本文简要梳理总结了现有的企业战略管理理论的发展与流派,介绍了几种常见的
战略分析模型。采用 PEST 方法分析了 ZH 公司的宏观发展环境;通过对行业竞争企
业、竞争格局、竞争模式和态势研判,解读 ZH 公司所在行业大的竞争环境。通过
SWOT 分析,理清 ZH 公司目前面临的机遇和挑战,以及其拥有的优势和劣势。在此
基础上确定了 ZH 公司的竞争发展,即:以专业化、精细化发展为支撑,以差异化、
聚焦化为特色,打造产品线,实现区域内的强大并完成外区域的扩张,并分析了这一
战略的内涵及实施
关键词:房地产、战略、集中差异化竞争战略
作 者:屈 冉
指导老师:赵增耀英文摘要 中小型房企竞争战略研究
II
Small and medium real estate enterprise competition
strategy research Taking an example of ZH company
Abstract
Real estate development as one of the basic industry of national economy and
improve people&39;s lives. Will guide, whole construction machinery with high correlation,
has become the pillar industry of national economy. After years of rapid development,
China&39;s real estate industry has become a social need more fully released, and with China&39;s
overall economic transformation and upgrade, the economic growth mode will gradually
shift driven by investment to consumption. China&39;s real estate commodity house sales of
11.8 trillion in 2016, commercial housing sales year-on-year growth rate as high as 34.8%.
Useful as a company set up in less than a decade of small and medium-sized enterprise, in
today&39;s competitive environment, the need to re-examine the market environment and their
own conditions, develop strategy and direction for the development of the enterprise. First
of all, this paper briefly describes the research background, significance and purpose.
Carding summed up the development of the existing enterprise strategic management
theory and genre, this paper introduces several kinds of common strategic analysis model.
Mainly adopting PEST method to analyze the macro development environment; Through
to the enterprise competition in the industry, the competitive landscape, competition
pattern and situational analysis, competitive enterprise to analysis, interpret useful big its
industry competitive environment. Through the SWOT analysis, identifying useful
company is facing opportunities and challenges, with the advantages and disadvantages.
On this basis to determine its competitive strategy is supported by specialized and fine
development, differentiation and focus into characteristics to build product line and
achieve strong and complete the outside areas within the area of expansion.
Keywords: real estate, strategy, focused differentiation competitive strategy
Written by Qu Ran
Supervised by Zhao ZengYao
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目 录
第一章 绪论 ··1
一、研究背景和意义1
(一)研究的背景1
(二)研究的意义3
二、研究方法、研究思路3
(一)研究方法3
(二)研究思路3
三、研究框架4
四、国内外研究现状4
(一)国外研究现状4
(二)国内研究现状5
第二章 企业战略相关理论 ··7
一、战略的本质及过程7
二、竞争结构理论7
三、一般竞争战略9
(一)成本领先战略9
(二)差异化战略9
(三)集中差异化战略·10
第三章 ZH 公司外部环境分析· 11
一、外部宏观环境分析· 11
(一)宏观经济环境· 11
(二)社会环境·12
(三)政策环境·12
(四)土地市场·13
(五)市场供需及成交情况·14
二、行业内竞争分析----五力模型分析16
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(一)房地产业的潜在进入者分析 ·16
(二)房地产业竞争强度分析·17
(三)房地产产品的替代威胁分析 ·18
(四)房地产购买者的议价能力分析 ·18
(五)房地产开发企业供应者的议价能力分析 ·19
第四章 ZH 公司内部环境分析·21
一、公司概况·21
二、内部资源能力分析·21
(一)资质与业绩·22
(二)关系资源·22
(三)土地资源·22
(四)品牌资源·22
(五)财务资源·22
(六)人力资源··
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