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论文编号：	2913
作者编号：	2220070943
上传时间：	2011/3/23 11:01:38
中文题目：	山西明泰地产公司可持续发展战略研究
英文题目：	Shanxi ming-tai real estate company sustainable development strategy research
指导老师：	张永强
中文关键字：	关键词：明泰地产公司 地产行业 可持续发展战略
英文关键字：	Key Words：Mingtai Real Estate Company, Real estate industry,
中文摘要：	摘　要 人类历史上最大规模的城市化运动和消费升级浪潮决定了中国房地产未来几十年无限广阔的发展前景，房地产行业超额利润的广泛存在赋予房地产企业巨大的发展空间。但是，机会的背后更是挑战。从行业而言，土地成本的长期刚性上升、房价上涨的趋缓甚至下降以及各种政策变化等因素意味着全行业利润空间的收窄，竞争空前的加剧，行业淘汰的序幕徐徐拉开，这些使房地产行业正逐步走向集中化、专业化，赢者通吃的时代。 在这个时代无论任何企业要想获得可持续性发展，都应有清晰而准确的发展战略。企业战略是企业对有关企业发展方向、长期目标以及实现目标的途径和策略等重大问题的系统性的认识和实践，是对企业内部条件与外部环境中长期的和根本性的积极反应。外界环境复杂多变，企业从创业期到快速成长期，从不规范管理到规范管理阶段，科学合理的战略管理对企业来说至关重要。本文在对房地产行业环境分析的基础上结合企业以及项目的具体运营环境阐述了企业战略的具体实施过程，目的在于探寻房地产企业可持续发展道路。 本文共分五章。第一章介绍了论文的研究背景、研究内容与研究方法；第二章对竞争战略理论和相关的房地产行业理论进行了回顾；第三章运用战略管理理论对明泰地产公司所处的宏观环境、行业环境以及企业内部环境进行了客观的分析，并对明泰地产公司进行了SWOT分析；第四章论述了明泰地产公司可持续发展战略选择，明确了企业的战略目标的战略定位。明确提出明泰房地产公司要实施可持续发展必然实施低成本战略和产品创新战略。论述了明泰地产公司的战略实施，即从风险管理、客户关系和品牌建设三个方面全面落实可持续发展战略。 本文的创新在于以理论分析为基础，以明泰地产的具体项目为案例进行分析和阐述，提出了明泰房地产公司可持续发展战略及其支撑点，并从可操作的层面论述了可持续发展战略的实施。
英文摘要：	Abstract The developing prospect of the Real estate industry in China is determined by the most sweeping city movement and the tide of consuming upgrade. The high margin of real estate industry provides a huge space for enterprises to develop. However, opportunities come with challenges. Elements like the increase of land cost, the slowness of house price increase and the changes of policies indicate the severe competition in the industry. The real estate industry is entering in an era of accumulation and specialization. In this era, any enterprise has to clearly and precisely define its development strategy in order to acquire continuous development. Business strategy is a systematic awareness and practice of the important n about firm’s developing trends, long-term goals and the way to realize them. It is the long-term and basically active reaction towards firm’s internal and external environment. External environment is changeable, so scientific and reasonable strategic management is crucial for enterprises from startup stage to fast growth stage. There are five chapters in this thesis. The first chapter introduces the research background, main contents and the research methodology. The second chapter makes a retrospect on the theories of competition strategy and the relevant real estate industry theories. The third chapter makes an analysis on the micro environment, industry environment and internal environment of Mingtai Real Estate Company. A SWOT analysis including strengths, weaknesses, opportunities and threats of Mingtai Real Estate Company is also made in this chapter. In chapter four, the author makes an analysis on the aspects including continual development, venture management strategy, product strategy, customer relationship strategy and branding strategy of Mingtai Real Estate Company, aiming at enhancing learning ability, innovation ability and teamwork spirit of the company, and making it become a modern company that has a strong ability to avoid risks, products to meet market demands, good customer relationship, brand awareness and high reputation. Chapter five takes Mingtai changfeng street programe as an example, expatiates on the implementation of the above strategies in Mingtai Real Estate Company. The innovative point of view of this thesis is taking theoretical analysis as the basis, taking a practical project as an example, that is, demanstrate an overall continuable development Strategy form three aspects, including risk maragement, customer service and brand establement.
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