AA房地产公司战略管理研究.docVIP

PAGE AA房地产公司战略管理的研究 摘 要 中国改革开放30年，就有中国地产20年，房地产在中国近20年的快速发展过程，承担着国民经济的支柱性行业的地位，随着全球经济一体化，中国跻身于富国之列，中国的房地产经历的快速发展至成熟的历史转折点，从原来的粗放性经营，个人英雄主义时代正在向行业规范性成熟，平衡发展、持续增长的态势中来。未来几年，产业结构改革，国家的宏观调控，成为房地产开发企业快速转型的关键时期，也是房地产企业实现健康平稳发展的重要战略机遇期。因此以全国一线上市地产公司为研究对象，从战略经营与营销策划，指导房地产企业以现代化的经营理念运营企业，显得尤为重要。 本文运用战略经营的理论思路与实施方法，对房地产企业当前面临的外部环境、企业内部资源与战略发展重点等方面，对房地产战略、产品、营销等各个作业，进行全面的剖析与解读。严谨分析房地产开展现状，运用AA公司的战略经营的经验，XX项目的实际操作经验的总结的基础上，提出房地产公司的战略经营的方向与策划营销的关点——“以经营战略为导向，市场营销组织上下游作业”的思路，展开深一层的经营策略的探讨。 本人作者作为AA房地产集团公司，经营营销板块的主要负责人，企业战略方向的组织者。本文认为，从战略发展的思路，来组织房地产的系列经营作业，从土地调研，资金组织、产品设计、房地产营销管理，客户管理组织房地产经营的各个环节。从销售目标、财务目标、产品结构、人力资源、企业文化建设几个方面构建房地产企业的战略目标体系。 关键词：战略分析 战略选择 战略实施 Abstract As we know, among the 30 years of reform and opening up, there has been real estate for 20 years. Real estate in China in recent 20 years has rapidly developed and it has been responsible for the pillar industries of the national economys position .Along with the global economic integration, China was now one of the rich countries. Chinas real estate developed rapidly to the mature historical turning point. It was moving forward from the original extensive nature of business, personal heroism times to industry normalization mature, balanced development and sustained growth trend in the past. In the next few years, considering industry restructuring and the countrys macro-control, will be the significant period of time for the rapid transformation of real estate development. And it’s also an important strategic opportunity period for real estate enterprises to realize healthy and stable development. Therefore, take the first-line property companies in the country as the research object, using a strategic business and marketing plan to guide the real estate company in order to operate a modern enterprise management concept is particularly important. In this paper, I would like to employ the theory of strategic business ideas and implementation methods to conduct a comprehensive analysis on the external