發(fā)布時(shí)間：2018-03-16 00:31

  本文選題：合景泰富地產(chǎn)公司　切入點(diǎn)：核心競(jìng)爭(zhēng)力　出處：《湖南大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)房地產(chǎn)市場(chǎng)日趨成熟，房地產(chǎn)企業(yè)同業(yè)競(jìng)爭(zhēng)異常激烈。為適應(yīng)未來(lái)的競(jìng)爭(zhēng)，使得本企業(yè)能夠立于不敗之地，房地產(chǎn)企業(yè)必須擁有自己的核心競(jìng)爭(zhēng)力。合景泰富地產(chǎn)公司目前年銷售額接近200億元，但是和上千億的萬(wàn)科、中海、綠地等企業(yè)相比較，企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)并不明顯。為了適應(yīng)未來(lái)的競(jìng)爭(zhēng)，本文作者對(duì)合景泰富地產(chǎn)公司的公司環(huán)境，核心競(jìng)爭(zhēng)力的現(xiàn)狀以及所存在的問(wèn)題進(jìn)行了全面和深入的研究。 本文應(yīng)用戰(zhàn)略管理理論和相關(guān)文獻(xiàn)研究成果，利用調(diào)研、官方數(shù)據(jù)和第三方數(shù)據(jù)，圍繞公司外部環(huán)境和企業(yè)競(jìng)爭(zhēng)環(huán)境進(jìn)行定量和定性分析，明確了未來(lái)一段時(shí)間內(nèi)國(guó)家及房地產(chǎn)業(yè)發(fā)展趨勢(shì)；圍繞公司核心競(jìng)爭(zhēng)力培育，對(duì)行業(yè)標(biāo)桿企業(yè)做了基準(zhǔn)分析，得出了標(biāo)桿企業(yè)成功的競(jìng)爭(zhēng)優(yōu)勢(shì)；最后為適應(yīng)公司外部環(huán)境的發(fā)展趨勢(shì)，通過(guò)對(duì)公司的內(nèi)部資源和能力分析，從土地價(jià)值和顧客價(jià)值創(chuàng)造的角度培育出企業(yè)的核心競(jìng)爭(zhēng)力是要形成兩個(gè)優(yōu)勢(shì)：一是以市場(chǎng)定位和產(chǎn)品設(shè)計(jì)培育的拿地優(yōu)勢(shì)；二是以產(chǎn)品質(zhì)量和服務(wù)質(zhì)量形成的品牌優(yōu)勢(shì)。這是一種對(duì)市場(chǎng)定位能力、設(shè)計(jì)能力、產(chǎn)品和服務(wù)控制能力進(jìn)行整合后形成的綜合能力。這種能力很難通過(guò)模仿或復(fù)制獲得，它需要公司立足自身積累形成。同時(shí)，它也需要制度、品牌傳播、信息化建設(shè)等多種措施作保障，使得一個(gè)企業(yè)的核心競(jìng)爭(zhēng)力能夠長(zhǎng)久地維系下去。 研究發(fā)現(xiàn)，一旦企業(yè)通過(guò)內(nèi)部積累、學(xué)習(xí)、資源整合等方法培育出自己企業(yè)的拿地優(yōu)勢(shì)和品牌優(yōu)勢(shì)，則這家企業(yè)將會(huì)創(chuàng)造出遠(yuǎn)遠(yuǎn)超越競(jìng)爭(zhēng)對(duì)手的土地價(jià)值，，也將在房地產(chǎn)市場(chǎng)形成高認(rèn)知度、高美譽(yù)度和高忠誠(chéng)度的品牌價(jià)值；在此基礎(chǔ)上，公司還將能夠贏得資本優(yōu)勢(shì)和人力資源優(yōu)勢(shì)，從而最終成為行業(yè)的標(biāo)桿企業(yè)。
[Abstract]:Chinese real estate market matures, the real estate enterprise competition is fierce. In order to adapt to the future competition, the enterprise can be in an invincible position, the real estate enterprises must have their own core competence. KWG property company's current annual sales of nearly 20 billion yuan, but the sea and the hundreds of billions, Vanke, green spaces and other enterprises compared enterprise, competitive advantage is not obvious. In order to adapt to the competition in the future, the author of the KWG property company environment, and researches the core competitive situation and existing problems.
In this paper, the application of strategic management theory and related research results, using research, official data and third party data, quantitative and qualitative analysis on the external environment and competitive environment, the next period of time the state and the real estate industry development trend; cultivate around the company's core competitiveness, the industry benchmarking enterprises do benchmark analysis the success of the enterprise benchmarking, competitive advantage; finally, to adapt to the development trend of the external environment of the company, through the analysis of the company's internal resources and capabilities, created from the perspective of customer value and the value of land to cultivate the core competitiveness of enterprises is to form two advantages: one is to cultivate the market positioning and product design to take advantage; two is formed in the quality of products and services brand. This is a kind of market positioning ability, design ability, product and service control The comprehensive ability of formation force integration. This ability is very difficult to obtain through imitation or copy, it requires the company based on their own accumulation. At the same time, it also requires system, brand communication, information construction and other security measures, so that the core competitiveness of an enterprise can survive for a long time.
The study found that, once the enterprise through the internal accumulation, learning, resource integration and other methods to produce their own business to take advantage and brand advantage, the company will create far beyond the competitors of the land value, will also form a high awareness of the real estate market, high reputation and high brand loyalty in value; on the basis of the company will be able to win the advantage in capital and human resources, and ultimately become the industry benchmarking enterprises.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F299.233.4;F271

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