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论文编号：	1602
作者编号：	2220080761
上传时间：	2010/6/10 10:46:30
中文题目：	银广公司战略规划与实施研究
英文题目：	Silver wide company strategy programming and
指导老师：	王迎军
中文关键字：	关键词：战略管理、SWOT工具、平衡计分卡
英文关键字：	Keywords: strategic management, SWOT tool, the Balanced Scorecard
中文摘要：	伴随着经济全球化的进程，技术日新月异，新的经营方式不断涌现，信息交流过程发生根本性变化，在这种外部环境不断发生变化情况下，越来越多的企业逐渐认识到战略管理的重要性。企业战略是企业发展的大计，关系到企业自身的未来与发展，企业战略的好坏直接影响到企业的生存与发展。从世界范围看，以战略为导向的企业管理，即：战略管理，在我国企业发展的历史较短，自20世纪从西方国家引入我国，一直到目前还处于摸索阶段，中国大部分企业对战略管理还没有根本的研究。其实战略管理是一个系统工程，它贯穿于企业生产过程中各个环节，是企业决策层的工作重心。 本文以山东银广房地产开发有限公司(以下简称“银广公司”)：一家业务单一的的房地产公司为例，为了适应性形势下的外部环境及企业内部的发展变化，主营业务进行了调整。本文对银广公司10年发展战略的分析、制定、实施、评估和调整这一动态战略管理进行全过程分析与研究。本文的核心部分介绍了银广公司战略的分析与规划，从外部宏观环境分析入手，分析房地产企业面临的各种环境，在结合对公司内部优劣势进行综合评估的基础上，借助SWOT工具得出银广公司发展的机会和生存的威胁，从而确立银广公司全新的战略定位，即：以房地产投资开发为核心，构建房地产投资开发为主营业务、房地产配套服务为辅助业务。把房地产开发业务的主要精力放在山东省二三线城市，包括对县城的投资开发上，开发业务主要对象为低收入住房困难家庭，以开发经济适用房和普通商品房为主。 根据这一战略定位，银广公司从公司层战略、业务层战略和职能层战略三个层次进行规划分析。根据上述战略规划分析内容，本文随后确定了银广公司的战略定位，确立了银广公司的战略实施。运用平衡计分卡工具建立评估模型，并从财务、顾客、流程、学习与成长四个方面对内部战略实施绩效进行评估，同时通过对外部环境在战略实施中的影响，提出了下一步战略规划调整与改进若干建议。最后总结了本文的创新性及其研究局限性。
英文摘要：	ABSTRACT With the process of economic globalization, rapid technological change, emerging new mode of operation, information exchange process of a fundamental change in this external environment changes constantly occurring under the circumstances, more and more companies Zhujianrenshi's important to Zhanlueguanli sex. Corporate strategy is the enterprise development plan, related to the company's own future and development, corporate strategy, direct impact on the enterprise's survival and development. From a global perspective to the strategic direction of business management, namely: strategic management, business development in our short history since the 20th century, introduced into China from Western countries, until now still in the exploratory stage, the majority of business strategies in China Management has no fundamental research. In fact, strategic management is a systematic project, which runs through all aspects of production process, is the work of business decision-making focus. In this paper, Bank of Canton Real Estate Development Co., Ltd., Shandong ("the Bank of Canton Company"): a single real estate services company, for example, adaptive situation to the external environment and internal development and change, the main operations adjustment. In this paper, the company for 10 years silver wide development strategy analysis, formulation, implementation, evaluation and adjustment of the dynamic strategic management of the whole process of analysis and research. This article describes the core of the analysis of silver wide corporate strategy and planning, from the external macro-environment analysis, analyzing the real estate business facing environment, combined with the company's comprehensive assessment of internal strengths and weaknesses based on the SWOT tool may help the Bank of Canton company opportunities and threats to survival, thus establishing a new strategy for Bank of Canton company positioning, namely: real estate investment and development as the core, building real estate investment and development as the main business, real estate support services to assist business . The real estate development business, focus on second and third tier cities in Shandong Province, including the county's investment and development, the development business is mainly targeted for low-income housing problems, to develop affordable housing and the main common commercial housing. According to this strategic position, silver-Canton company from corporate strategy, business level strategy and the functions of the level of strategic planning at three levels. According to the strategic planning of the content, the paper subsequently widely confirmed the company's strategic positioning of silver, silver Advertising company established the implementation of the strategy. Established evaluation model using the Balanced Scorecard tool, and from a financial, customer, processes, learning and growth strategy implementation aspects of internal performance evaluation, same time, through the strategic implementation of the external environment in the impact of the proposed strategic plan for the next step adjustment and improvement of a number of recommendations. At last, this paper studies the innovative and limitations.
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