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论文编号：	4952
作者编号：	2220110507
上传时间：	2013/2/25 9:00:00
中文题目：	信和众联公司的环境分析及竞争战略选择研究
英文题目：	Xin He Zhong Lian Company’s Environmental Analysis and Competitive Strategy Selection
指导老师：	张玉利
中文关键字：	竞争战略 房地产 房地产代理 竞争优势
英文关键字：	Competitivestrategy/Therealestateindustry/Realestateagent/Competitiveadvantage
中文摘要：	从1998年我国全面进行住房体制改革以来，中国的房地产市场从此得到了迅速发展，房地产行业的服务行业，房地产代理业也得到了长足的发展。房地产市场的发展有效拉动了经济增长，显著改善了居民居住条件，但是也出现房价暴涨、投机现象严重，国家的调控政策频繁变化，因此房地产市场发展出现高峰低谷反复轮回的现象。房地产代理行业对房地产行业有巨大的依赖性，进入门槛低，公司规模一般不大，同行过度竞争，所以更加跌宕起伏。因此，规划未来的竞争战略，在多变的市场中保持持续的发展，是房地产代理公司的一个重要任务。 XHZL房地产经纪有限公司成立于2003年6月，经过九年的时间，现已成长为山东区域市场份额增长最快、信誉卓著的房地产服务企业。公司九年来成功策划或运作了等150多个项目的策划、销售代理，不断创造出一个又一个市场销售奇迹。为了公司长期持续健康发展，本文通过战略分析，试图为XHZL公司制定发展战略。本文首先应用外部因素评价矩阵、竞争态势矩阵、内部因素评价矩阵分析了公司的外部和内部战略环境，明确了外部的机会、威胁和内部的优势、弱点，并进行了量化计算。内外环境分析，为战略制定提供了信息。然后通过通过优势-弱点-机会-威胁矩阵、战略地位与行动评价矩阵、波士顿咨询集团矩阵、内部外部矩阵和大战略矩阵分析进行了战略匹配。将公司内部的资源与技能等要素和外部机会与威胁相匹配，获得了可行的备选战略。通过战略匹配，得到了三组候选战略。最后通过定量战略计划矩阵确定各种可行战略的相对吸引力，确定哪一种备选战略是最佳战略。在第一组备选战略中，拓展省内三四线城市项目，比拓展省外新市场更具有吸引力。在第二组战略中，进入二手房代理，比提供全程代理（提供新的服务）更具有吸引力。在第三组战略中，进入开发领域，比和竞争公司合作更具有吸引力。本文不仅为XHZL公司提供了战略指导，对同行业的公司也具有借鉴意义。
英文摘要：	China's real estate market has been developing rapidly，Since 1998, China's comprehensive housing reform， real estate agency industry , the services industry of real estate industry, has also been considerable development. The development of the real estate market effectively stimulate economic growth, and significantly improve the living conditions of residents, But skyrocketing prices, rampant speculation, the national control policies frequently change, so the real estate market is the repeated cycle of peaks and valleys. The real estate agent industry is a huge dependence on the real estate industry, low barriers to entry, company size is generally small, over-peer competition, and thus more ups and downs. Therefore, planning for the future competitive strategy ，it is an important task for the real estate agents corporate to maintain sustainable development in a changing market。 XHZL real estate agent Co., Ltd. was established in June 2003. After nine years, it has now grown into the fastest-growing, reputable real estate services firm for the Shandong regional market share. The company successfully planned or in operation for over 150 projects in the planning, sales agents, and constantly create a market miracle in nine years. For the company long-term sustained and healthy development, the article try to formulate development strategies for XHZL through strategic analysis. This paper first analyzes the company's external and internal strategic environment by The external factor evaluation matrix, the competitive profile matrix and the internal factor evaluation matrix analysis, a clear external opportunities, threats and internal strengths, weaknesses, and quantum chemical calculations. Identified external opportunities, threats and internal strengths, weaknesses, and quantified them. The internal and external environmental analysis, provide information for strategy formulation. Then, the Strategic match is use of Strengths - weaknesses - opportunities - threats matrix, strategic position and action evaluation matrix, Boston Consulting Group matrix, Internal and external matrix，and the grand strategy matrix。Some viable alternative strategy were obtained through matching the company's internal strengths, weaknesses and external opportunities, threats. There are three group optional strategy . The relative attractiveness of each of one optional strategy group were calculated by the quantitative strategic planning matrix，so can confirm which an alternative strategy is the best strategy. In the first group of alternative strategies, to expand inside Shandong Province's three-four-line cities markets, more attractive than the expansion of the province of new markets. In the second group of strategies ，to enter the second-hand housing agency, more attractive than full agency (new service). In the third group of strategies ，to enter the development field, more attractive than competitive company. This paper not only provided strategic guidance for XHZL company, but also has Reference value for the same industry.
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