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论文编号：	15978
作者编号：	2320233754
上传时间：	2026/6/1 14:25:53
中文题目：	L房地产公司轻资产代建业务（龙智造） 竞争战略研究
英文题目：	Research on the Competitive Strategy of L Real Estate Company''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''s Light Asset Construction Management Business (Longzhizao)
指导老师：	张建勇
中文关键字：	轻资产代建；龙智造；竞争战略；数字化建造；绿色建筑
英文关键字：	Asset-light construction management；Longzhizao；Competitive strategy；Digital construction；Green buildings
中文摘要：	在中国房地产行业由增量扩张迈向存量竞争的新阶段，科技驱动正从“价值附加工具”快速演变为企业的关键竞争力。BIM、物联网、人工智能、装配式建造和绿色建筑等新技术体系不断重塑行业竞争格局。基于这一背景，L房地产公司推出轻资产代建板块“龙智造”，采用“技术+产品+运营”一体化模式，以数字化和绿色化为核心路径，旨在提升全生命周期的项目品质、优化成本并升级客户体验。然而，随着竞争加剧、利润收窄、商业模式迅速演变，龙智造亟需明确可持续的复合竞争战略组合以及切实可行的实施路径，以构筑稳固的竞争优势并实现长期盈利。 基于竞争战略理论和房地产企业战略管理理论，本文采用文献研究、半结构访谈、标杆分析、SWOT分析和波特五力模型等方法，构建了“战略—组织—技术—供应链”协同闭环分析框架开展实证研究。研究发现：第一，“龙智造”品牌影响力强，在复杂项目交付和跨界协同方面具有突出优势，但在技术标准化、规模效应和细分市场渗透方面仍有提升空间；第二，行业竞争正由“管理能力竞争”转向“工业化交付效率和生态资源整合”的竞争格局，领先企业通过产业联盟和数字平台构筑新的进入壁垒；第三，客户需求已从“品质交付”拓展至“场景化服务体验和后期运营能力”，智慧场景可用性和维保体系正逐步成为关键制胜因素。 基于上述研究结论，本文提出“以差异化为核心、成本领先为支撑、集中化聚焦为补充”的复合竞争战略组合，并明确各战略方向的关键KPI、资源配置、推进步骤与风险应对方案。同时，从组织与人才、技术创新、供应链与成本管理、风险治理机制四个维度提出系统化的战略保障措施，为轻资产代建业务在存量竞争阶段实现可复制扩张与稳健盈利提供借鉴。
英文摘要：	With China’s real estate industry shifting from incremental expansion to stock-based competition, technology is rapidly moving from a value-added tool to a key source of competitive advantage. Emerging digital and industrial technologies—such as BIM, IoT, AI, prefabricated construction, and green building—are reshaping the industry’s competitive dynamics. Responding to this trend, L Real Estate Company launched its asset-light construction management segment “Longzhizao,” which adopts an integrated “technology + product + operation” model to drive digital and green transformation for improved project quality, cost optimization, and enhanced customer experience across the project lifecycle. However, amid intensifying competition, shrinking margins, and fast-evolving business models, Longzhizao urgently needs to establish a sustainable mix of competitive strategies and a concrete implementation plan to secure a robust competitive edge and long-term profitability. This study is grounded in competitive strategy theory and real estate strategic management theory, and it adopts a combination of research methods including literature review, semi-structured interviews, benchmarking, SWOT analysis, and Porter’s Five Forces. A “Strategy–Organization–Technology–Supply Chain” analytical framework is constructed to support the empirical analysis. The study finds that: (1) Longzhizao exhibits strong brand influence, complex project delivery capability, and cross-industry collaboration, but needs to improve its technical standardization, achieve greater economies of scale, and deepen penetration in niche markets; (2) industry competition is shifting from a focus on managerial capabilities to an emphasis on industrialized delivery efficiency and ecosystem resource integration, with leading firms erecting new entry barriers through industry alliances and digital platform networks; and (3) client demand has extended beyond high-quality product delivery to include scenario-based service experiences and post-project operations, making the usability of smart scenarios and the robustness of maintenance systems critical success factors. Accordingly, the study proposes a hybrid competitive strategy characterized by “differentiation as the core, cost leadership as the support, and focused niche penetration as the complement,” and it defines the key KPIs, resource allocations, rollout timelines, and risk mitigation plans for each strategic direction. In addition, a set of implementation safeguards is recommended across four dimensions— organizational and talent development, technological innovation, supply chain and cost management, and risk governance—to support the effective execution of the strategy and provide a reference for scalable, resilient growth in the asset-light construction management business.
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