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转型背景下青海紫薇公司发展战略研究_硕士毕业论文DOC

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内容简介
EMBA学位论文
作者:汤小兵
转型背景下青海紫薇公司发展战略研究
转型背景下青海紫薇公司发展战略研究
中文摘要
随着国家不断加强对房地产行业的宏观调控,房地产行业外部环境不确定
性进一步加剧,青海紫微房地产开发有限公司在面对新的市场环境和竞争环境,
遇到了总体规模小、业务单一、公司现行战略与市场环境变化不匹配,现行企
业战略不足以指导企业的长远发展等问题。如何全面客观地分析形势,找准企
业的突破方向,制定出适合自身发展的发展战略方案,来应对新常态下社会经
济发展带来的挑战,是本文研究的核心问题。
论文围绕企业发展战略问题,深入剖析企业的所处外部环境和内部资源能
力,厘清现阶段现行战略存在的问题。运用 PEST工具提炼出公司发展的外部
机遇和威胁、内部优势和劣势,邀请公司中高层管理人员及外部咨询公司专家
用 EFE、IFE战略分析工具对企业外部因素、内部因素进行评价,最后利用
QSPM对战略进行评分,选择出企业战略。
通过研究,论文认为青海紫薇房地产开发有限公司优先应该选择相关多元
化战略,并制定出“ 1334”发展战略框架“以地产投资为依托、以地产增值服
务、物业管理一体化为保障”的发展战略,把品牌、产品和服务作为重点。在
企业选择发展战略后,在战略执行层面,要对战略风险进行预警和控制,并从
组织、财务、人力、风险资源方面为企业战略实施提供保障,从而确保战略的
有效落地。
本研究专门针对青海紫薇房地产开发有限公司现有的问题予以针对性地解
决提升,同时,其他同类企业在自身战略管理方面,也可以引用和借鉴本研究
的成果。
关键词:房地产行业,发展战略,相关多元化,实施保障
III

EMBA学位论文
作者:汤小兵
转型背景下青海紫薇公司发展战略研究
RESEARCH ON DEVELOPMENT STRATEGY OF QINGHAI ZIWEI
COMPANY LIMITED UNDER THE BACKGROUND OF
TRANSFORMATION
Abstract
As the country continues to strengthen the macro-control of the real estate
industry, the uncertainty in the external environment of the real estate industry has
further intensified. In the face of the new market environment and competitive
environment, Qinghai Ziwei Real Estate Development Co., Ltd. has encountered a
small overall scale, single business, and the current company strategy does not match
the changes in the market environment, and the current corporate strategy is not
enough to guide the long-term development of the company. How to analyze the
situation comprehensively and objectively, pinpoint the breakthrough direction of the
enterprise, and formulate a development strategy plan suitable for its own
development to deal with the challenges brought by social and economic development
under the new normal is the core issue of this paper.
The thesis focuses on the issue of corporate development strategy, deeply
analyzes the external environment and internal resource capabilities of the company,
and clarifies the problems existing in the current strategy at this stage. Use the PEST
tool to extract the external opportunities and threats, internal advantages and
disadvantages of the company’s development, invite the company’s middle and senior
management and external experts of consulting company to use EFE and IFE strategic
analysis tools to evaluate the company’s external and internal factors. Finally, use
QSPM to score the strategy and select the corporate strategy.
Through research, the thesis believes that Qinghai Ziwei Real Estate
Development Co., Ltd. should prioritize limited and diversified strategies, and
formulate the "1334" development strategy framework, which is development strategy
based on real estate investment and guaranteed by the integration of real estate value-
added services and property management, and focus on brands, products, and services.
After an enterprise chooses a development strategy, at the level of strategic execution,
it is necessary to early warning and control strategic risks, and to provide guarantees
for the implementation of the enterprise strategy from the aspects of organization,
finance, human resources, and risk resources, so as to ensure the effective
IV

EMBA学位论文
作者:汤小兵
转型背景下青海紫薇公司发展战略研究
implementation of the strategy.
This research specifically addresses and improves the existing problems of
Qinghai Ziwei Real Estate Development Co., Ltd. At the same time, other similar
enterprises can also cite and learn from the results of this research in terms of their
own strategic management.
Keywords: Real estate industry, Strategic transformation, Related diversification,
Implementation guarantee
V
。。。以下略