本研究基于现代房地产企业发展的前沿性理念、思想和方法,在里程置
业有限公司发展环境分析的基础上,构建了里程置业有限公司的SWOT模型,
探悉了里程置业有限公司的优势、劣势、机会和威胁,进而提出了里程置业
有限公司市场竞争力培育的策略,最后,以峨眉山开发项目为例,市场及公
司都处于转型时期的前提下,对里程公司的市场竞争力培育策略的实施进行
了应用性的阐述。
里程置业有限公司的优势:高度一致的奋斗目标、较丰富的专业人才积
聚、显著的区域品牌优势、准确的市场定位与市场细分能力、出色的公关能
力和危机处理能力、持续的技术创新意识与能力;里程置业有限公司的劣势
是:自有资金不足、融资渠道险隘、内部控制能力较弱、薪酬激励效率不高、
人力资源开发模式有待改进、管理意识和模式尚待加强;里程置业有限公司
的机会是:房地产市场需求仍然存在着潜在的上升趋势、峨眉山自然文化旅
游资源在世界范围内具有较高的知名度、成都——乐山——峨眉山的交通环
境日益改进;里程置业有限公司的威胁是:房地产调控政策仍然日趋严厉、
消费者信心仍然不足、保障性用房、央企房地产带来巨大的竞争压力。
里程置业有限公司企业市场竞争力的主要培育策略是:深入培育企业文
化、实施融资渠道多元化、优化融资结构、加强内部控制、注重人力资源幵
发、改进薪酬管理机制、深化市场细分、确立多元化产品开发目标、坚持精
细化运作、加大战略转型力度,完成从住宅地产开发到商业地产开发及运营
的转变。
关键词:房地产企业;市场细分;危机管理;战略转型ABSTRACT
ABSTRACT
Mileage Properties Limited Company is a private real estate company and has
acquired great achievements after more than ten years of development. The
company is facing new challenges due to the impact of macro real estate
adjustment policy in recent years. The corporation need s to make the appropriate
adjustment and transition so tiiat the market competitiveness cultivation is the
primary goals of company strategic development
Based on the cutting-edge concepts, ideas and mettiods of modern real estate
^Lterprise development and according to environment analysis of corporate
development, the study builds the SWOT model of corporation to ascertain the
advantages, weaknesses, opportunities and threats, and thus raises the cultivation
strategies of market competitive and elaborates its application value under the
premise that the market and corporation are in a transition period.
The corporation advantages includes: consistent goal,rich professionals,
significant regional brand, accurate market positioning and market segmentation
capabilities, excellent public relations and crisis treatment abilities, continuous
technological innovation awareness and capabilities; the corporation disadvantages
includes: shortage of own funds, weak financing channel, weak internal control
ability, low pay incentive, inefficient human resource development model, lagging
management concept; the corporation opportunities includes: upward of demand
trend in estate market, the high visibility of E-Mei natural and cultural resource in
Hie world, the increasingly improving of traffic situation; the corporation threats
includes: real estate control policy being severe increasingly, the consumer
confident being still insufficient, the rising of protection building and entering of
national enterprise real estate.
The cultivation strategies of market competitiveness includes: nurturing
corporate culture deeply, implementation of financing channels diversification,
optimizing financing structure,strengthening internal control, focusing on human
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