典型住宅型地产企业战略转型研究——以万科集团为例

分类号学号M201073683

学校代码10487 密级

硕士学位论文

典型住宅型地产企业战略转型研究

——以万科集团为例

学位申请人：沈迪

学科专业：工商管理

指导教师：高勇强副教授

答辩日期：2012年4月23日

A Thesis Submitted in Partial Fulfillment of the Requirements

for the Degree for the Master of Business Administration

Strategic Transformation Study of Typical Residential Real

Estate Enterprise

——Case Study of Vanke Group

Candidate : Shen Di

Major : MBA

Supervisor : Assoc. Prof. Gao Yongqiang

Huazhong University of Science & Technology

Wuhan 430074, P.R.China

April, 2012

独创性声明

本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除文中已经标明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。

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华中科技大学硕士学位论文

摘要

2010年以来，中国政府对住宅房地产行业的调控手段日趋加重，特别是2011年的限购令和大量保障性住房的开工建设后，中国大陆商业住宅产品销量大幅下降、量价齐跌，住宅房地产企业的生存和发展遭遇严重困难，这些企业为了生存和发展面临转型的选择。本文就以这些住宅地产企业的转型目标为研究方向，选取中国大陆住宅地产领域龙头企业万科集团为主要研究对象。

本文以战略管理理论作为理论依据，首先利用PEST分析和五力模型，对房地产行业进行深入分析，找出住宅房地产行业目前面临的重大环境变化，认为目前中国大陆住宅地产企业的生存面临巨大压力，同时对对中国大陆商业地产进行全面研究，描述商业地产在国内的发展现状，分析其快速发展的原因和发展模式，总结出进入商业地产领域所需具备的条件；然后利用SWOT工具，对万科集团进行全方位分析，找出万科集团所具备的优势和目前的市场机会，认为商业地产领域是万科集团转型的理想方向；最后分析万科集团向商业地产转型的必要性和可行性，和仍将住宅市场作为战略重点的原因，以及万科集团在商业地产领域和住宅地产领域的战略实施。

本文通过以上分析得出以下结论：在严重的宏观调控形势下，商业地产是万科集团的理想转型目标，但万科集团仍将以住宅市场为自己的战略重点领域。

关键词：战略管理；战略转型；住宅地产；商业地产；万科集团

华中科技大学硕士学位论文

Abstract

Since 2010,the macroeconomic regulation of the Chinese government to residential real estate industry become heavier, especially for the property-purchasing limitation in 2011, and the large number of affordable housing construction, the sales of commercial residential product fell sharply, including the quantity and price. Residential real estate enterprises facing serious difficulties about their survival and development, in order to survive and develop，the enterprises have to make choice of transformation . The research direction of this article is transformation target of residential real estate enterprises in China, taking V anke Co. which is the leading enterprise of Chinese real estate industry as the main research object.

This article based on the theory of strategic management. Firstly, making a deep analysis of the real estate industry by using PEST analysis and Five Forces Mode, finding out the change which the residential real estate industry faced with in present , considering that the survival of Chinese housing estate enterprise is very difficult. Comprehensive analysis to commercial real estate of China, describing development situation of commercial real estate, analyzing the reason of its rapid development, summarizing the necessary conditions for developing commercial real estate industry; Secondly, carrying on the omni-directional analysis to V anke Co. by using the SWOT analysis , analyzing the advantage and the current market opportunity, concluding that commercial real estate industry is the ideal transformation direction of Vanke Co.; Finally, analyzing the reason of commercial real estate transformation of V anke Co. and the reason of V anke Co. still insists to choose the housing market as the key point in strategic, analyzing the strategic implementation of V anke Co. in business real estate and residential real estate area.

Through the above analysis ,this article concludes that commercial real estate is the ideal transformation goal of V anke Co. with the Severe macro-control.But V anke Co. will still take residential market as their strategic key area.

Keywords: Strategic management; Strategic Transformation; Residential property;

Commercial real estate; V anke Co.