中小房地產(chǎn)開發(fā)企業(yè)發(fā)展戰(zhàn)略研究

　　研究生:常樂

　　導(dǎo)師:陸惠民

　　專業(yè):管理科學(xué)與工程

　　摘要 房地產(chǎn)行業(yè)在國(guó)民經(jīng)濟(jì)中占有的地位越來越重要,僅僅從該行業(yè)對(duì)GDP的貢獻(xiàn)就能夠看出來.中國(guó)有幾萬家房地產(chǎn)企業(yè),其中八成以上是中小型的開發(fā)企業(yè),隨著改革開放的發(fā)展和市場(chǎng)經(jīng)濟(jì)體制的進(jìn)一步深入,這些企業(yè)面臨的競(jìng)爭(zhēng)形勢(shì)嚴(yán)峻.近兩年來,很多人預(yù)測(cè)房地產(chǎn)行業(yè)的變革即將到來,而變革的重點(diǎn)便是中小開發(fā)企業(yè)的淘汰.的確,由于目前國(guó)內(nèi)的開發(fā)尚處在資本密集型的階段,中小房地產(chǎn)開發(fā)企業(yè)由于資本實(shí)力較弱,在開發(fā)的很多環(huán)節(jié)競(jìng)爭(zhēng)力都不比大型企業(yè),那么中小房地產(chǎn)開發(fā)企業(yè)能否在競(jìng)爭(zhēng)中生存下來呢 本文正是從戰(zhàn)略的角度出發(fā)來解決這一問題. 文章第一章首先對(duì)中小房地產(chǎn)開發(fā)企業(yè)從企業(yè)的性質(zhì)上做了一個(gè)界定,并在這個(gè)界定的基礎(chǔ)上分析了他們的優(yōu)勢(shì),劣勢(shì),給出了本文的一個(gè)觀點(diǎn):中小開發(fā)企業(yè)的劣勢(shì)也是其優(yōu)勢(shì)之所在.接著在第二章從理論和現(xiàn)實(shí)角度分析了存在的原因.第三,四,五章,是一個(gè)分析和得出戰(zhàn)略的過程,其中運(yùn)用了很多戰(zhàn)略分析的工具,從內(nèi)部和外部環(huán)境的研究出發(fā)回歸到中小房地產(chǎn)開發(fā)企業(yè)的發(fā)展戰(zhàn)略.第五章中給出了三個(gè)可行的外部發(fā)展戰(zhàn)略,其中也包括了退出戰(zhàn)略,因?yàn)?對(duì)于一個(gè)企業(yè)來說贏利或者說損失最小化是最終目的,對(duì)于有些企業(yè)退出不失為一種最佳的選擇.

　　關(guān)鍵詞:中小房地產(chǎn)開發(fā)企業(yè),內(nèi)部環(huán)境,外部環(huán)境,戰(zhàn)略

　　ENGLISH ABSTRACT

　　The research(Research) of(on) the development strategy for the small(small and middle) real estate enterprise(enterprises) The Graduate Student: CHANG le (Le) The Tutor(Supervisor): LU hui-min(Hui-min) Specialty(Major): Management science and engineering(.)

　　Abstract (:) The real estate is more and more important in the national economy(The trade of real estate plays a more and more important role in the national economy), we can

　　see it out to the contribution to our GDP from the real estate(we can see it just from its contribution to our GDP). There are more than ten thousand( ten thousands of)real estate enterprises in China, among them 80% above(more than 80% of

　　which) is(are) the SME, along with the development and the market economy system

　　that reform open of further thorough( along with futher development of reform

　　and market economy system), the competition(competitive) situation

　　that these enterprises face is rigorous. The last(In the recent two) years, many

　　people thought(predicted) that transformation of the(trade of) real estate will

　　soon arrival (soon), the(focal)point of change(which) would be the small and middle enterprise to be eliminated(is to weed out the small and middle enterprises). Really(Certainly),the small and middle real estate enterpriseis weaker than the bigger in many aspects(because the development of this trade in our country lies in the stage of capital-dense style and small or middle enterpeises are weaker than bigger ones in the aspect

　　of capital, they lie in the disadvantagous situation in many aspects.)but the writer thought that (then can the )small and middle real estate enterprise(enterprises) can exist in the competition.( ) The paper sets out from the strategic angle exactly to resolve this problem. Firstly,

　　the writer does (makes)a definition from the property(character) of the business enterprise to the small and middle real estate enterprise(from the angle of character) in the article chapter 1. At this the foundation for

　　definition up analyzed them of advantage, bad situation, to textual standpoint, is

　　also the place of its advantage in the bad situation of the small development business enterprise.(and on the foundation of which analyzes their advantage and disadvantage ,then

　　concludes that the disadvantages are just the advantages.) Analyzed the existent reason

　　from the theories and realistic angle at chapter 2 immediately after. (In the following

　　chapter 2 the paper analyzes the reasons from the angle of theory and realistc.)The third, fourth and fifth chapters are analyses and process of getting a strategy(and analyses), among them(which) made (make) use of a lot of strategic analytical tools, (and)set out back to return from the research of the inner part and the exterior environment

　　the small and middle real estate develops the development strategy of the business.

　　(and return to the strategy of small and middle enterprises from the beginning of research

　　on the inner and exterior enviornment.)It gives three viable exteriors (external) development strategy in chapter 5, (and)among them(which) also included to (includes)the strategy of withdraw, because winning the benefit or the loss minimum(earning profits or having a minimum loss) is an (the)end purpose for an enterprise, it is the best choose (choice)for some enterprises that they quit from de market.

　　Keyword: the small and middle real estate (SME) enterprise, internal environment, exterior

　　(external)environment, strategy

　　Notice: blue stands for deleting it;red stands for change ;yellowstands for adding up to it .

　　checklist: 1. the fabric of sentence

　　2.conjunction

　　3.plural and singular

　　4.capital and minuscule

　　5.the tense of sentence