房地产业在我国现代经济社会生活中的地位举足轻重。我国房地产企业在经 历了几十年快速发展后，吸引和沉淀了大量资源和资金投入，行业竞争加 剧，同 质化现象突出，加之国家不断出台相关政策法规，严控房地产发展过热的态势， 并在融资渠道、房产税、环保等领域积极调控，这就使得龙湖集团面对巨大威胁 和挑战。 龙湖集团要在激烈的市场竞争中脱颖而出，就必须要制定和实施合理的 市场竞争战略，以实现其未来可持续、健康发展的规划和目标。 本文在借鉴国内外市场竞争战略理论研究 和实践探索成果的基础上，运用 PEST和波特五力模型分别分析了龙湖集团市场竞争的宏观环境和行业环境，从 组织架构、品牌与产品布局、人力资源、研发能力、财务管理等方 面分析了其市 场竞争的内部环境，并运用SWOT分析龙湖集团市场竞争面临的机遇和威胁、 所具有的优势和劣势，进而提出了龙湖集团市场竞争战略的选择与实施策略，以 及保障 其市场竞争战略顺利、有效实施的措施。主要结论有：(1)我国稳定和谐 的政治社会环境、国民收入的持续增长等所营造良好的经济环境，数字经济和绿 色环保技术的飞速发展等 所形成优越的技术环境，为龙湖集团创造了良好的市场 竞争环境；(2)龙湖集团有较强的议价能力，相对于购买者的议价能力则不强， 基于房地产行业产品特征，龙湖集团面临替 代品和潜在进入者的威胁较小，较多 的竞争存在于同行现有各大房地产行业企业间的博弈；(3)龙湖集团面临国民经 济持续稳定增长、城镇化进程加快、百姓投资需求增加、房地 产企业融资渠道拓 宽、国家相关政策保障等带来的发展机遇，同时也面临着政策持续收紧、信贷政 策从严、棚改红利消失、新兴技术挑战、房地产税即将立法等挑战；既具有资 金 结构合理、融资成本较低、企业文化优秀、一二线城市布局基本完成等优势，也 存在三四线城市布局不足、现金流消耗过大、产品集中度较高等劣势；(4)短期 内龙湖集团应 实施成本领先竞争战略，但随着自身转型升级、深耕主业并多元化 发展，以及新科技的出现与应用，立足长远，龙湖集团应实施差异化竞争战略。 故龙湖集团应实施成本领先和 差异化相结合的市场竞争战略；(5)龙湖集团市场 竞争战略的实施要着力于拓宽融资渠道、创新营销模式、融入新兴科技、扩展产 业版图等方面，并从组织、规划、资金、内控、 人力、文化等方面做好保障工作。 关键词：龙湖集团；市场竞争战略；环境分析；SWOT分析；战略实施与保障 龙湖集团市场竞争战略研究 II Abstract ThestatusoftherealestateindustryinChinesemoderneconomicandsociallife playsanimportantroleandisofgreatsignificancetothehealthyandsustainable developmentofournationaleconomy.Afterdecadesofrapiddevelopment,Chinese realestatecompanieshaveattractedalargeamountofresourcesandcapital investment.Recently,theindustrycompetitionhasintensifiedandhomogenization hasbecomeprominent.Inaddition,thecountryhascontinuouslyissuedrelevant policiesandregulationstostrictlycontroltheoverheatingofrealestatedevelopment. Andactivelyregulateinfinancingchannels,realestatetax,environmentalprotection andotherfields,whichmakesLonghuGroupfacehugethreatsandchallenges.In ordertostandoutfromthefiercemarketcompetition,LonghuGroupmustformulate andimplementareasonablemarketcompetitionstrategytoachievefuturesustainable andhealthydevelopmentgoals.Basedontheresultsoftheoreticalresearchand practicalexplorationofmarketcompetitionstrategiesathomeandabroad,thisarticle usesthePESTandPorterFiveForcemodelstoanalyzethemacroenvironmentand industryenvironmentofLonghuGroup'smarketcompetition.Besides,theinternal environmentofitsmarketcompetitionwasanalyzedfromfollowingaspectssuchas theorganizationalstructure,brandandproductlayout,humanresources,researchand developmentcapabilities,andfinancialmanagement,etc.AndSWOTwasusedto analyzetheopportunitiesandthreats,advantagesanddisadvantagesofLonghu Group'smarketcompetition.Afterthat,itproposedthechoiceandtacticsofLonghu Group'smarketcompetitionstrategytoensureitsmarketcompetitivestrategygo smoothlyandeffectively. Themainconclusionsare:(1) Chinesehasthestableandharmoniouspolitical andsocialenvironment,theconstantgrowthofGDPandthepercapitadisposable incomeofresidentshavecreatedagoodeconomicenvironment.What’smore,the rapiddevelopmentofdigitaleconomyandgreenenvironmentaltechnologyhas formedasuperiortechnicalenvironment.Allthesehavecreatedagoodmarket competitionenvironmentforLonghuGroup;(2)LonghuGrouphaveastrong bargainingability,comparingwiththebuyerswhohavenotstrongbargainingability ofit.Basedonthecharacteristicsofrealestateindustryproducts,theprobabilityof facingthethreatofalternativesorpotentialentrantsisverysmall.Thecompetitions aremoreexistsinthegameamongpeersinthemajorrealestateindustries;(3) 工商管理硕士专 业学位论文 III LonghuGrouphavealreadybeengivenmanydevelopmentopportunities--continuous andstablegrowthofthenationaleconomy,acceleratedurbanization,increased investmentdemandfromthepeople,broadeningfinancingchannelsofrealestateand theprotectionofrelevantnationalpolicies.However,italsofacechallengessuchas continuedtighteningofpolicies,strictcreditpolicies,disappearanceofshedreform dividends,emergingtechnologychallenges,andrealestatetaxisabouttobe legislated… …LonghuGroupbothhavereasonablecapitalstructure,lowfinancing cost,excellentcorporateculture,first-andsecond-tiercitiesbasicallycompletedthe layoutandotheradvantages,therearealsolessthanthreeorfourlinesofurbanlayout, cashflow,excessiveconsumption,highproductconcentrationandother disadvantages;(4) ThemarketcompetitionstrategyofLonghuGroupshouldfollow scientificprinciplesandsoonbiningLonghuGroup'smarketcompetition environment,itsownadvantagesanddisadvantages,andtheopportunitiesand challengesitfaces,LonghuGroupshouldimplementacost-leadingcompetitive strategyintheshortterm,butwithitsowntransformationandupgrade,deep cultivationofitsmainbusiness,diversifieddevelopment,andemergenceand applicationofnewtechnology.Basedonthelongterm,LonghuGroupimplementsa differentiatedcompetitionstrategy.Therefore,LonghuGroupshouldimplementa marketcompetitionstrategycombiningcostleadershipanddifferentiation;(5)The implementationofLonghuGroup'smarketcompetitionstrategyshouldfocuson broadeningfinancingchannels,innovativemarketingmodels,integrationofemerging technologies,andexpansionoftheindustriallandscape.Andtoensuresecurityfrom organize,plan,fund,internalcontrol,manpower,cultureandotheraspect. Keywords:LonghuGroup;marketcompetitionstrategy;environmentalanalysis; SWOTanalysis;strategyimplementationandguarantee 龙湖集团市场竞争战略研究 IV 目录 第1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.......................2 1.2研究综述..3 1.2.1国外研究综述...............3 1.2.2国内研究综述...............5 1.2.3文献 述评.......................9 1.3研究内容10 1.4研究方法11 1.5研究创新11 第2章相关理论..............................13 2.1理论基础13 2.1.1设计学派和计划学派理 论........................13 2.1.2竞争定位理论.............13 2.1.3核心竞争力理论.........14 2.2理论方法14 2.2.1PEST分析法..............14 2.2.2“五力”模 型..............15 2.2.3SWOT分析法............17 第3章龙湖集团市场竞争的环境分析.........................18 3.1龙湖集团概况.......................18 3.2龙湖 集团市场竞争的宏观环境分析.................19 3.2.1政治环境.....................19 3.2.2经济环境.....................20 3.2.3社会环境.....................21 3.2.4技术环境.....................22 3.3龙湖集团市场竞争的行业环境分析.................24 3.3.1房地产行业发展概况.24 3.3.2供应商议价能力.........26 3.3.3购买 者议价能力.........28 3.3.4替代品.........................28 3.3.5潜在进入者.................28 3.3.6现有竞争者.................30 3.4龙湖集团市场竞争的内部 环境分析.................30 3.4.1组织架构.....................30 3.4.2品牌与产品布局.........31 3.4.3人力资源.....................32 3.4.4研发能 力.....................33 3.4.5财务管理.....................33 工商管理硕士专业学位论文 V 第4章龙湖集团市场竞争的SWOT分析...................35 4.1龙湖集团市 场竞争的机会分析..........................35 4.2龙湖集团市场竞争的威胁分析..........................36 4.3龙湖集团市场竞争的优势分 析..........................37 4.4龙湖集团市场竞争的劣势分析..........................38 第5章龙湖集团市场竞争战略的选择与实施............40 5.1龙湖集团市场 竞争战略的选择..........................40 5.1.