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论文编号：	11726
作者编号：	2320170394
上传时间：	2020/6/20 5:27:55
中文题目：	LH地产公司产品差异化竞争战略研究
英文题目：	Research on the Differentiation Competitive Strategy of LH Real Estate
指导老师：	李莉
中文关键字：	竞争战略；宏观调控；产品差异化战略；LH地产
英文关键字：	competition strategy; macro-control; differentiation strategy; LH real estate
中文摘要：	近年来，随着我国国民生活水平的提高以及人民对住房需求的增加，房地产行业得到了飞速的发展。房地产行业已经成为我国国民经济的支柱行业，对推动国民经济发展起到积极的促进作用。房地产行业的发展与我国宏观调控有着紧密的联系，国家和地方政府适时根据房地产行业的发展状况，出台一系列的宏观调控措施，十九大以后，中央多次明确指出“房住不炒”的发展理念。《2019年政府工作报告》提出，落实城市主体责任，改革完善住房市场体系和保障体系，促进房地产市场平稳健康发展。房地产开发企业在面临宏观调控和竞争加剧的新形势下，急需进行市场战略部署和竞争战略调整，以便能够适应新形势下经济发展的需要。 文章以LH地产为研究对象，运用PEST分析工具和SWOT分析方法，对LH地产发展的内外部环境、行业竞争态势等方面进行了详细的分析；在此基础上，论文借助定量战略计划矩阵分析工具，在确保LH地产核心竞争力的前提下，确定优先选择差异化竞争战略，并从人力支撑、融资渠道建设、组织实施、品牌塑造和企业文化建设等方面，提出LH地产差异化竞争战略实施的保障举措。 文章研究得出：（1）随着银行贷款紧缩、房地产相关政策收紧、消费者的个性化需求不断增大、部分城市土地供应逐年下降，使得住宅土地供应紧张，受此影响，LH地产的发展面临一定的挑战；与此同时，时逢长三角区域城市群、京津冀一体化和粤港澳大湾区等战略发展的好时机，LH地产也迎来了发展机遇；（2）目前LH地产已开发和运营了近800个住宅项目，商业运营项目达到41个。因此，LH地产具有较强的开发运营能力,该企业的运营能力是其他企业难以模仿和比拟的，对LH自身发展具有一定的价值，该能力也具有稀缺性，能够形成LH地产的核心竞争力；（3）根据定量战略计划矩阵QSPM分析，差异化战略得分为6.5分，成本领先战略得分为5.31分，集中化战略得分为5.04分。在三种竞争战略中，差异化竞争战略得分最高，因此，差异化战略相对来说比较适合LH地产的竞争战略，并重点研究分析了产品差异化战略的实施和保障。
英文摘要：	In recent years, with the improvement of our national living standards and the increase of people's demand for housing, the real estate industry has developed rapidly. The real estate industry has become the pillar industry of our national economy, which plays a positive role in promoting the development of national economy. The development of the real estate industry is closely related to the macro-control of our country. According to the development of the real estate industry, a series of macro-control measures have been introduced by the state and local governments. After the Nineteenth National Congress, the central government has clearly pointed out the development concept of "housing without speculation". The Government Work Report 2019 proposes to implement the main responsibility of the city, reform and improve the housing market system and security system, and promote the stable and healthy development of the real estate market. Under the new situation of macro-control and intensified competition, real estate development enterprises urgently need to carry out market strategy deployment and competition strategy adjustment so as to meet the needs of economic development under the new normal and new situation. This paper takes LH real estate as the research object, uses PEST analysis tools and SWOT analysis methods, makes a detailed analysis of the internal and external environment of LH real estate development, industry competition situation, etc. On this basis, the paper uses quantitative strategic plan matrix analysis tools to determine priority on the premise of ensuring the core competitiveness of LH real estate. Choose differentiated competition strategy, and put forward the safeguard measures of LH real estate differentiated competition strategy implementation from the aspects of manpower support, financing channel construction, organization and implementation, brand building and enterprise culture construction. The paper concludes that: (1) With the tightening of bank loans, the tightening of real estate related policies, the increasing demand of consumers, and the decreasing of land supply in some cities, the development of LH real estate is facing certain challenges; at the same time, it meets the cities in the Yangtze River Delta region. With the integration of cluster, Beijing, Tianjin and Hebei, and the strategic development of Guangdong, Hong Kong, Macao and Dawan District, LH Real Estate also meets the development opportunities; (2) The project development and operation capabilities of LH Real Estate are the core competitive advantages. On the basis of the overall development strategy of LH Real Estate, nearly 800 residential projects and nearly 30 commercial projects have been successfully developed and operated. The development, operation and financial capabilities of LH Real Estate are of great value and scarcity to enterprises, which are difficult to replicate by competitors in the same industry, and have been accumulated by LH Real Estate. According to QSPM analysis of quantitative strategic plan matrix, the differential strategy score is 6.5, the cost leading strategy score is 5.31, and the centralized strategy score is 5.04. Among the three competition strategies, differentiation strategy scored the highest, so differentiation strategy is relatively suitable for LH real estate competition strategy.
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