文档介绍：宁房&城投置业公司的战略选择
摘 要
中国房地产市场在经过 30 几年,尤其是 1998~2008 年的黄金十年的蓬勃发展,已经发生了翻天覆地的变化。以万科为代表的大型房企纷纷走过了以前依靠土地增值的粗放模式,走上了规模化, 区域扩张,多元化的发展之路,更多的中小房地产企业也相继走上这条发展之路。但此时房地产市场发展过程中出现了一些问题, 为了保障经济的平稳运行,政府开始对房地产进行调控,随着调控的逐步深入,市场环境开始发生剧烈变化,行业内部竞争加剧。在内部又有强烈的转型升级的要求,在这种情况下对公司内外部环境的深入研究,制定出合适的公司发展战略就显得非常重要。
本文通过对宁房&城投置业公司的战略选择分析, 研究当前宏观调控形势下公司所能采取的战略。通过对当前影响房地产市场的外部环境分析, 行业竞争态势的分析,总结影响宁房&城投置业公司发展的外部环境因素及其变化。结合宁房&城投置业公司的内部环境分析,运用态势分析法分析法得出既符合当前市场形势, 又兼顾了公司调整转型的战略举措。得出适合公司的战略应该是深耕宁波市场,同时抓紧时机改革转型, 强化自身,为未来的多区域发展积蓄力量。并为公司规划了一个以强化管理为未来竞争力的核心,以组织结构调整, 虚拟组织构建, 知识管理,精细化管理, 信息化建设,平衡计分卡的战略管理等管理手段为辅助的管理平台;通过宁房&城投置业公司的战略选择, 为其他同类型公司提供了借鉴意义。
关键词:房地产企业,SWOT 分析,战略选择
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宁房&城投置业公司战略选择
Strategic Options of Ningbo Real Estate & Urban Construction Investment pany
Abstract
Earth-shaking changes have happened to the real estate market in China after its development of more than 30 years, especially the vigorous development in the golden decade (1998~2008). Represented by Vanke, large real estate enterprises have been on the development road of large- scale, regional expanding and diversified from the former extensive mode relying on land appreciation. More and more small and medium-sized real estate enterprises embark on this road of development one after another. But some problems appear in the development process of the real estate market at the moment. In order to ensure the smooth running of economy, the government began to regulate and control the real estate industry. With the acceleration of regulation and control, dramatic changes happen to the market environment and petition in the industry is intensified. Internally, there are strong requirements of transformation and upgrading. In this case it is very important to do thorough research on the internal and external environment of enterprises and make development strategies fit for enterprises.
This paper studies on the strategies could be adopted in the current macro-control situation through analyzing the strategic options of Ningbo Real Esta