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论文编号：	12022
作者编号：	2320170684
上传时间：	2020/12/10 12:26:04
中文题目：	ZH房地产企业战略发展模式研究
英文题目：	Study on the Strategic Development Model of ZH Real Estate Enterprises
指导老师：	张国萍
中文关键字：	战略发展模式；房地产；PEST分析；五力模型分析；战略选择
英文关键字：	Strategic development mode; Real estate; PEST analysis; Five forces model analysis; A strategic choice
中文摘要：	过去一年，楼市小周期波动越来越短，房地产行业金融政策空前严厉，资金面大幅收紧，“活下去”成为了年度主题，不断考验着行业内各家房地产企业的拿地、销售、回款、投融资与快速周转能力，再加上疫情影响、国务院设置房企三条红线等措施的出台，更是给房地产市场放出了明确的改革与转型升级信号，各大房地产企业纷纷通过研发、迭代出可以打动、吸引客户的新产品、新体验、新功能方能在行业中有一席之地，业主对产品满意度的期望也在快速持续提升，央视3.15晚会首次曝光房企质量问题，近年来因房地产企业交付品质不达标而导致的投诉事件也不断攀升，种种现象表面，在当下中国经济持续向好的前提下，行业必定要发生深刻的变革。 面对以上背景及新的环境形势和经济发展趋势，本文认为房地产企业应该在从“战略发展模式”方面不断改革、创新，以市场和客户为中心，满足市场经济及行业发展需求，创领行业潮流，通过企业自身战略迭代选择、打造出新的战略发展模式来应对未来发展的不确定性，从而把握市场行业机遇与挑战，走出一条能够适应行业发展、引领行业方向、稳健穿越行业低谷的战略发展模式。 为充分研究ZH房地产企业战略发展模式，本文首先梳理了房地产企业战略发展模式研究的相关理论概述及典型房企发展战略分析；在此基础上，充分运用PEST、五力模型等分析了ZH房地产企业战略发展面临的内外部环境及面对的行业市场竞争压力，通过SWOT分析得出了ZH房地产企业的战略发展方向，提出了ZH企业战略发展的愿景、使命、文化、目标及实施路径和保障举措。 本文根据房地产行业中长期发展趋势分析来看，发现市场深度逻辑已经发生重大变化，房地产行业已经进入下行市场，与此前20多年的上行市场相比，房地产企业的战略发展新模式更应该结合当下行业特征与历史规律，精筑人民美好幸福生活，创领行业改革创新潮流，提前进行战略模式及产业布局，选择适合其发展的战略，通过各职能的战略建设与实施，进而确保ZH房地产企业战略目标的实现，最终以ZH为例，研究出一套适合当下房地产企业战略发展的新模式。
英文摘要：	In the past year, the housing of small cycle more and more short, the real estate industry an unprecedented severe financial policy, financing area sharply tighten, "live" became the annual theme, testing the industry of the land, the sale of real estate enterprises, debt collection, investment and financing and ability of rapid turnover, coupled with the outbreak and the State Council set up enterprise, three red line, but also to the real estate market released the reform and the transformation and upgrading of the signal, each big real estate companies through the research and development, the iteration can be moved, attract customers of new products, new experiences, new features will have a place in the industry, Owner expectations of the product satisfaction is rapidly rising, CCTV 3.15 party exposure enterprise quality problem, for the first time in recent years because of the real estate enterprise delivery quality is not up to standard and lead to complaints is also rising, surface of this kind of phenomenon, in the present China's economy continued to good premise, the industry is bound to occur profound changes, as has a huge financial attributes of the people's livelihood industry is bound to play a greater political and economic significance. Face a bove the background and the new environment situation and trend of economic development, this paper argues that the real estate enterprise should be from the aspects of "strategic development pattern" continuous reform and innovation, to market and customer as the center, meet the demand of market economy and industry development, and led the industry trend, through their own strategic choice of the iteration, create new strategic development model to deal with the uncertainty of future development, industry to grasp the market opportunities and challenges, out of a can adapt to industrial development, leading the industry direction, robust across the sector trough of the mode of strategic development. In order to fully study the strategic development mode of ZH real estate enterprises, this paper firstly summarizes the relevant theoretical overview of the research on the strategic development mode of real estate enterprises and analyzes the development strategies of typical real estate enterprises. On this basis, fully USES such as PEST, five model to analyze the useful real estate development of the enterprise strategy facing the internal and external environment and industry facing the market competition pressure, through the SWOT analysis it is concluded that the useful strategic development direction of the real estate enterprises, put forward some useful enterprise strategic development vision, mission, culture, objectives and implementation measures and guarantee measures. According to the real estate industry long-term development trend analysis, found that the depth of the market logic major changes have occurred, the real estate industry has entered a downward market, compared with the upward market after more than 20 years, the new development model of real estate enterprise's strategy should be combined with the industry characteristics and history, build fine people happy good life, a leading industry innovation trend, ahead of the strategic mode and the industry layout, choosing suitable to the development of strategy, the construction of the functional strategy and implementation, and ensure the useful property to achieve the goals of enterprise strategy, the final useful, for example, A new model suitable for the strategic development of real estate enterprises is studied.
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