本文關鍵詞：上海FD集團房地產發(fā)展戰(zhàn)略研究　出處：《上海交通大學》2014年碩士論文　論文類型：學位論文

  更多相關文章： 房地產企業(yè) 戰(zhàn)略管理 發(fā)展戰(zhàn)略 SWOT分析 PEST模型

【摘要】：隨著經濟的日益全球化和我國社會主義市場經濟體制的逐步形成和完善,房地產市場快速發(fā)展、房地產企業(yè)面臨發(fā)展的良好機遇。本文研究了FD集團內外環(huán)境條件,其最終目的是借此建立新的公司發(fā)展的策略以增加經營決策的效率,并擬定一套適用于FD集團的二線城市房地產市場發(fā)展的目標、原則與戰(zhàn)略措施�，F(xiàn)階段,我國“北、上、廣”一線城市的房地產市場漸趨飽和狀態(tài),房地產市場盈利空間進一步緊縮,在國家加大宏觀調控力度的同時,房地產市場在一線城市市場競爭處于白熱化階段。因而,大部分的房地產企業(yè)把關注點從競爭白熱化的一線城市轉移到二線城市。FD集團于1992年開始進入房地產市場并持續(xù)發(fā)展了二十多年,在此期間逐步建立了如今的大型民營房地產企業(yè),企業(yè)基礎是房地產開發(fā),增長點為物業(yè)管理及旅游房地產,FD集團通過發(fā)展戰(zhàn)略的不斷調整、完善,在上海房地產市場有較大的品牌知名度,并已在房地產市場競爭中贏得較大的市場占有率,在現(xiàn)階段的房地產發(fā)展形勢下,將發(fā)展戰(zhàn)略轉移至二線城市,是集團戰(zhàn)略發(fā)展的必然選擇。本文以理論探討及實證案例相結合的方式,采取PEST的分析方法,按照政治環(huán)境、經濟環(huán)境、社會環(huán)境、技術環(huán)境分析的研究思路,以波特?五力模型等理論為主要依據(jù),通過SWOT分析,提出選擇“SO”模式發(fā)展戰(zhàn)略,制定出企業(yè)總體發(fā)展戰(zhàn)略和基本競爭戰(zhàn)略。本文在系統(tǒng)性、綜合性評估FD集團內部資源和能力后,研討現(xiàn)階段國內外二線城市的發(fā)展規(guī)劃及經驗,進一步研究二線城市房地產市場發(fā)展的理論基礎與發(fā)展現(xiàn)狀等因素的相應問題,應用戰(zhàn)略管理等相關理論分析FD集團房地產市場戰(zhàn)略當前的外部環(huán)境及內部條件、優(yōu)勢及劣勢,總結FD集團應把發(fā)展規(guī)劃轉移到二線城市的戰(zhàn)略,擬定適合用于FD集團的二線城市房地產市場發(fā)展戰(zhàn)略目標、原則和戰(zhàn)略方針。FD集團二線城市市場采取以別墅型大宅、國際性公寓為集團發(fā)展龍頭產業(yè),加大在旅游房地產、商業(yè)房地產等新興產業(yè)的發(fā)展力度,打造優(yōu)質物業(yè)管理服務,增加更多文化因素、家庭式內涵,拓寬集團投融資,公司發(fā)展總體戰(zhàn)略方針是多元化的。同時,從公司實際出發(fā),著重改善組織結構、人力資源、信息化、企業(yè)文化建設以及擴大市場等,并以此為鑒,制定完善了其保障措施,希望給予FD集團二線城市房地產市場發(fā)展有益的思考。
[Abstract]:With the gradual development and perfection of economic globalization and China's socialist market economic system, the rapid development of the real estate market, is facing a good opportunity for the development of the real estate enterprises. This paper studies the FD group of internal and external environment, its ultimate aim is to establish the efficiency of the new company to develop strategies to increase business decisions, and to develop a for FD group the second city real estate market development objectives, principles and strategic measures. At present, China's "north," first-tier cities real estate market is becoming saturated, further tightening of the real estate market profit space, at the national macro-control efforts at the same time, the real estate market in the first city market competition is heating up. Therefore, most of the real estate enterprises to shift focus from the intense competition in the first-tier cities to the second city of.FD group in 1992. Before entering the real estate market and sustainable development for more than 20 years, during which gradually established today's large private real estate enterprises, the enterprise is based on real estate development, growth for the property management and tourism real estate, FD group by continuously adjusting the development strategy, improve the real estate market in Shanghai has a great brand awareness, and has been in the real estate market competition to win a greater market share, in the stage of real estate development situation, development strategy will be transferred to the second tier city, is the inevitable choice for the group's strategic development. Combining the theoretical discussion and empirical case, adopting PEST analysis method, according to the political environment. Economic environment, social environment, research ideas, technology analysis to Potter? Five forces model theory as the main basis, through SWOT analysis, put forward the development strategy of "SO" mode, develop enterprises Industry overall development strategy and basic competitive strategy. In this system, a comprehensive evaluation of FD group's internal resources and ability, the development of research at home and abroad at this stage the second city planning and experience, the corresponding theoretical basis for further research and development status of factors such as the second city real estate market development, strategic analysis of the real estate market FD the group's external environment and internal conditions by applying the related theories of strategic management, summarizes the advantages and disadvantages, FD group should be transferred to the second tier city development planning strategy, formulate suitable for the target second tier cities in the real estate market development strategy of FD group, the principle and strategy of.FD group to take the second city market villa mansion international apartments, for the development of leading industry group, increase in tourism real estate development, commercial real estate and other emerging industries, to create high-quality property management service Wu, add more cultural factors, family connotation, broaden the financing company group, the overall development strategy is diversified. At the same time, from the company's actual situation, focus on improving the organizational structure, human resources, information technology, enterprise culture construction and expand the market, and as a result, to establish and perfect the safeguard measures, hoping to give FD the second group of city real estate market development beneficial thinking.

【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F299.23

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本文編號：1376694