随着我国经济的发展，城镇化水平的不断地推进，越来越多的各类产业园 拔地而起。近年来，各类园区已经成为各地产业结构升级、区域经济发展的重 要空间载体集聚形式，承担着培育新兴产业发展、集聚创新资源要素、提升城 市化建设的重要历史使命。目前，我国现有产业园的类型丰富多样，有科技园、 工业园、孵化器以及各种文创园等多种类别的专业产业园，还有全国各地近年 来都在提出的产业新城等。在我国的经济发展历史上，产业园的发展强有力的 推动了区域经济的发展，而区域经济的发展又反哺了产业园的持有及经营者， 以至于大量的行业内外企业进军该产业，甚至很多海外著名的产业地产开发商 纷纷挤入我国的产业地产行业。 苏州苏高新集团有限公司是我国的老牌产业地产企业，也是全国前30强产 业地产企业，是苏州地区最早的产业地产开发商，在当地具有一定的影响力， 近年来随着集团战略的调整，对产业地产发展的经验进行推广，业务逐渐走向 全国各地，如何使苏高新集团的产业地产业务从目前众多的行业竞争者中脱颖 而出，需要苏高新集团必须要把它作为一个重要课题来研究。 本文对苏高新集团产业地产业务的外部宏观环境用PEST分析法进行分析， 应用PEST理论分析，观察产业地产目前在全国的发展状况，得出目前产业地产 行业的发展优势。而后再运用竞争态势CPM矩阵对集团的内外部因素和主要竞 争者的优劣势进行分析，得出苏高新集团产业地产业务发展的机会大于威胁， 竞争能力在产业地产行业内具备一定的优势。 本文运用SWOT矩阵制定出了多条业务竞争战略的备选战略，再用QSPM矩 阵对备选战略中的差异化和成本领先竞争战略来进行战略的定量选择，最后定 出苏高新集团产业地产业务采用的是“差异化竞争战略”。 对选择出的“差异化竞争战略”制定出了战略目标后，再制定具体的实施 办法，最后制定了配合差异化战略实施的保障机制和控制措施，确保“差异化 竞争战略”能在苏高新集团产业地产业务板块能够顺利实施，有助于苏高新集 团产业地产业务在产业地产行业中持续的发展壮大。 关键词：苏高新集团；产业地产；竞争战略；差异化竞争战略 MBA学位论文作者：陈奇苏高新集团产业地产业务竞争战略研究 II TITLEOFDISSERTATION Abstract WiththedevelopmentofChina'seconomyandthecontinuousadvancementof urbanization,moreandmorevariousindustrialparkshaveemerged.Inrecentyears, industrialparkshavebecomeanimportantspaceagglomerationforregional economicdevelopment,industrialstructureadjustmentandupgradingacrossthe country,andshoulderimportantmissionssuchascultivatingemergingindustries, aggregatinginnovativeresources,andpromotingurbanization.Atpresent,thereare richtypesofexistingindustrialparksinourcountry,includingscienceand technologyparks,industrialparks,incubators,culturalandcreativeparks,andother professionalindustrialparks,aswellasnewindustrialparksproposedthroughoutthe countryinrecentyears.Lookingbackontheeconomicdevelopmentprocessofour country,thedevelopmentoftheindustrialparkhasstronglyboostedthedevelopment oftheregionaleconomy,whichhasalsonurturedtheownersandoperatorsofthe industrialparks,sothatalargenumberofenterprisesbothinsideandoutsidethe industryhaveenteredtheindustry,evenmanyfamousoverseasindustrialrealestate developershavecrowdedintoChina'sindustrialrealestateindustry. SuzhouNewDistrictEconomicDevelopmentGroupCorporationisan establishedindustrialrealestatecompanyinChinaandalsooneofthetop30 industrialrealestatecompaniesinthecountry.Itistheearliestindustrialrealestate developerinSuzhouandhasacertaininfluencelocally.Inrecentyears,withthe adjustmentofthegroup'sstrategy,thecompanypromotestheexperienceof industrialrealestatedevelopment,andgraduallyspreaditsbusinesstoallpartsof thecountry.Howtomakethecorporationstandsoutfromthecurrentmany competitorsintheindustry,whichhasbecomeakeysubjectthattheGroupmust study. ThispaperusesthePESTanalysismethodtoanalyzetheexternalmacro environmentofthecorporation'sindustrialrealestatebusiness,appliesthePEST theoryanalysis,observesthecurrentdevelopmentofindustrialrealestateinthe MBA学位论文作者：陈奇苏高新集团产业地产业务竞争战略研究 III country,anddrawsthecurrentdevelopmentadvantagesoftheindustrialrealestate industry.ApplyingthecompetitivesituationCPMmatrixtoanalyzetheinternaland externalfactorsofthecompanyandtheadvantagesanddisadvantagesofthemain competitors,itisconcludedthatthedevelopmentopportunitiesofthecorporation's industrialrealestatebusinessoutweighthethreats,anditscompetitivenesshas certainadvantagesintheindustry. ThispaperusestheSWOTmatrixtoformulatealternativestrategiesfor multiplecompetitivestrategies,andthenappliestheQSPMmatrixtoquantitatively selectthestrategiesfordifferentiationandcost-leadingcompetitivestrategiesinthe alternativestrategies,andthendeterminestheadoptionof"differentiated competitionstrategy"inthecorporation'sindustrialrealestatebusiness. Afterformulatingspecificstrategicgoalsforthe"differentiatedcompetition strategy",specificimplementationmeasuresweredrawnup,andcorresponding controlmeasuresandsafeguardmechanismswereproposedtoensurethatthe "differentiatedcompetitionstrategy"canbeusedsmoothlyintheindustrialreal estatebusinessofthecorporation,whichwillcontributetothecorporation’s industrialrealestatebusinesstogrowanddevelopcontinuallyintheindustry. Keywords:SuzhouNewDistrictEconomicDevelopmentGroupCorporation, Industrialrealestate,Competitivestrategy,Differentiatedcompetitivestrategy MBA学位论文作者：陈奇苏高新集团产业地产业务竞争战略研究 IV 目录 中文摘要...............................................I Abstract……………………………….........…….....……..II 第一章绪论...................................................1 1.1研究背景...............................................1 1.2研究意义................................................2 1.3苏高新集团简介..........................................2 1.4研究内容与思路..........................................3 1.5研究工具与方法..........................................5 第二章相关理论及综述.......................................7 2.1相关概念界定............................................7 2.2战略管理理论............................................8 2.3战略管理研究现状.......................................9 2.4产业地产研究现状.......................................11 第三章苏高新集团产业地产业务外部环境分析...............12 3.1宏观环境分析...........................................12 3.1.1宏观与政策环境.....................................12 3.1.2经济环境分析.......................................13 3.1.3社会环境分析.......................................14 3.1.4技术环境分析.......................................16 3.2行业环境分析...........................................19 3.2.1行业情况分析.......................................19 3.2.2供应商情况分析.....................................20 3.2.3服务对象分析.......................................20 MBA学位论文作者：陈奇苏高新集团产业地产业务竞争战略研究 V 3.2.4行业内竞争者分析...................................22 3.2.5竞争者分析CPM矩阵..................................23 3.2.6波特五力模型分析...................................25 3.3公司外部环境分析总结与评价.............................27 3.3.1公司面临的机会.....................................27 3.3.2公司面临的威胁.....................................27 第四章苏高新集团产业地产业务内部环境分析...............29 4.1企业资源分析...........................................29 4.1.1苏高新集团产业地产业务介绍.........................29 4.1.2公司有型资产.......................................29 4.1.3公司无形资产.......................................29 4.1.4公司人力资源分析...................................30 4.1.5企业资源的竞争力分析...............................31 4.2企业能力分析...........................................32 4.3企业经营现状分析.......................................32 4.3.1财务状况分析.......................................32 4.3.2资产结构分析.......................................32 4.4组织结构情况分析......................................36 4.4.1组织结构图.........................................36 4.4.2公司组织架构情况...................................37 4.5采购供应状况分析.......................................37 4.5.1拿地情况分析.......................................38 4.5.2采购情况分析.......................................38 4.6项目招商运营状况分析...................................38 4.7企业文化分析..............................