【作者】 谭君荃；

【导师】 唐晓莲；

【作者基本信息】 广东工业大学 ， 房地产经营与管理， 2008， 硕士

【摘要】 中小房地产企业在国民经济发展、城市化建设、繁荣房地产市场和防止市场垄断等方面发挥着重要的作用。近年来随着房地产市场的快速发展及政府一系列宏观政策和措施的出台,中小房地产企业的生存与发展面临着严峻的挑战,中小房地产企业如何面对现实,制定和实施适合自身的发展策略具有重要的现实意义。本文在查阅了大量国内外文献,并深入房地产企业内部进行实际调研的基础上,应用经济学、管理学、房地产经济学等相关理论,采用定性与定量分析相结合、理论与实际调查相结合、实证分析等方法,对广东省中小房地产企业的生存现状与发展策略进行了研究。第一,根据国家的相关标准结合广东的实际情况对中小房地产企业进行了界定。第二,通过实际调查,对广东中小房地产企业的发展状况、外部生存环境、生存空间进行了详细分析阐述,指出广东中小房地产企业在经营状况、土地储备、融资能力等方面与大型房地产企业相比处于明显劣势,企业的生存与发展面临着非常严峻的挑战。同时,随着我国城市化进程的加快、市场需求的多样化为中小房地产企业带来市场发展机遇。第三,结合香港房地产市场发展历程及其中小房地产企业发展的成功经验,提出了广东中小房地产企业生存与发展策略。作者认为中小房地产企业的生存与发展,一方面需要政府在土地、金融等方面的大力支持,为其发展营造一个良好的外部环境;另一方面,中小房地产企业应结合自身实际采取专业化策略、差异化策略、土地策略、品牌策略、联盟策略、融资策略、区域发展策略。第四,结合奥园集团有限公司的发展历程及现状进行实证分析。更多还原

【Abstract】 Small and medium-sized real estate enterprises play an important role in the national economic development, urban construction, prosperity of the real estate market and prevent monopolization of the market. In recent years, with the rapid development of the real estate market and the implement of the series of macroeconomic policies and measures, the survival and development of small and medium-sized real estate enterprises are facing severe challenges. So, it is significant for them to make out the development strategy according to themselves.This paper focuses on the analysis of the present condition and developing strategy of the medium and small -sized real estate enterprises in Guangdong Province based on the inspection of the large number of domestic and foreign literature and the deep investigation of real estate enterprises. The author applies the relative knowledge of economics, management, real estate economics, and integrate qualitative and quantitative analysis; Combine theory and practice, and use other theories such as empirical analysis to study on the present situation and development strategy of Guangdong small and medium-sized real estate enterprises. Firstly, the author gives a definition to the medium and small -sized real estate enterprises according to the national standards and the actual situation in Guangdong. Secondly, through the investigation, the author makes a detailed analysis of the development, the external environment, and the living space in Guangdong small and medium-sized real estate enterprises, at the same time, pointing out that comparing with the big enterprises, there are many disadvantages in management, estate and finance. These kinds of enterprises are facing tough challenges in survival and development, but at the same time, with the accelerates process of china’s urbanization and the diversity of market demand , small and medium-sized real estate enterprises market face many opportunities of development. Thirdly, the author gives some strategies based on the successful experiment of Hong Kong small and medium-sized real estate. It is considered that they need land and financial support from the Government and created a favorable external environment for small and medium-sized real estate enterprises; what is more, the enterprises themselves should adopt Specialization strategy, differential strategy, land strategy, brand strategy, strategic alliances, financing strategy, regional development strategies in light of its own reality; fourthly, the author tries to prove his point by the case of Aoyuan Limited Company.更多还原