随着我国经济的持续高速发展，房地产业也迅速崛起，尤其近几年，房地产 企业如雨后春笋，全国各地呈现出一片开发繁荣景象，但同时也伴随着过度开发， 我国人均住房面积丰盈，城市用地日趋紧张。国家连续出台房地产相关调控政策， 保障我国房地产的稳定健康有序发展。目前的房地产市场中，房地产企业众多， 竞争十分激烈。房地产企业如何在激烈的市场竞争中生存和发展，成为学术界研 究的一个重要课题。九江 XH 房地产公司经过 17 年的发展，已经成为本土的龙头 房地产企业，在当地成功的开发了很多成熟小区，并且具有很强的代表性，具有 很强的市场研究价值。本文以九江 XH 房地产公司为例，运用调查法、文献资料 法等等多种研究方法对九江 XH 房地产公司的发展战略进行全方位的分析和研究。 本文的研究共由六个部分组成。第一个部分是绪论部分，对本文的研究背景、 研究意义以及研究现状做简要的论述和分析。第二部分是相关的概念和理论研究。 主要引用了战略管理、发展战略、资源与能力概念及运用了资源与能力、核心竞 争力、集中化发展、差异化发展战略等理论。第三部分是九江 XH 房地产公司发 展环境分析。本部分对九江 XH 房地产公司发展的内部环境和外部环境做了全面 的分析论述。第四部分是九江 XH 房地产公司发展战略规划。本部分对九江 XH 房 地产公司战略目标、公司发展战略的制定都进行了全面的论述和分析。第五部分 是九江 XH 房地产公司发展战略实施保障措施。分别从构建完善的组织结构、积 极引进优秀人才、塑造优秀的企业文化、完善科学管理和制度建设、获得土地资 源和政府政策支持、完善“借用还”一体化的良性循环六个方面对其进行阐述。 第六部分是结论和展望。本部分对论文的研究进行简单的总结，并对未来的研究 进行展望。 通过本文的研究，对九江 XH 房地产公司的发展现状、房地产类企业的发展 情况和行业现状及趋势有深刻的认知。并且在现状分析的基础上，针对九江 XH 房地产公司发展战略进行规划，对战略的实施保障措施提出建议，并对其他公司 发展战略的制定，提供参考。 关键词：房地产公司，发展战略，战略实施II Abstract With the sustained and rapid development of our economy, real estate industry has also risen rapidly. Especially in recent years, real estate enterprises have sprung up, and all parts of the country have shown a scene of development and prosperity. However, at the same time, it has also been accompanied by over-development. The per capita housing area in China is abundant and urban land has become increasingly tense. The state has successively introduced real estate related regulation policies to ensure the stable, healthy and orderly development of China's real estate. In the present real estate market, there are many real estate enterprises and the competition is very fierce. How to survive and develop in fierce market competition has become an important subject in academic research. After 17 years of development, Jiujiang XH Real Estate Company has become a leading real estate company in the country. It has successfully developed a lot of mature communities in the area, and has a strong representation and strong market research value. Taking Jiujiang XH Real Estate Company as an example, this paper analyzes and studies the development strategy of Jiujiang XH Real Estate Company by using investigation method, literature and other research methods. The research of this thesis consists of six parts. The first part is the introduction， which briefly discusses and analyzes the research background，the significance of the research purpose and the content of the research. The second part is related concepts and theoretical research. It mainly quotes the theory of strategic management， development strategy， resources and capabilities ， and the use of resources and capabilities ， core competitiveness ， centralized development ， and differentiated development strategies. The third part is the development environment analysis of Jiujiang XH Real Estate Company. This part makes a comprehensive analysis of the internal and external environment of Jiujiang XH Real Estate Company. The fourth part is Jiujiang XH real estate company development strategic plan. This part of Jiujiang XH real estate company strategic objectives，the formulation of the company's development strategy are comprehensively discussed and analyzed. The fifth part is Jiujiang XH real estate company development strategy to implement safeguards. This paper expounds six aspects of constructing perfect organization structure，actively introducing outstanding talents，shaping excellent enterprise culture，improving scientific management and system construction，obtaining land resources and government policy support，and improving the virtuous circle of borrowing and returning integration. The sixth part is the conclusion and outlook. This part briefly summarizes the research of the thesis and looks forward to the future research. Through the research of this thesis, we have a deep understanding of the development status of Jiujiang XH Real Estate Company, the development situation of real estate enterprises, and the current situation and trend of the industry. On the basis of the analysis of the current situation, we plan the development strategy of Jiujiang XH Real Estate Company, put forward suggestions on the implementation and safeguard measures of the strategy, and provide reference for the formulation of development strategies of other companies. Keywords: XH Real Estate Company，development strategy，Strategic implementationIII 目 录 摘要 ...................................................................... I Abstract ..................................................................... II 目 录 .................................................................... III 第 1 章 绪 论 .................................................................. 1 1.1 研究背景和意义.......................................................... 1 1.1.1 研究背景 ......................................................... 1 1.1.2 研究意义 ......................................................... 2 1.2 文献综述................................................................ 2 1.2.1 国外研究现状...................................................... 2 1.2.2 国内研究现状...................................................... 4 1.2.3 研究评述 ......................................................... 6 1.3 研究内容和方法.......................................................... 6 1.3.1 研究内容 ......................................................... 6 1.3.2 研究方法 ......................................................... 7 第 2 章 理论基础 ............................................................... 8 2.1 重要概念界定............................................................ 8 2.1.1 企业战略管理...................................................... 8 2.1.2 发展战略 ......................................................... 8 2.1.3 企业资源 ......................................................... 9 2.1.4 企业能力 ......................................................... 9 2.2 相关理论................................................................ 9 2.2.1 资源与能力理论.................................................... 9 2.2.2 核心竞争力理论................................................... 10 2.2.3 竞争战略管理理论................................................. 10 2.3 分析工具............................................................... 11 2.3.1 PEST 分析法 ...................................................... 11 2.3.2 波特五力模型..................................................... 11 2.3.3 SWOT 分析法 ...................................................... 12 第 3 章 九江 XH 房地产公司发展环境分析.......................................... 13IV 3.1 九江 XH 房地产公司简介.................................................. 13 3.1.1 公司基本状况..................................................... 13 3.1.2 公司组织结构和员工结构........................................... 14 3.1.3 企业文化简介..................................................... 17 3.1.4 开发能力介绍..................................................... 17 3.2 九江 XH 房地产公司外部宏观环境 PEST 分析 ................................. 21 3.2.1 政治环境 ........................................................ 21 3.2.2 经济环境 ........................................................ 21 3.2.3 社会环境 ........................................................ 22 3.2.4 技术环境 ........................................................ 22 3.3 九江 XH 房地产公司外部行业环境五力模型分析 .............................. 23 3.3.1 新进入者威胁..................................................... 23 3.3.2 供应商议价能力分析............................................... 23 3.3.3 客户议价能力分析................................................. 23 3.3.4 潜在竞争对手分析................................................. 24 3.3.5 替代品分析....................................................... 24 3.4 九江 XH 房地产公司内外部环境 SWOT 综合分析 ............................... 24 3.4.1 优势 ............................................................ 24 3.4.2 劣势 ............................................................ 25 3.4.3 机会 ............................................................ 26 3.4.4 威胁 ............................................................ 26 第 4 章 九江 XH 房地产公司发展战略规划.......................................... 28 4.1 战略愿景和使命......................................................... 28 4.2 战略目标............................................................... 28 4.3 总体战略 ............................................................... 28 4.3.1 战略匹配分析..................................................... 29 4.3.2 总体战略提出..................................................... 29 4.4 竞争战略 ............................................................... 30 4.4.1 集中化战略....................................................... 30 4.4.2 差异化竞争战略................................................... 30 4.5 职能战略 ............................................................... 31 4.5.1 营销战略 ........................................................ 31 4.5.2 财务战略 ........................................................ 32V 4.5.3 研发战略 ........................................................ 33 4.5.4 人力资源战略 ..................................................... 34 第 5 章 九江 XH 房地产公司发展战略实施保障措施.................................. 35 5.1 构建完善的组织结构..................................................... 35 5.2 积极引进优秀人才....................................................... 35 5.3 塑造优秀的企业文化..................................................... 36 5.4 完善科学管理和制度建设................................................. 36 5.5 获得土地资源和政府政策支持............................................. 37 5.6 完善“借用还”一体化的良性循环 ......................................... 37 第 6 章 结论与展望 ............................................................ 39 6.1 结论................................................................... 39 6.2 展望................................................................... 39