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论文编号：	13368
作者编号：	2320190662
上传时间：	2022/6/13 13:48:26
中文题目：	沈阳ZH地产住宅业务竞争战略研究
英文题目：	Research on the competitive strategy of Shenyang ZH real estate’s residential business
指导老师：	周建
中文关键字：	行业变革；竞争优势；差异化战略
英文关键字：	Industry change；Advantage in competition；Differentiation strategy
中文摘要：	近年来，房地产行业始终是国家重点关注、重点监督、重点管控的行业，经历了三十多年的蓬勃发展，房地产行业正从高速发展向高质量发展转型。处于行业深化改革的重要时期，房企仅仅依靠某一方面或某一区域的突出表现已经很难在竞争中占据优势，而竞争优势是房地产企业得以在“存量”争夺中生存并扩张的重要倚仗。因此，房企需要通过竞争战略的选择或优化来提升竞争力，并取得竞争优势。 本文作者将以沈阳ZH地产为主要研究对象，聚焦于为该企业选择一种最合适的竞争战略。结合战略管理的理论知识，利用PEST模型和五力模型对沈阳ZH地产住宅业务目前所处的宏观环境和行业环境进行综合分析，并使用SWOT分析模型分析沈阳ZH地产住宅业务的优势、劣势、威胁、机遇。综合考虑内外部环境的分析，并紧密联系近期金融政策调控、疫情黑天鹅等突发情况，对应企业的战略目标，将“集中化战略”、“成本领先战略”和“差异化战略”分别予以匹配对照，最终通过平衡各项战略的利弊，最终确定采用“差异化战略”的选择。最后，为企业制定了从产品、服务、投资、流程四个方面实施差异化战略的方案，以及为确保战略落地而实施的保障措施和风险防控措施。 总体而言，作者以“通过竞争战略建立竞争优势”作为核心逻辑，为沈阳ZH地产完成了从战略选择、战略实施到战略保障的完整战略方案制定，拟采取的差异化战略对于应对行业集中度提高、政策调控频繁、行业信任危机等行业现状具有较强的针对性，有助于沈阳ZH地产获得竞争优势，也为企业未来的发展奠定了基础、指明了方向。
英文摘要：	In recent years, the real estate industry has always been an industry of key national attention, supervision and control. After more than 30 years of vigorous development, the real estate industry is transforming from high-speed development to high-quality development. In the important period of deepening the reform of the industry, it is difficult for real estate enterprises to occupy an advantage in the competition only by relying on the outstanding performance of one aspect or region, and the competitive advantage is an important reliance for real estate enterprises to survive and expand in the competition for "stock". Therefore, real estate enterprises need to improve their competitiveness and obtain competitive advantage through the selection or optimization of competitive strategy. The author of this thesis will take Shenyang ZH real estate as the main research object, focusing on selecting the most appropriate competitive strategy for the enterprise. Combined with the theoretical knowledge of strategic management, PEST model and five forces model are used to comprehensively analyze the macro environment and industry environment of Shenyang ZH real estate housing business, and SWOT analysis model is used to analyze the advantages, disadvantages, threats and opportunities of Shenyang ZH real estate housing business. Comprehensively consider the analysis of internal and external environment, closely contact the recent financial policy regulation, black swan epidemic and other emergencies, and match and compare the "centralized strategy", "cost leading strategy" and "differentiation strategy" respectively according to the strategic objectives of the enterprise. Finally, by balancing the advantages and disadvantages of various strategies, the choice of "differentiation strategy" is finally determined. Finally, it formulates the scheme for the enterprise to implement the differentiation strategy from the four aspects of product, service, investment and process, as well as the safeguard measures and risk prevention and control measures to ensure the implementation of the strategy. In general, the author takes "establishing competitive advantage through competitive strategy" as the core logic, and completes the formulation of a complete strategic plan for Shenyang ZH real estate from strategic selection, strategic implementation to strategic guarantee. The proposed differentiation strategy is highly targeted to deal with the current situation of the industry, such as the improvement of industry concentration, frequent policy regulation, industry trust crisis and so on, It helps Shenyang ZH real estate obtain competitive advantage and lays a foundation and points out the direction for the future development of the enterprise.
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