1 分类号，F102.4 学校代码，10697 密 级，公开 学 号，201632016 硕士专业学位论文 Dissertation for the Professional Degree of Master DH 公司发展战略研究 学科名称，工商管理 专业学位类别，工商管理硕士 作者，冯瑾哲 指导老师: 宋宇 西北大学学位评定委员会 二○一九年 xy }不u冲日 佘体姆不作早深姆’垮布霍 幸班}-r现1gw任何草郸用 9攀男)}中作l困姻即婴弱计举害撰罩0 奈哪茸-r拜基柑相即素体黛匹妞里捧宙拜即料针，禅绍一回工I'M回罕醉 rR苯尘召导鸳邻丫99塔肇斗猫君拜N班波取畜，呆士召导早M;显功F丫 )V;即CIrDW辊绍现刹'眯工苯中榨翻翔留艳狂扣象麟即那浪汾‘幸 幸丫草胡 0 l百不即秦体拐]}晋幸丫华音独侣合上茶县nd工棒塔 显花F丫鑫素毋终苯那钊征草朗 、摊、小阳y、拜日 奈体莽苯诈某瓷公’‘》杀蓄olJ猖音豁独涯很’众勺 一l `T,岑: 3一s lJ 倍采恨苯停耻攀理厚幽幸草 H} 0 苯枢-iRil《中国秦体男苯手苯彩辖读》絮茸尽粗丫熟洛谏“ U犯M幸素杯界不0回时lmK申国封秦环半悍置纽取遂糠柑娜摄幸奈体终 暴摺丫草苦熟辖谏菜艳杯攀七且亩蛋困斟山’悲EV1'扫ft直$}1士坏倍华 另不基圆扣得阅。幸丫WK显lF丫秦且留扮率tilPliPgN手翱薰翱妙y 草靳倍邑非回国擎草苦翱I.J擎柑娜孺摹筹苯即百由桂扣甲去膊，幸丫}P# 幸丫半手工胜显1F丫奈苦士杯崔声倍垦'捧目秦体终墓即翔军0秦棒 显非丫素素体男下润侣车城草朗妇 摘要 I 摘要 近年来，中国整体实力在快速提升，经济快速发展，人民的生活水平也在日益提高， 与人民生活息息相关的消费品行业发展迅猛，各个城市也在找寻新的发展方向。作为十 三朝古都的西安，城市如何朝着历史与现代兼得的方向发展，各行各业又如何迎合西安 的整体发展，是近年来逐渐显现和需要解决的问题。 在这样的情况下，社会日益加快的生活节奏，使得商业综合体应运而生，一线城市 的成功综合体也都开始大量进入西安市场。“商业综合体”即结合三项以上的城市空间， 比如商业、娱乐、展览、办公以及交通等，同时把各个部分功能之间有机融合在一起， 形成的一个功能优化合理的大型建筑群。我国已超过 70 个城市已建成或正在建设城市 综合体公司。仅仅西安，从长远规划里面就有将近 40 家综合体的建设。品牌，就成为 重中之重。 本文从西安曲江大明宫投资（集团）有限公司的角度，对其子公司——DH 公司的 现状入手，进行发展战略方面的研究。本文的主线，首先是对相关的理论知识进行综述 战略管理相关的内容及分析法，为之后的实例研究做出理论性的铺垫；其次，对公司和 该公司都做了具体详细的介绍和分析，提出该公司现如今存在的问题，再之后的研究中 找寻解决的方法；再次，从利用几种常用的分析法对该公司所处的环境进行全面的分析， 层层剖析看清问题；最后提出了适合该公司发展的战略，以及在持续发展的战略实施中， 提出了保障性的措施，保证战略的顺利发展。 本文主要借鉴了品牌战略理论，采用了文献法、PEST 分析法、SWOT 分析法以及 问卷调查等方法，为 DH 公司指明了战略发展的方向，也对其它相关的综合体提供了参 考的作用。 关键字，综合体，战略选择，公司发展，应对战略西北大学硕士学位论文 II ABSTRACT In recent years, China's overall strength has been rapidly improving, the economy has developed rapidly, and the people's living standards have been increasing. The consumer goods industry, which is closely related to people's lives, is developing rapidly, and various cities are also looking for new development directions. As Xi'an, the ancient capital of the 13th Dynasty, how the city develops in the direction of both history and modernity, how all walks of life cater to the overall development of Xi'an is a problem that has gradually emerged and needs to be solved in recent years. Under such circumstances, the increasingly accelerated pace of life in the society has led to the emergence of commercial complexes, and successful complexes in first-tier cities have begun to enter the Xi'an market in large numbers. The so-called commercial complex is a large-scale building complex that combines three or more urban spaces such as business, office, exhibition, catering, entertainment, residence, and transportation in the city, and each part of the functions are integrated and rationally distributed. More than 70 cities in China have completed or are building urban complex projects. In Xi'an alone, there are nearly 40 complexes built in the long-term plan. Brands have become a top priority. From the perspective of Xi'an Daming Palace Investment (Group) Co., Ltd., this paper starts with the status quo of the subsidiary of DH, and conducts research on brand strategy. The main line of this paper is to summarize the relevant theoretical knowledge, the content of the brand strategy and the analysis method, and make a theoretical foundation for the subsequent case study. Secondly, the company and the project have been detailed. The introduction and analysis, put forward the problems existing in the project, and then find the solution in the later research; again, from the use of several commonly used analysis methods to carry out a comprehensive analysis of the environment in which the project is located, layer by layer Clearly; finally put forward a strategy suitable for the development of the project, and in the implementation of the strategy of sustainable development, put forward safeguard measures to ensure the smooth development of the strategy. This paper mainly draws on the brand strategy theory, adopts the literature method, PEST analysis method, SWOT analysis method and investigation and research methods to specifyABSTRACT III the direction of strategic development for the DH Company, and also provides reference for other related complexes effect. Keywords: complex, strategic choice, project development, response strategy西北大学硕士学位论文 IV 目 录 摘要...........................................................................................................................................I ABSTRACT...............................................................................................................................II 目 录........................................................................................................................................IV 第 1 章 导论.............................................................................................................................. 1 1.1 选题背景 .......................................................................................................................... 1 1.2 研究意义 .......................................................................................................................... 2 1.3 研究方法 .......................................................................................................................... 2 1.4 研究思路 .......................................................................................................................... 3 1.5 研究内容 .......................................................................................................................... 3 第 2 章 与本研究相关的基础理论和分析方法...................................................................... 5 2.1 战略管理理论综述 .......................................................................................................... 5 2.1.1 企业战略概述........................................................................................................... 5 2.1.2 战略管理的内涵....................................................................................................... 6 2.2 战略管理分析法 .............................................................................................................. 7 2.2.1 PEST 分析法 ............................................................................................................. 7 2.2.2 波特“五力”模型分析 ................................................................................................ 8 2.2.3 SWOT 分析法 ......................................................................................................... 10 第 3 章 DH 公司的现状分析..................................................................................................11 3.1 西安曲江大明宫投资（集团）有限公司简介.............................................................11 3.1.1 发展历程..................................................................................................................11 3.1.2 企业文化...........................................................