ZBBGY房地产开发有限公司竞争战略研究-工商管理专业论文.docxVIP

山东 山东理工大学硕士学位论文 摘要 I I 摘 要 目前，房地产产业已成为我国国民经济的支柱性产业，它对提高我国居民居住水 平、人民生活幸福指数、调整我国产业结构和国民经济发展作出了巨大的贡献。自 2013 年来贷款利率的上浮，房价的大幅度提高，居民的购房压力随之增大，因而楼 市整体成交大幅缩水，严重限制着我国房地产行业的发展同时也加剧了企业之间的竞 争。面对目前竞争激烈的房地产行业，房地产企业能否总结自身优缺点从而达到规避 商业风险以及获得企业竞争优势的目标是房地产企业急需解决的主要问题之一。 作为新入驻淄博的房地产商，ZBBGY 房地产开发有限公司面临着激烈的行业内 竞争，除了华润、中海、恒大等大型房地产商，淄博本地的知名房地产企业参与瓜分 了大部分市场份额。为增强 ZBBGY 房地产开发有限公司的企业竞争力，本论文分别 对竞争战略管理、企业核心竞争力以及房地产企业战略管理等国内外文献阐述相关基 础理论，在理论的基础上结合淄博市房地产产业的行情对企业所处的宏观环境、产业 整体结构以及竞争对手等关键竞争因素逐一分析讨论。对企业所处的竞争地位进行科 学分析评价，从而制定出具有区域性和针对性的竞争战略，同时以公司的竞争战略目 标基础为依据，利用建立 SWOT 矩阵等分析方法制定并选择出 ZBBGY 公司在淄博 地区发展的竞争战略以达到创建企业最优化格局。这对 ZBBGY 房地产开发有限公司 在淄博市场形成战略优势从而战胜竞争对手具有重要意义。 关键词：竞争战略；市场环境；产业结构；竞争优势 II II 山东理工大学硕士学位论文 ABSTRACT ABSTRACT Currently, the real estate industry has become a pillar industry of Chinas national economy, improving the living standards of its inhabitants, people happiness index, adjusting the industrial structure and economic development.It has made tremendous contributions to our country.A substantial increase from 2013 to floating interest rates, house prices, buyers of residents increases the pressure, and thus the overall turnover of the property market has shrunk dramatically, severely limits the development of Chinas real estate industry, but also intensified the competition among enterprises. Faced with fierce competition in the real estate industry, real estate companies can summarize the advantages and disadvantages of their own in order to mitigate the business risk and gain competitive advantage goal is one of the major problems need to be resolved in the real estate business. As a new enter Zibo real estate business, ZBBGY real estate development company faced with fierce competition, in addition to Huarun, Zhonghai, Hengda such large real estate developers, Zibo local well-known real estate enterprises also have to divide up the market share.To enhance ZBBGY Real Estate Development Co., competitiveness, this paper separately strategic management literature competition, the core compe