文档介绍：房地产企业战略联盟伙伴关系管理研究
论文题目:房地产企业战略联盟伙伴关系管理研究专业:产业经济学硕士生:吕强飞(签名) 指导教师:钱敏(签名) 摘要随着我国住房制度改革的深入和国民经济的发展,房地产业迅速成长壮大,已经成为国民经济的支柱产业之一。但随着市场竞争的加剧以及国家的宏观调控政策的出台,房地产企业生存和发展的外部环境日益严酷。战略联盟能够有效地整合企业内外资源、迅速增强企业的竞争实力、适应快速变化的外部环境、实现企业的跨越式发展并实现联盟成员间的多赢,并能有效促进整个产业的发展。但是目前国内房地产行业的战略联盟资源集中度低、抗风险能力差、联盟企业短期行为严重,从整体发展水平来看,我国房地产企业战略联盟还处于成长阶段,联盟的成功率不高,包括战略联盟伙伴选择在内的联盟伙伴关系管理是其失败的主要原因,因此本文的研究显得十分必要。本文在房地产企业战略联盟相关理论综述的基础上,分析了我国房地产企业战略联盟的现状,针对我国房地产企业战略联盟中存在的主要不足,重点研究了两个问题,一是房地产企业战略联盟伙伴的选择6>与评价,首次利用可拓层次分析法对于联盟伙伴进行评价,以提高联盟伙伴选择的科学性;二是从关系资本角度,构建了包含联盟伙伴关系建立、联盟伙伴关系维护、联盟伙伴关系评价及联盟伙伴关系调节四个方面的房地产企业战略联盟伙伴关系管理体系。论文以万达1>集团的战略联盟为例,从实证方面对房地产企业的战略联盟伙伴关系进行了探讨。本文的研究将为房地产企业战略联盟的伙伴选择及关系管理、降低联盟失败率提供有益的参考。关键词:房地产企业战略联盟伙伴选择可拓层次分析法关系管理研究类型:应用研究
Subject : Research on the Partner Relationship Management for Real Estate Enterprise’s Strategic Alliance Specialty : Industrial Economy Name : lv Qiangfei (Signature) Instructor : Qian Min (Signature) ABSTRACT With the deepening of China's housing reform and national economic development, real estate quickly grow and has e one of the pillar industries of the national economy. However, with the intensifying of petition and the Implementation of a variety of housing control policy, the survival and external development environment of real estate enterprises increasingly e harsh. Strategic alliances can effectively integrate internal and external resources, adapt to rapidly changing external environment, rapidly increasing petitiveness of enterprises, comply the rapid development of enterprises, achieve win-win between the alliance members and will also be effective in promoting the development of the whole industry. Strategic alliance of the domestic real estate industry is still in the loose stage, concentration of resources, insufficient funds, poor ability to resist risks and serious short-term behavior of alliance have seriously hindered the development of China's real estate industry. From the perspective of the overall level of development, China's real estat