论北京浩洋房地产开发有限公司的战略转型-工商管理专业论文.docxVIP

摘 要 房地产作为国家经济的支柱产业，从九十年代初期到如今的快速发展阶段， 房地产企业的产品从开始的简单住宅发展到如今适合不同人群的地产产品，如： 经济适用房、两限房、商品房、公寓、别墅、酒店、会所、大型公共商场建筑及 5A 级写字楼等等。随着国民经济的发展，房地产行业在国民经济中的比重也越 来越大，随之而来的也是国家对整体行业的调控，并且从资金、土地以及客户群 体的调控都对该行业产生着巨大影响，所以房地产行业现在正面临大环境的巨 变，不能像以往大刀阔斧的进行土地开发。本文针对现阶段国内环境及国家政策 导向、结合案例企业自身情况，对企业自身资源进行详细剖析，分析企业的转型 动因、企业的转型的基础，和对整个房地产行业的分析以及未来趋势发展进行个 人预测，同时从战略理论的角度，对企业进行全方面的总结，最终得出企业需要 在人力资源管理、战略目标确定、土地储备、项目管理等四大方面需要进一步的 提高，同时针对四方面的问题也提出了笔者的见解，希望能够企业转型提供一个 切实可行的总体战略转型方案。 关键词： 房地产，科技地产，地产产品，战略转型 Abstract Real estate product estate as a pillar industry of the national economy, from the early nineties to todays stage of rapid development , the real estate companys products range from simple residential development began to now for different groups, such as: affordable housing, limited to two rooms , housing , apartments , villas, hotels, clubs , large public buildings and shopping malls 5A class office building , and so on . With the development of the national economy, the real estate industry in the national economy is also growing , but also the country consequent regulation of industry as a whole , and from the capital, land regulation and customer groups are exerting on the industry a huge impact , so the real estate industry is now facing changes of the environment, not like in the past drastic land development . Aiming at this stage the domestic environment and national policy guidance , with case their own situation, their own resources to conduct a detailed analysis, analysis of corporate restructuring motivation, basic transformation of enterprises, and analysis of the entire real estate industry and the future development trend of personal predict , but from the perspective of strategic theory, to summarize all aspects of business , companies need to eventually come in human resource management, strategic objectives identified four major areas of land reserves , project management, etc. need to be further improved, while for the four areas I also raised the issue of insights , hoping