LY公司房地产开发战略研究

华中科技大学硕士学位论文LY公司房地产开发战略研究姓名：涂纪兵申请学位级别：硕士专业：工商管理指导教师：刘英姿20061026ILYLY,LYLYLYLYLY;LY:IIAbstractInrecentyearsmacroeconomicpolicyinviewoftherealestateindustryappearedunceasingly.Therealestatemarketcompetitionwasintensedaybyday.Underthebackground,therealestateenterprisesstudythesurvivalenvironmentinthefuture.Inordertomakedevelopmentdirectionclear,andtogainthecompetitiveadvantage,manyrealestatecompaniesformulatethedevelopmentstrategy.Aftermasteringthevariousfactandtheconcretedatabyinterviewandinvestigation,Ianalyzewithseveralcorrespondingtheoreticalmodels.AccordingtothevisionandthemissionstatedforLYCompany,theexternalenvironment,internalenvironmentandtheirtrendanalysisaboutthecompanyIformulatethestrategycombinationasfollowingforLYcompanywhichfacingdynamiccompetitiveconditionsbywayofconsideringandbalancingtheanalysisresultmentionedabove:concentricdiversificationstrategy,marketdevelopmentstrategy,strategiccoalitionstrategy,brandstrategyandinformationstrategy.Bywayofformulatingstrategiesforthefirmandconstructivelysuggestingonitsstrategytactanditsdynamicstrategycycleunderdynamiccompetitiveconditions,IprovideLYCompanywithstrategicreferenceinordertohelpthefirmdisposeinternalresourcesmorereasonablyandimproveitsadaptableability,competitionabilityandabilityofreactionintimetothedynamicandcompetitiveconditionsinfuture.IalsopointoutthatLYCompanymustkeepitsstrategytactforeverandmentionthatitsstrategyformulation,implementationandevaluationmustbecoordinateddevelopmentallyandcontinuallyinordertoimprovedynamicandadaptableabilitytotakeadvantageofdynamicandcompetitiveconditionsmorereasonably.Keywords:RealestateDynamicandcompetitiveconditionsStrategytactCorecompetence_____1121,1.1LY197619945LYLY,2002152000107380“”“”0.1091.27%2LYLYLYLYLYLYLYLYLY10LYLY;LY3LY054065“”——“”“”LYLYLY1.2LYLYLY4,LYLY1-11-1LY→→→→→→→→:→→→→→→→52LYLYLYLY:2.1LY2.1.1;;;;16:;;23200353002004320072.1.220053-22005181823219.9%2-1181.8%(1)3.3%0.8%4.9%8.3%1.6%1.4%707.6%200575825625273319708554.2%8189208920057218.07022.56%30866()514820.0%1436222.6%5.9%0.182.1.32.1.412005130756768161712.40‰8496.51‰5.89‰2092917()74.690%28()2300()89900016224532556.2%104939.6%9()45.5%36.7%(14)6832365245684-94440679102505156230787824096621672108642020(12)320052577286827361556273302501256941394.5%95.8%260421440427.564()40126016()48860425.7%7509627.2%1350818.0%2-2“”104004717.5%82327.5%3159838.4%4267520.0%65.6%33.7%29.7%45.7%51.1%38.0%8.4%28.9%1575919.8%4879314.9%1808035.5%64.5%5201040%30%30%2.2371501%200511“”“”2.2.111—624.2%1—6407.97%6705.8%3.33234125“”2.2.2WTOWTOWTO;WTOWTO13WTO2.2.3LYPOETERPOETER2-313710%2-3PORTER214“”“”200693;200120021120134828.86%120200145:LY153LY3.1:LY()3-1LYLY16173.2LY;;LY3.2.1LY3-13-1LY20032004200513380.2914637.4414411.22-8910.556284.648084.3420100.6819813.0416016.43637.861220.02240.55%3.176.161.50%4.978.331.62LY200516016.43240.55200520046.16%1.5%3.2.2LYLY3-2183-2LY2003200420050.812.731.790.231.361.1%80.2468.3565.58200214411.2265.58%20051.791.1LY3.2.3LYLY3-33-3200320042005%11.589.9419.22%0.180.310.22200513930.89;;2005109.53193.2.4;65.58%,LYWTOLYLY3.33.3.1LYLY:()20LYLY:;3.3.2“”“”;:;;;3.3.3;213.3.4;;;;3.3.5:;;3.4LY:,LYLY:LYLYLY22LY;LYLYLYLYLYLY234LY4.14.1.1SWOTSWOT():SOWOSTWT4-1LYSWOT944LYSWOT:LY;LYSOWOSTWT244-1LYSWOTSS1.S2.S3.S4.S5.WW1.W2.W3.W4.W5.O01.O2.O3.O4.O5.SO1.S1,S2,O2,O52.S2,O33.S3,S4,S5,O3,O5WO1.(W1,W2,O1,O2)2.(W3,W4,W5O3,O4,O5)3.(W2,W5,O3,O5)(T)T1.T2.T3.T4.T5.ST1.S1,S2,T2,T42.S3,S4,S5,T1,T33.S3,S4,S5,T3,T44.S3,S4,S5,T3,T55.S1,S2,T3,T4WT1.W1,W2,T2,T32.W1,W3,T3,T53.W2,W4,T1,T425(WO):(ST)(WT)(SO)W0,STWTSOSWOT4.1.2SPACE(strategicpositionandactionevaluation,SPACEmatrix)4-14LYSPACE(FSCA)(ESIS)LYSPACE:1)LY;20;LY(FS)(CA)(ES)(IS);FSIS+1()+6()ESCA-1()-6()3)FS,CA,26IS,ES4)FS,CA,ISES5)XX;YYX,Y6)SPACEX,Y4-2LYSPACEFS15243342FS14IS1523IS8ES1-42-33-2ES-9CA1-52-43-34-3CA-15FS14/4=3.5ES-9/3=-3IS8/2=4CA-15/4=-3.75X4-3.75=0.25Y3.5-3=0.527SPACE:SPACE(aggressivequadrant):SPACE(conservativequadrant)SPACE(defensivequadrant),SPACE(competitivequadrant)FS4321CA1234ISES4-1LYSPACE284-2LYSPACE(aggressivequadrant):4.1.3BCG()(BostonConsultingGroupMatrix,BCG)4-2BCGLYBCGLY(relativemarketshareposition)LYBCGXX0.5YY50%+50%0LYBCGBCG1“”2“”3“”4“”2990%7%3%4-2LYBCGBCG“”“”“”“”LY4-34-3LY()(30)LY:LY()LY:()LYLY:;LY4.24.2.1(quantitativestrategicplanningmatrix,QSPM),QSPMLYQSPMEFEIFESWOTSPACEBCGQSPM()QSPMQSPM4-2LYQSPMQSPM()()LYQSPMEFEIFE31LYQSPMSWOTSPACEBCGQSPMQSPMQSPMQSPM4-2QSPM2LYQSPM::QSPMQSPM1010::()QSPM(attractivenessscores,AS)—:1=:2=;3=;4=:(TAS)(totalattractivenessscores,TAS)()()():QSPM(sumtotalattractivenessscores)324-2()4-1(SWOT)4-2QSPM123ASTASASTASASTASASTASASTASASTAS010.0930.2740.3620.1830.2740.3630.27020.0520.130.1530.1540.230.1520.1030.1330.3940.5220.2630.3930.3920.26040.1620.3230.4830.4830.4820.3210.16050.1830.5420.3620.3630.4830.5430.54ASTASASTASASTASASTASASTASASTAST10.0830.2420.1620.1640.3230.2420.16T20.0920.1830.2730.2740.3630.2720.18T30.0730.2140.2820.1430.2140.2830.21T40.0730.2140.2820.1430.2130.2120.14T50.0820.1630.2420.1630.2430.2420.16ASTASASTASASTASASTASASTASASTASS10.1830.5420.3620.3640.7220