摘要
在激烈的市场竞争中,房地产开发企业面临着生存发展的战略选择问题。如何根据环境的变化制定与自身相符的竞争战略,进而获得竞争优势已经成为备受企业关注的问题。在这样的背景下,本文对西安不同类型开发企业进行了分析,力求反映这些公司如何在竞争中利用机会,制定战略来获得优势地位。
本文主要运用波特的竞争战略理论和管理学的基本模型和工具分析西安房地产企业的竞争战略。论文首先阐述了研究背景和研究意义,提出研究思路与研究方法;接着对竞争战略理论进行了概述,并对竞争战略在房地产行业的应用进行了评述;然后分析了西安房地产市场的现状,并对西安具有代表性的房地产企业竞争战略进行了分析;最后对这些房地产企业的竞争战略提出改进建议。通过上述的研究,得出以下结论:(1)西安房地产市场处于健康的成长时期,各个开发企业为了提高市场占有率、获得竞争优势进行着十分激烈的市场竞争;(2)对本地实力强的房地产企业来说,通过SWOT分析可以得到,差异化战略是一条可供选择的战略;(3)对本地实力较弱的房地产企业而言,通过运用“五力”模型的分析可以发现,成本领先战略对他们来说是一条比较合适的道路;(4)对进入西安市场的外地房地产企业,通过价值链分析可以看出,这些企业主要采取的是目标聚集战略;(5)根据以上研究结果,对西安房地产企业的竞争战略提出了相应的改进建议,通过不断的改进可以使企业保持强大的竞争力,获得更大的发展。
本文的研究是竞争战略理论和方法在房地产企业管理中运用的一种尝试,对房地产开发企业的发展具有一定的参考价值。
In the fierce market competition, real estate enterprises are facing the problem of survival and development. How to formulate their own strategies in line with the competition and gain a competitive advantage has become a hot issue for real estate enterprises. On such a background, different types of enterprises in Xi'an are analyzed in this paper with the purpose of reflecting how they take advantage of opportunities to develop strategies in the competition to obtain dominance.
This paper uses Porter's theory of competitive strategy and basic models and tools of management to analyze the competitive strategy of the real estate enterprises in Xi'an. Firstly, this paper elaborates on the background and significance, and puts forward the ideas and methods of the research. Secondly, it summarizes the theory of competitive strategy and reviews its application in the real estate industry. Thirdly, it analyzes the current situation of the real estate market and the representative competitive strategies of the real estate business in Xi'an. Finally, it puts forward recommendations for the improvement of their competitive strategies. The following conclusions come from this study: (1) The real estate market in Xi'an is in a healthy growing period. Each enterprise competes fiercely with each other in order to increase market share and gain a competitive dominance. (2) As for the powerful local real estate enterprises, Differentiation Strategy is a good option through SWOT Analysis. (3) As for the weak local real estate enterprises, Cost-leading Strategy is a more suitable way for them through "Five Forces Model". (4) As for the enterprises which enter the Xi'an real estate market, they mainly take Gathered Strategy through Value Chain Analysis. (5)Based on the above researches, the according suggestions for the improvement of the competitive strategy of real estate enterprises in Xi'an are posed. Through continuous improvement, enterprises can maintain their strong competitiveness and get greater development.
This study is an attempt of the application of the theories and methods of competitive strategy in the real estate business management. It has certain reference value on the development of real estate development enterprises.
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