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论文编号：	7719
作者编号：	2220140473
上传时间：	2015/12/1 23:38:19
中文题目：	BR公司战略转型研究
英文题目：	Research on strategic transformation of BR company
指导老师：	马连福
中文关键字：	BR商业地产公司；战略转型；策略研究
英文关键字：	BR Commercial real estate companies; strategic transformation; research on strategies.
中文摘要：	中共中央总书记、国家主席、中央军委主席习近平2014年2月26日在北京主持召开座谈会，强调实现京津冀协同发展，并将该纲要提高到国家战略层面，其中：推进区域发展体制机制创新，促进人口经济资源环境相协调，实现京津冀优势互补、促进环渤海经济区发展是该战略的重点。在可以预见的未来10年，相应的政治资源、经济资源、商业资源、交通资源都将围绕这一核心形成京津冀目标同向、措施一体、优势互补、互利共赢的协同发展新格局，京津冀地区的各类实体经济，尤其是实体商业、商业地产项目也将迎来新的一轮发展机遇。 与此同时，面对网络时代，尤其是网商对传统消费方式、交易方式的改变，以及由此引发的对市场份额、商品结构、消费需求等产生的巨大影响也是各类商业地产项目不想面对却又无法回避的事实。 在这样的政治背景和经济背景下，摆在京津冀地区各类实体商业面前的既有前所未有的机遇，也有跨时代的挑战，它将决定未来10年商业地产企业的发展轨迹，甚至是生死存亡。 本文在对相关理论进行梳理的基础上，结合商业地产行业的实际情况以及面临的政治经济环境，以BR商业地产公司为例，通过个人在工作生活中的实操案例、收集的真实数据以及同行业项目案例，深入分析实体商业在“京津冀协同发展”的政策背景以及网络冲击的市场环境下遇到的问题和挑战，并寻找其解决办法，探讨企业战略转型与政策背景、网商环境之间的关系，并对实体商业在此机遇与挑战面前需要面对的问题进行分析研究。
英文摘要：	Xi Jinping, general secretary of the CPC Central Committee, president of the People's Republic of China and chairman of the CPC Central Military Commission, held a forum on February 26, 2014, which stressed the coordinated development of Beijing, Tianjin and Hebei and raised the guidelines to the level of a national strategy. Thereinto, promoting the innovation of the development system and mechanism in the region; promoting the coordination of population, economy, resources and the environment; and making Beijing, Tianjin and Hebei take advantage of each other’s strengths to promote the development of the Pan-Bohai Bay Economic Zone are the focus of this strategy. In the predictable next decade, relevant political, economic, commercial and transportation resources will center on this focus to develop a new pattern of coordinated development, with Beijing, Tianjin and Hebei having the same objective, and with integrated measures, complementary advantages and mutual benefits for a win-win situation. Thus, various substantive economies, especially substantive business and commercial real estate projects in this region will also embrace a new round of opportunities for development. Meanwhile, in face of the age of the Internet, the changes of traditional modes of consumption and transaction ushered in by online commerce in particular, as well as the tremendous impact incurred on market shares, commodity structure and consumers’ demands are facts that various commercial real estate projects do not want to face but cannot avoid. Against such political and economic backdrops, various substantive commercial real estate projects in the Beijing, Tianjin and Hebei region are faced with not only unprecedented opportunities but also trans-generational challenges, which will determine the developmental trajectory and even survival or extinction of commercial real estate enterprises in the next decade. On the basis of reviewing relevant theories, this article examines the actual conditions of the commercial real estate industry and the political and economic environments that it faces. Drawing on the examples of BR Commercial Real Estate Company and based on the actual cases that the author experiences in work and life, real data collected and project cases of the same industry, this article has an in-depth analysis of the policy background of “coordinated development of Beijing, Tianjin and Hebei” for substantive commerce as well as the problems and challenges it confronts in the market environment under the impact of the Internet Based on the analysis, this article will also venture to seek solutions, discuss the relationship between enterprise strategic transformation and policy background and E-commerce environment, and then study the problems that substantive commerce faces before such opportunities and challenges.
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