明泉房地产开发公司战略分析

上海交通大学硕士学位论文明泉房地产开发公司战略分析姓名：余建源申请学位级别：硕士专业：上海交通大学指导教师：黄沛20050201EMBAVDSPT4PEMBAVIStrategicAnalysisforMingquanRealEstateDevelopmentLtd.ABASTRACTConfrontedwiththehugedevelopmentopportunity,outsideenvironmentlikefiercemarketcompetition,andthegrandvisionofthecompany,howtoplanstrategicallyandtacticallyinthefutureisthefundamentalproblemforShanghaiMingquanRealEstateCompanyandthatisthemajorquestionwillbesolvedinthispaper.Onthebasisofeconomicanalysis,industryanalysisandtheinside-companyanalysis,thispaperhasgiventhestrategy,thatis,inthelongrun,MingquanRealEstatewillstillfocusonthemajorbusinessofrealestatedevelopment;intheshorttime,seekthecooperationofdifferentpartners,escalatetheR&Dofthepresentmarketandlargerthemarketshare;prepareforthefuturecompetition,andsecurethelongsustainabledevelopmentofthecompanywiththesufficientlandreserve.Besides,Mingquanwillalsooperatethecapital,torealizethepurposeoffinancingaswellasgettingcapitalrevenueandtosecurethefastdevelopmentofthecompanyinthefinancialarea.Underthisgrandstrategy,thispaperalsodiscussesthesub-strategiesofthecompany:marketing,humanresourceandcorporateculture.Firstly,thispaperhasappliedtheDSPTanalysiscombinedwiththe4P’s,tofindthefuturemarketingstrategyofMingquan,thatis,“goingout,pullingin,pushingthebrand,cooperating,orientedinthecustomersatisfactionandmaximizationofthecustomerlifevalue”.Aftertheanalysisofthestrategicpreparationofthehumanresourcesforthegrandstrategy,thesub-strategyforHRis,“strengthentheformalityofthecompanyinordertoexpandthescaleanddevelopintothesecondandthirdclasscities;perfectthemotivationsysteminordertoattractandmaintaingoodpeopleforthefuturedevelopment;buildupawholesystemofcorporateculture,usingittointegrate,drawandmanagepeople”.Afterall,thispaperhasdonetheresearchforthesub-strategyoftheculture,andraisedthecorevalueofMingquan,“innovation,reality,integrity,andcooperation”andthecorporatemissionofMingquan,“forthecustomers:supplyingtheexcellentlivingenvironmentandcreatingthehighqualitylife;fortheemployees:creatingthegrowthspaceandupgradingtheirvalue;forthesociety:returningandcontributingtothesociety”.KEYWORDS:Strategy,Realestate,Marketing,CorporateCulture,HumanResourceEMBAIII2005318EMBAIV20053182005318EMBA197412345EMBA2EMBA31.1GDP11GDP9.75%2.15%942-12-1200217.94.5773621.93.4GDP2007GDP%579111315199219931994199519961997199819992000200120022-1GDPEMBA4GDP0.00%20.00%40.00%60.00%80.00%100.00%120.00%1992199319941995199619971998199920002001GDP2-2GDP21998200225.319972002GDP20031.817.68.92003620031-620031-320031-620031-32.52-12003()%%%%%%%%%385493824.3234743.66695228.5572348.5148858.626EMBA5299076025.4179939.352245.729433845.1117554.727.142378.518.523357.559.290.925.467759.914078.120.644199.922.731561.787.773.327.970860.617373.224.5375419771762001372001208103035EMBA62.1300019982-3199880901001101201301998119987199911999720001200072001120017200212002720031200375%20036%9293EMBA79498200215%2-51998320013502002102(2-1)62020(2-2)20036108.4752.414.6820031-65722.848.4%13.41487.658.4%1718.242.8%20024.60.1%1372.822.7%1827.330.3%2731.645.2%2294.938%7050%EMBA83(3-1)20031-65.1320031-218.631.717.98%11.9614.9225.97%3.976.932-22001-2003(3-2)2003200120031-235.4%1.620031-335.7%0.820031-628.0%670%2003EMBA9(3-3)200320031-21-31-41-51-676.1%52.7%46.6%47.2%44.8%20031-3123.9%107.4%99.9%20031-675.5%36.5%81.6%20033.1WTO2090%200028%2200320039EMBA1091087242.3%19622%23327.3%91038252.5%19423%23128.6%9111380.7%11311.3%13613.9%2530%2-320039108724103825111380.001651:8.3110111112201202203204205206207208209770774777783785792802812823829841854114362710101161213725729731737739746757767778782794807124262711101141213911914919922922925933943953960971977035303810107116210211212301302303304305306307308309867877891902925945961980100210451063108713101411232016192243182482083084485587989591193095399610131038131014112416161923431725984990100010091016104910581069107610921105111376109733911716138EMBA1134.12002,,,11.88.6,97%60%20021082002220,21002()9,00024078EMBA12532000320200133.48200020017#9#20023200361993200220035030%5.EMBA13(1)(2)(3)(4)(5)(6)WTO(7)(8)EMBA14(9)(10)(11)EFE2-450.30921.546040.12840.513630.07370.221240.08530.3413-50.1776-0.8879-30.0586-0.1757-40.1020-0.4080-30.0652-0.19560.9548EFE55EFE0.95480EMBA151.200194200/m2200211245000/m240000m2800-1000/m22.451%2+13+1EMBA163.52002504.5.EMBA176.7.ISO90008.EMBA189.10.6211.EMBA19453423.52.52.82.54.53.23.5EMBA20IFE3-140.18820.752740.10860.43463.50.05950.20834.50.07680.34573.50.07110.24893.20.06650.212920.18820.37642.80.08420.23562.80.06270.17562.50.09410.23523.2261IFE3.22613EMBA211.4-14-13-53-512345123412341234-1EMBA22SWOT2.SWOTSWOT12344-1-S1.2.3.4.5.6.-W1.2.3.4.-O1.2.3.4.SO1.2.WO1.2.3.EMBA23-T1.2.3.4.ST1.WT1.2.3.4.1.2.3.A4.B5.6.7.8.9.3QSPMASTAS1EMBA244EMBA251.512534EMBA262.10(1)(2)(3)(4)(5)EMBA2735(6)TCCTQC(7)(8)EMBA2810DSPT4P1.(1)”EMBA29(2)3-5:zzz320z2010150z3502.(1)EMBA30(2)6-16-16-1EMBA3134P4Pproduct,price,promotionplace4C4R7P11P4P4P1zzzEMBA322EMBA3333-1(Memory)(Benefit)(Support)(Communication)¾ROIOriginalityImpact¾EMBA34USP(uniquesellingpoint,)¾¾3-24EMBA35POPS