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论文编号：	1574
作者编号：	2220080804
上传时间：	2010/6/10 10:10:27
中文题目：	中海地产公司竞争战略选择与实施研究
英文题目：	China Overseas Property’s selection and implementation of competitive strategy
指导老师：	周建
中文关键字：	关键词：竞争优势 低成本 差异化 广度差异化企业
英文关键字：	Key words: competitive advantage, Low cost, difference-making competition, broad differentiators
中文摘要：	随着我国房地产业的发展，房地产市场竞争不断加剧，专业化程度越来越高，房地产市场已进入市场化运作时代，如何增强竞争力是房地产企业思考的重要问题。我国城市化进程远未结束，未来将有更多的人群从农村转移进入城市，各种资本以各种形式纷纷涌入房地产市场，竞争日趋白热化，房地产企业如何赢得市场并持续稳健成长，关键是要进行相应的战略选择，建立企业的竞争优势，以应对未来更高层次的竞争。 企业是否能同时兼顾低成本和差异化战略的争论由来已久，本文分析了这两种战略，结合中海地产企业运营实践，讨论了采取两种战略结合的环境条件。 同时，本文对中海地产公司2003年后的竞争战略选择与实施进行了研究。自2003年以来，中海地产通过低成本战略、差异化战略的双重推进，发展成为广度差异化企业，建立了企业竞争优势，确立了中国房地产行业领军企业的市场地位。 中海地产竞争优势表现在两个方面：其一是低成本战略实现了卓越的效率；其二是差异化战略实现了卓越的品质、创新、客户响应。本文研究发现低成本是中海地产经营规模、利润高速扩张的战略手段。低成本战略主要体现在两个方面：其一是规模复制；其二是集中采购的全面推进与实施。中海地产通过持续递进的四代产品，通过精细化过程控制实现了卓越的品质。中海地产通过将房地产开发的众多非标准化的工作环节、业务流程标准化、制度化，创新性地标准化、制度化以及极强的执行力，从而实现了卓越的创新。中海地产通过在房地产开发的全过程贯彻全面客户响应的企业经营理念而实现卓越的客户响应。 本文最后对中海地产竞争优势的持续提出了相应的策略建议。
英文摘要：	With the development of Real Estate industry, the China’s real estate market faces with increasing competition and high specialization level, entering a period of market-orientation operation. How to enhance the competitiveness is a core problem concerned by real estate enterprises. The urbanization in china is still in progress, so more and more people will change from rural to urban in the future. Besides, various types of capital will also flow into the real estate market which is heating up competition. Under such environment, the key factor to beating the market for real estate enterprise is implementing proper strategic decisions and construction competitive advantages so as to effectively confront the higher level competition. There is a dispute on consideration to both low-cost and differentiation strategy. This article makes a research on China Overseas Property’s selection and implementation of competitive strategy after 2003. China Overseas Property has developed into an extinctive differentiation competitive enterprise, constructed competitive advantages and established prior status in China’s real estate industry by accelerating both low-cost strategy and differentiation competitive strategy since that time. What is the core competitiveness of? We consider there are two important factors. The first factor is that low cost brings high efficiency; the second factor is that differentiation strategy brings outstanding quality, innovation and customer response. This article analyzes and concludes that low-cost is the strategy to high-speed expansion of operation scale and profit. The main points of low-cost are scale replication and the acceleration of centralized procurement. China Overseas Property implemented the high quality of the four generation products and process control. The sea real estate through property development's numerous non-standardization's work links, the operation flow standardization, the institution, innovatively the standardization, the institution as well as greatly strengthened carries out the strength, thus has realized the remarkable innovation. Through implementations of the comprehensive customer response in property development within the enterprise, China Overseas Property Company manages the idea to realize the superior customer responses. This thesis puts forward the corresponding strategy proposal finally by taking into consideration of sustainability of the competitive advantage for the China Overseas Property.
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