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论文编号：	5169
作者编号：	2120112875
上传时间：	2013/6/4 8:02:30
中文题目：	AB地产公司战略规划研究
英文题目：	Study on the Strategic Planning of the AB Real Estate Company
指导老师：	李建标
中文关键字：	AB地产公司;经济环境;战略
英文关键字：	AB Real EstateCompany;Economic Environment;Strategy
中文摘要：	随着我国房地产市场的不断发展和规范、行业集中度的逐渐提高及各种资本力量的大举介入，行业的竞争也日趋激烈；同时房地产行业因牵涉多方利益，是国家调控政策较多、调控频率较密集的产业。特别是近年来，针对房地产投资过热、房价上涨过快的局面，国家综合运用产业政策、信贷政策和税收政策等进行了多次调控，采取了一系列严厉措施。面对不断增加的外部风险，越来越多的大型房地产企业已经开始调整自身发展战略，寻找新的发展机会，制定更加有效的发展战略迎接新的挑战。 本文通过分析国际、国内、河北省内宏观环境，阐述了房地产业所面临的大环境。通过文献研究法、战略分析研究法、专家意见咨询等研究方法全面分析AB地产公司的内外部环境，剖析公司所面临的竞争环境机遇、挑战以及公司所拥有的竞争优劣势，在此基础上探讨了AB公司在未来发展中的战略定位和发展目标，并致力于制定出一套适合公司未来长期发展的战略规划及实施方案。 由于地产行业受国家政策调控影响巨大，本文全面回顾了近几年来对房地产影响较大的政策条例，分析其对地产业务的影响。详细介绍了AB地产公司的经营及发展情况，剖析了公司存在的问题，并以与企业同体量的标杆企业为研究对象，分析了与同行业的差距。针对企业现迫切需要转型的关键时期，结合企业实际，为企业的发展提出了战略定位及实施保障。 本文创新之处在于结合企业实际，从业态组合、区域布局、盈利模式三个层面进行研究，引入“城市会客厅”等概念，对企业战略选择及实施有一定的指导和借鉴意义。
英文摘要：	At present, the development of the real estate business not only influences financial security and social stability, but also does effect on the healthy operation of national economy. Industry competition is being fiercer, with the development and standardization of the real estate business accompanying with the degree of industry centralization becoming further enhanced and various capital joining in this industry. Simultaneously, owing to the real business involves in interest of many aspects, henceforth, the government has being paying more attention and making a lot of polices on this industry. Especially in recent years, for the overheated real estate and the soaring housing price, the government uses industrial policy, credit policy and tax policy etc. to regulate this industry for many times, also do the authorities take a series of drastic measures. Facing increasing external risk, more and more real estate enterprises have being adjusting their own development strategies, looking for new development opportunities and making more effective development strategies to cope with new challenges. This paper analyses the international, domestic and Hebei province’s economic environment, furthermore, elaborating the macro-environment of the real estate industry. Thorough the methods of documentary research, strategic analysis, expert consulting, this paper analyzes the internal and external environment of AB Real Estate Company and the opportunities and challenges of the company, also the advantages and the disadvantages. On this basis, this paper discusses the strategic position and development goals, and tries to make some strategies and projects for the long-time development which are suitable for the development of the company. Since the real industry being influenced heavily from the public policies, this paper looks back the policies that do effect to the real estate industry and points out the outcome of the these policies. Also, this paper describes the development situation and shows the existing problems, furthermore, taking benchmarking enterprises as research goals so as to find the gap with them. For the critical period for the company to transit combining with the enterprise actual situation, this paper puts forwards the strategic position and implementation insurance of the company. Innovation of the paper lies in combining with the reality of the company, studying from three aspects namely format portfolio, regional distribution and profit pattern. Also the introduction of concepts such as "city living room" exert significant effect on the strategic choices and implementation of the company.
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