R房地產公司的發展戰略研究

Abstract

自2020年以來，面對疫情的挑戰，各行各業無不面臨無法預知的變化，利率變動、貨幣寬鬆、通貨膨脹等因素。2021年底通貨膨脹的壓力逐漸興起，房地產商品具備投資與消費雙重特性，是分散風險的投資工具之一。人們為了抵抗通貨膨脹，更有動機將資金投入進房地產市場。 本研究以R房地產公司為研究物件，該公司面臨著疫情導致的不確定性因素以及房地產市場的外部壓力，仍持續推出住宅商品，且銷售狀況良好，是一特別現象，故本研究以R房地產公司的發展戰略作為研究標的。 研究方法採用PEST分析、五力分析、核心資源與能力分析、VRIO分析、價值鏈分析以及SWOT分析。首先利用PEST分析法與五力分析掌握房地產業住宅市場的機會與威脅。再利用價值鏈分析法、核心資源與能力分析、VRIO分析進行探究R房地產公司的內部分析，指出其發展的優勢與劣勢。最後，參照前文指出的機會、威脅、優勢與劣勢，採用SWOT分析法探討後疫情時代房地產業住宅市場發展戰略。 本研究結果顯示R房地產公司的發展戰略分為面對疫情的應變戰略以及永續經營的長期戰略。面對國際局勢、疫情、打房政策等變數，採取S-T（發揮優勢避免威脅）策略，借由土地取得以及商品定位的專業技術，保留應變的彈性，避免突發性的威脅。有關企業永續經營的戰略，在眾多房地產業者的競爭威脅下，採取W-T（降低弱勢避免威脅）策略，打造品牌形象，增加獲利空間，爭取上市機會，擴大企業規模，實現永續經營的目標。 再者，R房地產公司採用多元化、一體化以及差異化競爭戰略做為具體行動。多元化戰略是在穩固既有業務的條件下，發展物業管理服務以及形塑品牌形象。一體化戰略是在擴張業務規模的目標下，整合房地產業的其他相關工作，控制成本與品質。差異化是發展企業獨特性，超越競爭者。

Since 2020, covid-19 has influenced everyone’s live, such as capital return, inflation, epidemic prevention measures. At the end of 2021, the pressure of inflation is gradually rising. In order to resist inflation, people are more willing to invest capital into the real estate market. Residential commodities become one of the investment tools for investors to diversify risks. This study takes R real estate company as the research object. The company is facing uncertainties caused by the epidemic and external pressures in the real estate market, and it continues to launch residential products with good sales. Therefore, this study analyzes the development strategy of R real estate company. First, PEST analysis method and five forces analysis are adopted to grasp the external environmental factors of the real estate housing market. Then the value chain analysis method, core resource and capability analysis, and VRIO analysis are adopted to understand the advantages and disadvantages of R real estate company. The results show that the key to the development strategy is the response strategy in the face of the epidemic and the long-term strategy for sustainable operation. In the face of variables, the S-T strategy is adopted. Regarding the strategy of sustainable operation of enterprises, under the threat of competition from many real estate companies, WT strategy is adopted. Furthermore, the strategy of diversification, integration and differentiation are adopted. The diversification strategy is adopted to develop property management services and brand building while stabilizing the existing business. The integration strategy is adopted to integrate other related work in the real estate industry under the goal of expanding the business scale. Differentiation is adopted to develop the uniqueness of a business beyond its competitors.