本文以富力集团为研究对象，首先分析富力集团的现状，指出其拥有的能力资源和所具备的营销能力。如富力集团的人力资源分析、技术资源分析、营销网络分析、内部资源分析、产品收益性分析、新项目开发能力分析等。
然后对富力集团的内部环境和外部环境进行全面分析，了解广州地产行业当前的态势，综合富力集团的整体竞争态势，找出其适合的市场定位和竞争策略。根据富力集团的实际情况，结合我所学的微薄知识和见解，从市场定位－竞争策略－竞争策略的实施这三个方面进行思考和探讨，提出其适合的定位和竞争策略。
本文对富力集团的内部环境、外部环境进行了深入研究，对于富力集团建立有效的竞争策略，以提升市场份额，创建一流房地产企业及增强竞争优势具有一定的现实意义；同时，在理论联系实际的基础上，为富力集团提出了一个竞争策略，为今后企业的竞争提供了一定的实际参考与借鉴。
关键词： 竞争策略，市场定位，房地产
Guangzhou fuli groud competition strategy research
Student:Li JiaWei Supervisor：
Abstract
The rich strength group has been through repeatedly for more than 10years under the real estate market comprehensive booming background rapidly to develop, has developed into a large-scale real estate enterprise from large and middle scale real estate enterprises. In recent years, government macroeconomic regulation and control policy implement tation, real estate market not to consummation and standard. Will join the WTO other towns along with China to have the strength the development enterprise also to enter the market, the rich strength group will be facing the unprecedented challenge. Therefore, the clear market localization and the explicit competition strategy already became the enterprise to be able not but matter of concern.
This article take the rich strength group as the research object, first analyzes the rich strength group the present situation, pointed out it has the ability resources and has marketing ability. If rich strength group's human resources analysis, technological resource analysis, marketing network analysis, internal resources analysis, product income analysis, new project development ability analysis and so on. Then carries on the comprehensive analysis to the rich strength group's internal environment and the external environment, understood the Guangzhou real estate profession current situation,synthesizes the rich strength group the whole competition situation, discovers its suitable market localization and the competition strategy. According to the rich strength group's actual situation, unifies the meager knowledge and the opinion which I studies, carries on the ponder and the discussion from the market localization - competition strategy – competition strategy implementation these three aspects, proposes its suitable localization .
This article to the rich strength group's internal environment, the external environment has conducted the thorough research, establishes the effective competition strategy regarding the rich strength group ,promotes the market share, the foundation first-class real estate enterprise and the enhancement competitive advantage has the certain practical significance; At the same time, in apply theory to reality the foundation, proposed for the rich strength group a competition strategy, has provided the certain actual reference and the model for the next enterprise's competition.
Key words: Competition strategy, Market localization, Real estate,
目 录
1 绪论……………………………………………………………………….……….1
1.1 选题背景和意义……………………………………………………………1 1.2 文献综述…………………………………………………….………………..1
1.2.1 基本竞争策略......................................................................................1
1.2.2 营销组合................. ............................................................................2
1.3 研究方法与框架…………………………………………………………...…4
2 富力集团的内部能力分析……………………………………………………......6
2.1 富力集团的现状…………………………………………………………...…6
2.2 1 公司简介…………………………………………………..…………6
2.2.2 富力集团发展回顾……………………………………..……………7
2.2 富力集团能力资源分析………………………………………………….......8
2.2.1 人力资源分析……………………………………………………..…8
2.2.2 技术资源分析………………………………….………………….…8
2.2.3 营销网络分析………………………………………………………..9
2.3 富力集团内部营销能力分析……………………………………………...…9
2.3.1 富力集团内部营销资源分析……………………..……………...….9
2.3.2 富力集团产品收益性分析……………………………………….….9
2.3.3 新项目开发能力分析…………………………………..…………..10
2.4 本章小结………………………………………………………………...…..10
3 富力集团外部环境分析…………………………………………….…….….….12
3.1 宏观环境分析…………………………………………………………...…..12
3.1.1 政治环境分析…………………………………………………..…..12
3.1.2 经济环境分析…………………………………………………...….13
3.2 广州市房地产市场现状分析…………………………………..…………...14
3.2.1 总体情况……………………………………………………………14
3.2.2 土地供应分析………………………………………………………14
3.2.3 广州市房地产市场需求分析 ………………………………….…15
3.3 富力集团竞争对手分析 ……………………………………….……….....15
3.3.1 富力集团竞争对手概况 ……………………..………..……..…..15
3.3.2 富力集团与竞争对手情况比较……………………………………16
3.4 本章小结…………………………………………………………………….17
4 富力集团竞争策略的制定………………………………………..…….……….18
4.1 富力集团竞争策略的实施…………………………………….……………18
4.1.1 产品策略……………………………………………………………18
4.1.2 定价策略……………………………………………..………..……18
4.1.3 渠道策略……………………………………………………………18
4.1.4 促销策略………………………………………………………...….19
4.2 加强内部营销环境的政策……………………………………………….…19
4.2.1 企业对付环境威胁的对策................................................................19
4.2.2 企业调节市场需求的策略…………………………...…….………20
4.3 制定与竞争者合理的竞争策略………………………………………….…20
4.3.1 基本的竞争定位策略………………………………………..……20
4.3.2 构建基于时间的竞争优势策略………………………..…………21
4.4 提高有效供给的策略…………………………………………...…………22
4.5 降低开发成本的策略…………………………………………..…….……24
4.5.1 成本概念和内容…………………………………………………..24
4.5.2 通过成本效益分析法降低企业成本…………………………..…24
4.5.3 价值链分析法降低成本……………………………….………….25
4.5.4 运用作业成本法降低成本………………………………………..26
结论………………………………………………………………………………..…28
参考文献…………………………………………………………………………..…29
致谢……………………………………………………………………….…….……30
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