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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