基于此，本研究运用战略管理的有关理论，从整个行业的宏观环境分析
入手，对 G 公司内外部经营环境、市场、产品、发展模式等方面进行战略
分析，并据此来选择适合的发展战略。进一步提出具体的战略实施方案，并
进行战略目标的分解，建立实现战略目标的保障体系，指导与控制 G 公司的
具体经营管理，实现战略目标的可实施性与可操作性，打通战略制定与实施
的通路。本研究希望做到趋利避害，充分发挥既有内在优势，在新的战略规
划的指导下，解决 G 公司可持续发展的能力、战略方向和途径问题，为公司
提供创新转型的发展空间
关键词：房地产；发展战略；SWOT 分析；战略实施
ABSTRACT
During the 13th Five-Year period, while real estate industry faces new situation
and new changes, the driving factors and favorable factors of industry development
still exist. Real estate is still a indispensable support of the rapid growing economy,
new urbanization will be the core driving force of real estate development. At the
same time, due to the development of the industry will face new trends, new features,
such as the real estate market is more segmented and industry competition is more
intense, the development model innovation and transformation become the norm.
Facing the new normal, real estate companies would obtain a long-term development,
it is necessary to adapt to the developing situation, improve the company's
management performance, transform from experience management to strategic
management, establish the strategic system with strategic planning capability as its
core.
Based on this, I tried to use the theory of strategic management, start with the
macro environment analysis of the whole industry, the strategic analysis of the G real
estate company and external business environment, market, product, development
model, select the appropriate development strategy, present a specific competitive
strategy, decompose the strategic objectives, establish the guarantee system of
achieving the strategic objectives, to guide and control the specific management of G
company, make sure strategic objectives to be implemented and operational, get
through the channel of the strategy development and the strategy implementation. In
order to avoid disadvantages, give full play to inherent advantages, under the
guidance of the new strategic objectives, to solve the sustainable development of G
company, the strategic direction and ways, to provide enterprises with innovation and
transformation space
Key Words: real estate; development strategy; SWOT; strategy implementation
目 录
第 1 章 引言 .....1
1.1 论文研究背景 . 1
1.2 选题意义 ......... 1
1.3 基本思路 ......... 2
1.4 研究方法 ......... 3
第 2 章 战略管理相关理论 .....5
2.1 战略管理理论发展 ..... 5
2.1.1 早期战略管理思想 ....... 5
2.1.2 竞争战略管理理论 ....... 6
2.1.3 竞合状态下的战略管理理论 ... 6
2.2 企业战略管理工具 ..... 7
2.2.1 PEST 模型 .......... 7
2.2.2 SWOT 模型 ........ 8
第 3 章 G 公司发展环境分析 .9
3.1 外部环境分析 . 9
3.1.1 宏观环境：PEST 分析 . 9
3.1.2 行业环境与趋势分析 . 13
3.1.3 江西省区域市场分析 . 16
3.2 内部环境分析 ........... 20
3.2.1 G 公司发展回顾与总结 .......... 20
3.2.2 G 公司 SWOT 分析 ..... 20
第 4 章 G 公司发展战略规划 ...........23
4.1 战略规划指导思想与要求 ... 23
4.1.1 指导思想 ......... 23
4.1.2 基本要求 ......... 23
4.2 总体战略表述 ........... 24
4.3 战略业务选择 ........... 27
4.3.1 具体业务选择原则 ..... 27
4.3.2 战略重点业务 . 27
4.3.3 战略核心业务 . 38
4.3.4 战略培育业务 . 48
第 5 章 G 公司战略实施及保障 .......51
5.1 战略实施 ....... 51
5.1.1 战略总体目标与分解 . 51
5.2 战略保障体系 ........... 53
5.2.1 集团公司政策保障 ..... 53
5.2.2 土地资源保障 . 54
5.2.3 财务与融资保障 ......... 55
5.2.4 组织管控保障 . 56
5.2.5 人力资源保障 . 58
5.2.6 战略管理保障 . 59
5.2.7 企业文化与品牌保障 . 59
5.2.8 风险防范保障 . 60
第 6 章 结论与展望 ...62
6.1 结论 ... 62
6.2 展望 ... 62
致 谢 .64
参考文献 .........65
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