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论文编号：	10826
作者编号：	2120163003
上传时间：	2018/12/13 23:45:39
中文题目：	FL地产公司长租公寓的战略研究
英文题目：	Research on the strategy of long-term rental apartment of? FL real estate company
指导老师：	戚安邦
中文关键字：	长租公寓；战略管理；竞争优势；成本领先；环境分析
英文关键字：	Long-term rental apartment, Strategic management, Competitive advantage, Cost?leadership，Environmental analysis
中文摘要：	我国长租公寓行业发展目前处于起步阶段，行业集中度和进入门槛相对较低，发展空间巨大，吸引了房地产公司、中介机构、酒店企业、大型国企进入长租公寓行业抢夺资源，占领市场。对FL地产公司长租公寓公司来说，如何确定未来发展目标，如何以打造品牌抢占市场为核心，如何扩大规模、保持竞争优势，已经上升到公司的战略高度。 本文以FL地产长租公寓公司为例，对其发展的各个阶段采取的战略进行研究，提出适合的战略。在公司发展初期，重点要采取成本领先的竞争战略。当公司发展到一定程度时，纵向战略采用纵向一体化战略。当FL地产长租公寓公司在行业发展壮大后，采取价值创新战略主要集中在客户增值服务。 本文主体部分依据企业战略管理的过程理论，采用企业战略管理理论分析工具PEST和波特的五力分析模型，对FL地产长租公寓公司所处的外部环境进行分析，运用经营模式的构成理论、价值链理论、核心能力与战略资源理论分析其内部环境的独特性，结合内外部环境因素，进行SWOT分析，形成SWOT矩阵，由上述全面的分析，得出了FL地产长租公寓公司的总体战略，确定了公司在发展中的各阶段采取的战略。发展初期公司采取成本领先的竞争战略；中期纵向战略采用纵向一体化战略；成熟期，采取价值创新战略，持续保持领先地位及可持续性。最后从FL地产公司及长租公寓公司的组织，制度流程文化，人财物，创新四个层面采取措施，确保FL地产长租公寓公司的战略方案的实施。 本文通过对FL地产公司长租公寓的战略进行研究，对于其根据行业外部环境及自身独特的战略资源及核心能力去选择适合其发展方向的战略提出了有价值的建议，具有实战指导作用。同时可供行业内其它房地产公司长租公寓和新创业长租公寓公司制定和实施公司发展的战略参考和借鉴。图13幅，表7个，参考文献35篇。
英文摘要：	At present, the development of China's long-lease apartment industry is in the initial stage, with relatively low industry concentration and entry threshold and huge development space, which attracts real estate companies, intermediary agencies, hotel enterprises and large state-owned enterprises to enter the long-lease apartment industry to grab resources and occupy the market.FL real estate company long rental apartment company, how to determine the future development goals, how to build a brand to seize the market as the core, how to expand the scale, maintain competitive advantage, has risen to the strategic height of the company. In this thesis, FL real estate long lease apartment company as an example, the development of its various stages of the strategy to study, put forward the appropriate strategy.In the early stage of the company's development, the focus should be to take the cost - leading competitive strategy.When the company develops to a certain extent, vertical strategy adopts vertical integration strategy.FL real estate long lease apartment company in the industry after the growth of the value innovation strategy is mainly focused on customer value-added services. This thesis main body part based on the theories of strategic management process, the enterprise strategic management theory analysis tool PEST and porter's five analysis model, the FL property rent the apartment company external environment analysis, using the structure of the business model theory, value chain theory, core competence and strategic resource theory to analyze the internal environment of the uniqueness, combined with the internal and external environmental factors, SWOT analysis, the formation of SWOT matrix, by the above comprehensive analysis, obtains the FL property rent the apartment of the company's overall strategy, determine the company in the stages in the development of strategy.In the early stage of development, the company adopts the competitive strategy of leading cost;The medium-term vertical strategy adopts the vertical integration strategy;Mature period, adopt value innovation strategy, continue to maintain the leading position and sustainability.Finally, measures are taken from four aspects: FL real estate company and long-term rental apartment company organization, system process culture, human and financial resources, and innovation to ensure the implementation of the strategic plan of FL real estate long-term rental apartment company. This thesis studies the strategy of FL real estate company to rent apartments for a long time, and puts forward valuable Suggestions for FL real estate company to choose the strategy suitable for its development direction according to the external environment of the industry and its own unique strategic resources and core capabilities, which has practical guidance.At the same time, it can be used as a reference for other real estate companies in the industry to formulate and implement strategies for the company's development.Figure 13, table 7, 35 references.
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