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论文编号：	6659
作者编号：	2220131029
上传时间：	2014/12/3 9:12:52
中文题目：	北新房屋公司经营战略转型研究
英文题目：	Study on the transformation of BNBM Homes management strategy
指导老师：	薛有志
中文关键字：	新型房屋；经营战略；战略转型
英文关键字：	New housing; Business management strategy; Strategic transformation
中文摘要：	建设节能省地型住宅是中国未来的住宅建设方向，而发展新型结构住宅则是解决高能耗建筑的有效途径。新型结构住宅具有绿色环保、节能减排、抗震隔热、最大限度利用有效空间等优点，是人与自然和谐可持续发展的绿色产业。新型结构住宅在发达国家应用非常普遍，而我国还处于起步阶段，总体发展水平还不高。北新房屋有限公司成立于2002年，是国家首批住宅产业化基地，也是中国最大的新型钢结构房屋公司。公司始终坚持绿色建筑的发展方向，凭借国际先进的新型房屋技术在全世界推广绿色家园，目前已发展成为国内新型房屋的排头兵企业。新型房屋在我国整个房地产行业中使用率还不足1%。面对如此窘迫的市场态势，作为新型房屋的龙头企业，北新房屋必须探索和尝试新的经营模式，完成企业经营战略转型，实现企业快速可持续发展。北新房屋长期以来实行主体结构龙骨加工生产，以集成商和单一贸易企业的模式运营。这种模式为北新房屋在初期的运营中起到了重要的推动作用，规避和分散了市场风险。但随着市场的发展成熟、竞争对手的增加，愈发显示其弊端。本文通过对北新房屋经营战略转型的研究，改变单一的经营模式，重新思考和探索新的经营模式，做好市场定位。实现由部品集成商向“材料房屋一体化”的高品质建造商转变，由单一的贸易企业向“设计生产施工一体化”的完整产业链转变。两大经营战略转变对于扩大市场份额，提升当前的经营现状具有重要意义，同时对于国内新型房屋经营模式创新具有一定的参考价值。利用产品战略、品牌战略、创新战略、成本战略和文化战略一系列组合战略实现市场细分和重新定位，实现企业经营战略成功转型，从根本上大力发展我国的新型房屋事业，节约自然资源、保持可持续发展状态。
英文摘要：	To build energy conservation and ground-saving residence is future trend of residential construction in China, and developing new structure housing is the effective way to solve high energy consumption. New structure housing has the advantages of environmental protection, energy conservation, seismic resistance and heat insulation, makes the best use of the effective space, and is the green industry of the harmonious sustainable development. New structure house is applied very commonly in the developed countries, but it is still in the initial stage in our country, and the overall development level is not high. BNBM Homes Co. LTD., founded in 2002, is a national first residential industrialization base, China's largest new steel structure housing company. The company always adheres to the development direction of green building. Relying on the owned international advanced technology to promote green housings, recently the company has developed as a leading enterprise of domestic new-type housing industry. The utilization rate of new houses in our country is less than 1%. Facing with such an embarrassed market situation, as the leading enterprise, BNBM Homes must explore new business model, complete the strategic transformation, and realize the sustainable development rapidly. For a long term, BNBM Homes adopts the operating mode as a manufacturer of the main-structure steel stud, an integrator and a sole trading trader. This mode has played an important role in the early operation, and avoided market risks. But with the market grow, and increasing competitors, it shows more disadvantages. In this thesis, through the study of the company management strategy transformation, changing the single operating mode, doing a good market position, it will realize the transformation from the component integrator into a high-quality builder, from a sole trading enterprises into an enterprise offering complete service. These two changes has significance in expanding market share, and improving the current operating status. Use the product strategy, brand strategy, innovation strategy, cost strategy and culture strategy to achieve a series of strategic combination of market segmentation and repositioning, which will help the implementation of business strategic transformation successfully, fundamentally developing new housing industry, to conserve natural resources and maintain the sustainable development of state.
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