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论文编号：	1715
作者编号：	2120082252
上传时间：	2010/5/21 12:49:16
中文题目：	万科集团大连区域战略研究
英文题目：	Research on Dalian Regional Strategy of Vanke Corporation
指导老师：	王全喜
中文关键字：	万科集团，大连，区域战略
英文关键字：	Vanke Corporation;Dalian;Regional strategy
中文摘要：	万科集团是目前中国最大的房地产开发企业，在全国房地产市场竞争中一直处于领导者的地位。然而，万科集团目前在大连区域房地产市场上的业务并不理想，市场占有率和市场规模方面排名只能勉强保证前四，“万科”的品牌地位在大连区域市场上存在着被弱化的可能。此外，大连是中国为数不多的世界宜居城市，是整个东北地区的对外窗口城市和东北亚重要的国际航运中心、国际物流中心、区域性金融中心，万科集团在大连房地产市场上树立起领导地位将会对万科集团开拓整个东北区域的房地产市场具有重要战略意义。因此，本文正是以此为出发点，较为系统地研究了大连区域房地产市场和万科集团自身的现状，在此基础上提出了万科集团大连区域战略，并以案例的形式具体分析了万科集团实施大连区域战略的一个重要项目，旨在帮助万科集团在大连区域房地产市场上树立起领导者的地位，为开拓整个东北区域的房地产市场做好铺垫。 本文第一章为绪论，提出了本文的选题背景和研究框架。第二章为相关理论回顾，简述了战略管理相关的理论研究成果。第三章对万科集团进行了系统的内外部环境分析，为提出万科集团大连区域战略做好准备。第四章生成了万科集团大连区域战略并指明了实施措施。第五章通过案例的形式，具体分析了万科集团实施大连区域战略的一个重要项目——欧陆项目，对于大连万科欧陆项目的战略定位以及运营计划做了详细的分析并提出了具体的实施方案，具体包括宗地属性分析、客户定位、产品定位、经济效益分析等。 本文的结论是万科集团应当针对目前大连区域业务进行改革与创新，通过有效的实施大连区域战略在大连房地产市场上树立起领导地位，并以此为基础来进一步开拓整个东北区域的房地产市场。
英文摘要：	Vanke Corporation, who has been the leader in the competition of the national real estate markets, is the largest real estate enterprises for the present. However, its current business in Dalian is not ideal, that is to say, the market share and scale are barely ensured to be ranked the top four. So, it will be possible for "Vanke" brand to be weakened in Dalian market. In addition, Dalian is not only one of the few livable cities in the world, but also the window for the entire northeast region, and still the important international shipping center, international logistics center and regional financial center in the Northeast Asian cities. It is of great strategic importance for exploiting the entire northeast real estate market to establish the leader status. This, therefore, is the starting point of my dissertation. It systematically researches the Dalian real estate market and Vanke Corporation itself. As a basis, the dissertation proposes the Dalian regional strategy and its implementation in an important project to help Vanke Corporation establish the leader status and pave the way for the development of the entire northeast region. This dissertation is composed of five parts, which could be stated as follows. The first chapter belongs to the introduction. It mainly explains the research background and framework. Chapter II is the literature review, which outlines the relevant research results of strategic management theories. Chapter III systematically analyzes the internal and external environment and get ready for the Dalian regional strategy. Chapter IV will generate the Dalian regional strategy and specify it. Then, Chapter V discusses one of the major projects-European project at great length. The strategic orientation, operating plan and the execution program are analyzed in detail, including customer orientation, product positioning and economic efficiency, etc. The conclusion is that Vanke Corporation should carry out reform and innovation. The crucial thing is to establish the leadership position in real estate markets through effective implementation of the Dalian regional strategy. Only in this way can we tap into the real estate market throughout the Northeast region further.
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