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论文编号：	13513
作者编号：	2320190511
上传时间：	2022/12/3 23:01:30
中文题目：	LH房地产公司基于目标市场的差异化竞争策略研究
英文题目：	LH Real Estate Company''''''''s differentiation competition based on target market Competitive Strategy Research
指导老师：	华志忠
中文关键字：	市场定位;产品差异化;服务差异化;营销差异化
英文关键字：	Market positioning;Product differentiation;Service differentiation;Marketing differentiation
中文摘要：	房地产行业在我国现有国民经济结构中占重要地位，是我国国民经济的支柱产业之一。该行业的健康发展，对于经济的持续稳健增长有积极影响。经历了近30年黄金发展的房地产行业，在如今巨变的社会经济环境下开始面临新的挑战。2020年以来，千亿级房企虽然规模有所增长，但增速放缓，各梯队分化愈加明显。一些房地产开发商认为，房地产行业将由规模化竞争进入差异化竞争阶段。未来，房地产增量将主要由价格驱动转变为差异化产品力驱动。 随着疫情、经济通胀等多种因素叠加，各行各业发展的外部环境均发生了巨大的改变，房地产行业也不例外。因此，公司需要更加重视自身的竞争策略，从而在动荡的时代背景下稳定发展。在降负债、促增长的双重挑战下，未来房企内生实力将成关键，财务稳健、产品力出色、运营管控能力较强的房企将获得更多的市场机遇。 本文以LH公司为研究对象，梳理其近30年的发展历程，并结合公司所面临的内外部环境进行分析，利用SWOT分析其目前所面临的优劣势及机遇与威胁，研究提出LH公司必须结合其自身的优势及外部环境的趋势，在选择好自身市场定位的基础上，从产品与服务、营销与品牌的维度上采取差异化竞争的策略进行发展。文中进而提出目标市场的选择和市场细分的原则，研究了市场细分的程序和维度，并选定了细分市场。针对所选定细分市场的特点，在对公司差异化策略选择的先决条件和难点进行探讨的基础上，研究提出公司产品与服务、营销与品牌的一系列具体的差异化策略。最后根据差异化竞争策略的特点，阐述了公司差异化策略的实施保障。
英文摘要：	The real estate industry occupies an important position in the existing national economic structure of our country, and is one of the pillar industries of our national economy. The healthy development of the industry has a positive impact on the sustained and steady economic growth. After nearly 30 years of golden development, the real estate industry has begun to face new challenges in today's rapidly changing social and economic environment. Since 2020, while the 100 billion level real estate enterprises continue to expand capacity, the growth rate of scale has slowed down, and the differentiation of various echelons has become more obvious. Some real estate enterprises believe that the real estate industry will enter the stage of differentiated competition from large-scale competition. In the future, the increment of real estate will be mainly driven by price, and the product power will become the focus of attention. With the superposition of the epidemic, economic inflation and other factors, the external environment for the development of various industries has changed greatly, including the real estate industry. Therefore, the company needs to pay more attention to its own competitive strategy, so as to develop stably in the turbulent era. Under the dual challenges of reducing debt and promoting growth, the endogenous strength of real estate enterprises will become the key in the future. The real estate enterprises with stable finance, excellent product strength and strong operation control ability will obtain more market opportunities. This thesis takes LH company as the research object, combs its development history in the past 30 years, analyzes the internal and external environment faced by the company, analyzes the advantages and disadvantages, opportunities and threats faced by the company at present by SWOT, and puts forward that LH company must combine its own advantages and external environment trends, and on the basis of selecting its own market positioning In the dimension of marketing and brand, the strategy of differentiated competition is adopted for development. The thesis further puts forward the selection of target market and the principle of market segmentation, studies the procedures and dimensions of market segmentation, and selects the segmentation market. According to the characteristics of the selected market segments, on the basis of discussing the preconditions and difficulties of the company's differentiation strategy selection, a series of specific differentiation strategies of the company's products and services, marketing and brand are proposed. Finally, according to the characteristics of the differentiation competition strategy, the thesis expounds the implementation guarantee of the company's differentiation strategy.
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