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I
摘要
房地产行业作为现代经济社会发展中的重要支柱性行业，对于推进城市的发
展、改善民生起着非常重要的作用。同时，作为国家调节现金流的一种工具，房
地产市场在经过短暂的二十年发展过程中，经历了几轮国家宏观经济的调控及货
币政策的改革，国家对于规范有序健康的房地产市场的决心越来越强，未来整个
房地产市场也将逐步走向规范化、透明化。以产业链和资金链为重要生存指标的
房地产企业在国家有力的周期性经济调控背景及产业发展众多同行自由竞争的
情况下，企业如何制定自身的发展战略，提升经营效率，成为了学者和企业家普
遍关注的问题

本文以 LHGJ 房地产公司为例，基于企业战略管理理论、核心能力成长理论
及企业战略内外部环境影响理论，分析了 LHGJ 房地产公司发展历程及现状；在
文献综述和实际案例分析的基础上，基于实施企业战略发展的内外部环境动因及
影响，运用战略分析工具，深入探讨 LHGJ 房地产公司未来的发展战略，为 LHGJ
房地产公司更好地壮大发展提供对策建议。本文从企业经营战略发展出发，结合
房地产行业的背景和企业自身的竞争力分析，借鉴其成功经验，发现问题，试从
企业整体发展的方向进行对其战略优化的考量，形成长远的认识和战略规划

关键词：企业战略；房地产；LGHJ 公司
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II
Abstract
As an important pillar industry in the modern economic and social development,
the real estate industry plays a very important role to promote the development of the
city and people&39;s livelihood.At the same time, as a tool of the country&39;s regulation of
cash flow, the real estate market in a short 20 years development, after several rounds
of the reform of the national macroeconomic regulation and monetary policy, the
national health standard for the determination of the real estate market more and more
strong, the real estate market will be gradually standardized and transparent in the
future. In the background and strong cyclical economic regulation and control the
national industry development of numerous cases of peer competition, important
survival index for industrial chain and capital chain of real estate enterprises
enterprise how to develop its own development strategy, improve operational
efficiency, has become a problem of common concern to scholars and entrepreneurs.
Based on LHGJ real estate company as an example, this paper is based on
enterprise strategy management theory, core competence growth theory and enterprise
strategic theory of internal and external environmental impact, analysis of the
development and present situation LHGJ real estate company ;On the basis of
literature review and analysis of actual case, based on the implementation of
enterprise strategy development motivation and effect of internal and external
environment, strategic analysis tools, explore LHGJ real estate company&39;s future
development strategy, for LHGJ countermeasures and Suggestions for the
development of real estate companies grow better. This article embarks from the
management strategy of enterprise development, combined with the background of
the real estate industry and the analysis of the competitiveness of the enterprise itself,
draw lessons from the successful experience, found the problem, try from the
direction of the enterprise overall development strategy to its optimization calculation,
form the understanding of the long-term and strategic planning.
keywords: Enterprise strategy ; Real estate ; LGHJ company目录
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III
目 录
摘要.....I
ABSTRACT....II
第 1 章 导言...........1
1.1 研究背景与意义...........1
1.1.1 研究的背景..1
1.1.2 研究的意义..2
1.2 研究思路与结构...........2
1.2.1 研究的思路..2
1.2.2 逻辑结构......2
1.3 研究方法与工具...........3
1.3.1 研究的方法..3
1.3.2 研究的工具..4
1.4 研究难点与创新点.......4
1.4.1 研究的难点..4
1.4.2 研究的创新点..........5
第 2 章 企业战略管理理论综述 ..6
2.1 理论基础6
2.1.1 战略管理的概念......6
2.1.2 战略管理的主要流派分类..7
2.1.3 战略管理方向相关理论概述..........9
2.2 研究现状.........11
2.2.1 国外理论研究进展11
2.2.2 国内理论研究进展12
2.3 企业战略选择理论.....14
第 3 章 LGHJ 房地产公司外部环境分析 .........15目录
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IV
3.1 宏观环境分析.15
3.1.1 政治环境....15
3.1.2 经济环境....16
3.1.3 社会环境....17
3.1.4 技术环境....18
3.2 房地产行业分析.........18
3.2.1 房地产产业概况..........
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