中国石油业房地产开发企业发展模式的研究（一）.docxVIP

摘要近年来，随着房地产市场的快速发展及政府一系列宏观调控政策和措施的出台，尤其中石油集团的产业结构调整，使中石油房地产企业的生存与发展面临着严峻的挑战。与大型专业房地产企业相比较，中石油房地产企业无论在市场运作能力，管理与专业技术，投资规模，经营收入与利税等方面，都无法相提并论。中石油房地产企业如何应对市场外部环境，选择合适的生存与发展模式是一个具有重要现实意义的研究课题。论文查阅了相关的国内外文献，应用经济学、管理学、市场营销学和房地产经营管理相关的理论知识，采用理论研究与实证分析方法，对中石油房地产企业存在的必然性、生存现状与发展模式进行了研究。首先，论文根据中小房地产企业与中石油行业发展现状，通过对国内外相关的研究现状进行了综述，提出了研究中石油房地产企业发展模式这一课题。其次，对中石油房地产企业的发展现状进行了分析，回顾了中石油房地产的发展历程，探讨了中石油房地产企业存在的必然性及现实意义，并指出存在的问题。通过对中石油房地产开发企业存在的外部、内外环境分析,利用 SWOT分析矩阵，探讨了中石油房地产开发企业外部、内部发展模式；提出了拓展市场、动态联盟和退出转向三种战略模式。最后，结合作者所在的四川家益石油房地产开发有限责任公司，从差异化战略、区域战略、联盟战略、融资战略和人才战略等方面，对家益公司进行了实证分析。关键词：发展模式，内部环境，外部环境，中石油房地产企业，SWOT矩阵AbstractRecently, as real estate market develops rapidly and government issues a series ofmacro-economic control policies and measures, especially China Petroleum Groupadjusts its industrial structure, the real estate enterprises of China Petroleum Group areforced to encounter serious challenges on their surviving and developing. Comparingwith large-scale professional real estate enterprises, real estate enterprises of ChinaPetroleum are not competitive on management and professional technologies,investment scales, business revenues and pre-tax profit, etc. It’s a research issue withimportant realistic sense that how China petroleum enterprises will react to marketexternal environment and choose suitable mode for surviving and developing.This thesis is composed through checking and reading relevant domestic andoversea literature, relevant basic acknowledges on Practical Economics, Management,Marketing, Operation and Management on Real Estate, adopting methods of theoriesresearch and practical analysis, to carry on a research upon the inevitability of existing,current status and development mode of real estate enterprises of China PetroleumGroup.Firstly, this thesis raises the issue researching development mode of real estateenterprises, with accordance to current developing status of middle and small scale realestate enterprises and China Petroleum industry, through outline