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论文编号：	11906
作者编号：	2320180751
上传时间：	2020/8/6 10:47:25
中文题目：	天津YX房地产公司竞争战略研究
英文题目：	Research on Competitive Strategy of Tianjin YX Estate Company
指导老师：	武立东
中文关键字：	竞争战略；中、小型房地产公司；PEST分析；SWOT分析；QSPM分析
英文关键字：	Competitive Strategy; Small And Medium Real Estate Companies; PEST Analysis；SWOT Analysis; QSPM Analysis
中文摘要：	中国房地产业向来都是国家的支柱行业，对国民经济起到很强的带动作用。中国房地产市场经历了20多年的高速发展，期间经历过多次波动，国家也进行了多伦调控，行业在越发成熟。在“房住不炒”的大背景下，近年的房地产调控政策有效抑制了投资和投机需求，加之金融去杠杆，货币政策对房地产行业趋紧，房地产企业的资金压力愈发凸显。当下房地产市场分化明显，大型房地产开发公司有足够的实力去应对这些变化，而对于大部分中、小型房地产公司来说可谓如履薄冰，他们获取资金和土地的难度越发明显，生存空间被不断挤压，迫使大量中小型房企退出市场。 本文的研究对象YX房地产公司是比较典型的中小型房地产开发企业。面对当前房地产市场的整体现状，企业自身实力偏弱，开发水平一般，管理水平不高，营销水平落后等问题，YX房地产公司应该如何制定相适应的发展战略？是其当前亟待解决的首要问题。 笔者通过整理YX房地产公司的非公开资料，并采用案例分析法、文献研究法等理论方法，运用PEST、五力模型的工具对YX公司企业环境进行了分析。然后运用EFE和IFE矩阵、SWOT分析矩阵以及QSPM矩阵进行战略分析与选择，得出了企业应采取集中差异化战略。即放弃商业及写字楼开发，聚焦在武清区还迁房开发及高端商品住宅市场。以产品与服务的高端定位形成差异化，通过完善产品研发流程、提升产品溢价能力、优化全程营销策略作为集中差异化战略实施的路径。并提出了优化人力资源体系、强化企业管理水平及财务保障三方面的保障措施。 本文理论与实践相结合，丰富了战略管理理论相关的研究内容，为我国中小型房地产企业的竞争战略研究提供了可供参考的案例以及可借鉴的经验。
英文摘要：	China's real estate industry has always been the pillar industry of the country, which plays a strong driving role in the national economy. China's real estate market has experienced tremendous development for more than 20 years, it has experienced many fluctuations and the state has conducted many regulations. The industry is becoming more and more mature. In the context of "House is for living, not for hype", the real estate regulation policies have effectively suppressed investment and speculative demand in recent years, coupled with the general trend of financial leverage, real estate enterprises are facing more capital pressure. At present, the real estate market is clearly divided, and the large companies have enough strength to cope with these changes, while for most of the small and medium companies seem to be treading on thin ice. The capital and land disadvantages of medium and small real estate enterprises are more and more obvious, and the living space is constantly compressed. The research object of this thesis is YX real estate company, which is a typical small and medium real estate development enterprise. In the face of the current overall situation of the real estate market, YX real estate company's own weak strength, average development level, poor management level, backward marketing level and other problems, how should it develop appropriate development strategy? This is the most urgent problem to be solved. By sorting out the non-public information of YX real estate company, the author uses the case analysis method, literature research method and other theoretical methods, and uses the tools of PEST and five forces model to analyze YX company. Then the author uses EFE and IFE matrix, SWOT analysis matrix and QSPM matrix to carry out strategic analysis and selection, and concludes that enterprises should adopt a concentrated differentiation strategy, that is, give up commercial and office development, focus on Wuqing district housing development and high-end commercial housing market. With the high-end positioning of products and services to form differentiation, the company should improve the product r&d process, improve the product premium ability, and optimize the whole marketing strategy as the implementation path of the concentrated differentiation strategy. The author also puts forward three safeguards such as optimizing HR system, strengthening enterprise management level and strengthening financial security The combination of theory and practice in this dissertation enriches the research contents related to strategic management theory, and provides a reference case and experience for the competitive strategy research of small and medium real estate enterprises.
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