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论文编号：	12204
作者编号：	2320180582
上传时间：	2020/12/15 9:52:14
中文题目：	TFZ商业地产公司写字楼租赁业务差异化竞争战略研究
英文题目：	Research on Differentiation Strategy of TFZ Commercial Real Estate Company Office Building leasing
指导老师：	周建
中文关键字：	商业地产；竞争战略；差异化战略
英文关键字：	commercial real estate；competitive strategy；differentiation strategy
中文摘要：	当前来看，我国商业地产现存体量巨大，在年度吸纳水平有限情况下，绝大部分城市均面临较大的库存压力。国内经济增速放缓、中美贸易摩擦、新冠疫情全球爆发蔓延等诸多因素对商业地产的冲击愈发强烈。但与此同时，商业地产也面临潜在的结构性发展机遇，三旧改造与城市更新，从发展前景来看，仍然是商业地产的潜在机会。在企业内部竞争格局愈加清晰的今天，商业地产也将整体进入创新求变的精细化发展时代，越来越多的商业地产企业更加关注商业项目的运营和产品价值提升，以应对互联网浪潮下消费模式的变化，尤其是在后疫情时代，商业地产正面临着新的行业发展格局。 TFZ商业地产公司是天津本地的国有背景政府平台企业，专业从事商业地产开发运作，业务经十余年发展已陷入瓶颈，本文通过分析其发展现状及存在的突出问题，旨在当前经济形势严峻，市场竞争日趋残酷的情况下，企业如何运用自身的优势，克服自身发展的短板与软肋，通过科学合理的业务发展战略解决其写字楼业务发展的长期可持续问题。 本文通过PEST研究法、波特五力模型等战略分析工具与理论对TFZ商业地产公司的内、外部环境进行了分析与讨论，先后从宏观经济形势、行业市场环境、行业竞争情况及TFZ公司的内部资源与能力等方面出发，明确TFZ公司面临的机遇与挑战，最后在SWOT分析法的指导下，对TFZ商业地产公司写字楼业务进行了全方位、多角度的分析与研究，通过多方论证，最后选择差异化战略为TFZ公司写字楼业务的发展战略。以产品服务差异化、品牌营销差异化、业务盈利模式差异化三个方面为差异化战略的具体形态。最后，通过组织结构调整、组织控制机制调整、组织文化调整来保障差异化战略的实施，助力企业业务长远发展，也为类似企业增强企业竞争力提供了借鉴思路。
英文摘要：	At present, China's commercial real estate assets are large in scale, the capability to reduce the stock is limited, and some cities are facing greater inventory pressure. The impact on commercial real estate has become more and more fierceness due to the slowdown in domestic economic growth, trade friction between China and the United States and the spread of the global outbreak of the new crown epidemic. But at the same time, commercial real estate company is also face potential structural development opportunities, “three old “transformation and urban renewal, from the perspective of development prospects, is still a potential opportunity for commercial real estate. In the enterprise internal competition pattern is becoming more and more clear today, commercial real estate will also enter the era of innovation and change of fine development, more and more commercial real estate enterprises pay more attention to the operation of commercial projects and product value promotion, in order to cope with the changes in consumption patterns under the Internet wave, especially in the post-epidemic era, commercial real estate is facing a new industry development pattern. TFZ commercial real estate company is a local state-owned background government platform enterprises in Tianjin, specializing in commercial real estate development and operation, business after more than ten years of development has been caught in the bottleneck, By analyzing of its development status quo and the existence status of outstanding problems, this paper is aimed at solving its office business development long-term sustainable problems in viewing of the current fierceness economic situation, increasing cruel market competition, how to use their own advantages, overcome their own development of short board and weaknesses, through a scientific and reasonable business development strategy. This paper analyzes and discusses the internal and external environment of TFZ Commercial Real Estate Company through PEST research method, Porter Five Force Model and other strategic analysis tools and theories, and from the aspects of macroeconomic situation, industry market environment, industry competition and TFZcompany's internal resources and capabilities, it define the opportunities and challenges faced by TFZ company, and finally, under the guidance of SWOT analysis method, makes a comprehensive and multi-angle analysis and research on TFZ commercial real estate company's office business. Finally, the differentiation strategy is chosen as the development strategy of TFZ's office business. The three aspects of differentiation strategy are product service differentiation, brand marketing differentiation and business profit model differentiation. Finally, through organizational restructuring, organizational control mechanism adjustment, organizational culture adjustment to ensure the implementation of differentiation strategy, to help enterprises long-term business development, but also for similar enterprises to enhance the competitiveness of enterprises to provide a reference.
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