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论文编号：	4004
作者编号：	2220070805
上传时间：	2012/3/9 16:45:14
中文题目：	中小地产企业天津凯德公司合作战略研究
英文题目：	Partnership Strategy Research About Small And Medium-sized Real Estate Company Tianjin Kaide
指导老师：	周建
中文关键字：	中小地产企业 合作战略 战略管理
英文关键字：	medium-sized company partnership strategy strategy management
中文摘要：	经过十几年的发展，房地产行业已经成为市场经济建设中重要的支撑力量。地产企业已经形成大型企业集团和中小地产企业并存发展的格局，但是中小企业的发展空间和规模受到严峻的市场考验。面对不断激烈竞争的市场局面，中小地产要想在市场竞争中不断发展，只能采取做精做专的发展方向，如何在竞争中采用合理的战略方向和战略方案选择，才能够实现做精做专的发展方向，是本文研究的主要目的。本文主要针对天津市中小地产企业凯德公司如何在发展过程中不断调整方向，实施合作战略，做精做专，是本文研究的主要问题。本文研究的主要理论基础是战略管理理论中的合作战略理论，通过对国内外关于企业合作方面理论的回顾和研究，认真分析合作战略理论的基本概念、理论基础和合作战略的基本分类，本文采用的研究方法主要是市场分析法、案例调研法和SWOT分析法。本论文以作者从事的天津中小地产企业凯德公司作为主要的研究对象，认真对企业面临的内外部环境进行分析，从地产行业历年来面临的政策环境、经济环境和社会环境等外部环境的转变和发展变化，以及凯德公司所在的天津市场的产业环境来分析企业的外部环境，同时通过对自身企业的历史背景、人力资源水平、特点优势和操作水平的客观、全面的分析，来分析企业的内部环境。本文通过对凯德公司自身条件的SWOT分析，选择了以专业化方向为主的价值链再造和以合作战略为主的战略发展构想。在根据合作发展战略构想的基础之上，选择了在财务投资方面、操作流程方面和开发产品方面的合作方案，并制定了针对性的合作具体方式和方法。本论文主要是针对作者从事的中小地产企业天津凯德公司的案例分析，从激烈的市场竞争中寻找以合作为主的新的战略思路，并选择适合的合作战略方案。本论文具备一定的局限性，希望能够为相关方面的理论研究和天津市场的中小地产企业的合作发展之路提供借鉴意义。
英文摘要：	After about more than 10 years development, the real estate industry has become important support strength in the market economy construction. The real estate enterprises are formed to the pattern that large scale Group Company and local small & medium-sized companies exist at the same time, but small & medium-sized companies’ development space and scale will confront an ordeal for viability. Facing continuous severe competitive market condition, the small & medium-sized estate companies want to develop in the market completion, they only take the development direction of doing perfectly and professionally, how to adopt reasonable strategy direction and strategy plan choice in the competitiveness, then to realize the development direction of doing perfectly and professionally, that will be main aim of this research. This thesis mainly aims to small and medium-sized company Tianjin Kaide, how to constantly adjusts direction, to carry out partnership strategy and to do it perfectly and professionally, which will become our main questions in this research. The main theory basis for this research is the partnership strategy theory in the strategy management theory. Through reviewing and researching of theory basis about cooperation on both home and abroad, carefully analyze the basic concept & theory basis for cooperation strategy theory, and basic categories of cooperation strategy, this research adopting research ways are main market analysis approach, case research approach and SWOT analysis. This thesis uses small and medium-sized company Tianjin Kaide which the author is engaged in as the main research subject, carefully do the analysis about the company confronting internal and external environment, through in the past years the real estate industry confronted the external environment transforming and development changes on policy, economy and social environment, and analyze the enterprise external environment per the industry environment of Tianjin Market for which Kaide company is located in. Through objective and overall analysis about their own enterprise history background, Human resource level, characteristics advantage and operation level, then analyze the company’s internal environment. This thesis is through SWOT analysis to Kaide company self condition, then select value chain reworking main with specialization direction, and strategy development concept main with cooperation strategy. On the base of cooperation development strategy concept, select the cooperation plan on the aspects of financial investment, operation procedure and developing product, and set down detailed cooperation modes and ways. This thesis mainly aims to the case research about small and medium-sized company Tianjin Kaide did by the author, seek the new strategy thought mainly with cooperation from the severe market competition, and choose proper partnership strategy plan. This thesis has certain limitations, and hope it can provide recommendation to related theory research, and to cooperation & development of Tianjin market medium-sized company.
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