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论文编号：	5683
作者编号：	2220120417
上传时间：	2013/11/30 11:10:07
中文题目：	区域型房地产开发企业竞争力研究
英文题目：	Competitiveness research of Regional real estate development enterprise
指导老师：	齐善鸿
中文关键字：	竞争力、房地产、区域
英文关键字：	Competitiveness, Real estate, Regional
中文摘要：	在近十年的经济发展中，我国的房地产行业贡献良多，房地产行业的迅猛发展也使得大量的房地产企业如雨后春笋般涌现。经过一段时间的积累，不少企业的规模不断的壮大，如万科、万达、保利、恒大、绿城为代表的大型房企，在其所在的地域乃至于全国范围内都具备了极强的市场竞争力。但是，从整个层面上来看，全国6万家房地产企业中绝大部分的房地产企业的规模并不大，其影响力也仅局限于一隅，自身的发展面临政策、资金、市场的巨大挑战。特别随着以国务院颁布的“国五条”为代表的新一轮宏观调控政策的出台，房地产行业的发展面临更大的变数和压力。也正是因为如此，研究区域型房地产开发企业的竞争力和企业发展之道，就具有了实质性和迫切的意义。 笔者作为一个从事房地产行业10多年的高级管理人员，对本人所工作的上海祝桥新镇投资发展管理有限公司企业发展所面临的问题有着诸多的思考。文章也藉由对自身企业发展面临的实际问题出发，结合在课程学习中学习到的研究方法进行深入分析，希望能给企业的发展指明方向。本文首先从企业的核心竞争力的基本理论进行了探讨，界定核心竞争力的概念，探讨了核心竞争力的基本特征与识别特征，并且对核心竞争力的构成要素和其对企业发展的重要作用进行了分析，作为全文的研究奠定理论基础。随后，对笔者所在的上海祝桥新镇投资发展有限公司的企业竞争力的构成进行了分析，并且依据目前新镇投资的实际发展状况，提出企业的资源整合能力以及企业创新能力是新镇投资的竞争力的关键构成。然后，文章介绍了几种评价房地产企业竞争力的方法，并且选择了模糊综合评价法作为评价区域型房地产企业竞争力的方法。在此基础上，文章又以新镇投资作为实证研究对象，构建了模糊综合评价模型，对其目前的竞争力进行了评价，并且指出其目前还存在着品牌价值不高、融资渠道有限、企业文化缺失、可持续发展能力较低、创新能力不足以及人才引入困难等问题。针对这些问题，文章提出，可以从确定明确且独特的企业定位、差异化的公司发展战略、提升新镇投资现有有形资源的整合能力以及重视对无形资源的培育和整合，建立企业文化新平台等几个方面着手，有效提升上海祝桥新镇投资发展有限公司的竞争力。
英文摘要：	In nearly a decade of economic development, China's contribution to the real estate industry, the rapid development of the real estate industry also makes a large number of real estate companies have sprung up. After a period of accumulation, many companies continue to expand the scale, such as Van ke, Heng da Group Wanda, and so on, in their geographical and even across the country all have a strong competitive edge. But from the day level, the vast majority of the real estate business is not large, and its influence is limited to the corner, the lack of their own core competitiveness. However, with the "five countries" as the representative of the introduction of a new round of macro-control, the future development of the real estate industry may face a greater number of variables. It is precisely because of this, the study area-based real estate development enterprise's competitiveness, we have a substantive significance. This article first regional-based core competitiveness of the basic theory are discussed, defining the core concept of competitiveness, discusses the basic characteristics of the core competitiveness and identifying characteristics, and the core elements of competitiveness and its impact on important role in the development of enterprises were analyzed for full-text research has laid a theoretical foundation. Subsequently, the regional-based real estate enterprises constitute the core competitiveness were analyzed, and based on the current model of China's regional real estate development firm, proposed the integration of resources and enterprise innovation capability is the ability of regional-based real estate enterprise's competitiveness of key components . Then, the article introduces some real estate enterprise's competitiveness evaluation methods and choose the fuzzy comprehensive evaluation method for evaluating regional-based real estate enterprise's competitiveness approach. On this basis, the article I wish the bridge to Shanghai Investment and Development Co., Ltd. as the new town empirical research object, fuzzy comprehensive evaluation model was constructed to its current competencies are evaluated, and pointed out that there is still a brand of its current value is not high , limited financing channels, corporate culture, lack of capacity for sustainable development is low, lack of innovative capacity and talent to introduce difficult issues. To solve these problems, the paper proposes, can be determined from the clear and unique corporate positioning, differentiated corporate development strategy to enhance investment in the new town, the ability to integrate existing physical resources and intangible resources emphasis on the cultivation and integration, the establishment of a new enterprise culture platform and several other aspects, effectively raising the Shanghai New Town Zhuqiao Investment and Development Limited's competitiveness.
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