20世纪90年代末，我国进行了住房制度的改革，开启了城镇化的 进程，城市的规模迅速发展，大量务工人口从农村涌入城市，我国的经 济迈入了发展的快车道。为遏制房价快速地增长，中央不断地用宏观手 段对房价进行调控，进行降温，在“住房不炒”的政策基调下，房地产投 资过热得以放缓。到目前为止，房地产业近二十年来的高速发展，我国 的初级阶段的城镇化任务基本完成，社会的经济结构也在改变，为适应 经济结构的调整，必须将之前单一的规模扩张转变为规模与质量发展并 重，城市的发展不仅仅是土地的扩张，更应该与地区产业相结合，与周 边城市相结合，形成都市圈与城市群，打造节约型、生态型的城市。南 宁市作为广西的首府，积极投入西部陆海新通道的建设，广西自由贸易 试验区南宁片区已经揭牌成立，着力打造环北部湾经济的城市群和产业 群，面对这一历史机遇，房地产业将迎来更多的机会和挑战。 本文结合战略管理的相关理论，县域房地产的相关研究，采用PEST 法、波特五力模型等分析方法，利用SWOT矩阵分析进行战略匹配，提 出了广西QJH房地产开发公司的发展战略为密集型发展战略：广西QJH 房地产开发公司在“住房不炒”的政策调控基调下，应该抓住广西强首府 ii 战略的历史机遇，立足县城，集中资源，深耕区域，争做县域中高端型 住宅的领航者。抓住一“点”两“线”，集中资源扩大规模；做好投资分析， 深化合作伙伴关系，利用高新科技，将项目管理信息化，争取在企业竞 争中取得优势。通过增强运营能力，强化人才培养意识，提高财务管理 水平，增强风险管理意识，提升品牌价值等手段来提供实施保障。本文 不仅对广西QJH房地产开发公司的未来发展提供一定的指导方向，同时 也对县域级别的中小型房地产企业提供了参考与借鉴。 关键词：发展战略广西QJH房地产开发公司县域房地产 iii THEPAPERONDEVELOPINGSTRATEGYOF GUANGXIQJHREALESTATECOMPANY ABSTRACT Attheendof1990s,Chinacarriedoutthereformofthehousingsystemandstarted theprocessofurbanization.Withtherapiddevelopmentofcitiesandtheinfluxofalarge numberofmigrantworkersfromruralareas,China'seconomyenteredthefasttrackof development.Inordertocurbtherapidgrowthofhousingprices,thecentralgovernment hascontinuouslyusedmacromeanstoregulateandcoolthehousingprices.Underthe policytoneof"nohousingspeculation",theoverheatingofrealestateinvestmenthasbeen sloweddown.Sofar,withtherapiddevelopmentofrealestateindustryoverthepast twentyyears,thebasictaskoftheprimarystageofurbanizationinourcountry,social economicstructureischanging,inordertoadapttotheadjustmentofeconomicstructure, mustbebeforeasinglescaleexpansionintoequalsizeandqualitydevelopment,the developmentofthecityisnotonlytheexpansionofland,moreshouldbecombinedwith regionalindustry,combinedwiththesurroundingcity,theformationofcitycircleandthe urbanagglomeration,buildingeconomicalandecologicalcity.Nanning,asthecapitalof Guangxi,hasbeenactivelyinvolvedintheconstructionofanewlandandseacorridorin thewest.TheNanningareaoftheGuangxifreetradepilotzonehasbeeninauguratedto buildacitygroupandindustrialgroupwiththeeconomyaroundtheBeibugulf.Facing thishistoricalopportunity,therealestateindustrywillfacemoreopportunitiesand challenges. Basedonrelevanttheoriesofstrategicmanagement,thecountyrealestaterelatedresearch, usinganalysismethodsofPESTmethod,porterfivemodel,usingtheSWOTmatrix iv analysisstrategymatching,putsforwardthedevelopmentstrategyofGuangxiQJHreal estatedevelopmentcompanyfortheintensivedevelopmentstrategy:GuangxiQJHreal estatedevelopmentcompanyinthe"housingnotfry"policytone,shouldseizethe historicalopportunity,Guangxistrongcapitalstrategybasedonthecounty,pooling resources,deeptillagearea,vyingforthecountyinthehigh-endresidentialpilot.Seizea "point"andtwo"lines",concentrateresourcestoexpandscale;Makeinvestmentanalysis, deepencooperativepartnership,makeuseofnewandhightechnology,project managementinformation,andstriveforanadvantageinenterprisecompetition.Through strengtheningtheoperationability,strengtheningtheconsciousnessoftalenttraining, improvingtheleveloffinancialmanagement,enhancingtheawarenessofrisk management,enhancingthebrandvalueandothermeanstoprovideimplementation guarantee.Thispapernotonlyprovidesacertaindirectionforthefuturedevelopmentof GuangxiQJHrealestatedevelopmentcompany,butalsoprovidesareferenceforsmall andmedium-sizedrealestateenterprisesatthecountylevel. KEYWORDS:DevelopmentStrategy;GuangxiQJHRealEstateCompany;County RealEstate 1 目录 摘要............................................................................................................................................I ABSTRACT................................................................................................................................III 第一章绪论..............................................................................................................................1 1.1研究背景及研究意义.........................................................................................................1 1.1.1研究背景..........................................................................................................................1 1.1.2研究意义.........................................................................................................................2 1.2国内外研究现状.................................................................................................................2 1.3研究内容.............................................................................................................................6 1.4研究方法.............................................................................................................................7 1.5研究框架.............................................................................................................................8 第二章企业战略管理理论梳理..............................................................................................9 2.1战略管理的概念和特点.....................................................................................................9 2.1.1战略管理的概念..............................................................................................................9 2.1.2战略管理的特点...........................................................................................................10 2.2企业战略管理理论的演变...............................................................................................11 2.3战略管理的方法...............................................................................................................11 2.3.1波特五力模型法...........................................................................................................12 2.3.2宏观环境分析法...........................................................................................................12 2.3.3SWOT矩阵......................................................................................................................13 2.4企业发展战略的意义.......................................................................................................14 2.5本章小结...........................................................................................................................14 第三章广西QJH房地产开发公司外部环境分析................................................................15 3.1PEST分析.........................................................................................................................15 3.1.1政治环境分析...............................................................................................................15 3.1.2经济环境分析...............................................................................................................17 3.1.3社会文化分析...............................................................................................................20 3.1.4技术环境分析...............................................................................................................21 2 3.2房地产行业波特五力模型分析.......................................................................................21 3.3本章小结...........................................................................................................................23 第四章广西QJH房地产开发公司内部环境分析.........................