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论文编号：	9261
作者编号：	2120142861
上传时间：	2017/6/15 8:55:10
中文题目：	房地产企业多元化发展战略研究——以天津松江公司为例
英文题目：	Real Estate Enterprises Diversificansion Development Strategy Research
指导老师：	李亚
中文关键字：	房地产 企业战略 多元化发展战略 融资租赁 智慧城市
英文关键字：	Real Estate；Enterprise Strategy；Diversification Development Strategy； Financialleasing；Wisdom City；
中文摘要：	从国家层面来看，国家发展战略从单极向多极转变，提出东部沿海加速发展、中部地区崛起、西部地区大开发、东北老工业基地振兴多极发展的思想；从地区层面来看，天津市的区域发展战略由城市单中心发展调整为双中心协同发展，产业布局从重点发展重工业调整为第二产业转型升级和第三产业加速发展的战略；从企业层面看，随着发展阶段的不同及市场环境的变化，企业面临专业化和多元化发展的选择。 随着全球一体化趋势的加剧，房地产市场环境出现了很多变化，国家调控越来越严格，消费者需求越来越多样化，跨国房地产公司通过各种途径进入中国房地产市场，加速了竞争的激烈程度。但我国房地产企业对战略管理的研究处于较浅的水平，存在盲目性缺乏科学性和前瞻性，往往不经过调查研究，没有很好的结合自己的实际情况，什么赚钱就做什么，导致战略决策低效甚至错误，极大的浪费了资源。 本文以上市国有控股房地产公司天津松江为例，在房地产业务增长乏力持续亏损竞争力不断下滑的情况下，开始尝试多元化发展的道路，并在深入分析自身条件的基础上，选择融资租赁和智慧城市投资作为公司的多元化发展的突破口。 本文基于企业战略和多元化战略，结合国内外学者在企业多元化发展战略的研究成果，对我国房地产企业的多元化发展进行分析，探讨企业多元化发展的背景、影响因素、方向选择、战略实施手段、绩效影响及风险控制等问题，为企业选择一条什么样的多元化道路提供理论依据和支持。 本论文的研究内容主要分为六个部分。第一部分研究为多元化发展战略的研究背景和意义，从国家到地方再到企业，根据发展阶段和环境的需要，进行多元化发展的探索。第二部分的研究为企业多元化发展战略选择的理论基础，主要阐述企业战略理论和多元化理论，及国内外理论界在多元化发展战略领域的研究现状及存在的问题，并提出本文的研究思路和方法。第三部分的研究为天津松江公司作为房地产企业的发展历程，并主要阐述其选择多元化发展道路的背景，竞争对手多元化发展的现状，及其采取的方式策略。第四部分的研究为企业战略选择的影响因素及其相互关系，案例企业天津松江公司的在多元化发展战略选择的SWOT分析，通过分析发现松江在多元化发展方面具有很多优势和机会，在战略上选择发展融资租赁产业和以智慧城市为引领的信息技术产业。第五部分的研究为天津松江公司多元化发展战略的内容与定位，并介绍融资租赁产业的内容和优势及天津松江在融资租赁发展当中不同于竞争对手的市场策略，及松江公司通过并购卓朗科技而进入智慧城市领域对企业的贡献和卓朗科技在智慧城市运营方面的产品和技术优势。第六部分的研究为天津松江公司为实现多元化发展战略所应采取的主要举措，重点解决人才引进和储备问题，符合多元化发展的激励机制建设问题，作为投资行业风险控制问题，上市公司和并购公司之间融合问题。 通过一系列分析，本文认为，天津松江公司应该坚定的走多元化发展的道路，特别是在国家及天津市大力扶持融资租赁行业发展和智慧城市建设的利好政策下，利用上市公司平台和优势资源，将融资租赁发展成为公司的优势产业，并在适当时机在其他金融领域通过不同的措施进行发展，并通过各种方式将卓朗科技发展壮大。在多元化发展战略的指引下，天津松江公司必将取得新的市场成就，实施可持续发展的目标。
英文摘要：	At the national level, transformed from mono-polarity to multi-polarity, the national development strategy proposes the multi-polarity development theory of the accelerating development of eastern coastal region, the rising of central-China, western region development and revitalization of the old industrial base in northeast China; at the regional level, the regional development strategy of Tianjin is adjusted from single-center city development to two-center synergetic development, the industrial distribution is updated from heavy industry prioritized development to strategies of the second industry transformation and promotion and the third industry acceleration development as well; at the enterprise level, along with the different stages of development and changes in market circumstances, enterprises are faced with choices of professionalization and diversification development. With the globalization speed-up, many changes have emerged in real estate market environment, in which the state regulation is increasingly strict, consumer demand becomes more and more diverse, and large foreign real estate enterprises entering domestic market in every way intensifies the competition. However, the research by domestic real estate enterprises on strategic management stays at a low level, and there is blindness particularly in the strategic management of state-owned enterprises which lack of scientificity and perspectiveness. In those state-owned enterprises, the new industries are entered only based on profits without investigation and a good combination with their own actual situation, resulting in low efficient strategic decision-making and even errors, which causes huge waste of resources. This paper taking the listed state-owned real estate enterprise Tianjin Songjiang as an example, under the circumstance of inadequate growth, continued losses and continuously declining competitiveness of real estate business, it attempts to the road of diversification development, and chooses financial leasing as the point of penetration based on deep analysis on the development environment in Tianjin and supportive polices by government towards financial leasing. This paper mainly studies the background and internal and external influencing factors of the transition for enterprises from professionalization to diversification, and then suggests the specific initiatives of the implementation of diversification development strategy, thus provides theoretical guidance for enterprises to successfully implement the diversification strategy. Based on enterprise strategy and diversification strategy, and combined with research achievements of domestic and foreign theorists in diversification field, this paper analyzes the diversification development of domestic real estate enterprises, discusses diversification development issues of enterprises including the background, influencing factors, direction selection, strategy implementation measures, performance impact and risk control, and provides theoretical basis and support for enterprises to choose the type of diversification development road. The research content of this paper is mainly divided into six parts. The first part studies the research background and significance of diversification development strategy, the research status and issues of domestic and foreign theorists in diversification development strategy field, and states the research approach and methods of this paper. The second part discusses the theoretical basis for enterprises to choose the diversification development strategy. The third part focuses on the development history of Tianjin Songjiang Corporation as a real estate enterprise, and mainly explains the background of its diversification development road selection, and methods and strategies adopted by competitors. The forth part studies influencing factors of diversification development road selection made by enterprises and their correlation, also takes Tianjin Songjiang Corporation as an example to discuss its SWOT analysis in diversification development road selection. The fifth part researches the content and orientation of diversification development strategy of Tianjin Songjiang, and mainly introduces the content and advantages of financial leasing business and market strategies in financial leasing development adopted by Tianjin Songjiang. The sixth part describes the major initiatives taken by Tianjin Songjiang Corporation to implement diversification development strategy. Through a series of analysis, this paper suggests that, Tianjin Songjiang Corporation should firmly stick to diversification development road. Especially with the positive policies that the state and Tianjing vigorously support financial leasing business development, Tianjin Songjiang should take advantage of the platform and superior resources of the listed company to develop the financial leasing into a competitive industry in the company.
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