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| 论文编号： | 4463 | |
| 作者编号： | 2120102673 | |
| 上传时间： | 2012/6/10 10:06:03 | |
| 中文题目： | 合生创展集团战略定位研究 | |
| 英文题目： | Strategic Positioning Studies of Hopson Development Holdings | |
| 指导老师： | 王迎军 | |
| 中文关键字： | 房地产，战略定位，战略主题 | |
| 英文关键字： | Real estate, Strategic positioning, strategic theme | |
| 中文摘要： | 2009年以来国家对房地产行业开始了被称为史上最严厉的宏观调控，房地产行业经历“冬天”，行业发展回归理性，在此大背景下，本文选择香港上市大型民营房地产企业合生创展集团作为研究对象。主要研究合生创展集团的现行战略定位与内外部环境的匹配关系及其战略定位的实现，探究合生创展集团现行战略定位是否适应房地产行业未来发展方向，是否与内部资源与能力相互匹配。 本文首先根据战略分析理论分析了合生创展集团的经营环境。采用PEST分析工具的思路主要分析了对房地产行业影响较大的政策和经济环境，从行业概貌和行业竞争结构两个方面分析了产业环境，在此基础上根据swot工具的思路分析总结了合生创展集团面临的机会与威胁；内部环境分析部分通过对其内部资源与能力分析总结了合生创展集团的优劣势。并分析了合生创展集团的现行战略定位，提取了其战略定位的一组战略主题：中国高品质地产专家、价值投资理念、集中化、高尚生活集成商、城市价值运营商等，并分析了其相关价值活动，构建价值活动体系图。通过对其现行战略定位的研究分析了其定位的适应性和其定位实现途径：加强企业文化建设；构建组织架构匹配战略定位；品牌建设提升；整合价值链，提高高端资源整合能力；开发生活模式，完善产品体系等。 本文研究认为合生创展集团战略定位顺应国家产业政策和经济发展环境，符合行业发展趋势，匹配合生创展集团自身资源与能力。 通过本文的分析与研究，希望有助于合生创展集团发现其战略定位及其实现中出现的问题，有助于其战略的有效实施。并希望能够对大型民营房地产企业在行业发展理性回归的进程中确立自身的战略定位提供借鉴。 | |
| 英文摘要： | China released the most serious micro-control to the real estate industry since 2009, which requires it to be rational regression after the winter season for this industry. Based on this fact, this article selects Hong Kong listed large private real estate enterprises Hopson Development Holdings as the research object, mainly research its strategic positioning and the matching relation with the internal and external environment, meantime, to study if the strategic positioning of Hopson is suitable for the featuring real estate industry and for the internal and external ability and resources. Firstly, we analysis the business environment of Hopson according to strategic analysis theory. By using PEST analysis tool, we analysis the strongest policy and economic environment for the real estate industry currently, through the industry overview and industry competition structure. This dissertation conclude the Opportunities and threats that Hopson needs to face. Regarding the internal analysis, this dissertation conclude the advantages and disadvantages of Hopson by anglicizing the internal resources and abilities, then the existing strategic positioning, extraction of its strategic positioning of a group of strategic themes (High-quality real estate experts, the value investing philosophy, centralized, and noble life, integrators, value of the city operators) and analysis of its related value activity, value system of constructing. Based of above, this dissertation get the adaptability and the realization possibilities for its positioning; also we provide the research conclusion and the suggestions of author：Strengthen the enterprise culture; to build the organizational structure to match the strategic positioning; enhance brand building; integrated value chain, improve the resources of the high-end integration capabilities; the development of lifestyle, and improve the product system. In this paper, Hopson Development Group's strategic positioning to comply with the national industrial policy and economic development environment, in line with industry trends, match Hopson Group's own resources and capabilities. Through the analysis and research of this article, The writer hope to help solving the problems that ever happened in Hopson Development Group’s strategic positioning and support its strategy to be implemented effectively. Also, to provide reference of how to define the suitable strategic positioning under this industry background for the large private real estate enterprises. | |
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