东风房地产有限公司发展战略研究

华中科技大学硕士学位论文东风房地产有限公司发展战略研究姓名：韩军旗申请学位级别：硕士专业：工商管理指导教师：田志龙20050420I::IIAbstractThispaperstudiesthestrategychoicesandthecorrespondingmeasuresofDongFengRealEstateCo.,Ltd.afterhavingbeenpeeledofffromthemainbusiness.TheauthorhopesthatDongFengRealEstateCo.,Ltdcoulddetermineitsbusinessalignment,thedevelopingplans,thestrategychoicesandthecorrespondingmeasuresafterthepeeling-offonthebasisofaclearknowledgeoftheinteriorandexteriorconditions.Theoryanalysesareadoptedinthearticlecombinedwithcasesstudy.Theexteriorconditionsofthecompanyareanalyzedatfirstbyanalyzingthemacroscopicaleconomicenvironment,theindustryenvironment,thedevelopingtrendoftheindustryandthecompetitionsituationinthemarket.Theauthorthenexpatiatesbasictheoreticknowledgeofbusinessstrategymanagement,withwhichtheinteriorconditionsandtheadvantagesaswellasthedisadvantagesareanalyzedindetail.Onthebasisofallthese,thecompetitiontheoriesandthedevelopmentstrategytheoriesarestudiedthoroughly.Theresultsoftheanalysesarecombinedwiththepresentconditionsofthecompanyandthenmanypracticalstrategychoicesareoffered.Intheend,thearticleprobesintothewaysinwhichDongFengRealEstateCo.,Ltd.setsuptheoperatingsystemandmeasuresintheaspectsofcorecompetitiveness,interiormanagement,brandmanagement,supplychainmanagementaswellasriskmanagementwhicharesuitableforthestrategiesofthecompanyandthewaystoimplementthestrategiessuccessfully.Theauthorgetstothefollowingconclusionsthroughstudy:First,thecurrentrealestateindustryinChinaisatthegrowingstageofitsindustrylifecycle;theshort-termandlong-termdevelopmentprospectisoptimistic.Thecompetitionintherealestatemarketisgettingfiercer.Second,DongFengRealEstateCo.,Ltd.isfacedwithgreatchallengesafterthepeeling-off.Towininthefiercemarketcompetitionandrealizesustainabledevelopment,ithastodetermineitscompetinganddevelopingstrategies,thatis,toquitdisparatecareersandconcentrateonthecareerofitsownspecialty;thenexpanditsterritorylittlebylittle;trytoestablishcostadvantageandhighlightitsservicevarietiesfromothercompaniesandthereforecreateitscorecompetitiveness.Third,Toassuretheimplementationofthestrategies,DongFengRealEstateCo.,Ltd.needtoestablishtheoperatingsystemandsurroundingsintheaspectsofcorecompetitiveness,interiormanagement,brandmanagement,supplychainmanagementaswellasriskmanagementwhicharesuitableforthestrategiesofthecompanywithconsiderationsoftheactualconditionsofthecompany.KeyWords:RealestateDongFengRealEstateCo.,Ltd.DevelopmentStrategy_____111.121.2322.120506070809018-192019386080[1]:4[1][2]901990902.2:(2.1)52-1[3]2.2.1:62.2.22.2.3::733.120:1984-19881992-19951998983.23.2.1181002861:2.86GDP7-82.5[4]GDP[5][6]220042004200413158200328.1%10376200330%3.822003441214.4%10.615.2%6.0410.4%4.799.3%20041.238.3%20044.252.1%19.43.482.3%1.9711.4%200493“”3.2.21:1:97:36045200014.722628103035230%1:101:3-63:30113.33.3.1197298392,9323:4200271215:1170650%3.3.2198213:3WTOWTOWTO:[7]3.3.3114:24P4CCICS3.3.41:23154903.4[1]3.4.15%163.4.23.4.3173.4.43.4.53.4.61844.14.1.119991224700020397.328.331420200119842000220199670192001262001126050200720054.1.210124-1204-14.1.31525838133123624783603930688%31-3941850%402135242%809.5%24629.4%38.9%12014.3%36.9%7.2%55.9%4.1.4(4-1)4-119892003m2m2m21989186356321810057010625818391990200736230849228116344188019913115313103205164112937196619923774865520188489167868279619934101166180187436153503271119944796551454828735919242429551995455337902015852219134529031996425186143709001319284424551997471648125622145541703342200199845594412442144052128635179919994830661363813861416626521602000405143150111039012196922981200123206479561052691330511553200212587747373589049966567200311256038033805152382481513270512841620471122153848312464.1.5224-220034-220012002200351242.4852212.5955160.7942081.8743233.7645720.469160.618978.839440.336.653179.799570.5420.513361.569005.38-13.86-181.77565.164-320054-3()200155705569200263206309200348804875234.24.2.14.2.212243456725894.34.3.12002200520264.3.24.2.14.3.34.22755.15.1.11(1)(2)(3)(4)(5)(6)[2]232845295.1.2123031-35.1.3315.25.2.1325.2.2335.2.3,,[2]5-1345-119911993199668%29%19911995199851%26%17%19931996199946%28%14%12%5.35.3.1355.3.253666.16.1.16.1.2:()::6.1.3[8]-[11]1372[12][13]:383:()()()(:()()()4[14]-[17]139:23401/6,3-426%50%-70%4:5[18]-[19]41(1)(2)(3)(4)6.26.2.1426.2.26.2.3436.2.412345144267(1)(2)(3)(4)45(5)(6)(7)(8)(9)(10)[20]6.36.3.1[21]466.3.2→→[22]6.3.3[23]-[24]12476.3.414823496.46.4.1[25]-[26]:506.4.21:1100023452:516.4.3CI6.56.5.11(1)52(2)(3)(4)(5)50%80-90%(6):2(1)53(2):(3)(4)(5)6.5.212154:2103(4)6.5.36.5.25556:3057!()!200541858[1]..,1997[2]...,1997[3]..,2001[4].2004.,2004(6):4-7[5]..,2001[6]..,2002[7]..,2002.3[8]..,2001(12)[9]..,2002(3)[10]..,2003[11]..,2003(2)[12]..,1994[13]..,2002[14]..,2002[15]..,2002(2)[16]..,2001[17]..,2002[18]..,2001[19]..,1998[20]..,2003(5):51-52[21].:.,2002(5)[22]..,2000(4)[23],..,2003(4):9-12[24]..,2000[25]..1999(11):29[26]..,1999,959[27],..,2001.5[28],..,2000(7)[29]..,2003(5)[30]..,2002(3):62-64[31]..,2002(9):12-15[32]..,2003(12)[33]..,2002(3):14-16[34]..,2000(5)[35]..,2002(3)[36]..,2003(3):96-98[