. The third level is that the company has a high sense of innovation and ability. Fifth, clarify the strategic positioning and strategic choice of Zhongding Shengye Company. Based on the previous external environment analysis and internal condition analysis, through the SWOT analysis framework, the company's strengths, weaknesses, opportunities and threats are combined and found that the company can use external opportunities to compensate for internal weaknesses, that is, through the disadvantage-opportunity strategy. Combine the breakthroughs in demand development. This is because there are a large number of asset evaluation opportunities in the external environment of the company's development, but the company's lack of professional and technical personnel, insufficient qualifications, and a single business weakness hinder its use of these external opportunities. Strategic alliances are an effective way to help companies gain competitive advantage through strategic alliances; expand market share; acquire new technologies and knowledge; and reduce operational risks. After fully comparing the four possible strategic choices, it is clear that the company should adopt the cooperation strategy, namely strategic alliance, to break through the existing development dilemma. Finally, the proposal of Zhongding Shengye Company to implement strategic alliance was put forward. Based on the overall judgment of the industry competition pattern and future development trends, four implementation strategies are proposed. First, grasp the risk factors of strategic alliances to avoid losing core competitive advantages in the implementation of strategic alliances, avoid mergers and acquisitions by alliance partners, and avoid the unfair distribution of income distribution in cooperation; second, carefully select alliance partners, which needs to be clear The standards of alliance partners, comprehensive evaluation of potential alliance partners and the need to test alliance partners; the third is the scientific design alliance contract, need to pay attention to clear alliance goals and strategies, jointly develop alliance strategy, and carry out strategic alliance through "our way"; Building a mutual trust relationship among enterprises within the alliance requires establishing a fair and mutually beneficial mutual benefit mechanism, promoting mutual trust among employees in the alliance, establishing a comprehensive communication and information sharing mechanism, resolving disputes in accordance with the alliance contract negotiation, and constructing a mutual trust evaluation mechanism and system. This paper believes that the low threshold of real estate appraisal industry and the impact of smart technology make the large and medium-sized real estate appraisal enterprises face enormous development challenges. Considering that the real estate appraisal industry will be “small, scattered and weak”, the future will exist for small and medium-sized real estate. For valuation companies, choosing strategic alliances, complementing each other's strengths, and conducting group operations are an effective way to rapidly expand business operations and rapidly improve the strength of enterprises. The research and analysis of Zhongding Shengye Company in this paper also have important reference and reference value for other small and medium-sized real estate appraisal enterprises.
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