- I -
摘要
随着我国经济产业机构调整的进一步深入，房地产行业已经由当初的快速增长阶段
进入震荡阶段，市场集中度进一步提高，中小型房地产企业将面临更大的市场竞争压力
休闲农业作为新兴消费形式，受到越来越多消费者关注。G公司作为传统房地产企业，
正是在此种背景下成立
企业作为市场的先驱者，在齐齐哈尔运行的几年后，项目闲置、部门缺失、财务紧
张、管理涣散的问题严重，未能将农业与地产进行很好的产业融合，为改善企业现状，
寻求企业转型新办法，特写此论文
本人主要通过学习企业战略相关理论，想要在企业战略方面寻找原因，采用从上
而下的分析方法，分别对公司层、业务层、职能层战略利用定性与定量的分析方法与工
具，利用实地访谈、德尔菲法对公司战略进行系统性分析，从而对企业未来发展战略给
出针对性建议：在业务层战略上转变以地产为核心的农业地产发展模式，选择以休闲农
业为核心的农业地产发展路径。在职能层战略上施行人力资源战略、营销战略、企业文
化战略、财务战略来保障上层战略的稳步有效实施
希望通过本文对G公司农业地产战略研究介绍，能够为企业未来发展提供助力，为
想要谋求转型的中小企业提供借鉴
关键词：农业地产；发展战略；房地产企业
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The Research on The Development Strategy of G Estate Company
Abstract
With the country moved further in the economic and industrial restructuring, the real estate
industry had changed from rapid growth stage to storming, small and medium-sized real estate
enterprises will face greater competitive pressure as the increasing market concentration. As a
new consumption form, leisure agriculture is becoming more and more popular in consumers.
As a traditional enterprise, the G company is built in this backdrop.
A lot of problems had arisen, when the firm was operation in Qiqihaer a few years later ,
as a market pioneer, such as idle project, department absence, financial tension, management
and lax. agriculture and property were not well integrated. To improve the status quo of
enterprises,and seek new ways to transform the firm,so I feature this paper.
In a certain period of time learning the relevant theoretical knowledge of the development
strategy, Want to find the reason for the company’s strategy. Using qualitative and quantitative
analysis methods and tools, we make a systematic analysis of company strategy from the
strategy of the company layer to the business layer and the functional layer respectively. In this
way, some suggestions are given for the future development strategy of the enterprises: the
transformation of the agricultural real estate development model with the core of the real estate
in the business stratagem, and the choice of the agricultural real estate development path with
leisure agriculture as the core. The implementation of human resources strategy, marketing
strategy, corporate culture strategy and financial strategy can ensure effective and effective
implementation of the upper level strategy.
It is hoped that through this article, the research on the agricultural real estate strategy
of G company can provide the help for the future development of the enterprise, and provide the
reference for the small and medium enterprises who want to seek the transformation.
Key Words：Agricultural property; Development strategy; Real estate firms.
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目录
摘要 ..... I
Abstract ..... II
1绪论 .. 1
1.1选题的背景及意义 ....... 1
1.2论文思路及研究方法 ... 2
1.3论文结构 ........... 3
2理论综述 .......... 4
2.1公司战略层次 ... 4
2.2G-PEST模型 .... 4
2.3波特五力模型 ... 4
2.4VIRO模型框架5
2.5SWOT模型 ....... 5
2.5.1SWOT分析模型5
2.5.2IFE、EFE矩阵模型 ...... 5
2.5.3QSPM矩阵模型6
3公司层战略 ...... 7
3.1G公司介绍 ....... 7
3.1.1背景介绍7
3.1.2公司主要业务及组织发展介绍7
3.1.3公司各层级战略介绍 .... 8
3.2农业地产行业现状分析 ........... 8
3.2.1农业地产的定义8
3.2.2国外农业地产发展历程9
3.2.3国内农业地产发展现状 .......... 10
3.3利用G-PEST模型对G公司外部环境分析11
3.3.1地理环境分析 .. 11
3.3.2政治环境分析 .. 11
3.3.3经济环境分析 .. 13
3.3.4社会文化环境分析 ...... 13
3.3.5技术环境分析 .. 15
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3.4行业竞争分析 . 16
3.4.1农业地产行业背景分析 . 16
3.4.2利用波特五力模型分析 .......... 18
3.5本章小结 ......... 19
4职能层战略 .... 20
4.1VIRO框架模型分析 .. 20
4.1.1企业资源能力分析 ...... 20
4.1.2VIRO框架模型 ........... 22
4.2SWOT分析 ..... 23
4.2.1SWOT矩阵 ...... 23
4.2.2IFE内部因素评价矩阵分析 ... 24
4.2.3EFE外部因素评价矩阵分析 .. 25
4.2.4SWOT战略图 .. 26
4.2.5定量规划战略矩阵分析 .......... 27
4.3业务层战略 ..... 29
4.3.1企业发展阶段分析 ...... 29
4.4本章小结 ......... 31
5战略实施与控制 ........ 32
5.1战略描述 ......... 32
5.1.1公司层战略 ...... 32
5.1.2业务层战略 ...... 32
5.2战略保障 ......... 33
5.3 战略控制 ........... 34
结 论 .... 36
参 考 文 献 ........ 37
附 录 .... 39
致谢 .. 47
大连理工大学学位论文版权使用授权书 .......... 48。