中文摘要
近年来在国内地产行业快速发展的推动下，物业管理行业逐步成为服务行业的重
要组成。物业管理行业的发展经历了尝试阶段、初始发展阶段和高速发展阶段，为了
应对不同的发展阶段的内外环境及行业特点，物业管理企业必须采取针对性的发展战
略。目前国内的物业管理企业主要分为地产集团物业管理公司和第三方独立运营物业
管理公司，两类物业公司在发展方式及目标市场上存在一定的差异。随着地产行业在
2018年逐步进入下行通道，物业管理企业的外部发展环境及市场条件也出现了重大
变化，在此背景下调整和更新企业发展战略，是国内物业管理企业获得持续发展能力
和塑造行业竞争力的重要前提。
本文以内蒙古自治区 ZY物业公司为研究对象，分析了其发展战略的制定与实施
问题。ZY物业公司是一家中型规模的第三方独立运营物业管理公司，长期以来公司
没有明确的发展战略目标，从而限制了公司在当地物业管理市场上的进一步发展。因
此在研究中首先采用PEST分析法和波特五力模型分析法对公司的外部环境及内部条
件进行分析，考察了公司的外部政治法律环境、经济环境、社会环境、技术环境，以
及公司在当地物业管理行业中的主要竞争者、供应商和购买者的议价能力、潜在进入
者、物业服务替代品等。随后，对 ZY物业公司的基本情况及业务范围进行梳理，并
从总体运营能力、人力资源能力、管理能力和品牌能力等方面，分析公司的内部业务
能力。在公司外部环境及内部条件分析的基础上，SWOT分析法考察公司的内部优势
与劣势、外部机会与威胁，构建公司的发展策略矩阵，确立了基于 WO扭转型策略
的总体发展战略。在制定公司的发展战略过程中，分析了公司的战略问题，明确公司
的发展愿景及战略目标，并从职能层战略角度详细分析了公司的人力资源战略、物业
管理战略及物业品牌战略，在此基础上绘制公司的战略实施路线。最后按照 ZY物业
公司的职能层战略，从人力资源管理、物业服务质量、物业服务品牌建设 3个方面提
出了战略实施过程中的各项保障措施。
基于本文的研究成果，可以帮助 ZY物业公司确定总体发展战略及职能层发展战
略，明确公司的战略实施路线，以及战略实施过程中的相关保障机制，从而为 ZY物
业公司的长期健康发展提供决策支持。同时，本文的研究结论对于国内其他地区的第
三方独立运营的物业管理企业而言，也有一定的参考和借鉴意义。
关键词：物业管理；发展战略；PEST分析；波特五力模型；SWOT分析

ABSTRACT
In recent years, driven by the rapid development of the domestic real
estate industry, the property management industry has gradually become an
important component of the service industry. The development of the property
management industry has gone through trial stage, initial development stage
and rapid development stage. In order to cope with the internal and external
environments and industry characteristics at different development stages,
property management companies must adopt targeted development strategies.
At present, domestic property management companies are mainly divided
into real estate group property management companies and third-party
independently operated property management companies. As the real estate
industry gradually enters the downward channel in 2018, the external
development environment and market conditions of property management
companies have also changed. Adjusting and updating corporate development
strategies in this context is an important prerequisite for domestic property
management companies to obtain sustainable development capabilities and
shape industry competitiveness.
The ZY Property Company in Inner Mongolia Autonomous Region is
taken as the research object in this thesis, and the formulation and
implementation of its development strategy is analyzed. ZY Property

Company is a medium-sized third-party independent property management
company. For a long time, the company has not had a clear development
strategy goal, which limits the company's further development in the local
property management market. Therefore, in the research, the PEST
analysis method and Porter's five-force model analysis method are used to
analyze the company’s external environment and internal conditions, and
the company’s external political and legal environment,
economic
environment,
social environment, technical environment,
and the
company’s local The bargaining power of major competitors, suppliers and
buyers in the property management industry, potential entrants, property
service substitutes, etc. Subsequently, the basic situation and business scope
of ZY Property Company are sorted out, and the company's internal
business capabilities are analyzed from the aspects of overall operation
capabilities, human resources capabilities, management capabilities, and
brand capabilities. Based on the analysis of the company's external
environment and internal conditions, the SWOT analysis method is used to
examined the company's internal strengths and weaknesses,
external
opportunities and threats, the company's development strategy matrix is
builded, and an overall development strategy based on the WO reversal
strategy is established. In the process of formulating the company’s
development strategy, the company’s strategic issues are analyzed, the
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