摘要

20世纪90年代以来,我国市场经济体制得到不断完善,国民经济得到蓬

勃发展。随着人们的经济条件不断改善,生活水平不断提高,对于住房条件

的要求也越来越高。房地产行业迅速崛起,伴随着深入进行的产权制度,房

地产业作为国民经济的支柱产业,在市场竞争中发展壮大,并加剧了市场的

竞争。由于过热发展的房地产经济严重影响着民生,影响市场经济的良性发

展,2010年国家新政出台,调控房地产业,以避免过热发展的房地产影响市

场经济的发展。当前,房地产业发展形势严峻,如何在错综复杂的市场经济

发展中把握房地产项目的营销策划,即新形势下地产服务商的战略选择。这

一战略的选择对未来房地产的发展具有深远意义。当前房地产行业的重要大

计是加快提升我国房地产项目营销策划能力,促进新形势下地产服务商的战

略选择。笔者提出研究新形势下地产服务商的战略选择,以四川JLDC地产

顾问有限公司为依据,来研究分析地产服务商的战略问题,为新形势下地产

服务商的战略选择提供理论依据与实践依据。

2005-2009年,成都商品房市场快速发展,成交金额年复合增长率43%。

未来5-10年,快速的城市化将推动成都房地产市场持续增长。2010年4月新

政出台使市场有所降温,但2007-2009年充足的土地供应在近期仍将保证市

场开发量。成都代理市场经过近年的发展,集中度稳步上升,市场格局日趋

明朗。本文以四川JLDC地产顾问公司为例研究新形势下地产服务商的战略

选择,研究的主要目的是通过本课题的研究探讨新形势下地产服务商如何把

握时代的契机,在战略上发展上有所突破,全国化布局、借助资本的力量增

强核心竞争力、积极发展新业务发展成为世界级的地产服务商。

本文通过对新形势下地产服务商的战略分析,首先提出了研究背景、研

究对象、研究意义以及研究目的。其次,详细分析了 JLDC地产顾问公司外

部环境,包括宏观环境分析、行业环境分析竞争以及市场环境分析。再次,地产服务商的战略初探——以四川JLDC地产顾问有限公司为例

探讨分析了 JLDC地产顾问公司内部环境,分析公司能力以及市场状况。然

后,研究JLDC地产顾问公司战略目标与战略选择。包含了对公司愿景及战

略目标、战略匹配与选择公司战略路径的研究与分析。最后,主要从股权结

构、组织机构、人力资源管理、企业文化建设、品牌能力的培植与建设的五

个方面提出了 JLDC地产顾问公司战略实施的主要措施。

关键词:四川JLDC地产顾问有限公司;房地产;地产服务商;战略选择Abstract

Since the 1990s,China's market economic system has been continuously

improved, and the national economy has been booming. With the people's

economic conditions and living standards, continuing to improve, people have

high requirements for housing conditions. The rapid rise in the real estate industry,

along with in-depth system of property rights, real estate industry, as a pillar

industry, intensifies the competition in the market. Due to overheating in the real

estate development of the severe economic impact on the peopled livelihood,

affecting the healthy development of the market economy.,in 2010,national New

Deal has been issued to avoid the market economy being affected by the

overheating of the real estate developments. Currently, the real estate development

situation is grim, and how the market economy in the complex real estate projects

in the grasp of marketing plmming, namely the strategic choice of the real estate

service providers under the new situation. This strategic choice for the future

development of real estate has far-reaching significance. Nowadays, real estate

industry aims to accelerate the marketing planning capacity and promote real

estate service providers' the strategic choice under the new situation. The author

proposes the strategic choice for the services provider under the new situation,

based on the Sichuan JLDC Property Consultants Limited,to study and analyze

the strategic issues, and then to provide a theoretical and practical basis for those

service providers.

During the year of2005 to 2009,the real estate market of Chengdu developed

rapidly,the turnover CAGR of 43%. Next 5-10 years, rapid urbanization will drive

continued growth in the real estate market in Chengdu. April of 2010,the New

Deal made the market has cool, but adequate supply of land for 2007-2009 will

ensure tiiat the market development increase steadily,and the market structure

become clear.