弘基集团商业不动产运营服务产业链整合战略研究.doc

弘基集团商业不动产运营服务产业链整合战略研究 THE RESEARCH ON DEVELOPING STRATEGY OF HUGE GROUP —— OPERATING SERVICE CHAIN OF COMMERCIAL REAL ESTATE  弘基集团商业不动产运营服务 产业链整合战略研究 摘 要 随着国内商业地产由原先房地产开发企业主导的粗放式经营模式向商业地产服务企业主导的专业型经营模式转变，为商业地产服务行业带来了异常广阔的市场空间，弘基应该住在这一有利时机，扬长避短，趋利避害，进一步明确公司战略。 本文以战略管理逻辑框架理论为主要依据，通过对企业哲学、公司战略、业务战略、战略基石、战略风险、企业经营管理行为的分析，从公司层、竞争层以及职能层三方面制定出企业总体发展战略和基本竞争战略。 弘基集团采取完整地覆盖了从商业项目策划定位、规划设计、施工管理、招商销售到运营管理的商业地产服务的整条产业链的一体化战略；通过不断提升信息化管理能力，加大对人力资源的投入，强化品牌管理，扩大市场认知度和客户忠诚度，提升自主创新能力对战略加以实施。 关键词：战略管理逻辑框架；公司层战略；竞争层战略； 职能层战略；商业地产运营管理；弘基广场；创意园区  THE RESEARCH ON DEVELOPING STRATEGY OF HUGE GROUP —— OPERATING SERVICECHAIN OF COMMERCIAL REAL ESTATE ABSTRACT  With the domestic real estate development commercial real estate business from the original business model led to extensive commercial real estate services firm driven change in professional business model for commercial real estate services industry has brought an unusually broad market space, Huge Group should live in this opportune time to advantage, while avoiding disadvantages, and further clarified that the company strategy. In this paper, the logical framework of strategic management theory is mainly based on corporate philosophy, corporate strategy, business strategy, strategic cornerstone of strategic risk, business management behavior analysis, from the company level, competition level and functional level in three areas to develop the overall business development strategies and basic competitive strategies. Huge Group to complete coverage of project planning from the business location, planning and design, construction management, investment sales to the commercial real estate services operation and management of the whole industry chain integration strategies; through the continuous improvement of information management capacity, increase manpower investment of resources, strengthen brand management, and expand market awareness and customer loyalty, enhance independent innovation capability of the strategy to be