万科房地产专业化战略研究研究.doc

万科房地产专业化战略研究 摘要：2008年美国的次贷危机席卷全球，逐步演变为全球的经济危机。我国房地产市场也面临着严峻的挑战。2009年1月7日，两年前成功预言本次楼市调整和拐点的中国地产教父王石在《人民日报》撰文道：“危机让我们回到了原点？眼前恰恰是房地产整体升级的最好时期。”危机面前，如何调整企业的发展战略，提高企业的核心竞争力至关重要。本文以战略管理理论、专业化经营战略理论和企业核心竞争力理论作为理论依据，对万科企业股份有限公司的专业化战略进行研究，分析万科专业化战略选择的原因和实施专业化战略的成果，以及万科在专业化战略实施过程中构建与保持核心竞争力的策略。通过分析得出万科的成功的秘诀源自准确的机遇把握能力和先于市场趋势变化的战略先行能力以及实施能力。以此希冀能给更多的房地产企业提供借鉴。 关键字：万科地产 战略管理 专业化 核心竞争力 Abstract: In 2008, the United States subprime mortgage crisis evolved into a global economic crisis, Chinas real estate market has undergone profound changes. After the end of 2008 crisis, the real estate industry in 2009 ashes. January 7, 2009, two years ago successfully predicted turning point in this housing market correction and Wang Shi in Chinese real estate Godfather Peoples Daily author: The crisis let us return to the starting point? Eyes is exactly the best time to upgrade the overall real estate . crisis, how to adjust the enterprises development strategy, enhance core competitiveness of enterprises is essential. In this paper, strategic management theory, strategic theory and the professional business core competence theory as the theoretical basis of China Vanke Co., Ltd. specialization strategy research, analyzed the causes of Vanke specialization strategy choice and implementation of specialized strategies, discuss the strategy for the implementation of Guocheng specialization Vanke to build core competence and to maintain the Celue. who analyzed: Vankes success comes from its ability to accurately grasping the opportunities ahead of market trends, and changes in the strategic priority capability and capacity to implement the strategy. Vanke by leading professional real estate strategy in the hope of other real estate enterprises some lessons.Keywords: strategic management specialization the core competitiveness 一、研究缘起 2008年以来，国际、国内经济环境发生了剧烈变化，起源于美国的次贷危机逐步演变为全球经济危机。我国房地产市场也面临着严峻的考验。2009年，国家出台了一系列调控楼市的政策，但几乎所有的政策都直指“投资”、“投机”性需求，且每一条都射中靶心。今年，如何调整企业的发展战略，提高企业的核心竞争力，为企业在下一轮发展打下基础是