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论文编号：	14042
作者编号：	2320200628
上传时间：	2023/6/7 23:33:49
中文题目：	X房地产公司战略转型研究
英文题目：	Research on the strategic transformation of X Company''''s real estate enterprises
指导老师：	吴德胜
中文关键字：	战略转型；开发策略；房地产
英文关键字：	strategic transformation; Development strategy; real estate
中文摘要：	本文研究目的旨在房地产行业转折背景下，以某房企为例分析如何突破行业格局之变，找到当下顺应行业趋势和政策要求的战略规划，老路举步维艰，探讨如何转变新的增长方式。同时以新项目的开发为案例，从合作方、客户和竞争角度验证战略转型的操作性和可行性。 本文的研究内容方面首先对企业战略转型理论、核心竞争力理论进行了阐述，为全文的X公司案例和项目案例分析提供了理论依据，结合文献研究法、市场调研法和问卷访谈法，定性与定量分析相结合进行分析研究。其次从X公司的内部资源和经营能力进行分析，包括发展阶段、经营情况、财务资金、土地储备、人力资源情况，从经营层面明确内部环境对战略转型的驱动因素，另一方面结合企业内部资源分析，梳理公司核心资源优势，分析X公司如何发挥优势规避风险抓住行业机会。第三，结合公司现阶段的外部环境分析，包括宏观政策和中微观市场研究，尤其是行业环境的变化，从市场角度、政策角度和竞争角度分析外部环境对企业战略转型的驱动，阐述公司转型的必要性，从战略驱动因素和核心竞争力优势推导其战略转型的内容和方向，最后以X公司新项目开发为案例，从开发目标、投资策略、产品策略、运营策略等进一步验证公司战略转型的具体实施方案和可行性。 研究结论主要是明确企业内外部环境的战略转型影响因素，其中关键影响因素包括外部行业环境和发展趋势的变化及X公司内部战略导向和经营现状，次要影响因素包括国内经济、人口和城镇化进程等导致客户需求的变化、企业自身的核心竞争力及山东区域市场特征，在结合X公司优劣势分析的基础上拟定了X公司战略转型内容，重点内容包括：1、由规模导向转型利润导向；2、由重资产转型轻资产；3、由三级管控模式转型为二级管控模式；4、由快周转转型为产品为王；5、放弃全面布局，坚定区域深耕；6、推进数字化战略。本文另一重要的研究成果是通过新项目案例分析，验证项目开发策略与公司战略和市场竞争是匹配的，为后续项目的开发策略落地提供了样板和参考。 关键词： 战略转型；开发策略；房地产
英文摘要：	The purpose of this study is to analyze how a real estate enterprise can break through the changes in the industry pattern, find strategic plans that comply with industry trends and policy requirements, and explore how to transform new growth methods in the context of the turning point in the real estate industry. Using the development of new projects as a case study, verify the operability and feasibility of strategic transformation from the perspectives of partners, customers, and competition. The research content of this article first elaborates on the theory of corporate strategic transformation and core competitiveness, providing a theoretical basis for the analysis of X Company's case and project case in the full text. By combining literature research, market research, and questionnaire interview methods, qualitative and quantitative analysis are combined for analysis and research. Secondly, analyze the internal resources and operational capabilities of Company X, including development stage, business situation, financial funds, land reserves, and human resources. From the operational level, clarify the driving factors of the internal environment for strategic transformation. On the other hand, combined with internal resource analysis, sort out the company's core resource advantages and analyze how Company X can leverage its advantages to avoid risks and seize industry opportunities. Thirdly, based on the current external environment analysis of the company, including macro policy and micro market research, especially changes in the industry environment, analyze the driving force of external environment on enterprise strategic transformation from market, policy, and competition perspectives, explain the necessity of company transformation, derive the content and direction of strategic transformation from strategic driving factors and core competitiveness advantages, and finally take X Company's new project development as a case study, Further validate the specific implementation plan and feasibility of the company's strategic transformation from development goals, investment strategies, product strategies, operational strategies, etc. The research conclusion mainly aims to clarify the influencing factors of the internal and external environment of the enterprise on strategic transformation. Key influencing factors include changes in the external industry environment and development trends, as well as the internal strategic orientation and business status of X company. Secondary influencing factors include changes in customer demand caused by the domestic economy, population, and urbanization process. Based on the core competitiveness of X company, the strategic transformation content of X company has been formulated, with key contents including: 1 Transform from scale oriented to profit oriented; 2. Transforming from heavy assets to light assets; 3. Transforming from a three-level control mode to a two-level control mode; 4. Transforming from fast turnover to product dominance; 5. Abandoning comprehensive layout and firmly deepening regional cultivation; 6. Promote digital strategy. Another important research achievement of this article is the case analysis of the development of new projects, which verifies that the project development strategy matches the company's strategy and market competition, and is practical and feasible. It provides a template and reference for the implementation of subsequent project development strategies. Key words: strategic transformation; Development strategy; real estate
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