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论文编号：	4552
作者编号：	2220100724
上传时间：	2012/9/18 14:29:00
中文题目：	上海佳信物业管理公司竞争战略的研究
英文题目：	The Study of Competing Strategic Choices for Shanghai Jiaxin Property Management Company
指导老师：	韩德昌
中文关键字：	关键词：物业管理 战略选择 竞争战略
英文关键字：	Key words: Property Management, Strategy Choice, Competitive Strategy
中文摘要：	伴随着近年来我国房地产业的迅速发展，物业管理行业应运而生，逐步成为一个颇具发展前景的新兴行业。上海佳信物业管理有限公司成立于1996年11月，现已发展成为立足上海、辐射周边，在沪上具有一定影响力和竞争性的物业管理公司。经过十几年的发展，目前公司已经积累了一定的资源和经验，具有进一步发展的条件。加之市场竞争日益激烈，公司有必要未雨绸缪，设计适用于本公司情况的竞争战略，并制定相应的保障机制落实以上战略。本文首先回顾了物业管理和战略管理的前期研究成果，利用SWOT方法，通过对佳信物业公司的内外部环境进行分析，明确了佳信物业公司所具有的优势和劣势以及面临的机会和威胁。我国国民经济高速增长、城市化进程加快以及国家大力推行保障房建设都为物业管理行业带来新的市场。而房地产调控政策的出台、市场竞争加剧、相关法律法规不健全和劳动力成本的增加又为物业管理行业的发展带来威胁。具体到佳信物业管理公司内部，立足本土，具有良好的口碑和丰富的经验，能够为业主提供物美价廉的服务是佳信物业公司的优势。另一方面，佳信物业公司受制于成本压力，在提供的服务的多样性方面存在不足。基于以上分析，本文确立佳信物业公司的一般性竞争战略选择是：“动态竞争战略中调整”。即通过自身改革降低成本，向业主提供具有价格优势的服务；在此基础上，将本公司的服务与其他公司提供的服务相区别，使客户对本公司提供的服务产生偏好，影响他们的选择行为，从而降低被其他竞争者替代的风险，以达到在市场竞争中占据有利地位的目的。为了保证以上战略的实施，本文认为佳信物业公司应从组织结构、组织文化建设和完善品牌形象三个方面着手，创造适合竞争战略实施的内部环境。这对提高佳信物业公司的核心竞争力具有重要的现实意义。
英文摘要：	Along with the rapid development in recent years, property management industry gradually becomes a development industry. Jiaxin Property Management Co. Ltd. was established in November 1996.It has become based in Shanghai and the surrounding radiation, has a certain influence and competitiveness of the property management company in Shanghai. After ten years of development, the company has accumulated a certain amount of resources and experience, with the conditions for further development. Coupled with an increasingly competitive market, companies need to plan ahead, design applicable to the Company's competitive strategy, and to develop appropriate protection mechanisms to implement the above strategy. The paper first reviews previous research achievements of the property management and strategic management, using SWOT method to analyze the internal and external environment on the Jiaxin property company, and clear the Jiaxin property has strengths and weaknesses and the opportunities and threats facing. The rapid growth of China's national economy, urbanization, and countries vigorously promote the protection of housing construction for the property management industry to bring new markets. The real estate control policies, market competition, relevant laws and regulations are not perfect and the increases in labor costs also pose a threat to the development of the property management industry. Specific to the Jiaxin property within the company based on the local, has a good reputation and a wealth of experience to be able to provide the owners with affordable services are the advantages of Jiaxin property company. On the other hand, good letter Property subject to cost pressures in terms of the diversity of services provided by deficiencies. Based on the above analysis, this paper establishes good letter Property generality of the company's competitive strategy choices are: "selected on the basis of cost leadership differentiation strategy. Reduce costs through self-reform, to provide services with a price advantage to the owners; On this basis, the Company's services with other companies to provide services to distinguish it on the services provided by the Company preferences to influence their choice behavior, thereby reducing the alternative to be other competitors, in order to achieve the purpose of a favorable position in the market competition. In order to guarantee the implementation of the above strategies, this paper that Jiaxin property company from the organizational structure, the three aspects of organizational culture construction and improvement of brand image, to create the internal environment suitable for competitive strategy. This has practical significance to improve the competitive ability of the of Kleinwort property company.
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