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论文编号：	3043
作者编号：	2120092703
上传时间：	2011/5/18 10:34:54
中文题目：	建业地产股份有限公司发展战略研究
英文题目：	Research on Development Strategy of JIANYE Real Estate Co., Ltd.
指导老师：	齐寅峰
中文关键字：	建业地产;房地产企业;发展战略
英文关键字：	JIAN YE Real Estate Co., Ltd; Real Estate Corporation; Development Strategy
中文摘要：	自二零零九年底开始，国家不断出台政策对房地产市场进行调控，尤其是二零一一年初各地“限购令”的颁布，更是让房地产行业成为了新闻焦点。严厉的宏观调控、收紧的货币政策在一定程度上将会影响到房地产行业的供求关系。由于政策的影响，越来越多的人开始对购房持观望态度，这势必造成房地产企业资金回收期的延长。另外，不少一线城市的房地产企业开始将业务转移至二三线城市，这使得二三线城市的行业竞争更加激烈。建业地产股份有限公司作为河南省最大的房地产企业，正在面临着上述环境所带来的威胁。 选择建业地产股份有限公司作为研究对象，是因为它在房地产行业中具有广泛的代表性。一方面，建业地产股份有限公司是一家在香港上市的民营房地产企业。对它的研究能够给一大批民营企业提供借鉴意义。另一方面，建业地产是河南省规模最大的房地产企业，在河南省内有着悠久的历史和良好的口碑，并且其所有的地产项目都在河南省境内，是二三线城市优秀房地产企业的代表。在目前一线城市房地产企业纷纷进军二三新城市，竞争环境日益激烈的形势下，对建业地产股份有限公司发展战略的研究也能给其他二三线城市的房地产企业提供一些借鉴思路。 笔者依据企业发展战略及房地产的相关理论知识，通过PEST分析法、“五力”分析模型等战略工具，对企业面临的外部宏观环境、内部资源与能力进行了深入分析，找出了企业自身的优势和劣势以及所面临的机遇和威胁，并以此为依据，对企业进行了发展战略定位，确定了未来五年的发展目标，在此基础上选择高品质战略、创新战略和人才战略作为企业的重点发展战略。最后提出战略实施的具体建议，以保障这三大战略的有效实施。笔者相信，建业地产股份有限公司通过这三大战略的有效实施，能够在现有环境中保持竞争优势，实现企业自身的持续成长。同时，本文对其他房地产企业的发展战略研究有一定的借鉴意义。
英文摘要：	Since the end of 2009, the central government has constantly adopted policies to regulate the real estate marketing. Especially, the “sales order” has been issued in many areas and it makes the real estate to be the focus of media attention. Strict macro-control policies and tightening of monetary policy will affect the supply and demand of real estate industry to some extent. Because of the impact of policies, more and more people began to wait and see what will happen next. This will result in the extension of the payback period of the real estate corporation. In addition, lots of real estate companies begin to transfer their business from big cities to medium or small cities, and this will increase competition in medium and small cities. As the biggest real estate corporation in HENAN Province, JIAN YE Real Estate Co., Ltd. is facing the threat posed by the above-mentioned environment. The reason in choosing JIAN YE Real Estate Co., Ltd. is because it can represent a lot and its investigating can shed a light on others real estate corporation. First it is a public company in Hong Kong. As a private enterprise, it will encounter similar problems with others private enterprise. Second, it is the biggest developer in Henan province, and enjoyed a long history and pleasing reputation, a perfect representative of the second –tier cities’ developers. Third, all its development are located in Henan province. Based on the relevant theoretical knowledge in enterprise development strategies and real estate, and with the PEST analysis, "five forces" model and other strategic tools, the author conducted in-depth analysis of external macro environment and the capacity and resources of company, and identified the strengths and weaknesses of the company, the opportunities and threats which the company faces. On this basis, the author determined the development goals in the next five years and selected high-quality strategy, innovation strategy and human resources strategy as the focus of enterprise development strategies. Finally the author put forward specific proposals of implementation of the strategy to ensure the effective implementation of these three strategies. The author believed that through the effective implementation of these three strategies, JIAN YE Real Estate Co., Ltd. will be able to maintain a competitive advantage in the current environment and get continued growth of the enterprise. Meanwhile, this paper will give some reference to the strategic research on other real estate corporation.
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