SF公司发展战略研究

上海交通大学硕士学位论文SF公司发展战略研究姓名：吴琳琳申请学位级别：硕士专业：工商管理指导教师：顾孟迪20090524SFSF,PESTSWOTQSPMSFSFPESTSFPorter's5ForcesSFSWOTQSPMSFSFSFTHERESEARCHONDEVELOPMENTSTRATEGYOFSFCOMPANYABSTRACTTherapiddevelopmentofInternettechnologyimpelsrealestateindustrytobenetworked.RealEstateInternetMarketinghasbecomeanirreversibletrend.Therefore,manyprofessionalrealestatewebsitesappear.Realestatechannelsofwebportals,realestatechannelsofregionalwebsites,regionalrealestatewebsitesandnewwebsiteswithtransactionfunctionaremostofthem.Asarepresentativeforprofessionalverticalrealestateportal,withtimelynews,columnsinnovationandbrandbuilding,SFCompanyhasownedalargeamountofusersandhightrafficsothatithasoccupiedleadingpositioninChineseRealEstateindustry.However,therearestillmanyproblemsSFhastoresolve.Forexample,itoffersinformationservicesmainlybasedonitstraffic.Advertisingisthefirstresourceofrevenue.Itsprofitmodelistoosimple.Toofastexpansion,unreasonableuseinfunandhighemployeeturnoverratearealsotheproblems.What’simportantisobviousdifferencebetweenitandotherwebsites.Followingtheconventionalthinkingofstrategicplan,byusingPESTanalysis,SWOTmatrixandQSPMmatrix,theexternalenvironmentandinternalresourcesandabilitiesofSFarecomprehensivelyanalyzed.Strategyformulation,strategyselectionandstrategyimplementationofSFaredone.Themainresearchcontentsandresultsofthisprojectarefollowing.PESTmethodisusedtoanalyzetheexternalenvironmentofSF.Porter's5Forcesmodelisusedtoanalyzetheindustryenvironment.Atthesametime,theresourcesandabilitiesofSFareanalyzed.AnalyzetheresourcesandabilitiesofCLInvestmentCorporation,thebusinessstructureandstatusquoofinvestmententerprise.OnthebasisofSWOTanalysisandQSPMmatrixanalysis,strategypositioningandstrategyselectionaredone.Asamarketleader,thestrategyimplementationofSFiscarriedoutfromthefollowingaspects.Adjusttheorganizationstructure,profitmodelandproductsinnovation,payattentiontocustomerrelationshipmanagement,improveinternalmanagementandincreasetheinputofnewtechnologies.Thiswillguaranteetheachievementofstrategicgoals.Atlast,theconclusionandthesuggestionsaregivenbasedontheanalysisofallthematerialshavebeencollected.KEYWORDS:RealEstate,Internet,DevelopmentStrategy,StrategyImplementationMBASF111.121“”SF,70SFMBASF2SF1.2SFSFIDG(GoldmanSachs)1999SFSF2003SFTOP102003102005SFSF20042005TraderClassified2,SF2006203(2.54)SFSF7010SF415(uniqueIP)4,200SF4.5SF100SFMSNMBASF3SF1.31.4“”1.4.112SF31.4.2MBASF412PESTSWOTEFEIFEQSPM341.5SFSFPESTPorter's5ForcesSFEFESFSFIFESFSWOT(QSPMSFMBASF52SFPESTSF2.1PESTSF2.1.1SF(1)Web2.02007821Web2.0200711720072007121MBASF620081313G17TD-SCDMA(3G)CDMA20003GWCDMA3G3G“”3GICTTD-SCDMA2009122TD-SCDMA2008“”Wi-Fi“”2006“”“”99.5%97%92MBASF7200895%20084102009152(AVSP)(2)“30”13“”“”“”20089162008109200810302001127200812230.270.270.271080.27MBASF8900020081509000“”“”“”“”“”2008111901%0.720%0.272.1.2(1)2008122511701198.46101.2220082005-200720072008MBASF91125303540455055606520071200720075200772007920071120081200832008520087200892008112FIGURE2IndexofNewExportOrder(2)“”410001.08%(3)20092008MBASF102.1.33G2.1.4(1)(CNGI)2008123“(CNGI)”CNGI(CERNET2)/225930100IPv6(2)CNNIC“MBASF11”CNNIC(3)IPV6IPv4IPv6IPv4IPv6IPv61000IPv6(QoS)SNSSocialNetworkingServiceWeb2.0SNSCPUSNS“”Web2.0BlogTagRSSIMCloudComputing“”2.2SFMBASF122.2.1(1)233200741.9%22.6%21.9%2008690.6%2007(2)200820071.173G3G89.4%27.8%39.5%1.4%0.0%20.0%40.0%60.0%80.0%100.0%PDA233FIGURE3EquipmentsforInternetUsers(3)“”MBASF1312007-2008TABLE1ComparisonofE-commerceUsersfrom2007to200820072008()()()22.1%46024.8%74028060.9%——3.7%110——15.8%33017.6%52019057.6——5.6%170——23(4)200884602007319060%60%2.2.2(1)20081-1125.517.7%8.45.4%3.5MBASF146.1%1-114.918.3%2009(2)20079“”2008(3)82008338.7%5.3%6.8%1.4%2009GDP(4)MBASF152009(5)70;90(6)()(REITs)“+”“”MBASF162.32.3.1(1)BBSITBBS(2)SF80%MBASF1721CNTOM“”“”“”WEB2.021Home.cn2007SF54.19%10.71%1.76%0.07%0.06%MBASF180.06%0.07%1.76%10.71%54.19%0.00%10.00%20.00%30.00%40.00%50.00%60.00%SFdata.baidu.com42007Q4FIGURE4RealEstatePortalInternetUserConcentratinginQ42007DCCI2008SFSF134SFSF2.3.27%MBASF191/2,20.3%,7.1%,5.1%,1.0%,17.8%,11.2%,25.4%,12.2%“”0.0530.150.0640.240.0410.041.460.0940.360.0510.050.0730.210.0730.210.0610.060.0620.120.0620.121.1312.59MBASF231-443212.592.5MBASF243SFSF70SF3.13.1.12005“”20081002007“”05SF75SF3.1.2MBASF25SF2000SF……..……..……..8SFFIGURE8OrganizationStructureofSF3.1.3SF2000SFMBASF26SFSF3.1.4SFSFSFSFMBASF27SFSF3.1