联系我们

论文查询结果	返回搜索

论文编号：	12762
作者编号：	2320190506
上传时间：	2021/12/8 15:58:00
中文题目：	B地产公司竞争战略研究
英文题目：	Research on Competitive Strategy of B real estate Company
指导老师：	田莉
中文关键字：	竞争战略；房地产；差异化战略
英文关键字：	Competitive Strategy; Real Estate; Differentiation Strategy
中文摘要：	在我国，房地产行业一直是最受关注的行业之一，对提高我国居民居住水平和人民幸福指数有重要作用，在我国国民经济中扮演着重要角色。房地产行业政策导向强，尤其近两年来，国家对于房地产行业的调控收紧。继十九大强调“房住不炒”后，又陆续出台了限地、限价、限售等各种政策调控。尤其“三道红线”的出台，对利用资金杠杆快速扩张的传统房企影响较大。部分城市“集中供地”政策的出台，加速了中小型房企的出局。房地产业利润缩减，行业竞争愈加激烈。在如此严苛的环境下，房地产企业如何制定竞争战略，是每一家企业应该认真思考的问题。 B地产公司是一家中型房企，多年来实施的是广泛差异化战略，面对外部环境的变化和自身对市场定位把握的失准，在运营过程中出现了一些问题。B地产公司需要做出改变，寻求新的竞争战略，以维持自身的竞争优势。 本文以B地产公司为研究对象，首先收集了大量B地产公司的运营数据并加以分析，并前往楼盘实地调研。紧接着结合B地产公司现在的困境，对B地产公司的外部环境、产业竞争环境进行结构化分析，在运用资源基础理论分析了B地产公司的内部环境后，确定了B地产公司适合以集中差异化作为其竞争战略。最后运用波特价值链模型分析了确定了主要活动和辅助活动，构建了B地产公司的价值链，得出实施差异化的途径为品牌差异化、土地差异化和产品差异化，并通过加强人力资源管理、创新营销方式、做好资金供给、完善客户关系制度4个方面保障差异化战略的实施。 本文关注B地产公司面临的挑战，对其进行了竞争战略研究，选择合适的竞争战略来维持其竞争优势，以期为其他房地产企业的战略选择和实施提供借鉴。
英文摘要：	In our country, the real estate industry has always been one of the most concerned industries. It plays an important role in improving the living standards of our residents and the people's sense of happiness, and plays an important role in our national economy. The real estate industry has a strong policy orientation, especially in the past two years, the state has tightened its regulation on the real estate industry. After the 19th National Congress of the Communist Party of China emphasized that " Houses are for living in and not for speculative investment", various policy adjustments such as land restrictions, price restrictions, and sales restrictions have been introduced one after another. In particular, the introduction of the "Three red lines" has a greater impact on traditional real estate companies that use capital leverage to expand rapidly. The introduction of the “Centralized land supply” policy in some cities has accelerated the exit of small and medium-sized real estate companies. Profits in the real estate industry have shrunk, and industry competition has become increasingly fierce. In such a harsh environment, how to develop a competitive strategy for real estate companies is a question that every real estate company should seriously consider. B real estate company is a medium-sized real estate company. Over the years, it has implemented a broadly differentiated strategy. In the face of changes in the external environment and its inaccurate grasp of market positioning, some problems have appeared in the process of operation. B real estate company needs to make changes and seek new competitive strategies to maintain its competitive advantage. This thesis takes B real estate company as the research object, firstly collects and analyzes a large amount of B real estate company's operating data, and then goes to the real estate for field investigation. Immediately following the current dilemma of B real estate company, a structural analysis of the external environment and industrial competition environment of B real estate company was carried out. After analyzing the internal environment of B real estate company using resource-based theory, it was determined that B real estate company is suitable for centralized differentiation as its competition. strategy. Finally, use the Porter value chain model to analyze and determine the main activities and auxiliary activities, build the value chain of B real estate company, and conclude that the way to implement differentiation is brand differentiation, land differentiation and product differentiation, and through strengthening human resource management, innovating marketing methods, doing a good job in capital supply, and improving the customer relationship system to ensure the implementation of the differentiation strategy. This thesis focuses on the challenges faced by B real estate company, conducts a research on its competitive strategy, chooses a suitable competitive strategy to maintain its competitive advantage, and hopes to provide a reference for other real estate companies in their strategic choices and implementation.
查看全文：	预览  下载(下载需要进行登录)