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论文编号：	558
作者编号：	2120062035
上传时间：	2008/6/19 19:24:39
中文题目：	基于战略定位的房地产开发企业竞
英文题目：	The study of the Real Estate''
指导老师：	韩德昌
中文关键字：	房地产 战略定位 竞争优势
英文关键字：	the Real Estate Strategy Loc
中文摘要：	近十年来，我国房地产业的发展极大地推动了国民经济增长，已经发展成为国家的支柱产业。城镇化进程的加快，社会经济的繁荣，旧城改造的推进，国民追求生活质量的改善等产生了大量的住房需求，行业利润空间很大，吸引了众多的投资者进入房地产业，导致行业内竞争十分激烈，而国家加强开发土地的监管，各项针对房地产的经济调控政策的实施，则有助于房地产市场的规范与健康发展，所以，我国的房地产业前景广阔。 但是，尽管当前我国房地产业处于调整阶段，各个房地产企业都在积极寻找市场，谋求有所作为，然而应对国内房地产市场的情况，系统地研究怎样制定和实施战略定位从而获得竞争优势的理论文献却很少。为了给房地产企业的发展提供可资借鉴的研究结论，促进其可持续发展，本论文就房地产开发企业如何进行准确的战略定位这一问题展开研究，通过对房地产市场环境的分析和房地产开发企业自身优势的分析，对房地产企业的战略定位与竞争优势的获得进行了理论研究，提出了科学的战略定位方法和获得竞争优势路径的基本思路。 全文共分七章，第一章绪论阐述了基于战略定位的房地产开发企业的竞争优势研究的背景与意义，提出了规范分析与案例分析的方法,建立了理论框架；第二章对国内外有关战略定位与竞争优势的理论文献进行了梳理；第三章对房地产开发企业的战略定位进行了分析；第四章对房地产开发企业的竞争优势进行了分析；第五章对基于准确战略定位的竞争优势实现路径进行了分析；第六章以阳煤集团房地产开发公司为例，对基于战略定位构建竞争优势的实践进行了研究；第七章提出了房地产开发企业可以通过准确的战略定位获得竞争优势的结论，为我国广大房地产开发企业获取竞争优势提供了参考，为帮助它们认真分析内外环境、进行准确战略定位以及获得竞争优势提供了建设性的建议，具有一定的借鉴意义和参考价值。
英文摘要：	For the past ten years, the development of our country’s real estate industry has given impetus to the national economy growth extremely and already become one of the national pillar industry. Some factors such as the quick development of urbanization course, the prosperity of social economies and the transforming outmoded city, the people's demands about the improvement of the quality of life and so on produce a massive housing demand market. Further says it has a considerable profit space which have also attracted many investors to join the real estate industry and caused intense competition, but the government has macro-controlled the land resource and carried out a whole set of macro-economic policies, which is helpful to make the real estate market standardize and the healthy development, therefore, the prospect of our country's real estate industry is broad. At present, our country real estate industry is at the adjustment stage, each real estate enterprise is seeking for the market positively and hope to acquire great achievement, however, how to deal with the domestic real estate market, how to study the formulation and implementation about the strategy localization and how to obtain the competitive advantage systematically, there are a few study document about it at home. With respect to the above question, the thesis tries to provide answers from a new perspective on the basis of studies home, tries to prove a useful research conclusion which may be take as a reference to the real estate enterprise and can promote them sustainable development. The thesis has discussed how to the real estate enterprise carry on the accurate strategy locate. Through the analysis to the real estate market environment and the enterprise superiority own of development, the thesis has conducted the fundamental research about how to obtain the real estate enterprise's strategic localization and the competitive advantage. The text of the thesis consists of seven chapters, each focusing on respective areas: Chapter one introduced the research background and the significance about the competitive advantage and strategy localization ,and proposed the canonical parse and the case analysis's method, established the theory frame; Chapter two combed the theory literature home and abroad about the strategic localization and competitive advantage; Chapter three carried on the analysis to the property development enterprise's competitive advantage; Chapter four carried on the analysis to the property development enterprise's strategic localization; Chapter five analyzed the method of which could get the competition advantage on the basis of the accurate strategic localization; Chapter six talked the YangMei real estate as an example to analyze the way how to get the competition advantage based on strategic localization ;in the end , this paper drew a conclusion that the proposed the property development enterprise may obtain the competitive advantage through the accurate strategic localization and propose this research has certain profits from the significance and the reference value.
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