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| 论文编号： | 13333 | |
| 作者编号： | 2320190669 | |
| 上传时间： | 2022/6/12 10:05:57 | |
| 中文题目： | 浩华房地产代理公司竞争战略研究 | |
| 英文题目： | Research on the Competitive Strategy of Haohua Real Estate Agency | |
| 指导老师： | 李亚 | |
| 中文关键字： | 竞争战略；集中化战略；浩华公司 | |
| 英文关键字： | Competitive Strategy; Centralization Strategy; CompanyHaohua | |
| 中文摘要： | 随着国家宏观调控加强，房地产行业进入调整深水区，作为产业链下游的房地产中介产业面临严峻挑战。房地产中介产业主要分为二手房经纪和新房营销代理两个板块，浩华隶属于新房营销代理板块。随着整体行业进入调控期，线上电商平台、渠道等对新房代理市场份额的抢占，新房代理业竞争加剧。同时受规模扩张、多元化经营、人员成本上升、发展不平衡等影响，浩华经营效益呈明显下滑趋势。在内外部环境影响下，要如何进行竞争战略选择和制定实施，才能取得竞争优势，实现浩华规模及效益的持续增长，成为公司必须面对的重要研究课题。 本文运用 PEST 模型、波特五力模型、CPM 矩阵等工具，对浩华外部宏观环境、行业环境及市场环境和顾客进行了分析；从企业资源、基于价值链研究的企业核心能力、企业经营现状角度对浩华内部环境进行了深入分析；在此基础上，确认其所面临的外部机会与威胁、内部优势与劣势。 运用 SWOT 矩阵进行组合分析，制定可以采取的备选战略；运用 QSPM 矩阵对备选战略进行优选，确定浩华公司应采用“集中差异化竞争战略”。为保障集中差异化竞争战略落地，提出了4个实施措施，即项目布局差异化、业务模式差异化、顾客服务差异化、品牌差异化；并从职能层战略，即开拓、组织、人力、技术和资金层面，保障浩华获得目标市场竞争优势，实现持续规模和效益增长。 | |
| 英文摘要： | With the strengthening of China’s macro-regulation, the real estate industry has entered the deep-water adjustment zone. As the downstream field of industry chain, the real estate agency industry are facing severe challenges. The real estate agency is mainly divided into two sectors: second-hand house agency and new house agency. Company Haohua belongs to the new house agency industry. With the whole industry entering the regulation period and online e-commerce platforms and channels occupying the market share of new house agent,the competition in the new house agent industry is becoming increasingly fierce. At the same time, affected by scale expansion, rising personnel costs and unbalanced development, the scale and profits of Company Haohua show a significant downward trend. Therefore, how to ensure long-term stable development is becoming the important topic to study. This thesis analyzes the external environment of Company Haohua enterprise,industry environment and market status with the help of PSET analysis, Porter's Five Forces model and CPM analysis method.Then, this thesis deeply analyzes the internal status of Haohua from enterprise resources, company ability and the current situation.Based on these research result, this thesis analyzes the external opportunity and threat, the internal advantages and disadvantages. By means of SWOT, this paper formulates the alternative strategies. The QSPM matrix is used to select alternative competitive strategies.Through information analysis, it is concluded that Haohua's centralized strategy has the highest score of attractiveness.Haohua can implement competitive strategies through concentrated differentiation strategy. Haohua's concentrated differentiation strategy is mainly implemented through project layout differentiation, business model differentiation, target customer service differentiation and brand differentiation. What is more, this thesis come up with guaranteeing measures in 4 field, organization. HR, technology, capital and extension,contributing to assure Haohua to take the lead in the target market. | |
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