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ZT置业集团发展战略研究_MBA硕士毕业论文DOC

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文本描述
摘要
房地产业是国民经济中的重要行业,在我国经济发展中有着重要的地位,关
系到国计民生,因此促进房地业的健康有序发展,是利国利民的大事。本文以
ZT 置业集团房地产开发公司为例,从该公司的基本情况着手,详细分析了该公
司的管控模式、市场布局、产品研发、营销管控、人力资源状况、品牌管理、企
业文化等各方面的情况,重点分析了该房地产公司的面临的政策、经济、社会文
化和科技等外部环境,运用战略管理分析方法的五力竞争法分析了该公司的市场
竞争力、运用 SWOT 分析法研究了该公司的内部优势和劣势,当前发展的机遇
和威胁,以这些分析研究为依据,结合相关的战略管理理论、在分析企业内外部
环境的同时,研究了国内房地产行业的发展趋势和该公司的发展模式,提出了企
业明确的战略目标,确定 ZT 置业集团房地产开发公司在市场布局和产品选择、
商业经营和管理方面的战略选择、逐步实行联合经营和国际化的发展战略。为保
障 ZT 置业集团战略目标的有效实施,必须完善项目协调、成本管控、激励、监
督问责、风险防控五大机制,从客户服务及品牌、营销策划、市场开发、资金、
人力资源、产品研发、企业文化方面提供保障,目的是为了促使企业管理模式、
业务布局、营销管理、设计研发、资本运作、客户服务等方面有明显优化,在激
烈的房地产行业竞争中和复杂多变的政策环境下,确立本企业战略发展方向,促
使本企业朝着做大做强方向发展

关键词:房地产;企业;战略;研究II
Abstract
As one of the most important industries in the national economy, the real estate
industry plays an important role in Chinese economic development, which is related
to the major growth of the state and people, so promoting the healthy and orderly
development of the industry is such a crucial event for benefiting people&39;s livelihood.
This paper takes ZT Real Estate Group Company as an example, starting from the
basic situation of the company, detailedly analyzes the aspects of the company such as
the management mode, market layout, product development, marketing ability, brand
construction, human resources and corporate culture, which focuses on the external
environment that the company is facing from the policy, economy, society and
technology. Competitive analysis methods like Five Forces are adopted to analyze the
company&39;s market competitiveness, and the SWOT method is chosen to study the
company&39;s internal strengths, weaknesses, the current development opportunities and
threats. On the basis of these research results, combined with the related theory of
strategic managements as well as the internal and external environments of the
company, this paper also studies the domestic real estate industry development trend
and enterprise development model, puts forward clear strategic goals for the company,
determines the market layout, product strategies business operation and management
of ZT Real Estate Group Company that it shall gradually implement the joint venture
operation and the strategic choice of internationalization. In order to guarantee the
effective implementation of its strategic targets, it must improve five mechanisms,
namely the project coordination, cost control, incentive, supervision&accountability
and risk, provide protection from fields such as the customer service, brand marketing
planning, market development, capital, human resources, product development and
corporate culture, in order to promote the obvious optimization of the enterprise
management mode, business arrangement, marketing management, R&D and capital
operation and customer service, so that even in an intense competition from the
industry and a complex policy environment, the development direction of enterprises
can be established to enhance the business towards bigger and stronger.
Keywords: Real Estate; Enterprise; Strategy; ResearchIII
目 录
摘要.....I
Abstract . II
1 绪论.... 1
1.1 研究背景与意义 1
1.1.1 研究背景. 1
1.1.2 研究意义. 2
1.2 研究内容与方法 3
1.2.1 研究的内容与目标......... 3
1.2.2 研究的方法......... 3
2 相关理论与文献综述 5
2.1 企业战略管理综述........ 5
2.2 国内外研究现状综述.... 6
2.2.1 国外研究现状综述......... 6
2.2.2 国内研究现状综述......... 7
2.2.3 研究述评. 7
2.3 企业战略分析工具........ 8
2.3.1 PEST 分析 .......... 8
2.3.2 波特五力模型..... 8
2.3.3 SWOT 模型 ........ 8
3 ZT 置业集团战略环境分析... 9
3.1 公司概况 9
3.1.1 管控模式分析..... 9
3.1.2 市场布局分析... 10
3.1.3 产品研发分析... 11
3.1.4 营销能力分析... 11
3.1.5 人力资源状况分析....... 12
3.1.6 资金管控分析... 12
3.1.7 成本管控分析... 12
3.1.8 品牌客户服务分析....... 13
3.1.9 企业文化分析... 13
3.2 ZT 置业集团 PEST 分析 ........ 13
3.2.1 政治环境因素分析....... 13IV
3.2.2 经济环境因素分析....... 15
3.2.3 社会文化环境分析....... 17
3.2.4 技术环境分析... 18
3.3 ZT 置业集团的房地产行业波特五力模型分析.....
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