【摘要】：近年來房地產市場實行嚴格的住宅調控政策,住房價格過快上漲的趨勢和投資投機現(xiàn)象得到有效遏制,住宅市場的行業(yè)平均利潤率呈現(xiàn)下滑趨勢,商業(yè)地產開始受到更多房地產開發(fā)企業(yè)的重視,但激烈的競爭環(huán)境和嚴峻的調控政策條件加大了房地產開發(fā)企業(yè)的資本運營壓力和項目管理難度,對中小地產企業(yè)獲取競爭優(yōu)勢提出了更高的要求。 廣西宏科房地產開發(fā)有限責任公司自成立以來,發(fā)展規(guī)模逐步增大,業(yè)務范圍不斷拓寬,投資開發(fā)和建設項目涉及住宅地產、商業(yè)地產、文化旅游地產等不同的地產領域,企業(yè)在發(fā)展的過程中需要根據(jù)自身條件和市場變化制定和調整發(fā)展戰(zhàn)略。本文運用戰(zhàn)略管理的相關理論,綜合研究企業(yè)內外部環(huán)境,通過SWOT分析法制定出企業(yè)的發(fā)展戰(zhàn)略。 本文研究認為,廣西宏科房地產開發(fā)有限責任公司應采取增長型主導戰(zhàn)略,通過產品質量和品牌效應提升內部優(yōu)勢,把握住宅市場和商業(yè)地產的發(fā)展契機,以低碳智能建筑為新的核心競爭力。企業(yè)的總體發(fā)展戰(zhàn)略應為立足廣西非重點城市和縣域地區(qū)的住宅市場,重點發(fā)展南寧市商業(yè)地產市場,實現(xiàn)地產業(yè)務區(qū)域部署和多元化發(fā)展。在實施發(fā)展戰(zhàn)略的過程中,企業(yè)應通過增強資本運營能力、提升品牌價值、加強人才建設、合理規(guī)避風險等相關措施保障發(fā)展戰(zhàn)略的有效實施,增強企業(yè)核心競爭力。
[Abstract]:In recent years, the real estate market has implemented strict housing regulation and control policies, the trend of housing prices rising too fast and the phenomenon of investment speculation have been effectively curbed, and the average profit margin of the industry in the housing market has shown a downward trend. Commercial real estate starts to receive more attention from real estate development enterprises, but the fierce competition environment and severe regulation and control policy conditions increase the pressure of capital operation and the difficulty of project management of real estate development enterprises. Small and medium-sized real estate enterprises to obtain competitive advantage put forward higher requirements. Since the establishment of Guangxi Hongke Real Estate Development Co., Ltd, the scale of development has gradually increased, and the scope of business has been continuously broadened. Investment, development and construction projects involve residential real estate, commercial real estate, cultural and tourist real estate and other different real estate fields. In the process of development, enterprises should formulate and adjust their development strategies according to their own conditions and market changes. Based on the theory of strategic management, this paper comprehensively studies the internal and external environment of the enterprise, and formulates the development strategy of the enterprise through the SWOT analysis method. This paper argues that Guangxi Macro Real Estate Development Co., Ltd. should adopt the growth-oriented strategy, promote internal advantages through product quality and brand effect, and grasp the development opportunities of residential market and commercial real estate. Low-carbon intelligent building as the new core competitiveness. The overall development strategy of the enterprise should be based on the residential market in the non-key cities and counties of Guangxi, and the commercial real estate market in Nanning should be developed so as to realize the regional deployment and diversified development of the real estate business. In the process of implementing the development strategy, the enterprise should guarantee the effective implementation of the development strategy by strengthening the capital operation ability, enhancing the brand value, strengthening the talent construction, avoiding the risk and so on, so as to strengthen the core competitiveness of the enterprise.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F299.233.4

【參考文獻】

相關期刊論文 前10條

1 崔珊珊;張晗;;我國房地產企業(yè)融資風險分析及對策研究[J];出國與就業(yè)(就業(yè)版);2012年06期

2 鄭瑛;;房地產企業(yè)資金管理與成本控制探析[J];改革與開放;2012年04期

3 宮國林;;基于風險導向的房地產企業(yè)內部控制對策[J];湖北財經(jīng)高等�？茖W校學報;2012年01期

4 傅玳;;當前形勢下中小房地產企業(yè)戰(zhàn)略轉型探析[J];價格理論與實踐;2011年09期

5 魏國平;;基于價值鏈的房地產企業(yè)戰(zhàn)略聯(lián)盟研究[J];經(jīng)濟研究導刊;2011年04期

6 耿松濤;劉維林;;我國旅游地產的開發(fā)模式及風險規(guī)避策略研究[J];建筑經(jīng)濟;2012年01期

7 劉淑云;;基于價值鏈管理的中小房地產企業(yè)戰(zhàn)略選擇研究[J];科技創(chuàng)業(yè)月刊;2011年10期

8 高武;;超競爭環(huán)境下房地產企業(yè)戰(zhàn)略柔性的構建[J];西南科技大學學報(哲學社會科學版);2011年02期

9 劉湖北;;我國房地產企業(yè)品牌建設的誤區(qū)及其路徑選擇[J];南昌大學學報(人文社會科學版);2012年03期

10 沙勇;;社會企業(yè)視角下商業(yè)地產企業(yè)競爭力研究[J];南京社會科學;2012年08期

，

本文編號：2383204