2017年底销售排名前十的地产商在全国市场占有率为24%，到2019年上半年已经达 到30%，前三名市场占有率为15%，未来3-5年，销售排名前十地产商市场占有率达40% 左右，说明大部分中小型房地产企业生存压力剧增。中国房地产行业也逐步从粗放经营 迈向精细化管理，专业化探索不断前行，投资与开发分离模式得到验证，房地产代建业 务顺势得以快速发展。Y集团拥有30年的房地产开发运营经验，有着很强的竞争实力， 但是随着市场环境的变化传统的房地产开发模式同质化竞争越来越严重，开辟新的业务 是大势所趋，为了公司能够把握代建市场的机会，取得跨越式的发展，对其新业务的竞 争战略研究有着重大意义。 本文从外部环境入手，采用PEST分析、行业环境分析、竞争对手分析、成功的关 键要素分析，得出Y集团代建业务的机会与威胁。机会是Y集团作为全国销售前30的房 地产企业品牌意识较强，在房地产企业的盈利方式从依靠土地增值盈利向开发增值盈利 转变中有较大的优势，另外随着人们生活水平的提高对住的配套要求越来越高。威胁是 房地产政策不断推出，稳定房价打击大部分房地产投资需要，导致销售增长放缓，前10 大房地产商不断蚕食竞争对手的市场，使得房地产企业之间差距变大。 接下来，更进一步对Y集团的资源与能力进行分析，得出公司的优势与劣势。优势 在于拥有良好的房地产运营经验、企业品牌影响力、资金实力、创新能力及前后端资源 的整合能力。劣势在于流程化的工作效率较低，独当一面的专业人才较为稀缺，人才的 奖励制度不够完善。 在此基础上对Y集团代建业务的SWOT进行分析，认为Y集团应该利用自身的优势， 选择集中差异化的竞争战略，差异化包括市场差异化、服务差异化、品牌差异化。根据 战略为Y集团代建业务的发展制定长期、中期、短期目标。 最后提出具体的战略实施的保障措施，调整流程和架构体系，激励保障，打造与Y 集团代建业务相适应的品牌形象，以促进Y集团代建业务的跨越式发展。 关键词，竞争战略；内外部环境分析；行业竞争结构；SWOT分析；Y集团II Abstract At the end of 2017, the top 10 real estate developers accounted for 24% of the national sales. In the first half of this year, they reached 30% and the top three accounted for 15%. In the next three to five years, the concentration will be about 40%. It shows that most of the small real estate companies will withdraw from the market, and the real estate industry in China has developed to a basically mature stage. The change is the concentration. The top 10 real estate companies are constantly eroding the share of other real estate companies. China's real estate industry is gradually moving from extensive management to refined management, professional exploration is constantly moving forward, investment and development are gradually separated, and real estate agent construction is developing rapidly. Y Group has 30 years of development experience in the real estate industry, and has a strong competitive strength. The gap between the company and TOP10 real estate enterprises is widening, and the traditional real estate development model is facing serious homogeneous competition. In order to seize the opportunity of agent market and achieve leapfrog development, it is of great significance to study the competition strategy of its new business. Starting from the external environment, this paper quotes PEST analysis, industry environment analysis, competitor analysis, key elements of success analysis, and draws the opportunity and threat of agent business of Y Group. Opportunity is that Y Group, as a national TOP30 real estate enterprise, has a strong brand awareness. It has a great advantage in the transformation of the earning mode of real estate enterprises from relying on land value-added profits to developing value-added profits. In addition, with the improvement of people's living standards, the matching requirements for living are getting higher and higher. The threat is the constant introduction of real estate policy, stabilization of housing prices to combat most of the real estate investment needs, the top 10 real estate companies continue to nibble at competitors'markets, making the gap between housing enterprises wider. Next, further analysis of Y Group's resources and capabilities, draw the company's strengths and weaknesses. The advantages lie in having good real estate operation experience, enterprise brand influence, capital strength, innovation ability and integration ability of front and rear resources. The disadvantage lies in the low efficiency of workflow, the scarcity of professional talents and the imperfect reward system for talents. On this basis, the SWOT of agent business of Y Group is analyzed. It is concluded that Y Group should make use of its own advantages and choose centralized and differentiated competitive strategy, which includes market differentiation, serviceIII differentiation and brand differentiation. According to the strategy, set long-term, medium-term and short-term goals for the development of agent business of Y Group. Finally, it puts forward specific strategic implementation and safeguard measures, adjusts the process and structure system, strengthens the incentive guarantee, and creates a brand image suitable for the agent business of Y Group, so as to promote the leap-forward development of the agent business of Y Group. Keywords: Competition Strategy; Internal and External Environment Analysis; Industry Competition Structure; SWOT Analysis; Y GroupIV 目 录 摘要.....................................................................................................................................I Abstract................................................................................................................................. II 图表清单 ...........................................................................................................................VII 第一章 绪 论........................................................................................................................1 1.1 研究背景及意义..........................................................................................................1 1.1.1 研究背景 ...............................................................................................................1 1.1.2 研究的意义 ...........................................................................................................2 1.2 文献综述 .....................................................................................................................2 1.2.1 国外文献综述 .......................................................................................................2 1.2.2 国内文献综述 .......................................................................................................3 1.3 研究内容与方法..........................................................................................................4 1.3.1 研究的内容 ...........................................................................................................4 1.3.2 研究的方法 ...........................................................................................................5 第二章 外部环境分析 ..........................................................................................................6 2.1 宏观环境分析..............................................................................................................6 2.1.1 政策环境分析 .......................................................................................................6 2.1.2 经济环境分析 .......................................................................................................7 2.1.3 社会人文环境分析................................................................................................8 2.1.4 技术环境分析 .......................................................................................................9 2.2 行业环境分析..............................................................................................................9 2.2.1 行业发展情况 .......................................................................................................9 2.2.2 行业竞争结构分析..............................................................................................10 2.3 竞争对手分析............................................................................................................12 2.3.1 绿城代建 .............................................................................................................12 2.3.2 万科代建 .............................................................................................................13 2.4 行业内企业成功的关键要素.....................................................................................14 2.4.1 代建企业品牌形象好..........................................................................................14 2.4.2 代建标准化程度高..............................................................................................15V 2.4.3 代建成本管控体系成熟 ......................................................................................15 2.4.4 项目去化能力强..................................................................................................15 2.4.5 优秀物业服务能力..............................................................................................16 2.4.6 资源整合能力强..................................................................................................16 2.5 外部环境带来的机会和威胁.....................................................................................16 2.5.1 外部环境产生的机会..........................................................................................16 2.5.2 外部环境导致的威胁..........................................................................................16 2.6 本章小结 ...................................................................................................................17 第三章 公司资源和能力分析.............................................................................................18 3.1 公司基本情况............................................................................................................18 3.2 公司资源分析............................................................................................................19 3.2.1 人力资源 .............................................................................................................19 3.2.2 财务资源 .............................................................................................................19 3.2.3 土地资源 .............................................................................................................20 3.3 公司能力分析............................................................................................................21 3.3.1 产品标准化能力..................................................................................................21 3.3.2 成本管控能力 .....................................................................................................22 3.3.3 溢价能力 .............................................................................................................23 3.3.4 项目去化能力 .....................................................................................................23 3.3.5 物业服务能力 .....................................................................................................24 3.3.6 团队建设能力 .....................................................................................................25 3.4 公司核心竞争力分析 ................................................................................................26 3.5 公司的优势和劣势 ....................................................................................................26 3.5.1 企业优势 .............................................................................................................26 3.5.2 企业劣势 .............................................................................................................27 3.6 本章小结 ...................................................................................................................28 第四章 企业竞争战略的选择.............................................................................................29 4.1 SWOT 分析与可能的战略选择 .................................................................................29 4.2 公司的愿景与宗旨 ....................................................................................................30 4.2.1 愿景与使命 .........................................................................................................30VI 4.2.2 核心价值观 .........................................................................................................30 4.2.3 企业宗旨 .............................................................................................................31 4.3 市场细分与市场定位 ................................................................................................31 4.3.1 市场细分 .............................................................................................................31 4.3.2 市场定位 .............................................................................................................32 4.4 竞争战略的选择........................................................................................................33 4.4.1 集中差异化竞争战略..........................................................................................33 4.4.2 需构建竞争优势的领域 ......................................................................................34 4.4.3 如何实现差异化..................................................................................................35 4.5 战略目标的制定........................................................................................................37 4.6 本章小结 ...................................................................................................................38 第五章 战略实施的保障措施.............................................................................................39 5.1 流程与架构保障........................................................................................................39 5.1.1 运营体系调整 .....................................................................................................39 5.1.2 产品体系保障 .....................................................................................................39 5.1.3 加强资本运作 .....................................................................................................40 5.1.4 风险控制保障 .....................................................................................................41 5.1.5 投资流程保障 .....................................................................................................42 5.1.6 组织架构调整 .....................................................................................................43 5.2 激励保障 ...................................................................................................................45 5.3 文化及品牌保障........................................................................................................47 5.3.1 构建核心文化价值体系 ......................................................................................47 5.3.2 打造与集团发展相适应的品牌形象...................................................................47 结 论...................................................................................................................................49