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论文编号：	3098
作者编号：	2120092793
上传时间：	2011/5/25 20:36:07
中文题目：	新疆奇正房地产公司的竞争战略研究
英文题目：	Study on The Competitive Strategy of Xinjiang Qizheng Real Estate Company
指导老师：	柳茂平
中文关键字：	新疆奇正房地产公司;竞争战略;价值链构建;战略资源;核心竞争力
英文关键字：	Xinjiang Qizheng real estate Company;Competitive strategy;Value chain construction;Strategic Resource;Core Competency
中文摘要：	摘 要 本文是针对房地产行业的中小型企业进行的竞争战略研究，本文所使用的理论基础是波特的竞争战略理论和核心竞争力理论。使用的工具有波特五力模型，价值链分析，资源和能力分析，PEST和SWOT等工具。在外部环境分析中使用PEST的分析方法，在产业环境分析中运用波特五种力量分析模型，在对内部环境分析时，对产品和价值链的优劣势进行全面的剖析，再结合企业资源和能力，通过对各种工具的运用与环境关系因素的分析，力求找到符合企业发展的可行战略。 在对企业竞争战略的选择时，运用波特竞争理论进行分析，在低成本与差异化，集中化与广泛化当中做出明确的选择。在选定竞争战略的基础上，给出相应产品市场层的系统对策。价值链层中，在价值链细分的基础上，对最重要的基本价值活动，运用十种驱动因素列表分析，形成构建价值链的系统对策。结合细分价值链中重要的环节和其驱动因素分析中体现的改进重点，本文对构建价值链的重点对策做了进一步的详尽阐述。同时，对企业的资源和能力也进行了分析，根据竞争战略的需要，强化了贡献价值大的重点资源和能力的提升，以使企业的自有资源和能力与战略更好的结合，打造适合企业发展的各项需求。 本文的文章结构安排如下： 第一章绪论，结合目前的经济形势和行业竞争特点，介绍选题的背景和意义，并对运用的研究方法和研究工具进行简单的说明。在研究的范围和内容中介绍了研究的对象和着重点，以及讨论的主题结构。研究意义对于一篇论文非常重要，是写作论文的基本出发点。 第二章对论文进行了理论回顾。对战略的定义和特征进行了阐述，并对在战略的发展过程中著名学者的论断进行了比对。然后从企业战略管理角度所涉及的内容也进行了分析。本文研究所使用的理论基础是波特的产业环境和竞争战略理论，以及企业资源与能力理论。在波特的理论中使用了五力模型对房地产行业进行了分析，然后在三种竞争战略中进行选择，之后通过使用价值链构建的方法提出系统对策。用资源和能力理论对企业的战略资源和核心能力进行识别，然后根据企业的竞争战略，对有重要价值的资源和能力进行重点提升。 第三章对奇正公司的内外部环境进行了分析。在宏观环境中，用PEST方法对影响企业的发展因素进行分析，从政策法规、经济变化、社会文化以及科学技术的角度进行研究，从中总结对房地产行业发展所带来的机会和威胁。通过对乌鲁木齐房地产市场的研究，将行业中的企业进行战略分组，再通过分析影响行业的竞争力量，包括潜在竞争对手、替代威胁、顾客与供应商的议价能力以及竞争对手的情况，以便能对奇正公司进行清晰的定位。在对企业内部环境分析时，对现有产品、价值链和企业具有的资源和能力进行了研究，总结出企业所具有的优势与劣势。 第四章对奇正公司的竞争战略进行了选择。在战略管理过程中，对企业内外部环境进行分析后，企业应根据外部的机会和威胁，结合自身的优劣势制定出战略目标。然后在战略目标的指导下，确定自己的竞争战略。企业的竞争战略一定是能适应环境的，一定是符合企业发展目标的，而且能持久贯彻执行。按照波特的竞争战略理论，企业应在集中化与广泛化、低成本与差异化之间进行选择。在集中化与广泛化中选择时，要对产品和市场的集中化和广泛化特征进行分析；在低成本与差异化中选择时，要对企业的差异化程度特征与低成本压力特征进行分析研究，然后在以上两组战略中选出适合企业发展的战略。 第五章介绍了奇正公司竞争战略的构建。企业要构建其产品市场层的竞争优势，需要构建其价值链和资源与能力这两个层级的特定结构。本文从两个角度进行研究，一是从价值链方面进行构建。通过对企业的基本活动和辅助活动分析，结合战略目标，通过使用驱动因素列表，对影响企业发展的主要活动进行分析，得出具体的系统对策。二是从企业资源与能力的角度分析，通过对企业资源的识别，提炼出影响企业发展的战略资源，然后进行提升。再对企业的能力进行识别，挖掘企业的核心竞争力，重点提升企业的核心竞争能力。对于这两种角度得出的具体对策，又进行了一致性和持久性的分析，目的是为了检验系统对策与环境和企业竞争战略的匹配程度。 通过本文的分析和研究，希望有助于发现新疆奇正公司在目前战略定位和企业运营管理中，实际存在的主要问题和深层次原因。通过具体解决对策的理论分析和论证，找到今后应改善和提高的有效手段，从而不断提升奇正公司产品的市场竞争力。相信本文的观点和具体对策，能够为奇正公司的战略实施和长远发展起到一定的参考和借鉴作用。 关键词：新疆奇正房地产公司 竞争战略 价值链构建 战略资源 核心竞争力
英文摘要：	Abstract Based on Porter's competitive strategy theory and the theory of core competency, this thesis researched the competitive strategy of small and medium enterprises. This thesis uses the Porter's five forces model, value chain analysis, resources and capacity analysis, PEST and SWOT and other analyze tools. Using PEST analysis method when the industry environment is outside general environment. When I analyze inside environment I can use SWOT method. Finally, I must analyze the value chain build up and the drivers of the value chain after we chose enterprise strategy. as to Xinjiang Qizheng real Company, it is very important and urgent that making a reasonable and correct enterprise developing strategy. The author of this thesis used Porter’s theory and make a clear choice from low cost and differentiation strategy. After identifying the value chain, I analyze economic and technical characteristic, analyzing the list of the ten most important basic one by one. Based on subdividing the value chain, I use the list of the value chain drivers in order to construct the value chain analysis of systematic measures. Combined with an important link subdivide the value chain and the drivers in the analysis, This thesis mainly embodies improvements to construct the key value chain countermeasure further elaborate. At the same time，according to the need of competitive strategy, I analyzed emphatically Qizheng company’s resources and ability, and reinforced key resources and ability and created suitable for the development of enterprises needs. This thesis’s structure is as follows： The first chapter is the introduction, combining the present economic situation and characteristics of industry competition, introduces the background and significance of the topic, using the research methods and tools. Research scope and content of thesis is introduce in the object of study, discussing the theme on structure. Research significance for the thesis is not only very important, but also the basic point of this thesis. The second chapter reviews main competitive theories. The definition and characteristics of strategy is discussed, and compare the process of the development of the strategy of the famous scholars. Then analyzed the content from the enterprise strategic management. This thesis’s foundation is Porter’s industrial environment and competitive strategy theory , and resources and ability theory of enterprise. I analyzed real estate industry with Porter’s five competitive forces model , and choice one of three competition strategy, then draw systematic countermeasures of Qizheng company through using a method of value chain constructing. I recognition enterprise strategic resources and core competence through using the theory of resources and competence, and then according to the enterprise competition strategy to enhance valuable resources and capacity. The internal and external environment of Qizheng company is analyzed in the third chapter. I analyze affecting factors with PEST method to macro environment, including policies and regulations, economic, social culture and science and technology, to conclude real estate industry opportunities and threatens from these factors. Through the researching Urumqi real estate market, divide the enterprises into different strategic groups, then through analyzing the influential industry competition strength, including potential rivals, replacing the threat, bargaining capability of the customers and suppliers and competitors, taking Qizheng company to clear position. I studied the company’s present products, value chain, resources and competence within the enterprise internal environmental, I summarized what the company’s strengths and weaknesses are. The Qizheng company's competitive strategy is chosen in the fourth chapter. In the process of strategic management, after analyzed enterprise internal and external environment, enterprise should formulate strategic objectives according to external opportunities and threats with its own strengths and weaknesses. Then under the guidance of the strategic target, Qizheng company determine their competitive strategy. The enterprise competition strategy must be adaptable and accordance with the business development goals. According to Porter's competition strategy theory, the enterprise should choose centralization or widely and low cost or differentiation. They must analysis centralization and widely features about products and market when the company choose one of between centralization and widely. when the company choose one of between low cost and differentiation, they must analysis enterprise's differentiation degree characteristics and low cost pressure characteristic, and then choose the suitable enterprise development strategy for the strategy in the above two groups. The fifth chapter explains how to construct the company competition strategy . If the enterprise want to construct competitive advantage of its products market, it need to construct its structure of value chain and resources and abilities. This thesis uses two deferent methods, the first method constructs systematic countermeasures with value chain. Based on analyzing the basic activities and auxiliary business activity, combining with the strategic target, through using the drivers, analysis main activities that influence enterprise development, in order to obtain specific systematic countermeasures. The second method constructs systematic countermeasures with value chain enterprise resources and ability, through identifying enterprise resource, extracts the strategic resources that influence enterprise development, and then enhance them. Next, identifying the ability of enterprise and mining enterprise core competitiveness, all of above can promote enterprise's core competitive ability. It is necessary to check the countermeasure consistency and durability, which is to test system countermeasures and environment and the enterprise competition strategy matching degree. I hope it is useful to the strategic positioning and current management operating of Xinjiang Qizheng real estate Company. And also I hope that this thesis is useful to discover the main problems and deep-seated reasons which exist in current strategic positioning and current management operating of Xinjiang Qizheng real estate Company. So we can find the effective promoting and enhancing measures by solving the specific countermeasure theoretical analysis and argument. If that, the competition of Xinjiang Qizheng real estate Company will be enhancing continuously. I Hope that the research results of this thesis can play a reference for the strategy implementation and long-term development of Qizheng real estate company. Key Words: Xinjiang Qizheng real estate Company, Competitive strategy, Value chain construction, Strategic Resource, Core Competency
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