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论文编号：	7178
作者编号：	2220131014
上传时间：	2015/5/29 8:55:30
中文题目：	QN地产集团发展战略研究
英文题目：	A Study on Development Strategy
指导老师：	黄福广
中文关键字：	QN地产集团；发展战略；战略实施
英文关键字：	QN Real Estate Group; Development Strategy; Strategy Implementation
中文摘要：	随着我国房地产市场十多年来持续迅猛发展，市场泡沫越来越凸显，政府为了抑制房价和市场泡沫的扩大，相关部门联合出台了限购、限贷、预征土地增值税、增加交易环节所得税、营业税或契税，以及房产税试点等措施进行严厉的宏观调控，市场环境也变得更加扑朔迷离。在我国宏观经济下行压力加大的情况下，国内众多房地产企业都面临着愈加困难复杂的局面，越来越多的房地产商已经开始着眼于调整未来的长期发展战略，寻找更好的发展机会，突破重围，走向卓越。 QN地产集团是一家中型房地产公司，在经历了十多年的快速发展之后，QN地产已经成为所在地区领先房地产企之一。但是，在经营规模持续扩大和业务范围不断拓宽的条件下，也对公司的经营发展提出了更高的要求。特别是在“新常态”市场环境下，如何做好公司的战略研究，制定公司的战略规划，把握战略机遇，消化库存，增加房地产金融创新，提高自身的竞争力，成为目前QN地产集团急需解决的问题。 本篇论文在系统阐述战略管理理论、PEST理论、波特“五力”分析理论的基础上，通过研究实施战略管理的程序、方法，运用PSET理论和波特“五力”模型对QN地产的宏观环境和行业环境进行了分析，并总结提炼出关键的外部环境因素；同时，运用SWOT理论、竞争态势CPM分析，财务指标分析方法对公司目前的经营现状、同行业竞争情况，财务状况、治理结构等方面进行了深入研究，并在定性分析的基础上，综合运用了EFE矩阵和IFE矩阵对内外部环境进行了定量分析。通过定性和定量分析相结合，理论和实践相结合的方法提出了适合QN地产科技节能化房地产发展型战略和多元化战略构想，并且从多角度阐述了保障战略有效实施的方式，重塑了QN地产的价值链，并建立了以“平衡计分卡”为基础的QN地产战略评估体系。
英文摘要：	With the increasingly fierce competition of China’s real estate sector, Chinese government has been carrying out a series of regulation and control policy recent years. Most of the enterprises in Chinese real estate sector are facing more complex situation. In order to survive and succeed in this situation, many of them are attempting to adjust the company’s long-term strategy and to looking for the better opportunities. QN Real Estate is a medium-sized company which has become one of the leading companies in its region after a decade of development. However, QN Real Estate is still in an urgent need of improving management level because of its great progressing and expanding operation scale. There are many management problems need to solve in this new marketing environment, especially how to do a good job in strategic research and planning, how to move excess inventory and to find additional source of funding. Firstly, the thesis describes the system of strategic management theory, PEST theory and Porter’s five forces analysis of theory. Secondly, the thesis studies the procedure and methods of the implementation of strategic management. Thirdly, this thesis analyze QN Real Estate’s macro environment and industry environment using the PSET theory and Porter's five forces model, and summarizes the key factors in the external environment. At the same time, the thesis use SWOT theory to study the company's current operating status, financial status, human resources, organizational structure, corporate culture and other aspects. Fourthly the thesis accomplishes quantitative analysis about the company’s internal and external environment by using IFE and EFE matrix. At the end, the thesis works out the QN Real Estate’s strategy map based on BSC which is aiming at rediscovering additional value and remodeling the value chain.
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