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论文编号：	9124
作者编号：	2220150553
上传时间：	2017/6/7 18:09:21
中文题目：	江门RJ公司发展战略研究
英文题目：	Research on the Development Strategy of Jiangmen RJ Company
指导老师：	赵伟
中文关键字：	房地产;企业扩张;多元化;发展战略;战略体系
英文关键字：	Real estate;Enterprise expansion;Diversification;Development strategy;Strategic system
中文摘要：	改革开放后，房地产投资在我国经济和投资增长中的比重日益增加，房地产业发展势头迅猛，已逐渐成为拉动国民经济持续增长的主导产业。发展至今，市场环境已发生显著变化，房地产企业数量急剧增加，房地产商品从卖方市场转变为买方市场，市场竞争日益激烈。伴随房地产价格的大涨大落，以及国家宏观调控政策的频繁颁布，将房地产作为投机工具的现象逐步得到遏制。国内随之出现“断供”和“抛售”的现象，国家和地方政府继而出台刺激楼市的政策。严格的限购政策逐步取消，却加剧了房地产市场的观望态势，由此进一步增加了房地产企业经营管理的难度。房地产业的现有格局将彻底发生改变，房地产企业优胜劣汰、面临重新洗牌。如何抓住机遇，适时调整企业的发展战略，为企业的可持续发展寻找到新的出路，成为众多房地产企业亟待思考的问题。 本文以企业战略管理理论为基础，以江门RJ公司为案例，针对外部宏观战略环境进行分析，并结合江门RJ公司内部环境研究，构建RJ公司战略环境SWOT矩阵。将外部机会与内部优势相匹配，得到S-O战略。当公司具有诸多的公司内部优势和市场选择机会，处于优越的位置时，应当采取增长型的战略，可以利用公司外部机会，发挥江门RJ公司的优势和强项。将外部机会与内部劣势相匹配，得到W-O战略。当公司具有一些劣势，而这些劣势又妨碍到公司，不能利用公司外部较好的机会时，公司需要抓住机会、克服劣势，此时可以通过外部机会来增强公司实力，应当采取稳定型战略，找到合适的机会，实现公司由稳定型过渡到增长型。将外部威胁与内部优势相匹配，得到S-T战略。对于江门RJ公司来说，当公司外部环境具有威胁，但具有一定内部优势时，公司战略类型复杂。此时可以借助本公司的优势来回避或减轻外部威胁，选择混合型战略比较适宜。将公司外部威胁与公司内部劣势相匹配，可以得到W-T战略。江门RJ公司也有面临的境况较差的可能，此时公司外部可能面临很大的威胁、而内部又存在巨大劣势。在这种情况下，公司可能会破产、被并购或结业清算。此时江门RJ公司应当避开威胁并逐渐减少劣势，比较适宜采用紧缩型战略。当前，国内乐观的宏观经济形势为江门RJ公司发展带来机遇大过房地产行业本身。同时，江门RJ公司本身具有极好的优势资源，同时江门RJ公司发展转型的需求迫切。所以江门RJ公司需要抓住当前的发展机遇，加强公司资源的有效配置，实施多元化的发展战略，促进企业实现产业综合化的稳步转型。江门RJ公司实施多元化的企业发展战略规划，存在几个方面的优势。首先，房地产行业确实一个受政策影响较大的行业，向其他行业延伸，可以降低企业受政策影响的动荡性。其次，发展具有一定关联性的产业，可以充分利用公司的资源优势，实现资源优化配置效用的最大化，同时可以产生产业协同的效应。再次，可以给江门RJ公司带来新的经济增长点，扩大企业的市场范围，增强企业的品牌影响力。最后，江门RJ公司要实现产业转型升级，需要在其他领域进行尝试和探索，在产业延伸上实现企业产品及服务的附加价值提升及突破。一方面，RJ公司在房地产领域，需要通过差异化战略，寻找行业机会，挖掘商业地产作为市场突破口；另一方面，RJ公司可以充分利用自身的资源优势，在大功率LED照明、黄金矿产、国际物流园、葡萄酒全产业链开发等领域进行产业多元化战略扩张。江门RJ公司应当充分借助国家在东部、中部和西部的政策机遇和自身的资源优势，通过实施多元化发展战略实现企业的转型。伴随市场化、城市化进程的加速，东部地区特别是沿海城市仍然存在较大的人口红利和经济优势，为房地产行业的发展提供较好的基础支撑。市场刚性需求依然在实实在在的存在并增长，而中西部城市市场供给基本饱和，所以江门RJ公司的房地产板块，可以在东部城市，尤其是深圳、广州等一线城市，寻找发展机遇。江门RJ公司在广东已经经营房地产业多年，可以实施相关多元化战略，或差异化竞争战略，在商业地产等方面进行深入挖掘。中部：江门RJ公司可以利用自身自然资源优势和技术开发优势，在LED照明、金矿开发等跨界领域做尝试。西部：2013年国家主席习近平提出建设“新丝绸之路经济带”的战略构想，新疆被定位为“丝绸之路经济带核心区”。江门RJ公司可以利用自身关系人脉优势，在物流园产业和葡萄酒全产业链方面做尝试。为降低江门RJ公司战略实施的风险，本文从制度管理、人力资源、财务管理和文化管理等方面提出战略实施的保障措施。一个企业的资源和实力是有限的，进行多元化扩张，特别是异业性质的多元化扩张，具有一定的风险性，同时对资本和资源的要求非常高。对于江门RJ公司来说，需要充分认识到自身的能力，同时在进行行业扩张时，要对行业进入和项目承接进行充分深入的可行性评估。企业在成长、转型的过程中，需要突破影响企业自身发展的各种瓶颈，但是这个过程不是一蹴而就的事情。企业需要在探索和尝试的过程中，不断寻找合适的机会，否则不利于企业的发展。 当前，我国房地产业正处于迷茫阶段，房地产企业亟需顺应市场规律的发展战略来指导，以保持企业的可持续发展。在国内大的竞争格局下，多元化发展战略成为多数企业适应市场环境、科学运作、发掘自身优势、制定发展战略的关键所在。通过本研究，对于丰富房地产企业战略发展理论体系，具有一定的学术意义，同时对江门RJ公司化解当前的发展瓶颈也具有现实价值。 关键词：房地产 企业扩张 多元化 发展战略 战略体系
英文摘要：	After the reform and opening up, real estate investment in China's economic and investment growth in the proportion of increasing, the rapid development of the real estate industry, has gradually become the leading industry to promote the sustained growth of the national economy. Development, the market environment has changed significantly, the number of real estate enterprises increased sharply, the real estate commodity from the seller's market into a buyer's market, the market competition is increasingly fierce. With the rise of real estate prices fall, as well as frequent national macro-control policies, the real estate speculation as a tool for the phenomenon has been curbed. Domestic "off for" and "selling" phenomenon, the state and local governments and the introduction of the policy to stimulate the property market. Strict restrictions on the purchase of the policy gradually canceled, but exacerbated the real estate market, which further increased the difficulty of the real estate business management. The existing pattern of the real estate industry will be completely changed, the real estate enterprise survival of the fittest, facing re reshuffle. How to seize the opportunity, timely adjust the development strategy of the enterprise, to find a new way out for the sustainable development of the enterprise, become the question that many real estate enterprises need to think about. This paper is based on the theory of enterprise strategic management in Jiangmen RJ company as a case, analyzes the external macro strategic environment, and combined with the research on the internal environment of Jiangmen RJ company, SWOT RJ company to construct the matrix of strategic environment. Match the external opportunities with the internal advantages, and get the S-O strategy. When the company has many internal advantages and market opportunities, in the superior position, should take the growth strategy, the company can use the external opportunities to play the advantages and strengths of Jiangmen RJ company. Match external opportunities with internal weaknesses, and get the W-O strategy. When the company has some disadvantages, and these disadvantages hinder to the company, not by external good opportunities, companies need to seize the opportunity, overcome the disadvantage, this can enhance the strength of the company through the external opportunities, should adopt stable strategy, to find a suitable opportunity, achieve the company by stable transition to growth. Match external threats to internal advantages, and get the S-T strategy. For Jiangmen RJ company, when the company's external environment is a threat, but with certain internal advantages, the company's strategic type complex. At this point, we can use the company's advantages to avoid or mitigate external threats, select a hybrid strategy is more appropriate. The external threat of the company and the company's internal weaknesses match, you can get the W-T strategy. Jiangmen RJ companies are also faced with the situation is poor, at this time the company may face a big external threat, but also a huge disadvantage in the internal. In this case, the company may be bankrupt, or the completion of the liquidation liquidation. At this time, Jiangmen RJ company should avoid the threat and gradually reduce the disadvantage, more suitable for the use of tight strategy. At present, the domestic optimistic macroeconomic situation for the development of Jiangmen RJ brings opportunities in real estate industry itself. At the same time, Jiangmen RJ company itself has excellent resources, at the same time, Jiangmen RJ development and transformation of the urgent need for. Therefore, Jiangmen RJ company needs to seize the current development opportunities, strengthen the effective allocation of resources, the implementation of diversified development strategy, and promote the steady transformation of enterprises to achieve industrial integration. Jiangmen RJ company to implement a diversified enterprise development strategic planning, there are several advantages. First of all, the real estate industry is indeed a big policy impact on the industry, extending to other industries, you can reduce the volatility of the impact of corporate policy. Secondly, the development of a certain relevance of the industry, you can take full advantage of the company's resources to achieve the optimal allocation of resources to maximize the effectiveness of the same time can produce the effect of industrial synergy. Again, can give Jiangmen RJ company to bring new economic growth point, expand the scope of the enterprise market, enhance the brand influence of the enterprise. Finally, Jiangmen RJ company to achieve industrial transformation and upgrading, the need to try and explore in other areas, to achieve the added value of enterprise products and services to enhance and breakthrough in the industrial extension. On the one hand, RJ company in the field of real estate, through differentiation strategy, looking for business opportunities, mining commercial real estate as a breakthrough in the market; on the other hand, RJ can make full use of their own resources, expand diversified strategic industries in high power LED lighting, gold mining, Wine International Logistics Park, the whole industry chain development etc.. Jiangmen RJ company should make full use of the state in the eastern, central and western policy opportunities and their own resources, through the implementation of diversified development strategy to achieve the transformation of enterprises. With the accelerated process of urbanization, the eastern region, especially in the coastal cities, there is still a large demographic dividend and economic advantages for the development of the real estate industry to provide a better foundation support. The rigid demand of the market still in the real existence and growth, while the Midwest city supply market is basically saturated, so the RJ company in Jiangmen, the real estate sector, in the eastern part of the city, especially in Shenzhen, Guangzhou and other first-tier cities, looking for opportunities for development. Jiangmen RJ company in Guangdong has been engaged in real estate for many years, can implement the relevant diversification strategy, or differentiation of competitive strategy in commercial real estate and other aspects of in-depth mining. Central: Jiangmen RJ company can take advantage of its own natural resources and technology development advantages, in the field of LED lighting, gold development and other cross-border do try. West: in 2013, President Xi Jinping proposed the construction of the new Silk Road Economic Zone strategic vision, Xinjiang is positioned as the Silk Road Economic Zone core area". Jiangmen RJ company can take advantage of their own relationships, in the logistics park industry and wine industry chain to do the whole industry. In order to reduce the risk of Jiangmen RJ company's strategy implementation, this paper puts forward the guarantee measures from the aspects of system management, human resources, financial management and cultural management. The resources and strength of a business is limited, the expansion of the diversification, especially the diversification of the nature of the different industries, with a certain risk, while the capital and resource requirements are very high. For Jiangmen RJ company, the need to fully understand their own capacity, while conducting industry expansion, to the industry to enter and carry out the project to undertake a thorough feasibility assessment. Enterprises in the process of growth, transformation, the need to break through the various bottlenecks affecting the development of the enterprise itself, but this process is not an overnight thing. Companies need to explore and try the process of constantly looking for the right opportunity, otherwise it is not conducive to the development of enterprises. At present, China's real estate industry is in a stage of confusion, real estate enterprises need to follow the market rules of the development strategy to guide, in order to maintain the sustainable development of enterprises. Under the domestic competition pattern, diversified development strategy has become the key to the majority of enterprises to adapt to the market environment, scientific operation, to explore their own advantages, to develop the strategy. Through this study, for the rich real estate enterprise strategic development theory system, has certain academic significance, at the same time, Jiangmen RJ company to resolve the current development bottleneck also has the practical value. Key words：Real estate, Enterprise expansion, Diversification, Development strategy, Strategic system
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