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论文编号：	5074
作者编号：	2220110584
上传时间：	2013/5/24 10:56:53
中文题目：	以文化为导向的新世纪房地产公司差异化发展战略研究
英文题目：	The Differentiation Development Strategy of New Century Co. Introduced by Culture
指导老师：	李莉
中文关键字：	房地产企业 文化创意 差异化战略 环境分析
英文关键字：	Real Estate Company; Cultrual Creative; Differentiation Strategy; Environmental Analysis.
中文摘要：	在高房价的压力下，我国政府出台多项政策对房地产市场实施调控，加大了从事房地产行业的经营风险，特别是对中小型房地产开发公司来说，新政策对其生存能力提出了挑战。扬州新世纪房地产开发有限公司是扬州市内的中小型房地产开发公司之一，近年来立足浦席镇，先后开发了浦席镇商业街、五一小区、朴园、扬州画舫、第二江南等多个物业项目，已经具备了丰富的开发经验和一定的经济实力。与其它开发商不同的是，该公司的项目多是以开发中式园林物业为主，具有浓郁的中国传统文化特色。当前对扬州新世纪房地产开发有限公司来说机遇与挑战并存：机遇方面，扬州市的高速发展带动房价提升，宁镇扬经济圈的形成使房产物业面对的顾客范围加大，且朴席镇已纳入扬州市经济技术开发区范围内，未来将有更大发展。挑战方面，政府对房地产行业的管制越来越强，特别是对开发别墅物业的限制较大，同时国内外房地产知名企业进驻扬州导致行业竞争压力加大。在此背景下，如何提升扬州新世纪房地产开发有限公司的竞争力，使其抓住机遇获得进一步发展，是亟待解决的重要问题。 经过研究本文发现，新世纪房地产开发有限公司一直以开发中式园林物业为其特色，其园林设计理念原滋原味地展现了江南深厚的人居文化，而由于扬州及周边地区居民对中国古典文化有着较深的偏好，且中式园林的设计和施工不易被同业竞争者模仿。因此，实施以中式古典文化创意为导向的差异化战略对扬州新世纪房地产开发有限公司来说是可行的。同时，由于我国政府对开发文化创意产业持鼓励态度，冠以文化创意产业之名开发房地产项目更容易获得政府批准，可以有效跨越政治壁垒。在此战略的基础上，再辅以对产品品质的执着追求，相关者利益最大化的经营理念，关系导向的影响手段，扬州新世纪房地产开发有限公司将在未来的竞争中获得竞争优势。 本文在对全文的研究背景、意义、内容方法进行总体介绍后，对公司战略管理理论和文化创意理论进行回顾，之后应用PEST、波特五力模型、SWOT分析方法对扬州新世纪房地产开发有限公司所处的环境进行分析，而后在对企业愿景进行规划后作出战略选择，然后分析战略实施的具体方案，最后对全文作出总结。
英文摘要：	Under the pressure of high prices, the government has launched a number of policies implemented on the real estate market regulation, and increased business risk in the real estate industry, especially for small and medium sized real estate company, the new policy challenges them. Yangzhou New Century Real Estate Development Co. is one of small and medium sized real estate development companies in Yangzhou city, in recent years, it based on the Pu Xi town, developed a Pu Xi Commercial Street, May district, Pu yuan, Yangzhou boats, and the second South and other property projects, already has a wealth of development experience and a certain economic strength. Different from other developers, the company's many projects is the development of Chinese garden property, rich in traditional Chinese culture. This company has both opportunity and challenges: opportunities, the rapid development of Yangzhou drive prices increase, the formation of the economic circle Ning zhen yang increase the scope of the customer, and the Pu Xi town has been into the town of Yangzhou Economic Development Zone, it will be even bigger. Challenges, the government's control of the real estate industry is growing, especially for villa properties, both domestic and foreign famous enterprises stationed in the real estate industry. In this context, how to upgrade the Yangzhou New Century Real Estate Development Co., to seize the opportunity for further development is the urgent need to resolve important issues. This study found that New Century Real Estate Development Co. has been developing properties for its characteristics of Chinese gardens, the landscape design of the original flavor shows deep south living culture, Yangzhou and the surrounding areas have a deep preference of Chinese classical culture, and Chinese garden design and construction cannot be imitated easily. Therefore, the implementation of Chinese classical culture creativity-oriented differentiation strategy for Yangzhou New Century Real Estate Development Co. is feasible. Also, because our government encourage the development of cultural and creative industries, known as the cultural and creative industries in the name of real estate development projects easier access to government approval, can be effective across the political barriers. In this strategy, based on the quality of the product and maximize of the interests of stakeholders , then relationship-oriented means, Yangzhou New Century Real Estate Development Co. will gain a competitive advantage in the future. This paper introduced research background, meaning, content, methods, review the company's strategic management theory and the theory of cultural and creative, after the application of PEST, Porter's five forces model, SWOT analysis of the company's environment of Yangzhou New Century Real Estate Development Co., made the corporate vision and then planning on strategic choices, and then analyze the specific program of the strategy plan, then made the final conclusion of the full text.
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