本选题的主要研究内容是南京石林集团有限公司的企业发展战略问题,南京
石林集团创立于1984年,经过20多年的快速稳健发展,已成长为一个以住宅房
地产开发和商业连锁为两大支柱产业的大型民营企业集团。在房地产市场调控日
益深入的当下,石林集团的住宅房地产项目不可避免地受到了一定影响,当外部
的因素不可更改时,石林集团依然可以从内部因素出发,根据实际条件找准自己
的定位和未来的目标,在坚持自身优势的同时主动实施变革弥补自身不足。当前
石林集团如何达成上述目标也就成为一个重要的、现实的发展课题。
本文的主题可以分为三个部分,首先对石林集团外部环境、内部环境结合当
下全国房地产市场、南京本地房地产市场下企业竞争背景进行分析;第二部分着
重对石林集团的优势、劣势分析,找出石林集团面临的主要问题;第三部分对石
林集团的发展战略进行目标定位和战略选择,最后着重对石林集团的战略实施展
开讨论,提出了如何实施几大战略:品牌发展战略、信息发展战略、人才发展战
略及融资发展战略。通过对这四大战略的论述,可以全面提升公司的核心竞争力
和自身发展能力,从而更好地生存并健康地发展下去。
关键词:战略房地产运营管理
I
Abstract
With the deepening of the real estate market regulation which started from 2010,
a nationwide residential real estate industty and related commercial real estate
industry are facing the risk of rapid accumulation while developing rapidly. After a
decade of rapid development in the real estate industry, it has entered the stage had to
adjust. In this context, real estate companies need to take the initiative to adjust their
business development strategy in order to survive and develop healthily. Changes in
the overall environment under the local area also has its own characteristics, the
market of Nanjing is different from Beijing, Shanghai, Guangzhou and Shenzhen.
Starting from the recent policy for real estate market of Nanjing, a good grasp of the
dynamics of competition within the region, is their own adjustments to make the right
strategic prerequisite.
The contents of the main research topics is the business development strategy of
the Shilin Group in Nanjing. The Shilin Group was founded in 1984, after 20 years of
rapid and steady development, has grown into a large-scale private enterprise group
which has two pillar industries of. residential and commercial real estate
development. In the special moment of real estate marke,the Shilin Group's
residential real estate projects inevitably be some impact. While external factors can
not be changed, the Shilin Group can still proceed from internal factors, according to
its position accurately the actual conditions and future goals,while adhering to their
own advantage to make up for their lack of initiative to implement change, the Shilin
Group, how to achieve the current goal has become an important, practical
development issues.
This theme can be divided into three parts, the first part is the competitive
analysis of the Shilin Group's external environment, internal environment combined
with current national real estate market, local real estate market in Nanjing; the
second part focuses on the Shilin Group's strengths, weaknesses analysis,the use of
Porter Five Forces competitive model of the Shilin Group is a strategic analysis to
identify the main problems facing the Shilin Group; third part is the Shilin Group's
n
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