本文尝试运用企业战略管理的有关理论,从外部宏观环境和公司内部状况入
手,对中京置业公司的经营环境、市场环境、产品线等方面进行系统战略分析,并
根据分析的结果来选择适合公司的发展战略。提出公司建立以发展多元化经营为发
展战、战略联盟战略、品牌战略为总体发展战略,以产品创新战略、多渠道融资战
略、人力资源战略为企业职能型战略,并提出具体的战略实施的措施和控制方案。
通过一系列战略的实施,进而培育持续竞争优势,提高企业核心竞争力。相信本文
研究对于中京置业公司以及类似转型中处于成长期的房地产企业在战略选择上具
有一定的借鉴意义。
关键词:房地产、发展战略、战略实施、核心竞争力
II
东北大学硕士学位论文
摘要
Zhong Jing Real Estate Co., Ltd. Development Strategy
Abstract
Development Strategy is an important part of the real estate company in the
management of real estate projects has a decisive role in the rise and fall of the
enterprise, and enterprises to take long-term action in order to achieve long-term
development goals,the basic direction is necessary depends on a clear,and provide
basic method. The formulation of the real estate company's development strategy is
correct or not directly related to the success or failure of development projects, with the
reality of a far-reaching impact on the economic and social benefits of real estate
investment. Along with the good momentum of China's economic opening up further
deepening of China's real estate industry is also booming. Especially in recent years, the
real estate industry in the national economy plays an increasingly important role, is
becoming a pillar industry. But at the same time, we should also see many problems
hidden behind the booming central economic work conference, held in the beginning of
the meeting tomorrow to determine the tone in 2012 will maintain a prudent monetary
policy and proactive fiscal policy,will ensure that the macro-control policies and the
overall price level basically stable, while ensuring steady economic growth and social
stability,and regulation of real estate is still the focus. China's real estate enterprises in
order to survive so complex and changeable, opportunities and challenges of the
environment and development, it is necessary to develop effective business development
strategy, reposition the direction of the development of enterprises,develop core
competitiveness.
This paper attempts to use of corporate strategic management theory, starting
from the external macro environment and internal conditions, system strategic
analysis of the company's operating environment in the Beijing Real Estate,
market environment, product lines, and to choose the company based on the results
of the analysis development strategy, and puts forward specific programs and
measures of implementation of the strategy, which the company established to
develop diversified business development strategy, commercial real estate,the
construction of affordable housing,pension and real estate development focus to
nurture sustainable competitive advantage for the company,to improve core
==>>