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上海交通大学硕士学位论文鸿翔实业有限公司发展战略规划姓名：瞿建东申请学位级别：硕士专业：工商管理指导教师：欧阳令南20050327EMBAEMBAII135EMBAISTRATEGICDEVELOPMENTOFHONGXIANGINDUSTRIALCo.,Ltd.ABSTRACTTherealestateindustryhasboomedinrecentyearstogetherwitharchitectandconstructionmaterialindustriesandemergedasoneofthepillarindustriesinChina.Asanewparticipantinthetrade,HongxiaenteredthemarketintheeconomicdownturninAsiaandwhenthemacropolicycurbedfastgrowth,throughleapfrogdevelopmentineconomicboominShanghai,thecompanyhasgrownfast.HoweversinceHongxiangwasformerlyinotherbusiness,itmainlyusedinvestmentandcooperationasawayofpractice,whentheindustryisinfluencedbymacrocontrol,itisfacinggreatchallengeforthelackofstrategicplanning,talentsandmanagementexpertise.ThusitisnecessaryforHongxiangtohaveastrategicplanandraisecompetencysothatitmaylivethroughthetestandbecompetitive.Chapteroneisananalysisoftheindustry.Itstartswithoverallgrowth,developmenttrend,andcustomerneed.Chinesecitizensaredemandingmoreandmorelivingspace.Withstableeconomicgrowth,increasedincome,propertysalesdramaticallyincreased.Secondlyitanalysestheindustrialstructure,whichfeaturesimprovedconstructionquality,standardizedplanning,moreconsiderationtoenvironmentnewconstructionmaterial,technologyandenergyefficienttechnology.Meantime,thecreditconsumingmarkethasgivensupporttothedemand.Largerandhigh-profilehousesarewelcomedbythemarketwhileeconomichousingistooscarcetomeetdemand,creatingstructuralconflict.Withsuitablestrategicplanning,Hongxiangislikelytogrowinthenext1-3yearsandestablishitselfasacompetentEMBAIIonein5years.Chaptertwoisthegeneralprocessofplanning,includingprospectidentification,missiondescription,andtargetsetting,whichissplitintostagebystagetargetandgeneraltarget.Chapterthreeisanalysisofcompetence,includingcapital,brand,organizationandhumanresource.Accordingtothecompetencemodelanalysis,itisinthegrowingstage,featuringimprovedhumanresource,technologyaccumulation,lowfinancialcontrolability,etc.Chapterfourisafurtheranalysisoftheproject,organizationandmarketcapability.SinceHongxiangisnotaleaderinthemarket,itshouldintroduceadvancedmentalityandcarefulplanningsothatthequalitycanbeguaranteedandvaluecanbeaddedinlaterstage.Integratedmarketingshouldbebroughtintocreateacustomer-orientedmechanism.Finallysincefinancialcontrolisweak,projectflowisdisorganized,thecompanyissufferingfromloworganizationalefficiency,whichshouldbeimprovedinthelongrun.Keywordsstrategeplanning,industrialanalysis,projectstrategy,marketingstrategy,productionstrategyEMBA200533EMBA200522200522EMBA164119981-11986-200220%27%200319982.82719861991200232618(1-1)1998199603214EMBA2641204200228657288410772002199843.6%10.27%10.55%20029.9426.6(1-2)1-21997-200217.5%(1-3)1-31998-200210%EMBA36419991-41-41998-2002950295029511961197119811991111111211312406412942922893825730692711774877117212601372-20-29-68-95-38196310329588112835829810754669641663729830112312091320-6-19-56-85-2822661012938611114631408133211851038918907914990115812261289-55-76-147-147-120-11767616868631-1EMBA4641999115200020012002200329320041981-11-502004006008001000120014001600950296119811112114014034054074094111-520032003-200498%70%19993000200463852004112004EMBA5641-22002200320041169.471414.331214.112003200420.5%38.9%50%58.8%20032000-200420002001200220032004240308.58373.63461.88622.59%1417.814.513.720.45211.745683.76853.178267.59481.612.50%9.06%20.58%20.64%14.69%1532.2417581983.922491.83443.024.30%7%10.70%25.60%38.20%1326.641767.41960.62376.43488.755.20%13.50%9.10%20.50%38.90%1326.641647.91839.052224.53233.746.70%14%9.40%20.50%38.50%100.00%93.24%93.80%93.61%92.69%1109.92064.7450%58.80%778.521422.41790.482306.32726.7267.68643.91368.05515.8420.42(%)52.40%82.70%25.90%28.80%18.20%1-22000-20042004EMBA66420051-6EMBA7641-6221115GDP5000GDP3000GDP20024000GDP400010%2EMBA86431994200382.4170.281-3(‰)(‰)(‰)198921.0916.616.9513.44.143.2199018.8714.717.4113.61.461.1199116.7013.014.5411.32.161.7199217.5313.614.9211.62.612.0199318.5514.411.869.26.695.2199419.9615.412.549.77.425.7199519.4715.013.2010.26.274.8199619.8715.213.4710.36.404.9199717.8113.613.0610.04.753.6199818.5214.212.359.56.174.7199923.8718.214.9811.48.896.8200020.0615.28.876.711.198.5200117.5813.38.506.49.086.9200216.9312.75.884.411.058.3200316.0812.04.893.611.198.41-340092003130.261-4EMBA96420002003()387.11498.799130.07130.2610257.05368.5381.37115.72305.74383.07#1222.31318.73223.02285.63164.09213.16#124.72171.9292.90111.5528.2238.2038.3035.9623.3630.70(%)61.868.2()2.162.30(%)73.475.20-14(%)11.412.21-44199920035EMBA10642002246402003375271-520033516465629117841438229813380284877737224413522383655127329832728529743561111042031152630421224687239961246071-520032150.4%3015%-20%1-613001400651528049.50.4%20%7.6%1-66GDPEMBA1164738119992003200493.61%92.67%EMBA12642003703.4%70-10015.8%10080.7%27.530010520021651051200412898180EMBA13648590530002500015APEC“”834A33301372004F155A364.50%1-7EMBA1464761519.7%1215.8%2938.2%1317.1%79.2%761013.2%1013.2%3850.0%1823.7%00771316.9%2735.1%3444.2%33.9%00771013.0%1316.9%3646.8%1620.8%22.6%64812.5%1726.6%2843.8%710.9%46.3%7656.6%1013.2%4