近二十年来，伴随着中国市场逐渐对外开发以及我国经济步入“新常态”，经济 结构进一步优化，工业制造业稳步发展。尤其是近七八年，工业产业和电商物流出 现一波井喷式的增长，产业地产的发展也出现一波小高潮。越来越多的国内外资本 和企业涌入这片蓝海。 目前，企业的竞争战略研究已经成为许多企业，尤其是跨国企业的必修课。DJ 公司通过5年多的飞速发展，已经跻身全国产业地产30强的行列，面对行业政策 变化的影响以及激烈的市场竞争，DJ作为一家年轻的中外合资企业，已经到了公司 生存和发展的关键时期。如何识别机会、利用优势，规避内外部环境风险，制定科 学有效的竞争战略成为公司必须讨论和决定的课题。 本文以产业地产行业的DJ公司为研究对象，基于国家政策、行业背景以及企 业的实际情况展开公司的竞争战略制定和实施的讨论，对DJ公司实际战略的制定 和升级提供一定的参考依据，同时也为产业地产公司的竞争战略管理研究提供参考 案例。首先对产业地产和竞争战略的相关理论研究及发展的相关文献进行概述，明 确本文所使用的研究方法和分析工具。随后，结合DJ公司性质和行业特点，简要 分析DJ公司所处的发展环境、现状以及存在的问题。本文的主体部分，通过PEST 分析法、波特五力模型，以及EFE矩阵和IFE矩阵分析法，对DJ公司所处的外部 和内部发展环境进行系统的梳理，分析其外部环境给企业带来的机会和威胁，以及 公司内部拥有的优势和劣势。随后，结合DJ公司的企业愿景和使命，基于SWOT 矩阵分析和QSPM矩阵分析，提出DJ公司的应当实施的竞争战略即打造专业化和 提供全产业链服务的产业基础设施综合服务平台提供商，最后提出一系列战略职能 保障体系及控制体系，以保障公司整体战略的实施，确保战略目标的最终达成。 关键词：产业地产，发展环境，竞争战略，DJ公司 产业地产DJ公司发展环境和竞争战略研究 RESERCH ON DEVELOPMENT ENVIRONMENT AND COMPETITIVE STRATEGY OF INDUSTRIAL REAL ESTATE TAKING DJ COMPANY AS AN EXAMPLE ABSTRACT In the past two decades, with the gradual development of the Chinese market and the "new normal" of China's economy, the economic structure has been further optimized and the industrial manufacturing industry has been developing steadily. Especially in recent seven or eight years, the industrial industry and e-commerce logistics have seen a spurt of growth, and the development of industrial real estate has also seen a wave of small upsurge. More and more domestic and foreign capital and enterprises are pouring into this blue ocean. At present, the study of competitive strategy has become a compulsory course for many enterprises, especially multinational enterprises. After five years of rapid development, DJ company has ranked among the top 30 industrial real estate companies in China. Facing the impact of changes in industrial policies and fierce market competition, DJ company, as a young sino-foreign joint venture, has reached a critical period of survival and development. How to identify opportunities, make use of advantages, avoid internal and external environmental risks, and formulate scientific and effective competitive strategy has become a subject that companies must discuss and decide. Based on the industry of real estate industry DJ company as the research object, based on the national policy, industry background and the actual situation of the enterprise company competition strategy formulation and implementation, the discussion of actual strategy of DJ company provide certain reference basis to 产业地产DJ公司发展环境和竞争战略研究 develop and upgrade, as well as industrial real estate company competition strategy management research to provide the reference case. Firstly, this paper summarizes the relevant theoretical research and development literature on industrial real estate and competitive strategy, and clarifies the research methods and analytical tools used in this paper. Then, combined with the nature and industry characteristics of DJ company, this paper briefly analyzes the development environment, current situation and existing problems of DJ company. The main part of this paper uses PEST and Michael Porter’s Five Forces Model, and EFE and IFE matrix analysis, to systematically sort out the external and internal development environment of DJ company, analyze the opportunities and threats brought by its external environment to the enterprise, as well as its internal advantages and disadvantages. Then, combined with the DJ company vision and mission of enterprise, based on the SWOT and QSPM matrix analysis, proposes the DJ company should implement the competitive strategy of building professional and provide full service in the industry of industrial infrastructure, integrated services platform providers, finally put forward a series of strategic functions of the control system and security system, in order to ensure the implementation of the strategy of the company as a whole, to ensure that ultimately achieve strategic goals. KEYWORDS: Industrial Real Estate, Development Environment, Competitive Strategy, DJ Company 产业地产DJ公司发展环境和竞争战略研究 目 录 第一章 绪论 ................................................................................ 1 第一节 研究背景 ............................................................................................. 1 第二节 研究意义 ............................................................................................. 2 第三节 研究方法 ............................................................................................. 2 第四节 研究内容 ............................................................................................. 3 第二章 文献回顾 ......................................................................... 4 第一节 竞争战略的相关研究 ............................................................................ 4 一、竞争战略理论 .......................................................................................... 4 二、基本竞争战略 .......................................................................................... 5 第二节 产业地产企业的相关研究 .................................................................... 6 一、国外产业地产发展研究 ............................................................................ 6 二、国内产业地产发展研究 ............................................................................ 7 第三节 文献评论 ............................................................................................. 9 第三章 DJ公司发展现状与现存问题 ........................................10 第一节 公司概况 ........................................................................................... 10 第二节 公司发展现状及面临的挑战 ............................................................... 11 一、公司发展现状 ........................................................................................ 11 二、公司面临的挑战 ..................................................................................... 12 第四章 DJ公司发展环境分析 ...................................................13 第一节 公司外部发展环境 ............................................................................. 13 一、宏观环境分析 ........................................................................................ 13 二、行业环境分析 ........................................................................................ 18 三、外部机会与威胁（EFE矩阵） ............................................................... 26 第二节 公司内部发展环境 ............................................................................. 29 一、内部资源 ................................................................................................ 29 二、盈利模式 ................................................................................................ 33 产业地产DJ公司发展环境和竞争战略研究 三、内部优势与劣势（IFE矩阵） ................................................................ 35 第五章 DJ公司战略定位分析 .....................................................40 第一节 公司的使命和愿景 ............................................................................. 40 第二节 战略分析和定位 ................................................................................. 40 一、SWOT矩阵分析工具 ..................................................