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论文编号：	1947
作者编号：	2120082384
上传时间：	2010/5/20 11:41:23
中文题目：	S置业基于客户需求的竞争战略研究
英文题目：	The research on competition strategy of S Housing corporation based on customer demanding
指导老师：	李亚
中文关键字：	房地产 价值链 顾客需求 竞争战略
英文关键字：	real estate , value chain ,customer demand , competitive strategy
中文摘要：	摘要 战略就是击败现有竞争对手或吓阻潜在进入者的各种计划、措施，其重要性越来越得到众多企业高层领导的认可，管理规范、竞争力较强的企业都有明晰的、上下认同的战略规划。科学合理的战略指明了公司未来的发展方向，因此有利于增强公司员工的凝聚力。很多中小型企业并没有明确的战略规划，虽然公司高层也有战略逻辑思维，但往往员工并不知道公司的战略目标和实施措施，以至于不能使个人发展与公司发展相结合，无法达成合力效应。 房地产行业的竞争越来越激烈。在三线城市以上所有的地区，每一个中小型房地产企业都会面对来自具有雄厚资金实力、高效运营能力、良好品牌效应的大型房地产开发商的压力。因此，如何在面对强大竞争对手的压力下创造公司的竞争优势，是所有像S置业这样的中小型开发商面临的重要问题。 针对S置业的所处的竞争环境和公司现况，本文对公司的竞争战略进行了研究。首先，从公司面临的宏观环境、产业环境进行分析，明确了公司面临的机遇和威胁；其次，利用房地产行业的价值链分析方法和企业员工的问卷调查结果，对公司的内部资源和能力进行分析，明确了公司相对于竞争对手的优势和劣势，在分析完外部、内部环境后，制作了SWOT分析表，并对SO、ST、WO、WT战略进行组合；为了解决在哪里竞争这个问题，在第五章分析了顾客需求特征，并细分了四类客户群体，分别是首次置业、首次改善、再次改善和高端客户群体；在第六章，通过价值链分析，把总成本领先战略、差异化战略、集中化战略分别与公司的资源、能力进行匹配、对比，并进行相应的阐述，然后利用战略选择矩阵采用头脑风暴法对公司可选择的竞争战略进行对比分析，得出公司应采用集中差异化竞争战略，在本章的最后针对选择的竞争战略，从区域发展、融资渠道、产品和运营管理角度提出了一些针对性的竞争策略；最后，为实现公司的战略，制定了一些实施保障措施。 本研究内容不仅对S置业的战略管理提供决策依据，还可作为其他中小型房地产开发企业制定战略时借鉴、参考的范本。 关键词：房地产 价值链 顾客需求 竞争战略
英文摘要：	Abstract Strategy are series of various measures which are to beat the existing competitors or frighten the anti- potential entrants. Its importance obtains the numerous enterprise high-level managers approval. The enterprises which have regulated administrative and strong competitive power have a defined strategic plan. The scientific strategy has indicated the company future development direction, and it is advantageous to enhance company staff’s cohesive force. Many small and medium-enterprise have not explicit strategy plan, although the high-level managers also have the strategy logical thinking, but the staff does not know company’s strategic target and the implementation measure, so the staff can not make individual development meet with the corporate growth. The competition in real estate is getting more and more intense .each middle and small scale real estate enterprise will face the pressure caused by the large-scale property developers who have the abundant fund strength and highly effective operation ability and good brand effect. Therefore, S has to settle down the important questions: how to face the formidable competitor and create company’s competitive advantage. Many middle and small scale companies who look like S company will also face it. Located the environment in view of the S present situations ,this article has conducted the research to company’s competition strategy .Above all, through the analysis in the macroscopic environment and the industrial environment ,it was clear to us that the company face the opportunities and threats. Next, carries on the analysis to company’s internal resources and ability, it was clear that the company’s strengths and weaknesses. Then we analyzed the customer demand characteristic and market subdivision. In the sixth chapter ,the author analyzed Cost Leadership Strategy , differentiation strategy and focus strategy, and matches it with the company’s resources and abillties. Through analysis, the author obtains that the company should use the focus and differentiation strategy. In the last , to realize company’s strategy, the author made some mechanisms. Key Words: real estate , value chain ,customer demand , competitive strategy
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