中小房地产企业转型时期发展战略研究.docVIP

中小房地产企业转型时期发展战略研究 培 养 单 位 ： 专 业 ： 申 请 人 ： 指 导 教 师 ：  Research on development strategy for small and medium-size real estate enterprise in transitional period Organization: Major: Applicant: ： Instructor: 摘 要 借助宏观经济的大环境，在本世纪初，中国房地产市场进入了快速发展期。同时，随着宏观调控政策的推进，大型房地产企业尤其是央企的品牌影响力迅速增大，随着市场的推进和行业内整合力度的加强，国内地产开发商的竞争愈加激烈。而近几年国家对地产行业的调控不断加强，调控成效已经显现，有一批房地产开发企业已被迫退出了市场。竞争如此激烈、品牌效应日趋凸显的市场环境，对于中小型房地产企业的生存和发展带来严峻考验。 在此背景下，不少中小型房企纷纷进行了战略调整以维持企业的可持续发展。本文以湖南一家中小型房地产开发企业作为研究对象，以探讨企业核心竞争力为主线，对企业所面临的行业背景、市场发展、资源现状等按组织内外部和主客观两个层面进行了深入探讨和剖析，提出了该企业在新发展时期的战略定位、发展战略和战略规划实施方案，试图基于当前我国房地产业面临的宏观大势，针对中小型房地产企业的发展前景和战略规划提出针对性的对策和建议。 本文主要内容由以下六部分组成:我国房地产业的发展历史、现状及分析；湖南房地产业的概况与发展趋势；竞争环境分析；湖南大荣房地产企业简介及内部环境分析；湖南大荣地产战略目标和战略发展规划；大荣地产企业战略实施。 Abstract Under the circumstance of booming macro-economy, the Chinese Real Estate industry has entered a rapid development period at the beginning of the century. As a consequence of macroeconomic regulation and control policy, Large-size Real Estate Enterprises, especially the SOEs have recorded great expansion in brand influence; on the other hand, the boosting of market promotion and integration, as well as the increasing macro-control effect, have stimulated higher competition among national real estate developers, which force numbers of enterprises withdraw from the market. As a result, the competitive environment with prominent brand effect has brought difficulties to the survival and development of Small and Medium-size Real Estate Enterprises (SMREEs). Therefore, plenty of SMREEs have conducted strategic adjustment aiming to ensure their sustainable development. Based on one of the local SMREE in Hunan Province, and with the emphasis on enterprise’s core competence, this paper is trying to implement a depth analysis and discussion on industry environment, market development and resource distribution which the enterprise is confront. The methodology used in this paper is built on both external-internal analysis