论文标题:泸州房地产企业发展对策研究
Case Study of Changhong Company Entering U.S. CE market
论文作者 郭辉
论文导师 白云升,论文学位 硕士,论文专业 工商管理
论文单位 西南财经大学,点击次数 93,论文页数 71页File Size400k
2004-05-01论文网 http://www.lw23.com/lunwen_68292077/ 房地产;企业;发展;策略
Real estate ; business enterprise ; development ; strategy
第一篇 导 论作为西部中等城市的泸州市，经济发展水平与东部同等规模城市相比还有很大差距，甚至与省内其他城市比较也显落后。地区经济亟待加快发展，房地产业是首当其冲，房地产企业的发展对当地房地产行业乃至整个地区经济的发展起着直接的推动作用。因此，研究泸州房地产企业发展的具体问题和策略，具有现实的重要意义。第一章 泸州房地产企业发展的重要意义第一节 增强企业实力，追求长远发展泸州房企在日趋激烈的市场竞争中要想得到进一步的发展，必须花费相当大的力气狠练“内功”、夯实基础，只有理顺了企业内部管理，吸引并留住核心人才，才能帮助企业树立起自己的品牌，制订出成功的营销策略，使企业的实力在竞争中不断加强，才能在激烈的市场竞争中站稳脚，立于不败之地，做到“与时俱进”，企业就能得到长远的发展。第二节 提高住宅品质，改善人居环境房地产企业要追求长远的发展，就必须树立正确的竞争意识，从提高其主要产品——住宅的品质开始，铸造产品和企业的品牌，来与对手展开积极的竞争。要提高住宅的品质，就必须以人为本，从人们的需求出发，树立以人为本的观念来设计和建造住宅。第三节 发展房地产业，推动地区经济房地产业作为国民经济与社会发展的重要支柱产业，直接和间接关联的产业部门很多，产业链较长，产业关联度很强，其带动的相关产业多达50多个产业部门、上千种产品和服务。据测算，如果住宅建设的产值增加1个百分点，它能带动相关产业产值增加1.5～2个百分点。目前，泸州市的房地产业正处于成长期。泸州市的房地产业发展潜力巨大，市场前景广阔，采取适当的政策措施，抓住当前时机，对加快房地产业的发展，使之成为新的经济增长点和国民经济的支柱产业是十分必要的。第二篇 泸州房地产企业发展的对策第二章 制订有效措施，改善行业环境第一节 分析行业现状，发现存在问题一、泸州房地产行业发展现状1、居民住房条件改善、但需求仍大2、住房制度改革实施顺利3、房地产价格平稳上升、市场走向规范4、房地产开发实力明显加强、投入快速增长5、政府管理加强、土地供应日趋规范6、金融支持力度加大二、泸州房地产市场发展存在的主要问题1、如何培育房地产需求稳定增长的问题2、政府如何实施有效调控和管理的问题3、商品房开发成本偏高 4、房地产融资规模小5、房地产开发企业总体素质不高6、房地产售后服务难以保证，物业管理实施困难第二节 预测发展趋势，制订有效措施一、未来泸州房地产市场发展前景预测 1、住宅需求不断增加，理论需求量巨大。2、住宅的有效需求量将增加。3、不同消费群体对不同档次的住宅产生不同的需求量。二、改善行业环境应采取的措施1、确定加快房地产发展的政策导向2、坚持房地产开发应遵循的原则3、建设市场预警系统，掌握产业发展态势4、利用经济杠杆，发挥政府调控作用5、加大执法力度，打击欺诈行为6、强化售后服务管理，为搞好物业管理创造条件7、提高房地产业管理的效能第三章 强化内部管理，夯实发展基础第一节 健全企业机制，理顺内部管理一、完善法人治理结构二、建立科学决策体系三、建立规范的财务管理制度四、保护员工合法权益 五、建立健全激励与约束机制六、建立有效的质量保证体系七、借助计算机和网络技术加强管理第二节 采取有效措施，留住核心人才一、支付有竞争力的薪酬二、给予持续不断的充电的机会三、下放施展才华的管理决策权四、安排富有挑战性的工作任务五、开展客观公正的绩效考核六、推行灵活自由的弹性工作制七、实施无微不致的亲情化管理八、培养和谐宽松的人文环境九、实现亲密无间的交流与沟通第四章 树立品牌意识，实施品牌战略第一节 转变观念，树立品牌意识房地产开发企业要清醒地认识品牌在市场中的地位和作用，审时度势、转变观念，确立以市场为导向，树立和强化品牌意识，并把这种品牌意识贯彻到每个员工身上，贯穿于企业的生产、经营和管理的每个环节，落实在每个项目、每幢房屋的决策、设计、施工、营销和物业管理之中，使企业的品牌经营理念成为消费者能感知的服务、认可的信誉和欣赏的品位。 第二节 把握重点，实施品牌战略一、抓住机遇，塑造企业和产品品牌（1）把好质量关，视质量为企业的生命（2）慎待承诺 （3）进行适度广告宣传二、加强品牌文化建设，创立个性品牌三、加快技术创新，增加品牌含金量 四、注重综合效应。五、创新是树造企业品牌的关键第五章 重视市场营销，提升营销效果第一节 更新营销观念，把握营销重点一、房地产营销应注重实效二、房地产营销队伍举足轻重三、房地产营销应更加注重服务意识四、注重价格营销策略五、地段与规划设计是营销的先天条件第二节 制订营销策略，提升营销效果一、人脉营销策略二、文化营销策略三、网络营销策略四、诚信营销策略五、生态环保营销策略六、知识营销策略
Article 1 IntroductionBe a middle city in western china , the economy development level of Luzhou is lower than equal scale cities in eastern china , even lower than those cities in Sichuan province . Since Economy of Luzhou need development quickly , the real estate industry in Luzhou is a first hit , developing of Luzhou real estate business enterprise is very important to Luzhou real estate industry , even to economy of whole region. Therefore , it has practical significance to research the concrete question and strategy about development of real estate business enterprise in Luzhou .Chapter 1Important meaning for Luzhou real estate business enterprise developing Section 1Increase enterprise’ strength and pursue the farsighted developmentIf Luzhou real-estate enterprise want to develop against market competition , they must try their best to increase basic skills . Only do the internal management well , attract on the key talented person come to stay, can help the business enterprise establish its own product brand and draw up right sale tactics , then the real strength of business enterprise can continuously enhanced , and the business enterprise can stand firmly against the vigorous market competition , never fail , make progress with time past , get the farsighted development .Section 2 Increases the residence quality, improve the environment that person live in To pursue the farsighted development real estate business enterprise must set up right competition consciousness, beginning from the exaltation of quality of its main product- residence, cast product’s and the business enterprise"s brand, come launching the positive competition with opponent. To increase the quality of residence, the residence designing and constructing must give consideration to people’s need . Section 3 Develops the real estate industry, push the region economy developmentAs a pillar of national economy and society , The real estate industry related to a lot of property section directly and indirectly , contents more than 50 property section and thousands of products and service .It is calculated that , residence developments increase 1 percentage point , it can arouse the related property production value to increase 1.5 to 2 percentage points.Now, real estate industry of Luzhou City is in the growth period , and it has great development potentialities, its market foreground are vast , it is very necessary to adopt the appropriate policy measure and hold tight the current opportunity to develop real estate industry quickly , make it become the new development point of economy and pillar of national economy .Article 2 Countermeasure for development of Luzhou real estate business enterpriseChapter 2Establish the valid measure, improvement the industry environmentSection 1 Analyzes present condition of the industry, discover problems A、present condition of real estate industry of Luzhou City1、Resident housing conditions improved, but the need is still great2、Reform of the residence system put into practice smoothly3、The real estate price rose up , the market became standardized 4、Real estate development strength obviously enhanced , the input increased quickly5、The government management enhanced , land supply is gradually standardized6、The finance support degree enlarged B、The exists key problems of real estate market 1、How to make the demand of real estate grows stability 2、How the government manage and adjust the real estate market3、The development cost of merchandise building is high4、The margin scale of real estate is small5、The quality of real estate business enterprise is not high6、The real estate after-sales service is difficult to be guaranteed , assets management is difficult to put into practice Section 2Estimate development trend , establish valid measureA、The foreground of real estate market of Luzhou city 1、The demand of residence continuously increased , and it is tremendous in theory .2、Valid
|
