导　　师： 何振翔

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 本文描述了广州珠江房地产有限公司为了实现集团公司给予的扩大市场份额的使命，而对公司实施的进攻战略进行分析和建议。论文主要是根据基于资源和范围的战略理论，对珠江地产公司所拥有的资源能力和所处的竞争环境从公司层面和业务层面进行分析研究，以给出发展战略及其实施建议。 论文分为案例正文和案例分析。案例正文分为三部分，第一部分为前言和案例背景，第二部分为行业环境情况，分别从市场和竞争者两方面描述，最后一部分提出案例的问题。案例分析分为五部分，第一部分为论文写作的理论依据：基于资源和范围的战略理论，第二部分提出公司所面临的战略问题，分公司使命和实现价值创造的条件两章阐述，第三部分是可行性分析，运用行业环境分析、波特的五种竞争力量、战略群体、SWOT、价值链等分析方法分别从行业前景和公司资源进行分析论述，第四部分是战略体系的选择，分别是竞争战略选择分析和营造竞争优势，第五部分为战略实施建议。 The paper subscribe zhujiang real estate co. have a thinking to its attacking strategy in order to carry mission of its mother corporation into effect. In sight of View of Base on Resources, the writer analyses zhujiang's strategy of works and corporation based on its resources and circumstances, meanwhile gives some advice of developing strategy and strategy implementation to zhujiang corporation. The paper is consist of the case text and the case analysis. The case text includes three parts, the first contain preface and case background, the second is the circumstance of real estate including marketing and competitors, the third bring forward the case's question. The case analysis is consist of five parts, the first is the foundation, i.e. the strategy theory view of base on resources, of writing paper theory. The strategy question is, the second, consist of corporation mission and conditions of carrying value. The third is analyzing feasibility by industry circumstance analysis, Boter's five compete forces, strategy groups, SWOT, value chain from industry's foreground and corporation's resources. The fourth is selecting the strategy system including selecting compete strategy and building compete advantages. The last is the advice of carrying strategy .

关 键 词： 公司战略 资源 进攻战略

领　　域： [经济管理]