文档介绍：华中科技大学
硕士学位论文
LY公司房地产开发战略研究
姓名:涂纪兵
申请学位级别:硕士
专业:工商管理
指导教师:刘英姿
20061026
摘要
近年来国家针对房地产业的宏观调控政策不断出台,房地产市场竞争日趋激
烈,激烈的市场竞争环境迫使房地产企业从长远和全局角度来研究企业生存和发展
问题。许多房地产公司纷纷调整发展战略,明确发展方向,分散经营风险,适应充
满危机和动荡的环境,谋求企业的生存发展并获取竞争优势。
本文通过为LY公司制定愿景与任务,分析LY公司目前的内、外部环境,采用
访谈、调查等手段掌握与本研究有关的各方面的详尽事实与具体数据,运用相应的理
论模型和相关工具、逻辑推理的分析方法、比较分析方法等对相关事实和数据进行
分析研究,根据相关的分析结论从而进行LY战略的制定、评价和选择,确定了以下
发展战略组合:业务层的集中多元化经营战略、市场开发战略、品牌战略、信息化
战略和公司层的战略联盟战略。通过为LY公司制定战略,并对LY公司在动态竞争
环境中的战略权变及动态战略循环提出了建设性的建议,为LY公司以后能更合理
地配置内部资源,提高对外部环境的及时反应能力,增强企业在动态竞争环境中的
适应能力和竞争能力提供了战略上的参考。并指出了为了适应进而更好地利用动态
的竞争环境,LY公司必须永恒地保持战略权变;LY公司的战略制定、战略实施和战
略评价必须保持动态的连续统一。

关键词: 房地产动态竞争环境战略权变核心竞争力

I
Abstract
In recent years,macro economic policy in view of the real estate industry appeared
unceasingly. The real estate petition was intense day by day. Under the
background, the real estate enterprises study the survival environment in the future. In
order to make development direction clear, and to gain petitive advantage, many
real panies formulate the development strategy .
After mastering the various fact and the concrete data by interview and investigation,
I analyze with several corresponding theoretical models .According to the vision and
the mission stated for pany, the external environment, internal environment and
their trend analysis about pany,I formulate the bination as following
for pany which facing petitive conditions by way of considering and
balancing the analysis result mentioned above: concentric diversification strategy, market
development strategy, strategic coalition strategy, brand strategy and information strategy.
By way of formulating strategies for the firm and constructively suggesting on its strategy
tact and its dynamic strategy cycle under petitive conditions, I provide LY
Company with strategic reference in order to help the firm dispose internal resources more
reasonably and improve its adaptable ability, competition ability and ability of