摘要
I
摘要
房地产业由于其发展的性质和其资源的有限性表现出来的市场价格对经济发展
的支持力巨大，是重要的国家支柱性产业。更是由于房产是各个阶层人民的刚需，更
是目前个人拥有财产的重要组成部分，导致房地产业成为举国关心的重要产业。房地
产是否能够平和稳定发展关系到国家经济是否能够平稳向前。复杂多变的社会经济形
势对房地产企业的发展提出了挑战，如此巨大的市场竞争更是对房地产企业提出了更
高的要求，房地产市场需要在竞争中把控机遇，在发展中过滤风险，企业前景中制定
策略，通过一系列科学的操作，为企业发展的核心打造更完善的平台

本文以 WZ 房产公司为例，以市场为具体依据，对企业如今面临的主要问题和发
展困境做出研究。本文通过系列的市场策略研究方法进行系统性分析，并要根据这些
问题为 WZ 企业制定较为完善的发展体系和发展方式。让企业能够在如此错综复杂的
市场环境之中找到合适的发展方法，避免由于风险或管理问题而出现企业无法形成竞
争力的情况出现

论文结合 WZ 房地产公司发展现状分析，制定了公司在 2017-2027 年进入“全国
房地产开发企业 100 强”的基本目标，提出要坚持“稳健经营持续成长”的原则，突
出“城市运营专家”、“建筑未来生活” 的战略定位，采取“以质为本、量为基，
以强为纲、大为径”的发展方式，坚持以房地产开发为主营业务，加大产业链多元化
发展，努力推动农业、旅游、养老多板块发展格局 ，逐步将公司打造成为区域一流、
国内知名的房地产企业。根据战略规划，WZ 房地产公司计划利用十年时间，坚持以
绿色住宅房地产开发为主线，进一步整合材料供应、装修施工等房地产产业链上下游，
努力形成初具规模的装配式建筑材料加工、装修材料制作的工业地产，积极拓展生态
农业、旅游、养老等形态地产开发，力争成为武汉区域房地产的领导者，进入全国房
地产企业 100 强

关键词：发展战略；SWOT 分析；外部环境分析；业务层战略Abstract
III
Abstract
The real estate industry is a comprehensive industry related to the people&39;s livelihood
and the people&39;s livelihood. It is also the pillar industry of China&39;s economic development.
At the same time, it is also the topic of the highest concern in the whole country. The real
estate plays a decisive role in the development of China&39;s national economy and social life.
The real estate industry&39;s health Development or not directly related to China&39;s national
economy can be stable and rapid development; the other hand, the problem of
unrealistically high prices are directly related to the general public, especially the youth
generation of life happiness. The complex and changeable socio-economic situation poses
a challenge to the development of real estate enterprises. How to grasp the opportunities in
the fierce market competition, avoid risks, seek good and fast development, need
comprehensive, in-depth, accurate and comprehensive judgment The current development
trend of China&39;s real estate market, the scientific development of the company&39;s
development strategy to build the company&39;s dominant industries and core competitiveness,
to achieve the leap-forward development of enterprises.
Therefore, this study uses the relevant theory of enterprise strategic management,
from the current macroeconomic policy environment and industry development problems
to start with WZ real estate company as a case, the WZ real estate company internal and
external business environment, SWOT, market strategy and other aspects of a systematic
analysis , And accordingly to choose the appropriate development strategy for WZ real
estate company, and then put forward specific strategic development goals and
implementation measures, and for the actual development of the company&39;s actual
implementation of the strategy to ensure that the implementation of security measures to
ensure that all strategic objectives can be implemented, To adapt to market adjustment and
upgrading of the trend, to create sustainable development of the core competitiveness of
enterprises for the long-term development of enterprises to open new space.
Based on the analysis of the status quo of the development of WZ real estate company,
the paper puts forward the basic goal of entering the top 100 national real estate武汉工程大学硕士学位论文
IV
development enterprises in 2017-2027, and puts forward the principle of steady
operation, highlighting the city operation expert Construction of future life, the
strategic positioning, to quality-oriented, quantity-based, strong as the key link, big way
development, adhere to the real estate development as the main business, increase the
diversification of industrial chain, Promote the development of agriculture, tourism,
pension plate pattern, and gradually build the company into a regional first-class,
well-known real estate business. According to the strategic planning, WZ real estate
company plans to use ten years, adhere to the green residential real estate development as
the main line, and further integration of materials supply, decoration construction and other
real estate industry chain upstream and downstream efforts to form a large-scale assembly
of building materials processing, decoration materials Production of industrial real estate,
and actively expand the ecological agriculture, tourism, pension and other forms of real
estate development, and strive to become the leader of regional real estate in Wuhan, into
the national real estate enterprises 100.
Keywords：Development strategy, SWOT, macro environment, business
strategy目录
V
目 录
摘要.... I
AbstractIII
目 录.... V
第一章 绪论..........1
1.1 研究背景.1
1.2 研究目的与意义.2
1.3 研究原则2
1.4 研究框架.3
1.5 研究流程.3
1.6 研究内容4
1.6.1 战略诊断分析.....4
1.6.2 发展战略制定和执行机制构建 5
第二章 文献综述及相关理论......7
2.1 战略理论的发展.7
2.1.1 战略思想萌芽阶段.........7
2.1.2 传统战略治理理论.........8
2.1.3 竞争战略理论.....8
2.1.4 动态竞争战略理论.........9
2.2 房地产战略研究综述...10
2.2.1 国内房地产战略相关研究.......10
2.2.2 国外房地产战略的相关研究.. 11
第三章 WZ 房地产公司外部环境与内部资源分析...... 13
3.1WZ 房地产开发公司简介...........13
3.2 外部环境分析...14
3.2.1 政治环境分析...14
3.2.2 经济环境分析......
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