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上海交通大学硕士学位论文ZH房地产公司发展战略研究姓名：耿秋慧申请学位级别：硕士专业：工商管理指导教师：顾孟迪20090101ZHZHZHZHPESTSWOTTHERESEARCHONDEVELOPMENTSTRATEGEOFZHREALESTATECORPORATIONABSTRACTRealestateisthemainstayfiledinournationaleconomyandplaysadecisiverole.Itiscloselyrelatedwithournationaleconomyandourpeople’slivelihood.Fromtheopen-and-reformpolicyonrealestateinourcountrydevelopsrapidlyandshowsgreatliveliness.Inrecentyearsalongwiththeincreasingenhancementofthemarketabilityinrealestateindustryandthegraduallyincreasedregulationandcontrolappliedonmacro-economybythegovernmentthedevelopmentoftherealestatecompanyhasbeenencounteringthreatscausedbytheriskscontinuouslyemergedfromthemacroscopicenvironmentthemarketofsupplyanddemandtheglobalizationcompetitionandthenewtechnology.Theauthorfullyrealizesthebrutalitiesofmarketcompetitionhopingtohighlydefinetheobjectivesoflong-termdevelopmentforthecompanyfromthestrategicaltitude.ThisthesiscarriesoutaconcreteanalysisonthestrategicenvironmentthestrategicobjectivesandthestrategyimplementationofZHRealEstateCompany.Theframeofthefullthesisisasfollows:Thefirstchapteristheintroductionpart.ThesecondchaptercarriesouttheanalysisoftheexternalenvironmentoftheZHRealEstateCompanyandthesituationofmarketcompetition.ThethirdchapterutilizesSWOTanalysistoworkoutthestrategicchoicebyovercomingthedisadvantagesandgrabbingtheopportunities.Thefourthchaptermainlyexpoundsalltheguaranteedmeasuresfortheimplementationofstrategies.Andthelastchapterisasummaryofthethesis.KEYWORDS:RealEstateDevelopmentStrategyPESTAnalysisMichaelPorter’sFiveForcesModelSWOTAnalysisSSMBAZH11.11992843811996212691995122131997119921993902002200304200820041MBAZH21.210ZHZHZHZHMBAZH31.31.3.1ZHZH22ZH9216ZHZHZHZHZH:(1)ZH(2)ZH(3)ZHZH(4)1.3.2ZHZH(1)MBAZH4(2)PESTSWOT1.4ZHZHMBAZH52ZH2.1PEST()PEST1PPolitics2EEconomicGDP3SSociety4TTechnology2.1.1MBAZH612007823933220071139200211320081720%2008670%904201010MBAZH72007813506052007242.1.2200420%200512006712007112007MBAZH822007122008200820071200711512211014.5%20081552008617.5%200720073187.83%6.65%4.77%5.22%200792740%1.112112.1.32005GDP1703MBAZH9120061368.120051360.267.8420001321.6346.477.7518152005177837200020734.5201019001700175018001850190019501778181518361857187819002005200620072008200920101FIGURE1ShanghaiResidentPopulationGrowthForecastfrom1978to2010200616050.5201018132-313-1518-2010MBAZH102-3072307030%50%70%200439.6%201045%205070%30502FIGURE2China'sUrbanizationTrendCurvewiththeDevelopmentoftheRealEstateCycleMBAZH11201080001.523300011.520102832000201021150Table1TheUrbanizationForecastofChina'sPopulationovertheNext50Years1997200020102020205012.3612.914.0014.9016.003.074.135.607.4511.21997/1.11.512.013.0330%32%40%50%70%3MBAZH122.1.421211HousingIndustrializationHousingIndustrializationMBAZH13PC2ERPERP()MRP()MRPERPERPCRMCRM()(7P)(Profiling)(Persistency)(Profitability)(Performance)(Prospecting)(Product)(Promotion)MBAZH1430631MBAZH152.2ZH:MBAZH1619973FIGURE3FiveCompetitiveForcesModel2.2.1120052008951931.9%4.424.9%18.2%4.11.321509924.3%19.5724.9%300032008623MBAZH1720087100200727-95435917121480IPO200826340.52643.063697.442000200808MBAZH18020040060080010001200466.7584.5694.5922.6936.4835.6837.52001200220032004200520062007ZH42001-2007FIGURE4Shanghai'sCommercialHousingInvestmentTrendsfrom2001to20082008916.8884.9200720072004118200720052006200805001000150020002500300035000.00.51.01.52589.52580.22198.92143.7916.83035.481794.12141.22691.35884.91.170.700.971.260.9720042005200620072008ZH52004-2008FIGURE5SupplyandDemandofHousinginShanghaifrom2004to2008thefirstsixmonthsMBAZH192.2.2201120202020ZH2.2.2.1(1)19845198819922007232007776.7445.3523.6351.848.453.2922008301394(2)199219987541993MBAZH2030(3)19881993200142.2.2.2(1)2006731IPO20078300100016(2)1984251A000024B2000243+XMBAZH212.2.2.3(1)90(2)20042.2.2.41199271816MBAZH225002000350200116301000502121988600200231994200020042HZH2.2.3MBAZH23ZH2.2.3.1119947.6200571420075.418.3321995200715.41.2/144495.501.02.2.3.2C5FMBAZH242.2.4()1:200733887045737405701802902506-82.4-3.2%32004MBAZH25EF3FG10087H2.2.5120030807456.3313%07ZH2:MBAZH26ZH3ZHMBAZH272.2.60708ZHZHZHZH2.32.3.1ZHMBAZH2819792966019928(0688.HK)200712(0688.HK)19882116020071302250200020042007486.23TOP102005737ZH199152007121226368112.3.22.3.2.1MBAZH296ZHFIGURE6TheOrganizationChartofZHRealEstateCorporationZHZH2007MBAZH302ZHTable2FunctionsAnalysisofZHCorporateSector2.3.2.2ZH123MBAZH31452.3.2.3:1ZH232.3.31ZH1203003ZHTable3PersonnelDistributionofZHCorporation’sDepartments156311134072512012.5%5.0%2.5%9.2%10.8%33.3%5.8%20.8%100.0%ZHMBAZH324ZHTable4DistributionofProfessionalsinZHCorporation183719108412021.4%44.0%22.6%11.9%100.0%70.0%200877%26355ZHTable5DistributionofthestaffageinZHCorporation21-2526-3031-3536-4041-454694435151071207.5%36.7%29.2%12.5%8.3%5.8%100.0%856ZHTable6DistributionofStaff’sEducationalLevelinZHCorporation61217701321204.8%9.6%13.6%60.0%10.4%1.6%100.0%2ZHZHZH2008300ZH1005MBAZH3320ZHZHZHZH2.3.4ZH1ZHMBAZH34ZH2ZH32004ZH16ZHZHZHZH08ZH4MBAZH35ZHZH5ZHZHZH2.3.5ZH389.8%22%10.63.840.590.42661235%44%905.6%55%63%5.77MBAZH3628%ZH2.3.612008ZHDMVITOP10ZHZHZH2MBAZH37