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论文编号：	8894
作者编号：	2120142566
上传时间：	2016/12/9 18:15:37
中文题目：	松江战略转型研究
英文题目：	Research on the Strategic Transformation of Songjiang Company
指导老师：	薛有志
中文关键字：	松江公司；房地产；战略转型；多元化
英文关键字：	Songjiang Company; Real Estate; Strategy Transition; Diversification
中文摘要：	我国社会经济目前已经步入新常态，新常态就是在很长的一段时间内经济增速回落且放缓。在这样的大背景下，中小型房地产企业非常有必要积极地谋求战略转型。实现企业的创新优化，努力适应当前房地产市场的变化，这对于促进企业的稳定、可持续发展是十分重要的。本文对房地产行业做了详细的宏观经济分析、产业环境分析、社会文化和技术变革的影响分析。应用SWOT理论对松江公司的优势、劣势、机会和威胁做了详细的分析。松江公司存在的具体问题有以四个方面，第一、多数项目位于城市郊区，不占有位置优势，这样一来受到市场环境波动影响较大；第二、公司负债率较高，融资成本消耗了很大一部分利润；第三、管理团队的管理水平有待于进一步的提高，降低成本、提高利润还有很大的空间；第四、房地产业营业收入单一，受到政策影响频繁，必须拓展相关产业来弥补收入单一的缺陷。总之、为了解决松江公司利润下滑，收入模式单一的具体问题，制定出了以房地产为主营业务，投资发展医疗健康产业、信息产业、融资租赁业务的多元化发展战略。在新的历史条件下，如何提升房地产主营业务的获利能力？一、提升公司的品牌影响力；在城区获得一些优质项目，利用好的项目来提升公司的知名度，做好规划设计，保证产品品质，完善售后服务来赢得客户的忠诚度。二、提升专业能力降低成本；在规划设计阶段就要利用好外脑来为项目服务，保证规划的合理性和产品的品质，同时要在保证品质的前提下合理地降低成本。在招投标的过程中，保证公平合理，利用好合作单位的潜力，为项目增光添彩，达到低成本、高品质、高附加值的战略目标。三、改善融资结构；公司逐渐减少开发贷款的数量，增加直接融资的比例。同时采取合作开发的模式，既可以降低项目开发的风险，又减少了融资成本。盘活公司原有的资产，降低负债比例来改善公司的经营状况。在多元化战略发展方面，尝试在医疗健康产业和信息产业投资，成立融资租赁公司。通过投资的形式进入了医疗健康产业，未来将为公司提供稳定的收入来源，同时，医疗健康产业和养老产业形成相辅相成，互相促进的格局。在投资信息产业方面，看好未来云计算及互联网的快速发展形势，松江公司提前布局投资。融资租赁方面，利用好公司的部分闲散资金做好融资租赁业务，达到资金的充分合理利用。人才始终是公司最为重要的核心要素和战略资源。松江公司要建立人力资源规划的长远发展机制和薪酬考核激励机制，充分调动人力的主观能动性，挖掘团队的潜力，保障公司多元化发展战略的顺利实施。本文通过对松江公司战略转型的研究，旨在以松江公司为例，提出在新的环境条件下，中小型房地产公司发展的新方向、新思路，给多数中小型房地产公司在制定发展战略时起到借鉴作用。
英文摘要：	In the recent years, the China has been entered into new normal of China's economy, which means the increasing rate of the economy is dropping down within a few years in the future. Base on the background mentioned above, it is necessary for the medium and small real estate enterprises to reform and update their strategy to meet the change of the new economy. In order to make sure the smoothly running and sustainable development of the company, the company needs to creative enough to adapt to the changes of the market. This thesis has analyzed the environment of the real estate industry such as macro economy, industry analysis, social and technical change in the China market. This thesis also takes Songjiang Company as an example, base on the SWOT analysis to present the strength, weakness, threaten and opportunity of the company. Songjiang Company has the problems in these four aspect as follow: In the first place, many of the projects are located not in the central area and then subjects to the market fluctuation. In the second place, access-liability ratio is high and lead to the high financing cost. In the third place, the leadership of the management team needs to improve in order to increase the potential profit. At last, the company has to find other incomes to reduce the risk due to the current income normal income model. Following the problems found in the company, such as profit sliding and single income model, we have suggest an diversification strategy which including the main business of the real estate and other investment in healthy industry, information industry and finance lease. Under the new historical conditions, we need to figure out how to increase the profitability of the primary business. In the first place, promote the brand influence and market competitiveness. The company need to obtain some good project in order to gain the customer loyalty base on the excellent design, good quality and after-sale service. In the second place, create the core competency and minimum the overall cost. Company need to find and develop a good relationship with the partners to reduce the overall cost while keep the good quality at the same time. In the third place, optimize the capital structure of the company in the long term. The company needs to reduce the total loan and increase the direct finance ratio. Then the company is able to lower the capital cost and risk by using the capital market efficiently. To develop the diversification strategy of the company, company needs to invest to healthy and pension industry, set up a finance lease firm to expand the total revenue and create a comprehensive motivation frame work to make sure the implementation of the company strategy. For the investment in the information industry, company need to invest the capital in the cloud and internet aspect in advance. In the market of the finance lease, company should figure out how to use the idle funds efficiently. Human resource, especially the excellent HR, is the core access of the company and plays a very important role in the strategy of the company development. As a result, company should implement a long term framework and motivation method to intensive the team and the employees in order to ensure the good implementation of the diversification strategy of the company. This paper base on the strategic transformation of the Songjiang company, tries to provide some new thinking for the medium and small size real estate enterprises in the new normal of China's economy. Moreover, this research also provides the guidance and reference on how to compete in the real estate industry for the medium and small size of the real estate companies.
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