本文選題：戰(zhàn)略　切入點：房地產(chǎn)　出處：《云南師范大學》2017年碩士論文

【摘要】：房地產(chǎn)產(chǎn)業(yè)是我國國民經(jīng)濟的重要構成部分。從最初的計劃經(jīng)濟時代的福利分房,到現(xiàn)在以市場經(jīng)濟為主體的房地產(chǎn)市場,由最初高速發(fā)展階段到現(xiàn)在根據(jù)市場需求進行的各項調(diào)節(jié),房地產(chǎn)市場一步一步地逐漸成熟。2015年以來,房地產(chǎn)市場運行態(tài)勢出現(xiàn)了新變化。由于國家進行大戰(zhàn)略方針,加快城市化進程,房地產(chǎn)發(fā)展分布依據(jù)市場經(jīng)濟的無形調(diào)控之手,逐步形成了以一線城市(包括局部二線城市)為主體的繁榮之勢,房地產(chǎn)價格也是積極攀升,與此同時,三四線城市的房地產(chǎn)市場萎靡不振,庫存量逐漸加大,導致房地產(chǎn)市場產(chǎn)能過剩。對于參與市場競爭的房地產(chǎn)公司也逐步發(fā)生了分層,大型房地產(chǎn)企業(yè)盈利能力越來越強,中小型房地產(chǎn)企業(yè)規(guī)模越來越小,甚至到了后續(xù)沒有項目可以開發(fā)的地步,就是某種意義上的僵尸企業(yè)。國家根據(jù)現(xiàn)有的房地產(chǎn)行情,加大了供給側(cè)結(jié)構性改革,積極引導產(chǎn)能過剩地區(qū)的房地產(chǎn)企業(yè),進行供給側(cè)針對性轉(zhuǎn)型,所以,房地產(chǎn)企業(yè)積極探索新的業(yè)務模式,養(yǎng)老+地產(chǎn)、金融+地產(chǎn)、園區(qū)+地產(chǎn)、互聯(lián)網(wǎng)+地產(chǎn)等新模式紛紛涌現(xiàn),提升自身在市場的競爭力。政府政策實際上為房地產(chǎn)行業(yè)提供充分的保障。房地產(chǎn)調(diào)控思路有所轉(zhuǎn)變,由直接行政性“限購”轉(zhuǎn)變?yōu)榫C合使用信貸、稅收、土地及多種市場化方式綜合調(diào)控的方式,同時隨著房地產(chǎn)市場進入調(diào)整期,調(diào)控政策因城而異,根據(jù)不同城市的房產(chǎn)需求,制定出不同的房產(chǎn)政策;宏觀上政策調(diào)控,主要是確保房地產(chǎn)市場健康穩(wěn)定繁榮,為國家城鎮(zhèn)化建設的大戰(zhàn)略打好基礎。所以房地產(chǎn)企業(yè)必須清楚的知道國家發(fā)展的大戰(zhàn)略、大環(huán)境,通過戰(zhàn)略轉(zhuǎn)型投入到國家鼓勵的藍海中去;及時根據(jù)企業(yè)自身的情況進行發(fā)展戰(zhàn)略的調(diào)整,為保證企業(yè)健康發(fā)展提出了更高的要求,也是一個很有意義的研究課題。首先,本文介紹研究的背景、理論意義與現(xiàn)實意義以及論文的研究理論基礎:戰(zhàn)略轉(zhuǎn)型理論、SWOT理論以及動態(tài)能力理論,然后對論證的方法以及論證的思路進行了分析,同時在行文架構以及研究的內(nèi)容逐步進行了詳細的闡述。其次,對影響企業(yè)進行戰(zhàn)略轉(zhuǎn)型升級的各類因素進行歸納與解析,以及分析企業(yè)具備各方面動態(tài)能力的表現(xiàn),對兩者分別進行了闡述。接下來,基于對戰(zhàn)略轉(zhuǎn)型理論和動態(tài)能力理論的研究,論證了二者之間的關系。根據(jù)上述理論依據(jù),分析房地產(chǎn)行業(yè)主要影響戰(zhàn)略轉(zhuǎn)型的因素,分層次地進行了歸類,同時根據(jù)房地產(chǎn)行業(yè)的綜合特性進行了框架研究。再通過對HY房地產(chǎn)公司進一步應用研究。結(jié)合前面的層次分析法對HY房地產(chǎn)公司動態(tài)能力指標進行了綜合應用,從戰(zhàn)略轉(zhuǎn)型的背景分析、轉(zhuǎn)型的環(huán)境分析、轉(zhuǎn)型的實施三個方面進行論述,描述了HY房地產(chǎn)公司依據(jù)動態(tài)能力理論,反映出其自身的戰(zhàn)略轉(zhuǎn)型的綜合能力,同時對HY房地產(chǎn)公司的后期戰(zhàn)略轉(zhuǎn)型必須引起重視的各類因素提出建議。
[Abstract]:Real estate industry is an important part of our national economy.From the initial planned economy era of the welfare housing division to the market economy as the main body of the real estate market, from the initial stage of rapid development to the current adjustment according to market demand.The real estate market has matured step by step. Since 2015, there has been a new change in the operating situation of the real estate market.As a result of the state's broad strategic policy to speed up the process of urbanization, the distribution of real estate development is based on the invisible control of the market economy, gradually forming the prosperity of first-tier cities (including local second-tier cities) as the main body.Real estate prices are also rising positively, while the real estate market in third-and fourth-tier cities is flagging and inventories are gradually increasing, leading to overcapacity in the real estate market.For the real estate companies participating in the market competition, they are gradually stratified. The profitability of large real estate enterprises is becoming stronger and stronger, and the scale of small and medium-sized real estate enterprises is becoming smaller and smaller, even to the point where there are no projects to be developed in the future.Is a zombie enterprise in a sense.According to the existing real estate market, the state has stepped up supply-side structural reforms, actively guided real estate enterprises in areas with overcapacity to carry out supply-side targeted transformation. Therefore, real estate enterprises are actively exploring new business models.Pension real estate, financial real estate, park real estate, Internet real estate and other new models have emerged to enhance their competitiveness in the market.Government policy actually provides adequate protection for the real estate industry.The thinking of real estate regulation and control has changed, from direct administrative "limited purchase" to comprehensive use of credit, taxation, land and various market-oriented ways of comprehensive control. At the same time, as the real estate market enters the period of adjustment, the adjustment and control policies vary from city to city.According to the real estate demand of different cities, different real estate policies can be worked out, and macro policy control is mainly to ensure the health, stability and prosperity of the real estate market and lay a good foundation for the construction of national urbanization.Therefore, real estate enterprises must clearly know the big strategy of national development, the big environment, put into the blue sea encouraged by the state through strategic transformation, and timely adjust the development strategy according to the situation of the enterprises themselves.In order to ensure the healthy development of enterprises put forward higher requirements, but also a very meaningful research topic.First of all, this paper introduces the background of the research, theoretical and practical significance, and the theoretical basis of the paper: strategic transformation theory SWOT theory and dynamic ability theory, and then analyzes the methods and ideas of the argument.At the same time, the structure of the text and the content of the study are elaborated in detail.Secondly, the paper sums up and analyzes all kinds of factors that affect the enterprises' strategic transformation and upgrading, and analyzes the performance of the enterprises' dynamic ability in various aspects, and expounds the two factors respectively.Then, based on the study of strategic transformation theory and dynamic capability theory, the relationship between them is demonstrated.According to the above theoretical basis, this paper analyzes the main factors affecting the strategic transformation of the real estate industry, classifies it in different levels, and studies the framework according to the comprehensive characteristics of the real estate industry.Then through the HY real estate company further application research.Combined with the analytic hierarchy process (AHP), the dynamic capability index of HY real estate company is comprehensively applied, which is discussed from three aspects: the background analysis of strategic transformation, the environmental analysis of transformation, and the implementation of transformation.This paper describes the comprehensive ability of HY real estate company to reflect its own strategic transformation according to the theory of dynamic capability. At the same time, it puts forward some suggestions on various factors which must be paid attention to in the later strategic transformation of HY real estate company.
【學位授予單位】：云南師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F299.233.4;F272

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