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论文编号：	3093
作者编号：	2120082473
上传时间：	2011/5/25 10:48:17
中文题目：	基于波特理论的万达集团竞争战略研究
英文题目：	Research on the Competitive Strategy of Wanda Group Based on the theory of Potter
指导老师：	薛有志
中文关键字：	大连万达集团;价值链;竞争战略
英文关键字：	Dalian Wanda Group;Value Chain;Competitive Strategy
中文摘要：	万达广场，作为中国商业地产的典范，2002年发源于万达集团，八年来凭借成熟的可复制的经营模式，足迹遍及全国大中城市。 大连万达集团创立于1988年，已形成商业地产、高级酒店、文化产业、连锁百货、旅游度假五大产业，企业资产1400亿元，年销售额800亿元，年纳税95亿元。万达集团已在全国开业33个万达广场、15家五星级酒店、600块电影银幕、26家连锁百货店、30家量贩KTV。计划到2012年，企业资产2000亿元，年销售额1200亿元，年纳税200亿元，成为世界级的企业。 大连万达集团赶上了国内商业地产行业的高速发展期，近几年来在销售额、利润在内的主要业务指标实现连续高速增长，企业发展势态良好。然而，大连万达集团是否能够保持这种良好的发展势态，在巩固已经取得成果的同时，是否能够开创出更大的发展空间，就取决于企业是否能够制定出符合自身特点的发展战略并且正确地实施该战略。 尽管有着喜人的增长数据，大连万达集团绝不该沾沾自喜。正如在研究背景中指出的，我国商业地产行业仍有巨大发展空间。如何抓住机遇，能否根据企业自身特点和企业外部发展环境制定出相应的发展战略，对于大连万达集团显得格外重要。 本文在系统回顾了战略管理等相关理论知识的基础上，运用了波特教授的五种力量模型、PEST分析法和价值链分析法对大连万达集团的外部环境内部优势与劣势和企业所面临的机遇与挑战进行了分析。并在此基础之上根据其商业地产的特点，提出了大连万达集团竞争战略的构想。最后从价值链构建方面对竞争战略的实施进行了探讨。 本文的相关研究结论对我国商业地产的管理实践具有一定的借鉴价值。 关键词：大连万达集团 价值链 竞争战略
英文摘要：	Wanda Square, the leading company in the business real estate industry, founded by Wanda Group in 2002, has vastly developed its business all over china since its foundation. Established in 1988, Dalian Wanda Group Co., Ltd. has developed into a large corporate group, specializing in five major areas: commercial properties, Luxury Hotels, cultural industries, chain stores and traveling and holidays. With its assets totaling 20 billion RMB, its annual sales revenue reaches 12 billion RMB and its annual tax payment exceeds 2 billion RMB. Nationwide, Wanda Group has investment projects in over 33 cities, operating 33 Wanda plazas, 15 five-star hotels, 600 film screens, 26 chain stores and 30 KTVs. By then, Wanda will become a world class corporate group. Dalian Wanda group caught up with high-speed development of domestic commercial real estate industry, in the last few years it achieved continuous growth on the main business index including sales and profits, the enterprise development tendency is good. However, to keep the good development tendency, initiate a larger development space on the bases of already obtained achievements, would depend on whether it can develop accord with the characteristics of its own development strategy and correctly implement the strategy. Despite gratifying growth data, Dalian Wanda group should not complacent. As in the background of this study that commercial real estate industry still has a huge development space in China. How to seize the opportunity, and set corresponding development strategy according to enterprise's own characteristic and enterprise external development environment, is particularly important to Dalian Wanda group. This thesis analyzed the advantages and disadvantages of the inner and outer environment as well as the opportunities and challenges Wanda is facing based on Michael Porter's Five Forces Model, PEST Analysis method and Value Chain Analysis method. This thesis proposed the competitive strategic of Wanda Group with the analysis of it’s features as a business real estate developer. Finally the competitive is discussed from the implementation of Value Chain construction. This thesis could be taken as a reference for the management practice for China’s real estate industry. Key Words: Dalian Wanda Group, Value Chain, Competitive Strategy
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