首页 > 资料专栏 > 论文 > 经营论文 > 战略管理论文 > MBA硕士毕业论文_保利地产市场竞争战略研究DOC

MBA硕士毕业论文_保利地产市场竞争战略研究DOC

richeng***
V 实名认证
内容提供者
热门搜索
资料大小:698KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2020/10/5(发布于广东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
自 2017 年 3 月 17 日开始,我国政府发布了一系列对房地产业严苛的监管政策。 房价在一定程度上得到了抑制,但市场蕴含的增长、民生和金融风险仍在。房地产 业作为我国的经济支柱,它是一个在民众之中永远绕不开的一个话题。 房地产业的发展,不仅影响到行业内部,还对其他产业有着巨大的影响力,对 我国的金融产业、经济总量增长和推进城市化有着重要联系,同时与我国人民群众 的生活也有着密不可分的联系。本次研究的企业是中国保利集团控股的大型国有房 地产企业:保利地产。我将采用资料采集法、调查法、归纳法相结合进行研究。在 调查收集相关一手资料的基础上,把理论与实践积极的结合到一起,就保利地产公 司的发展现状及存在的问题进行分析,并提出相关解决方法及措施。主要内容包括: 第一阐述本文的研究背景和研究意义及国内外研究现状;第二对企业市场竞争战略 相关理论进行研究;第三分析保利地产在企业内部的资源与经营能力,并指出其不 足和提出相关解决办法;第四利用 SOWT 分析矩阵模型,对保利地产进行整体的市 场战略环境分析,最后制定保利地产的市场竞争战略。对保利地产市场竞争战略的 研究,不仅对其企业本身有着重大影响,也对同行业其他企业也有一定参考价值。 关键词:保利地产 市场竞争战略 SWOT 分析II 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract Since March 17, 2017, the Chinese government has issued a series of strict regulatory policies for the real estate industry. House prices have been suppressed to a certain extent, but the growth, livelihood and financial risks of the market are still there. As the pillar of China's economy, the real estate industry is a topic that can never be avoided among the people. The development of the real estate industry not only affects the internals of its industry, but also has a huge influence on other industries. It has an important link to China's financial industry, economic aggregate growth and urbanization, and is inseparable from the lives of our people. Contact. The company in this study is a large state-owned real estate company controlled by China Poly Group: Poly Real Estate. I will use a combination of data collection, investigation, and induction. On the basis of the investigation and collection of relevant first-hand information, the theory and practice are actively combined to analyze the development status and existing problems of Poly Real Estate Company, and propose relevant solutions and measures. The main contents include: firstly expounding the research background and research significance of this paper and the research status at home and abroad; the second is to study the relevant theory of enterprise market competition strategy; the third is to analyze the resources and management ability of Poly Real Estate within the enterprise, and point out that Insufficient and proposed related solutions; the fourth is to use the SOWT analysis matrix model to analyze the overall market strategic environment of Poly Real Estate, and finally develop the market competition strategy of Poly Real Estate. The research on the competitive strategy of Poly Real Estate market not only has a significant impact on the company itself, but also has certain reference value for other enterprises in the same industry.III 华 中 科 技 大 学 硕 士 学 位 论 文 Key words: Market competition strategy Poly real estate SWOT analysisIV 华 中 科 技 大 学 硕 士 学 位 论 文 目 录 摘要··················································································I ABSTRACT···········································································II 图目录·················································································VI 表目录················································································VII 1 绪论················································································· 1 1.1 研究背景与意义······························································ 1 1.2 国内外研究状况······························································ 2 1.3 研究采取的方法······························································ 4 1.4 主要研究内容································································· 5 1.5 创新部分······································································· 5 2 企业市场竞争战略规划的相关理论··········································6 2.1 制定企业市场竞争战略的意义············································ 6 2.2 市场竞争战略的特征和主要内容········································· 6 2.3 企业市场竞争战略的相关理论············································ 8 3 保利地产资源和能力概况·····················································11 3.1 保利地产公司基本概况····················································11 3.2 保利地产组织结构和人员情况···········································13 3.3 保利地产经营状况··························································15 3.4 保利地产发展中存在的问题··············································18 4 保利地产战略环境分析························································23 4.1 宏观环境分析································································23V 华 中 科 技 大 学 硕 士 学 位 论 文 4.2 行业环境分析································································29 4.3 保利地产 SWOT 分析······················································32 5 保利地产市场竞争战略设计················································· 36 5.1 多元化经营的市场竞争战略··············································36 5.2 实施战略联盟的市场竞争战略···········································38 5. 3 品牌战略·····································································40 结束语················································································· 42 致 谢················································································· 43