I 摘要 最近几年中，我国房地产行业实现了快速的发展，但也导致了房价的快速上 升。为了有效地抑制房价，保持房地产行业的高效稳定运营，我国 出台了一系列 的政策，使得房地产整体的行业竞争更加激烈。在当前的房地产行业中，如何实 现更加有效地发展已经成为了各企业今后研究的重点。HY房地产公司经过多年来 不 断的运营和提升，已经具备了较为强劲的实力，成为了我国房地产行业的龙头 企业，其整体的小区建设较为成熟、富有特点，具有非常好的研究价值。本文便 针对HY房地产公司 的发展进行了一定的探究，在对其发展战略和发展形势进行 探索的基础上，通过调查法以及文献资料法等多种方法综合分析了该公司实现快 速高效发展的原因。 本文主要通过六 大部分来对相关的问题进行研究。首先是通过绪论部分，将 本文研究课题的背景意义以及当前的研究现状进行了总结概括。其次对整体的课 题研究理论和概念进行了总结，指明 企业战略的制定过程以及企业战略实施和控 制等理论。第三部分是HY房地产公司发展环境分析。本部分运用了PEST分析法、 SWOT分析法、五力模型对HY房地产公司的发展现实环 境进行了针对性的分析。 第四部分针对该公司的发展战略进行了探究，通过对其方案的详细研究，探讨了 公司当前的现实战略目标以及战略实施形态。第五部分对HY房地产公司 的整体 保障措施进行了有效的探究，从完善公司制度、增强企业信息化、建立战略评估 体系等六个方面对其进行阐述。第六部分是通过总结对本文的研究结论进行了概 述，同时 对今后相关课题的研究提出了一定的展望。 通过详细的调查和研究，本人对HY房地产公司的发展现状以及整个房地产 行业的发展现状进行了深刻的探讨，并且基于当前的房地产 行业的现实环境，以 HY房地产公司为例，进行了发展战略规划的探究，对相应的战略实施措施进行了 一定的探索，为公司发展战略的制定提供方法与思路。 关键词：发展战略， SWOT分析，HY房地产公司 ABSTRACT II ABSTRACT In recent years, China's real estate industry has achieved rapid development, but also led to a rapid rise in house prices. In order to effectively restrain house prices and maintain the efficient and stable operation of the real estate industry, China has issued a series of policies, which makes the whole real estate industry more competitive. In the current real estate industry, how to achieve more effective development has become the focus of the future research of various enterprises. After years of continuous operation and promotion, HY company has already had a relatively strong strength and has become the leading enterprise in the real estate industry of our country. Value. Based on the exploration of HY company's development strategy and development situation, this paper comprehensively analyzes the reasons for the company's rapid and efficient development through investigation method and literature method. This paper mainly studies the related problems through six parts. First of all, through the introduction part, the background significance of this research topic and the current research status are summarized. Secondly, the research theory and concept of the whole project are summarized, and the formulation process of enterprise strategy and the theory of enterprise strategy implementation and control are pointed out. and the third part is the HY company development environment analysis. This part uses the PEST analysis method, the SWOT analysis method, the five forces model to carry on the pertinence analysis to the HY company's development reality environment. Part IV explores the company's development strategy through its programmes In this paper, the actual strategic objectives and implementation patterns of the company are discussed. Fifth part of the HY company's overall safeguard measures are effectively explored, from the improvement of the company system, enhance enterprise information, establish a strategic evaluation system and other six aspects of its elaboration. The sixth part is to summarize the conclusion of this paper, at the same time put forward some prospects for future research. Through the detailed investigation and research, I have made a profound discussion on the development status of HY company and the development status of the whole real estate industry, and based on the current real estate industry environment, taking HY company as an example, we have carried out the exploration of the ABSTRACT III development strategy planning, and have made some exploration on the corresponding strategic implementation measures To provide methods and ideas for the formulation of the company's development strategy. Keywords: development strategy, SWOT analysis, real estate 目录 IV 目 录 第一章 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 ................................................................................................ 3 1.2 国内外文献综述 ............................................................................................... 4 1.2.1 国外研究现状 ........................................................................................ 4 1.2.2 国内研究现状 ........................................................................................ 6 1.2.3 文献述评 ................................................................................................ 8 1.3 研究方法 ........................................................................................................... 8 1.4 主要内容及框架 ............................................................................................... 9 第二章 企业发展战略相关概念及理论 ...................................................................... 11 2.1 企业战略相关理论 .......................................................................................... 11 2.1.1 企业战略的概念 ................................................................................... 11 2.1.2 发展战略的概念 ................................................................................... 11 2.1.3 企业战略的制定过程 .......................................................................... 12 2.1.4 企业战略实施和控制 .......................................................................... 12 2.2 战略分析工具 ................................................................................................. 13 2.2.1 PEST分析法 ......................................................................................... 13 2.2.2 SWOT分析法 ....................................................................................... 13 2.2.3 五力模型竞争分析 .............................................................................. 13 第三章 HY房地产公司内部外部环境及SWOT分析 .............................................. 15 3.1 HY房地产简介 ............................................................................................... 15 3.1.1 HY房地产公司概况 ............................................................................ 15 3.1.2 HY房地产公司结构 ............................................................................ 15 3.1.3 开发能力介绍 ...................................................................................... 18 3.1 HY房地产公司外部环境分析 ....................................................................... 20 3.1.1 宏观环境PEST分析 ........................................................................... 20 3.1.2 行业环境五力模型分析 ...................................................................... 26 3.1.3 成都本地房地产企业竞争情况分析 .................................................. 28 3.2 HY房地产公司内部竞争优势劣势分析 ....................................................... 30 目录 V 3.2.1 HY房地产公司的优势（S） .............................................................. 30 3.2.2 HY房地产公司的劣势（W） .................................................