xxx大型房地产集团竞争策略的研究 本科毕业设计

本科毕业设计（论文）XXX大型房地产集团竞争策略的研究学院经济管理学院专业工商管理年级班别学号学生姓名指导教师年月日摘要富力集团在房地产市场全面景气的背景下历经十多年迅速发展，已从一个大中型房地产企业发展成为一个大型房地产企业。近年来，政府宏观调控政策的实施，房地产市场不断完善和规范。随着中国加入WTO外埠有实力的开发企业也将进入市场，富力集团面临着前所未有的挑战。因此，清晰的市场定位和明确的竞争策略已经成为企业不得不关注的问题。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G18108资源分析、产G2709G6922G11422G5627分析、G7044G20045G11458开发能力分析G12573。G9994G2530对富力集团的内G18108G10627G3671和外G18108G10627G3671进G15904全面分析，G1114G16311G5203G5042地产G15904业G5415前的G5589G2195，G13520G2524富力集团的G6984G1319竞争G5589G2195，G6226出其G17878G2524的市场定位和竞争策略。G7693G6466富力集团的实G19481G5785G1929，G13479G2524G6117所G4410的G5506G15192G11705G16794和G16277G16311，从市场定位G713竞争策略G713竞争策略的实施G17837G989个G7053面进G15904G5617G13783和G6518G16764，G6564出其G17878G2524的定位和竞争策略。本文对富力集团的内G18108G10627G3671、外G18108G10627G3671进G15904G1114G9157入研究，对G1122富力集团G5326G12447有G6940的竞争策略，以G6564G2331市场G1233G20081，G2031G5326一G8981房地产企业G2462G3698G5390竞争G1260G2195具有一定的现实G5859G1053G727G2528G7114，在G10714G16782G13864G13007实G19481的G3534G11796G990，为富力集团G6564出G1114一个竞争策略，为G1182G2530企业的竞争G6564G1391G1114一定的实G19481G2454G13783G994G1523G18504。关键词竞争策略，市场定位，房地产ABSTRACTTHERICHSTRENGTHGROUPHASBEENTHROUGHREPEATEDLYFORMORETHAN10YEARSUNDERTHEREALESTATEMARKETCOMPREHENSIVEBOOMINGBACKGROUNDRAPIDLYTODEVELOP,HASDEVELOPEDINTOALARGESCALEREALESTATEENTERPRISEFROMLARGEANDMIDDLESCALEREALESTATEENTERPRISESINRECENTYEARS,GOVERNMENTMACROECONOMICREGULATIONANDCONTROLPOLICYIMPLEMENTTATION,REALESTATEMARKETNOTTOCONSUMMATIONANDSTANDARDWILLJOINTHEWTOOTHERTOWNSALONGWITHCHINATOHAVETHESTRENGTHTHEDEVELOPMENTENTERPRISEALSOTOENTERTHEMARKET,THERICHSTRENGTHGROUPWILLBEFACINGTHEUNPRECEDENTEDCHALLENGETHEREFORE,THECLEARMARKETLOCALIZATIONANDTHEEXPLICITCOMPETITIONSTRATEGYALREADYBECAMETHEENTERPRISETOBEABLENOTBUTMATTEROFCONCERNTHISARTICLETAKETHERICHSTRENGTHGROUPASTHERESEARCHOBJECT,FIRSTANALYZESTHERICHSTRENGTHGROUPTHEPRESENTSITUATION,POINTEDOUTITHASTHEABILITYRESOURCESANDHASMARKETINGABILITYIFRICHSTRENGTHGROUPSHUMANRESOURCESANALYSIS,TECHNOLOGICALRESOURCEANALYSIS,MARKETINGNETWORKANALYSIS,INTERNALRESOURCESANALYSIS,PRODUCTINCOMEANALYSIS,NEWPROJECTDEVELOPMENTABILITYANALYSISANDSOONTHENCARRIESONTHECOMPREHENSIVEANALYSISTOTHERICHSTRENGTHGROUPSINTERNALENVIRONMENTANDTHEEXTERNALENVIRONMENT,UNDERSTOODTHEGUANGZHOUREALESTATEPROFESSIONCURRENTSITUATION,SYNTHESIZESTHERICHSTRENGTHGROUPTHEWHOLECOMPETITIONSITUATION,DISCOVERSITSSUITABLEMARKETLOCALIZATIONANDTHECOMPETITIONSTRATEGYACCORDINGTOTHERICHSTRENGTHGROUPSACTUALSITUATION,UNIFIESTHEMEAGERKNOWLEDGEANDTHEOPINIONWHICHISTUDIES,CARRIESONTHEPONDERANDTHEDISCUSSIONFROMTHEMARKETLOCALIZATIONCOMPETITIONSTRATEGYCOMPETITIONSTRATEGYIMPLEMENTATIONTHESETHREEASPECTS,PROPOSESITSSUITABLELOCALIZATIONTHISARTICLETOTHERICHSTRENGTHGROUPSINTERNALENVIRONMENT,THEEXTERNALENVIRONMENTHASCONDUCTEDTHETHOROUGHRESEARCH,ESTABLISHESTHEEFFECTIVECOMPETITIONSTRATEGYREGARDINGTHERICHSTRENGTHGROUP,PROMOTESTHEMARKETSHARE,THEFOUNDATIONFIRSTCLASSREALESTATEENTERPRISEANDTHEENHANCEMENTCOMPETITIVEADVANTAGEHASTHECERTAINPRACTICALSIGNIFICANCEATTHESAMETIME,INAPPLYTHEORYTOREALITYTHEFOUNDATION,PROPOSEDFORTHERICHSTRENGTHGROUPACOMPETITIONSTRATEGY,HASPROVIDEDTHECERTAINACTUALREFERENCEANDTHEMODELFORTHENEXTENTERPRISESCOMPETITIONKEYWORDSCOMPETITIONSTRATEGY,MARKETLOCALIZATION,REALESTATE目录1绪论111G17885题背景和G5859G1053112文G10498G13520G178601121G3534本竞争策略1122营销G13464G2524213研究G7053G8873G994G7706G7562414G16782文G7512成G2462研究内G449352富力集团的内部能力分析621富力集团的现状6221G1856G2508G12628G11836222富力集团发展G3250G20050722富力集团能力资源分析8221人力资源分析8222技术资源分析8223营销网络分析923富力集团内G18108营销能力分析9231富力集团内G18108营销资源分析9232富力集团产G2709G6922G11422G5627分析9233G7044G20045G11458开发能力分析1024本G12468G4579G13479103富力集团外部环境分析1231宏观G10627G3671分析12311政G8847G10627G3671分析12312经G8994G10627G3671分析1332G5203G5042市房地产市场现状分析14321G5647G1319G5785G192914322G3315地G1391G5224分析14323G5203G5042市房地产市场G19668G8726分析1533富力集团竞争对G6175分析15331富力集团竞争对G6175G8022G192915332富力集团G994竞争对G6175G5785G1929G8616G177511634本G12468G4579G13479174富力集团竞争策略的制定1841富力集团竞争策略的实施18411产G2709策略18412定G1227策略18413G9204G17959策略18414G1431销策略1942加G5390内G18108营销G10627G3671的政策19421企业对G1196G10627G3671G4053G13973的对策19422企业调G14422市场G19668G8726的策略2043G2058定G994竞争G13785G2524G10714的竞争策略20431G3534本的竞争定位策略20432G7512G5326G3534G1122G7114G19400的竞争G1260G2195策略2144G6564G20652有G6940G1391G13485的策略2245G19489G1314开发成本的策略24451成本G8022G5577和内G449324452G17902G17819成本G6940G11422分析G8873G19489G1314企业成本24453G1227值链分析G8873G19489G1314成本25454运用作业成本G8873G19489G1314成本26结论28参考文献29致谢301绪论11选题背景和意义G6117国房地产业从20世纪80年代诞生，历经风雨，从幼稚到成熟，其快速发展不仅改善G1114长期以来G6117国居民住房困难的问题，而且还带动G1114一大批相关产业的发展，成为国民经G8994的支柱产业。随着国民经G8994的快速发展、居民消费能力的释放，房地产业在迎来巨大发展机遇的G2528G7114，也面临着许多严峻的挑战如市场消费主G1319、市场G1391G8726关G13007、消费G13785G19668G8726多元化G12573G7053面的变化，以G2462入世G2530竞争格局的打破G12573。且中国人民银G15904颁布“121”号文件紧急G6922缩、国G3315资源G18108大力G6984顿全国G3315地市场G12573一G13007列宏观调控政策，着力引导房地产业的发展不断走向G10714G5627和规范，使房地产市场竞争日趋激烈，竞争G7053式走向更G20652层面，竞争策略已成为竞争G2058胜的至关重要的要素。企业为G1114G5224对竞争、占领市场或追G8726G20652G20081利润，在营销中产生G1114不少误区经验决定G16782、G1314G1227定局G16782、策划个人崇拜G16782、地段唯一G16782、G5203告万能G16782、G8022G5577抢市G16782、承诺堆积G16782G12573不一而足。G17837在一定程度G990加剧G1114大量商G2709房空置，造成社会资源的极大浪费。进入2006年，中国房地产迎来G7044一轮的宏观调控，富力集团作为一家国家一级房地产开发企业，G2528样面临着巨大的G13783验。虽G9994集团自成G12447以来凭G1523自G17535实力和G1008G7053G2758G4410G994G16211G7053经G8994G12197G4410的G3877G2524文化，以G4470G6155G9397G5859为本，以资产为G13457带，以G6940G11422为中G5527，G12447足G5203G5042，面向全国，不断G17241G17246自G6117，成G2163地开发G1114多个G10301业，G5194在G5203G5042房地产G11040G1151有G17751G20652的G3780G16477。G1306集团G13582G1059G13007G13491的营销战略规划，因此，随着其规G8181的不断G6205大，营销问题和G12661G10714问题业层G16277G2484出，G4600其G7171G11458前集团的房地产业G2165G8503G3800G1122G20652速发展G7114期，G17246G7171在G17837G12193G7114期，G17246G7171G19668要集团的经营G13785G1457G6357清G18278的G3848G14053，G5922重G13783G15397下一G8505的发展G5617G17347，G5922重G17885G6333下一G8505的发展定位和营销战略，走G2499G6357G13505发展G1055G17347。12文献综述121基本竞争战略G8886G10317G16760为，在G994G1128G12193竞争力量的G6251争中，G15176G9097着G1120G12879成G2163型战略G5617G5831，G17837G1120G12193G5617G17347G71711、G5647成本领先战略G7272、G5058G5334化战略G7273、G999一化战略。G8886G10317G16760为，G17837G1135战略G12879型的G11458G7643G7171使企业的经营在产业竞争中G20652人一G12621。1、G5647成本领先战略成本领先要G8726G3374决地G5326G12447G17227G20652G6940规G8181的生产G16786施，在经验的G3534G11796G990全力以G17224G19489G1314成本，G6247紧成本G994G12661G10714费用的控G2058，以G2462G7380大G19492度地G1955G4579研究开发、G7393G2165、G6524销、G5203告G12573G7053面的成本费用。为G1114G17810到G17837G1135G11458G7643，G4613要在G12661G10714G7053面对成本G13485G1116G20652度的重G16282。G4625G12661G17148量、G7393G2165以G2462其G4439G7053面也不G4493G5585G16282，G1306G17155G12371G1122G6984个战略G1055中的G7171使成本G1314G1122竞争对G6175。G16825G1856G2508成本G17751G1314，G5859G2631着G5415G2047的G1856G2508在竞争G17819程中G5061G3845G2447利润G7114，G17837个G1856G2508G1393G9994G2499以G14731得利润。2、G5058G2047化战略G5058G2047化战略G7171将产G2709或G1856G2508G6564G1391的G7393G2165G5058G2047化，G7653G12447G17227一G1135全产业范G3272中具有G10432G10317G5627的G1008G16211。实现G5058G2047化战略G2499以有许多G7053式G16786G16757G2529G10272G5430象、技术的G10432G10317、G5627能G10317G9869、G20050G4470G7393G2165、商业网络G2462其G4439G7053面的G10432G10317G5627。G7380G10714G5831的G5785G1929G7171G1856G2508在G1972个G7053面G18129有G5058G2047化。如G7536G5058G2047化战略成G2163地得以实施，G4439G4613成为在一个产业中G17206得G20652G8712G5191G6922G11422的积极战略，因为G4439G5326G12447G17227G19462G5493G19465地对G1196G1128G12193竞争力量，虽G9994其G19462G5493的G5430式G994成本领先有所不G2528。3、G999一化战略G999一化战略G7171主G6927G7588个G10317G8542的G20050G4470G13688、G7588产G2709G13459的一个G13466分区段或G7588一地区市场。G8503如G5058G2047化战略一样，G999一化战略G2499以具有许多G5430式。虽G9994G1314成本G994G5058G2047化战略G18129G7171要在全产业范G3272内实现其G11458G7643，G999一化战略的G6984G1319G2376G7171G3272G13481着G5468G3921地为G7588一G10317G8542G11458G7643G7393G2165G17837一中G5527G5326G12447的，G4439所开发G6524G15904的G8611一G20045G13856能化G7053G19036G18129要G13783G15397G17837一中G5527G5617G5831。G17837一战略G1393G19764的前G6564G5617G5831G7171G1856G2508业G2165的G999一化能G3827G6564G20652的G6940G10587、更G3921的G6940G7536为G7588一G10433G12376的战略对象G7393G2165，从而G17241G17819在G17751G5203G19432范G3272内竞争的对G6175们。G8886G10317G16760为G17837样做的G13479G7536G7171G1856G2508或G13785G17902G17819G9397足G10317G8542对象的G19668要而实现G1114G5058G2047化，或G13785在为G17837一对象G7393G2165G7114实现G1114G1314本，或G13785G1120G13785兼得。G17837样的G1856G2508G2499以使其G17206利的潜力G17241G17819产业的普遍G8712G5191。G17837G1135G1260G2195G1457护G1856G2508抵G5493各G12193竞争力量的G4053G13973。122营销组合4PG1120G7171会G2528国家工商G15904政G12661G10714局发布G1114商G2709房买卖G2524G2528示范文本G989G7171发布G1114商G2709房销售G12661G10714办G8873，规范G1114开发商的销售G15904为四G7171发布G1114G12628化房地产交易G994房屋权属G11343G16772程序的指导G5859G162775。G17837一G13007列政策的实施，G1457护G1114消费G13785的G2524G8873权G11422。G13520观G1182年以来的房地产市场G5430G2195，宏观调控的主旨G7171调G6984住房G1391G5224G13479G7512和稳定住房G1227格，调控的G3534本原则G7171“打击投机、规范投资、调G6984G13479G7512、鼓励自住”。相关政策相G5415注重G1391G5224和G19668G8726两个层面的G2464向调G14422，G1306G5647G1319感G16285还G7171抑G2058G19668G8726的政策分量G17751重。G11458的G7171为G1114让全国房市能有所G17876G9915，G10317G2047G7171G9921G9869G3490市如北G1152、G5203G5042、G9157G3335G12573G3490市的房G1227G1185G9994G6357G13505G20652企，全国经G8994G17819G9921的G5461G1818，和全国房市继G13505G9921G9538，G7171G17837次宏观调控G7044政密集出G2500的G7380主要因素。312经济环境分析2006年18G7388G1233，全市经G8994G1457G6357G5191稳G17751快G3698长，从G6984G1319经G8994运G15904G10317G5461看，生产、消费协调发展，市场G1227格稳中有G2331。经G8994运G15904G2588现以下G10317G9869G7261、规G8181以G990工业生产G3698速G3250G2331，民营企业G3698G2195突出G989大支柱产业G5415G7388G3698速G3250G2331，G8785G17722G2058造业G3698长转负为G8503。民营企业工业生产明G7186快G1122G989资企业、国有G2462国有控G13941企业。8G7388G1233，规G8181以G990G989资企业、国有G2462国有控G13941企业G2528G8616分G2047G3698长166和158，而G5415G7388规G8181以G990民营企业实现产值G28G22G23G23G1171元，G2528G8616G3698长256，G17840G20652G1122G989资企业、国有G2462国有控G13941企业工业生产G3698长速度，G2528G7114也G20652G1122全市规G8181以G990工业生产90个G11346分G9869。18G7388G13059G16757，民营企业实现产值66832G1171元，G2528G8616G3698长G21G23G20G8。2、第G989产业G1457G6357G5191稳G17751快发展，G20196G20290业、G7065G9228业G11033G7118交G17902运G17767G18050电业稳G8505发展。8G7388G1233，全市G4470、货运量分G2047G3698长102和115，G7065G4470G2620转量G3698长148。全市G9219G2487货G10301G2546G2532量G3698长2531。消费市场G1457G6357G17751快G3698长，G20196G20290业G3698幅G17751G20652。8G7388G1233，全市社会消费G2709G19658售G5647G2008117780G1171元，G3698长141，虽G9994G8616G990G7388G3698幅G3250G1486532个G11346分G9869，G1306G1185G1457G6357G17751快的G3698长速度。G7065G9228市场趋G7118。G2475G7269G1563G7065G9228G7118季带动，7G7388G1233G6117市G7065G9228市场G2588现G13333G14647景象。3、工业企业经G8994G6940G11422向G3921，居民G6922入稳G8505G6564G20652经G8994运G15904G17148量G6564G20652主要表现在两个G7053面G726一G7171工业企业G6940G11422不断G6564G20652，即全市工业经G8994在G1457G6357快速G3698长的G2528G7114，运G15904G17148量G994G6940G11422G2528G8505G6564G20652。G1120G7171财政G6922入快速G3698长。G2528G7114G6117市G3490市居民G6922入稳G8505G6564G20652。4、G3278定资产投资G3698幅G3250G14865，房地产业G1457G6357G14403G3921发展G2195G3848房地产销售G1457G6357G14403G3921G2195G3848。18G7388，G6117市完成房地产开发投资28749G1171元，G2528G8616G3698长164。全市商G2709房销售面积为64056万G5191G7053G12871，G2528G8616G3698长34，其中现房销售面积G3698长120。商G2709房销售G2524G2528金G20081为40454G1171元，G3698长228G727其中现房销售G2524G2528金G2008112826G1171元，G3698长434。5、G3490G1077居民消费G1227格G2331幅G6564G20652，生产G1227格进出G1227格G2331幅G1055G5058继G13505G6205大8G7388G1233，G3490市居民消费G1227格G5647G8712G5191G2528G8616G990G233130，G8616G990G7388G2331幅G6564G2065210个G11346分G9869G727其中消费G2709G1227格G990G233130，G7393G2165G20045G11458G1227格G990G233131。8G7388G1233，G6117市工业G2709出G2390G1227格G2528G8616G990G233117，原G7460G7021、G10135G7021、动力购进G1227格G99060。8G7388G1233，G6117市生产G1227格进出G1227格G2331幅G1055G5058继G13505G6205大6。G6980G6466如表31所示A117A118A119A120A121A122A122A123A120A121A124A120A125A126A127A128A129A130A131A132A133A117A127A128A130A131A132A133A254A1341A1352A1353A1354A1355A1356A1357A1358A135A201A136A137A138A139A140A141A142A254A14310271008101610241020103510201030A144A145A146A147A148A141A142A254A14310081007100410041010102110161017A149A150A151A152A153A151A152A200A154A155A161A141A142A254A1431038104110361032103810541057106032广州市房地产市场现状分析321总体情况G1182年来G5203G5042市房地产市场运G15904G8616G17751G1593G5259，房地产G1391G19668G5647量G3534本均G15925、G1391G8726G13479G7512G3534本G2524G10714、房地产G1227格稳G8505G990G6208。G15904业规G8181趋G1122稳定，开发企业素G17148不断G6564G20652。经G17819多年的发展，一G1135不具备实力、规G8181G4579、经营G5058、G999业化程度G1314的开发企业已逐G9188G17876出市场。G2528G7114，外来企业的不断G3698加，G1260胜G2167汰的速度也加快。G6466G13491G16757，G5203G5042市20G5390的开发企业已经占G6466房地产开发G5647投资G20081的大G2334壁江G4677，房地产开发产业集中度已逐G9188G5430成。从企业G5430式G990看，国企、民企、外企和本G3315企业、外埠企业各分G3837下，G7094相G1126G15713G2524又相G1126竞争，G3698G5390G1114G5203G5042房地产市场的活力，带动和G1431进G1114房地产业的规范和成熟。G5647G1055，G5203G5042房地产市场G2588现G1593G5259、G5191稳、快速的发展局面。322土地供应分析G21G19G19G25年G5203G5042市经营G5627G3315地使用权出让G16757划G1391地G16757划日前G1856布，G16825G16757划共出让29幅地块、用地面积G17810110万G5191G7053G12871，G5326G12581面积为314万G5191G7053G12871，G1182年G16757划的地块出让G13479G7512G994G5460年相G8616有所调G6984，住宅用地相对少，商业办G1856用地多。在用地G5627G17148G990，商G2165G7065G9228办G1856用地有20幅、共468万G5191G7053G12871，占G6984个G3315地出让G16757划的42G727商住用地4幅共30万G5191G7053G12871，占G6984个用地G16757划的28。G1182G2530，G3315地G1391G5224的重G9869还G7171盘活存量G3315地，G17878G7114G6524向市场，G11458前G5203G5042市还在对G134346G5191G7053G1856G18336的G19398置地块进G15904“一地一策”的盘活、G3800G10714，盘活的存量G3315地、G19398置G3315地将会G17878G7114G6524向市场。G2528G7114，开发商们对G5203G5042一G6175G3315地G9224G8726，G5203G5042市G3315地G1391G5224也大大G3698加G1114。G1182年G990G2334年，G5203G5042市进G15904G1114G1857次国有G3315地出让，出让G1114共G20G22幅G3315地。出让的G3315地面积G17810到335595万G5191G7053G12871，G5647G5326G12581面积G17810到1169655万G5191G7053G128717。G1182年G5203G5042一级G3315地出让G16757划中，G13781G1855区G5647出让面积在110万G5191G7053G12871G5050G2503，G990G2334年出让的G3315地G4613占G1114出让G5647G20081的30以G990，G17837在历年来G16840G7171G7380G20652的。323广州市房地产市场需求分析2006年18G7388G1233，G5203G5042市开发商投资G200812689G1171元，G6117们G8616G17751全国，商G2709房施工面积G71713654万G5191G7053G12871和4720万G5191G7053G12871，分G2047下G19489G111425和16。G12471工面积G2528G8616大幅度G990G233136，G17837个G6980字也G7171G990G2331G1114G8616G17751快的，G6117们看全国，G7171214，销售面积和销售G2524G2528金G20081的G8616G17751，G4613G7171G2528G8616表现不G2528，G2528G8616下G19489G11143，而G2528期全国G990G2331309，G1306G7171G6117们看G5203G5042全市的销售G2524G2528金G20081G4439G7171G2528G8616G990G233110，G18039G1052销售均G1227G4613G7171G5203G5042市区G7171756，G1306G5203G5042全市G717114，G5203G5042的空置面积627万G5191G7053G12871，G2528G8616G3698长36，而全国G2528G8616G3698长24，G5203G5042要G8616全国要快一G11358。从G3698长的G6980量看，G5203G5042房地产已经在G20652位运G15904，G5415G9994G7171G17331全国G8616G17751的，近年的G3698长速度放G5942，因为有两个原因，一个G7171市场调G6984的G13479G7536，又G7171市场G3698长G8181式的出现的必G9994的G2530G7536。33富力集团竞争对手分析331富力集团竞争对手概况G17837G18336G6117们G2494G13783G15397富力集团G1972个主要的竞争G13785，即G5670大地产集团、G5203G5042G2524生G2031展有G19492G1856G2508，G5203G5042G11899G7702G3265集团G12573。1、G5670大地产集团G7171中国领先的，G999注G1122房地产投资也开发的现代化大型企业，具有国家一级的开发资G17148。现开发有金G11899花G3265、金G11899G2338府、金G11899G7044G3490、金G11899G9035G4748花G3265G1257330多个G13007列楼盘，G5647占地面积1500多万G5191G7053G12871，G5647规划G5326G12581面积3100多万G5191G7053G12871。G5670大地产集团按G10043国G19481化、精G13466化G7643G1946运作，不断G6564G2331产G2709G12197技含量。金G11899G13007列楼盘多年来一G11464G9157G2475G5203大市民的G2928G10245，先G2530G14731得“中国G2529盘”、“全国G3490市住宅G5326G16786G16809G9869G4579区”、“中国房地产成G2163开发G1868范”G1257330多G20045国家级G8542G14647。2、G2524生G2031展集团有G19492G1856G2508，G20992年进军房地产业，G7171致力发展住宅地产、商业地产、酒店地产、G7065G9228度G1563产业和G10301业G12661G10714G12573G8879地产事业的大型G13520G2524G5627企业集团。从1993年其，G2524生G2031展积极投G17535改革开发的G5326G16786，短短十G6980年G19400，在G5203G5042、北G1152、G3837G8953、G990G9035G12573中G5527大G3490市成G2163打造G111430多个G20045G11458。成为中国国内开发规G8181G7380大、业主G6980量G7380G5234大的房地产发展商G1055一。3、G11899G7702G3265企业G11221992年成G12447G1122G5203G1008G20046G5515，G5194确G12447G1114以房地产为G7692G5527业G2165的企业战略。历经十G1325G17745风雨，成G2163造G4613G1114G20046G5515G11899G7702G3265、G5203G5042G11899G7702G3265、G2338南G11899G7702G3265、G11899G7702G3265G1976G1988G3490、G14632G9298G11899G7702G3265、均安G11899G7702G3265、G11899G7702花G3265、G11899G7702G16958G3265G12573十G1325个G17241大型G20652G4590社区。332富力集团与竞争对手情况比较A156A157A158A159A160A162A163A164A165A166A167A162A163A164A165A168A169A171A172A173A169A171A172A173A168A168A174A175A176A177A179A180A181A183A184A185A186A174A175A176A177A179A180A181A183A185A186A174A187A189A191A192A193A194A195A196A197A198A195A196A199A202A204A214A205A206A207A241A208A209A2121992A2171997A2171993A2171994A217A218A219A220A221A222A223A224A220A221A225A226A220A221A222A223A224A220A221A225A226A220A221A222A223A224A220A221A225A226A220A221A222A223A224A220A221A225A226A222A223A227A194A217A222A223A227A194A228180A230A231A233A235A217A222A223A227A194A22835A230A231A233A235A217A222A223A227A194A228120A230A231A233A235A217A222A223A227A194A228130A230A231A233A235A236A237A238A2392000A230A231A233A23540A230A231A233A2351295A231A233A235210A231A233A235A225A240A242A243A244A242A245A246A247A224A248A249A251A252A253A242A245A222A223A244A253A242A255A199A225A240A222A223A244A253A242A225A240A255A199A222A223A244A253A242A255A199A225A240A245A237A86A0A1A2A3A25A26A4A224A187A50A5A224A107A6A12A28A7A87A8A9A10A30A87A8A11A13A14A30A87A8A11A13A14A30A201A15A16A17A75A131A31A18A33A19A20A21A37A22A23A15A24A27A29A32A8A119A107A34A35A36A38A39A35A37A22A23A15A24A27A19A20A107A34A35A32A8A37A22A23A15A24A27A29A40A8A119A107A34A35A75A41A42A21A44A37A22A23A15A24A27A29A32A8A119A107A34A35A37A43A45A46350A58A47A48A4973A58A47A48A49279A58A47A48A49230A58A47A48A49A95A51A52A53A73A54A119A55A19A75A73A54A119A84A56A57A59A75A60A159A60A38A119A61A62A63A64A15A24A75A63A64A65A66A75A63A64A67A68A69A148A70A71A131A19A104A92A21A72A74A131A19A75A61A62A153A76A131A19A77A78A194A104A79A80A73A81A82A83A119A8534本章小结富力集团G11458前面临国家的宏观调控和G3315地G12661G2058，G2528G7114也面临着竞争对G6175G3698多，有G6940G1391G13485不足、开发成本G3698大G12573G4053G13973。富力集团要G2058定争取的营销战略，G17206得竞争G1260G2195，G19668要G6984G2524G1260化内外资源，G13479G2524外G18108G10627G3671和产业G13479G7512，G17902G17819企业G5390有力的营销G13464G13467能力，G17885G6333和做出G5700G5415的营销战略，从而G5430成自G5061的竞争G1260G2195。因此，富力集团必须G2058定有G6940的竞争策略，把握G11458前战略机会，G1823G7393自G17535弱G9869，G8503确定位，G2031造竞争G1260G2195，使集团G6357G13505G20652速发展。4富力集团竞争策略的制定41富力集团竞争策略的实施在为富力集团明确G1114为G3490市G11345领、G1856G2165员、G11705G16794分子、G3490市“G7044G17161”的中G20652G6922入G19466层G7393G2165G17837一G5058G5334化战略，G6117们G7693G64664P和4CG10714G16782，G6564出如下营销G7053案G726411产品策略富力集团一G11464致力G1122生产自G5061有能力做G3921的产G2709，重G16282G8611个G20045G11458的G6155型和工程G17148量G2462G5326G12581风格G12573的G1260G12180G2709G17148，打造各社区G1260G14403的生G5589G10627G3671、G6564G1391G4625G2499能G1260G17148的G7393G2165G12573，G1306有G5585G16282G4470G6155真G8503G19668G8726的产G2709要G8726G1554向。着力G1457证产G2709的G7692G5527G1227值，G2528G7114G6564G2331产G2709的G19480加G1227值G12573，不断开发和G6564G1391G1260G1714