建筑施工企业与房地产开发企业战略合作研究(硕士论文)

上海交通大学硕士学位论文建筑施工企业与房地产开发企业战略合作研究——以上海市第二建筑有限公司为例姓名：苏奇申请学位级别：硕士专业：工商管理指导教师：屠梅曾20050612建筑施工企业与房地产开发企业战略合作研究摘要本文回顾上海市第二建筑有限公司在我国建筑业不同时期所采取不同企业经营发展的演变过程，进而论述上海二建与上海万科在国内的建筑施工领域和房地产开发领域率先在承包商与开发商之间建立战略合作伙伴关系的创新活动，经过实践证明的资源营销架构—战略合作。

全书共六章。

第一章绪论主要交代问题背景，选题原因和本人实际工作的关系、研究的动机和目的，研究的假设、研究方法和设计及范围。

第二章主要研究建筑行业发展特点及研究对象（上海市第二建筑有限公司）市场运作实践情况。

系统地阐述了建筑企业的市场竞争发展历程。

1984~1995年建筑市场竞争初级阶段，政府各项制度尚未健全，施工企业竞争能力竞争手段比较落后，公关营销和市场营销成为这一阶段的主要营销手段。

1995~2000年国家投资项目渐少，外商投资增多，建筑企业竞争单靠“关系+技巧”已行不通，此阶段引入了迈克尔.波特的企业竞争战略，即低成本战略、差异化战略、集中优势战略。

企业内部优化资源配置，构建企业独特的竞争优势，提出了企业战略的营销思想。

2001年中国加入了WTO，建筑施工企业明显感到“保护伞”在消失，公开、公平、公正的竞争原则将在建筑领域全面实行，企业的诚信度和企业的品牌形象已逐渐成为竞争的主要方面，竞争战略已成为企业营销的主流。

第三章引入战略合作的概念，并通过上海二建与上海万科在国内第一次提出承建商与发展商之间建立战略合作伙伴关系的实践，对战略合作的范围、意义、内容、困难与解决思路、及不同企业文化之间的融合进行分析和阐述。

第四章着重从行业角度展望为房产开发商服务的延伸、合作空间的拓展。

第五章对研究案例的实际成效进行应用和评估。

并且对市场营销、竞争战略和战略合作三者关系进行分析，三者的有机结合构成了全新的整体企业发展观。

第六章总结：通过上海二建不同时期发展的演变过程得出最主要结论，整合产业链资源的营销将是未来市场营销的主流。

我国大型建筑集团要继续保持领先者地位的道路是坎坷的，但总体上是有希望的。

影响施工企业综合竞争力的主要因素是体制、机制和人才。

建议采取倡导企业服务理念，实现人才集聚等措施，提高企业的市场竞争能力。

本文的核心内容是建立企业间战略合作是企业系统化的发展理论，市场营销是企业整体发展的前锋；竞争战略是企业整体发展的骨架；战略合作是跨越企业的资源整合营销的灵魂。

三者在层次上有区别，在表现形式上各有不同，但它们都是整体发展系统的子系统，相互影响，相互渗透。

每个不同时期所采用的经营发展手段是符合当时历史背景的。

对企业的生存、发展起了积极的作用。

关键字：战略合作建筑施工企业房地产开发THE RESEARCH OF CONSTRUCTION COMPANY AND REAL ESTATE DEVELOPING COMPANY FOR STRATEGICCOOPERATIONABSTRACTLooking back to the whole changing process of corporation marketing strategy Shanghai No.2 Construction Co, Ltd taking in different periods of time, the innovation activity of establishing a strategy cooperation between Shanghai No.2 Construction Corporation who is in the role of the constructor and Shanghai Vanke Corporation who is the real estate developer, the Strategic Cooperation is a proved resource marketing structure. The whole thesis has six Chapters.The first Chapter, Preface which is a preliminary statement explaining the thesis background, the author work experience, the thesis intention as well as the assumption, the research method & design and the scope of this thesis.The second Chapter is mainly studying the market characters of the Construction field and the main party’s (Shanghai No.2 Construction Corporation) marketing experience. Explain the development of the market competitiveness among the construction corporations. As 1984 to 1995 was the primary stage of construction market competition that the government policies has not been perfected, and the competition method remained simple,the public relationship became the main marketing method. During 1995 to 2000, there were few projects invested by the State government, while the foreign investment projects were booming up, the simple competitive method solely that the public relationship plus some tricks was not enough for the competitive market. In this stage, the Michael Bolt Corporation competitive strategy was introduced which is the low cost strategy, the difference strategy and the advantage concentrate strategy. Optimized the corporate internal resource distribution, set up the own unique advantages and the corporate strategy marketing has been brought forward. In 2001, China entered WTO, the construction corporations obviously felt that the Government Protection was lost. Opening, fair and honest compete principles were going to be carried out in the entire construction field; the corporate credibility and the corporate image have become the main competitions gradually. The cooperate strategy marketing has turned to the sole of the corporate marketing.The third Chapter introduced the conception of the marketing strategy, which will be explained by a example that the first-time innovated establishment in china of a strategy cooperation between Shanghai No.2 Construction Corporation who is in the role of the constructor and Shanghai Vanke Corporation who is the developer. The strategy cooperation scope, significance, contents, prospect, the difficulties and the resolve ideas as well as the solutions of different corporate culture will be analyzed and explained in this thesis.The fourth Chapter will look forward the expansion of the developerservice and cooperate space in the view of the real estate field.The fifth Chapter will describe the application and estimate of the cases.The sixth Chapter is the conclusion from the whole development process of Shanghai No.2 Construction Corporation that the industrial chain combination will be the mainstream in the future. The road is rough for the state big-scale construction groups to keep the leading role but still remains the chances. The main factors that affect the competitive ability of construction corporate are the system, mechanism and human resource. The suggestion is proposing the corporate service concept, human resource gathering, and improving corporate competitive ability.The core of the thesis is that establishing the strategic cooperation is the corporate system development theories. The marketing is the pioneer of the corporation overall development, the strategy of competitive ability is the frame of the corporation overall development. Strategy cooperation is the sole of the multi-corporation resource integrated.KEY WORDS:Strategic cooperation, Construction company, Real estate developing上海交通大学学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。