-I- 摘要 目前，国内房地产企业发展受到国家经济政策的影响日益加大，房地产行业向 着市场化方向发展，企业要依靠自身的综合市场竞争实力，才能在激烈的竞争中生 存发展下去。G房地产开发集团(以下简称G集团)是一家起步于秦皇岛本地的房地 产企业，企业如何在发展中积极地应对当下瞬息万变的市场发展，如何立足于当前 竞争激烈的市场之中，并且能够使企业保持健康发展，这是G集团管理人员和领导 层所面临的首要问题。 首先，运用理论分析和实际调研相结合的方法，借助宏观环境(PEST)分析法， 波特五力模型分析和SWOT矩阵分析等相关战略管理的理论方法，以G集团为研 究对象，介绍G集团基本情况和经营现状，对G集团目前的总体状况进行了解和研 究。 其次，从企业发展所处的宏观外部环境、本地市场环境和企业自身发展中所面 临的机遇、威胁等方面进行深入的分析，在国家高强度宏观调控、限购的政策下， 从秦皇岛房地产开发行业和市场入手，站在企业战略决策者的角度，把战略管理这 一新的管理思路和管理方法引入到企业。对企业进行发展战略进行研究，制定了企 业未来十年时间的战略发展的总体目标和实施措施。 最后，对企业发展战略提出实施方案和保障措施，制定了企业未来一段时间内 管理的具体措施，有针对性地为企业制定出一套能够适应激烈宏观环境变化，并且 符合企业自身能力水平的长期发展的道路，使G集团顺利健康发展。 关键词：G房地产开发集团；发展战略；五力模型；SWOT分析 燕山大学工商管理硕士学位论文 -II- Abstract Atpresent,thedevelopmentofdomesticrealestateenterprisesisincreasingly affectedbythenationaleconomicpolicies,andtherealestateindustryisbecomingmore andmoremarket-oriented.Thesurvivalofrealestateenterprisesistorelyontheir comprehensivestrengthtoparticipateinthefiercemarketcompetition.Asarealestate enterprisewhichstartedinQinhuangdao,howGRealEstateDevelopmentGroup (hereinafterreferredtoasGGroup)toactivelyrespondtotherapiddevelopmentofthe marketchanges,howtostandinthefiercecompetitioninthemarket,andcancontinueto develophealthily,hasbecomeabusinessmanagementandleadershipmustthinkabout theproblem.. Firstly,throughthecombinationoftheoreticalanalysisandpracticalinvestigation, thispaperadoptsthemethodsofmacro-environment(PEST)analysis,Porter'sfive-force modelanalysisandSWOTmatrixanalysisandotherrelatedstrategicmanagement theoriesandmethods.TakingGGroupastheresearchobject,thispaperintroducesthe basicsituationandoperationstatusofGGroup,andunderstandsthegeneralsituationof GGroupatpresent.Andrecognition Secondly,fromthemacroeconomicenvironment,thelocalindustrymarket environmentandtheopportunitiesandthreatsfacedbyenterprisesintheirown development,thispapermakesanin-depthanalysis.Underthepolicyofhigh-intensity macro-controlandpurchaserestriction,startingwiththerealestatedevelopmentindustry andmarketinQinhuangdao,itstandsintheroleofstrategicdecisionmakersof enterprises.Thenewmanagementideaandmanagementmethodofstrategic managementisintroducedintoenterprises.Theenterprisecarriesontheresearchtothe developmentstrategy,hasformulatedtheenterpriseinthenexttenyearstimestrategy developmentoverallgoalandtheimplementationmeasure. Finally,itputsforwardtheimplementationplanandsafeguardmeasuresforthe enterprisedevelopmentstrategy,formulatestheconcretemeasuresfortheenterprise managementinthefutureperiod,andformulatesasetofroadfortheenterprisetoadapt Abstract -III- tothefiercemarketenvironmentchanges,andcombinesthelong-termdevelopmentof theenterprise'sownabilitylevel,soastomaketheGGroupdevelopsmoothlyand healthily. Keywords:Grealestatedevelopmentgroup;developmentstrategy;fiveforcemodel; SWOTanalysis 目录 -V- 目录 摘要................................................................................................................................I ABSTRACT.....................................................................................................................II 第1章绪论.................................................................................................................1 1.1研究背景及研究意义............................................................................................1 1.1.1研究背景.........................................................................................................1 1.1.2研究意义.........................................................................................................1 1.2国内外研究现状....................................................................................................2 1.2.1国外研究现状.................................................................................................2 1.2.2国内研究现状.................................................................................................5 1.2.3研究综述.........................................................................................................6 1.3研究内容与研究方法............................................................................................6 1.3.1研究内容.........................................................................................................6 1.3.2研究方法.........................................................................................................8 第2章企业战略理论...................................................................................................10 2.1战略管理的概念与内容......................................................................................10 2.1.1战略管理的概念...........................................................................................10 2.1.2战略管理的内容...........................................................................................10 2.2战略管理的特点..................................................................................................11 2.3战略管理的方法..................................................................................................12 2.3.1波特五力模型分析.......................................................................................12 2.3.2宏观环境(PEST)分析法..............................................................................13 2.3.3SWOT分析法...............................................................................................14 2.4企业发展战略的意义..........................................................................................15 2.5本章小结..............................................................................................................15 第3章G房地产开发集团环境分析...........................................................................17 3.1G房地产开发集团外部环境分析.......................................................................17 3.1.1PEST分析.....................................................................................................17 3.1.2房地产市场五力模型分析..........................................................................22 3.2G房地产开发集团内部环境分析.......................................................................25 3.2.1G房地产开发集团简介................................................................................25 3.2.2G房地产开发集团内部资源分析...............................................................26 3.3G房地产开发集团能力分析...............................................................................30 燕山大学工商管理硕士学位论文 -VI- 3.3.1经营能力.......................................................................................................30 3.3.2营销能力.......................................................................................................30 3.3.3获取资源能力...............................................................................................31 3.3.4财务状况.......................................................................................................31 3.4本章小结..............................................................................................................33 第4章G房地产开发集团发展战略制定..................................................................34 4.1SWOT分析..........................................................................................................34 4.1.1G房地产开发集团发展的优势....................................................................34 4.1.2G