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论文编号：	15200
作者编号：	2320200513
上传时间：	2024/12/12 10:10:40
中文题目：	万科泊寓的差异化竞争战略研究
英文题目：	Research on the Differentiated Competition Strategy Of Vanke Apartment
指导老师：	吴德胜
中文关键字：	长租公寓；差异化竞争战略；五力分析模型；社交型公寓；运营能力
英文关键字：	Long-term apartment rental；Differentiation competition strategy；Five forces analysis model；Social apartment；Operational capability
中文摘要：	十九大明确了住房体系的推进建议，并出台了一系列促进住房租赁市场健康发展的相关政策。在政府政策引导下，市场孕育出数百家长租公寓企业。长租公寓品牌企业数量达几百家，其中包括具有房地产开发商背景的万科泊寓，具有互联网背景的魔方公寓，具有房产中介背景的自如，具有银行背景的建信住房等。 本文选择了行业内领先的企业万科泊寓作为战略分析的对象。万科泊寓成立于 2016 年，是万科集团旗下一家专门从事长租公寓运营的企业，凭借着万科集团雄厚的股东背景和资金注入，经过八年的发展，泊寓在集中式长租公寓领域的房源规模始终保持领先地位。但其利润一直为负，只能依靠现金流维持企业的正常运营，在发展早期阶段时面临着较大的资金压力。 本文首先介绍了战略相关的理论与分析工具。采用 PEST 理论从行业的政策法规、经济、社会、技术环境四方面对企业所面临的的宏观外部所处的环境进行分析，采用五力模型从行业中存在的竞争者，行业所拥有的潜在加入者和替代品的威胁，以及租客的议价能力和供应商的议价能力对泊寓所面临的行业情况进行了分析。之后，从公司的组织架构、发展模式、能力上进行了公司内部环境分析。在公司的基础活动、支持性活动中采用价值链分析，得出公司内外部发展的机会与问题。在内外部分析的基础上采用 SWOT 分析对泊寓的竞争战略进行选择。通过问卷调查并结合马斯洛需求层次理论总结泊寓差异化竞争战 略的内容。最后提出相对应的差异化竞争战略的实施策略及保障措施。本文希望通过对泊寓的内外部环境分析以及当前面临的主要问题，选择适合泊寓发展的差异化竞争战略，以期为泊寓发展的第二曲线提供一些思路与建议，同时也希望为行业内其他长租公寓企业的战略发展提供一点借鉴与参考。
英文摘要：	The 19th National Congress has confirmed the promotion suggestions for the housing system and introduced a series of relevant policies to promote the healthy development of the housing rental market. Under the guidance of government policies, the market has nurtured hundreds of parent apartment rental enterprises. There arehundreds of long-term rental apartment brand enterprises, including Vanke Boyu with the background of real estate developers, Rubik's cube apartment with the background of the Internet, Freedom with the background of real estate intermediary, and Jianxin Housing with the background of banks. Due to my experience in the long-term rental apartment industry, where I have operated both decentralized and centralized apartment projects, I have some thoughts on the strategic development of long-term rental apartment enterprises. However, due to the lack of corresponding technical and financial strength of the start-up companies at that time, many strategic ideas could not be realized. Therefore, this article selected Vanke Apartment, the largest enterprise in the industry, for strategic analysis. Established in 2016, Vanke Apartment is a company under Vanke Group specializing in the operation of long-term rental apartments. With the strong shareholder background and financial support of Vanke Group, after 8 years of development, Vanke Apartment has been in a leading position in the centralized long-term rental apartment industry, but its profits have always been negative. It relies on cash flow to maintain the normal operation of the enterprise and is in a state of burning money in the early stages of development. This article first introduces the theories and analytical tools related to strategy. The PEST theory is used to analyze the macro external environment faced by enterprises from four aspects: industry policies and regulations, economy, society, and technological environment. The five forces model is used to analyze the industry situation faced by the berth apartment from the perspective of competitors, potential entrants and substitutes in the industry, as well as the bargaining power of tenants and suppliers.Afterwards, an internal environment analysis was conducted on the company's organizational structure, development model, and capabilities. Using value chain analysis in the company's basic and supportive activities to identify opportunities and issues for internal and external development. Based on internal and external analysis, SWOT analysis is used to select the competitive strategy of Vanke Apartment. Summarize the content of Vanke Apartment's differentiation competition strategy through a questionnaire survey and combined with Maslow's hierarchy of needs theory. Finally, propose corresponding implementation strategies and safeguard measures for differentiated competitive strategies. This article aims to analyze the internal and external environment of Vanke Apartment and the main problems it currently faces, in order to select a differentiated competitive strategy suitable for the development of Vanke Apartment. The goal is to provide some ideas and suggestions for the second curve of Vanke Apartment's development, and also to provide some reference and guidance for the strategic development of other long-term rental apartment enterprises in the industry.
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