【作者】 周虎；

【导师】 叶子荣；

【作者基本信息】 西南交通大学 ， 工商管理， 2004， 硕士

【摘要】 资阳宝峰房产公司是一家房地产开发企业，具有十年从业历史。在房地产市场环境急剧变化的今天，资阳宝峰房产公司的发展，既有着难得的机遇，也面临严峻的挑战。根据资阳宝峰房产公司的实际情况制定一个合理科学的发展战略是公司发展的关键。这也是本文所研究的主要课题。 本文首先从房地产业的发展背景出发回顾了资阳宝峰房产公司的发展经历，总结出它成功的经验，同时对它开发的房地产项目进行了实证分析。 同时指出，近两年来，随着我国经济平稳高速的发展，特别是国家将住宅产业作为新的经济增长点，房地产市场逐步升温；面对我国即将加入WTO以及二十一世纪的激烈竞争，资阳宝峰房产公司需要重新确定新的企业战略，以保持竞争优势和持续发展。随后本文通过分析该企业的外部环境因素和内部条件；总结出它所面临的机遇与挑战以及所具有的优势与弱势，并运用现代企业战略分析工具进行详细的分析，确定出资阳宝峰房产公司进一步发展的企业战略，同时结合其实际情况提出了公司采用新的战略所必备的保障和支持措施。更多还原

【Abstract】 ZiYang BaoFeng Real Estate Co.LTD is a real estate developing enterprise,It has set up for almost 10 years.The development of this company faces both opportunity and challenge,because of the quickly change in real estate market .According to the practical of ZiYang BaoFeng Real Estate Co.LTD ,A strategy which conforms to the external market and fits the inside reality become a key point.This paper researchs the strategy of ZiYang BaoFeng Real Estate Co.LTD.AT first ,This paper gives the history of ZiYang BaoFeng Real Estate Co.LTD based on the developing of whole real estate market ,This paper sums up the experiences of the company ,and analyzes the projects of the company.The national economy develops quckily for these years,and the government has regard housing construction as new economy increasing point,the marketing of real estate has became more and more prosperous; ZiYang BaoFeng Real Estate Co.LTD must to find new develop strategy to face the WTO and competition in the 21 century.At the same time,this paper analyzes the external environment and inner factors,indicates the weakness and strength of the company,this paper uses PEST and SWOT analysis to find develop strategy of ZiYang BaoFeng Real Estate Co.LTD.更多还原