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论文编号：	4986
作者编号：	2220110839
上传时间：	2013/2/26 15:02:19
中文题目：	三庆置业集团稳健性战略研究
英文题目：	Study on Steady Development Strategy of San Qing Real Estate Group
指导老师：	周建
中文关键字：	房地产，稳健性战略，多元化战略
英文关键字：	Real estate; Steady development strategy; Diversification strategy
中文摘要：	为了遏制国内房价上涨过快的势头，近年来国家采取了一系列措施对房地产行业进行调控，其中包括商品房的限购、限贷及银根收紧等政策。受到调控政策的影响，商品房成交量大幅下滑，以房地产作为主业的三庆置业集团资金回笼缓慢；而且受到银根收紧政策的影响，集团已经无法通过银行融资进行新项目的开发，这导致整个集团的资金运作出现了严重问题，甚至面临资金链断裂的危机。基于以上情况，本文以中国房地产行业形势为背景，对三庆置业集团当前面临的主要问题进行分析，并提出可行的解决方案。从战略角度出发，阐述三庆置业集团未来的发展方向和模式，提出以稳健性战略促进集团长期可持续发展。本文首先使用PEST模型、五力模型等方法从总体环境和行业环境两个层面分析了三庆置业集团所处的外部环境。并对集团的内部环境进行了分析，通过SWOT分析集团的优势、劣势以及面临的机遇和威胁。在此基础上，本文提出了集团的发展战略即必须实施稳健性战略，确保企业成功转型，继续进入高利润行业，获得长期可持续发展。最后，本文提出了实施稳健性战略的具体措施，特别指出集团的首要任务是调整经营思路，收缩房地产开发战略，回笼资金，巩固资金链正常运转，根据政策走向，转型商业地产开发，改变粗放化管理模式，走向精细化开发。从长期来看，充分利用企业的闲置资源、现有的营销能力及渠道、现有生产能力及顾客资源等，积极寻找新的契机，转向投资少、科技含量高、具有市场空档的新行业，以资本经营为纽带开展多元化经营，重点发展集团下属的参与控股的银行、学校及新能源汽车开发等项目，避免盲目扩张。
英文摘要：	In order to curb the momentum of domestic housing prices rose too fast in recent years, the state has adopted a series of measures to regulate the real estate industry, including commercial housing restriction, limited credit and tightened money supply policy. Affected by regulatory policy, housing turnover fell sharply, San Qing Real Estate Group as the main industry capital return slowly to the real estate; but also by the impact of the tightened money policy, the Group has been unable to bank financing for the development of new projects, which led to the entire Group funds the operation of the serious problems, even in the face of the crisis of funding strand breaks. Based on the above, the background of the situation in the real estate industry in China analysis of the San Qing Group facing major problems, and propose feasible solutions. From a strategic point of view on the future development direction and mode of San Qing Group, proposed to the steady development strategy, promoting the Group's long-term sustainable development. Firstly, using PEST model, five forces model to analyze the external environment of the San Qing Property Group from the general environment and industry environment level. Analysing the Group's internal environment, using SWOT analyzing Group strengths, weaknesses and opportunities and threats. On this basis, the Group's development strategy must implement a robust strategy to ensure successful business transition, continue to enter the high-margin industry, long-term sustainable development. Finally, the implementation of the steady development strategic steps, in particular, pointed out that the Group's primary task is to adjust their thinking, and contraction of the real estate development strategy to return the funds, the consolidation of the normal operation of the capital chain, according to the policy direction, the transformation of the commercial real estate development, change the extensive management model, to the fine development. From the long-term, full use of idle resources, existing marketing channels, existing production capacity and customer resources, actively looking for a new opportunity to turn to less investment, high technology, new sectors of the market neutral carry out diversification as a link to capital management, banks, schools and new energy vehicle development projects focus on the development of the Group subsidiary holding participation, avoid blind expansion.
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