“雙碳”背景下L地產公司發展戰略研究

Abstract

自疫情以來，全球經濟下行，我國地產行業甚至遭遇了一波核彈式打擊。通過回應“雙碳”政策，大力推進低碳綠色地產項目，成為消費者新時期的品質選擇，也是適應當前數位化時代“以技術驅動變革”的發展趨勢。本次研究以L地產公司為研究案例，深入分析L公司運營現狀和存在問題，剖析其在雙碳背景下的轉型升級策略，以此為基準提出針對性優化策略，為我國地產行業的低碳綠色轉型升級策略優化提供參考。 本文通過PEST分析和波特五力模型，深入分析了L公司面臨的外部環境和行業競爭格局。在此基礎上，結合L公司內部資源和核心能力，對相應的資料進行整合分析後，總結出當前公司發展中存在的以下問題：1.綠色融資能力不強；2.利潤跟不上市場擴張需求；3.區域公司能力不均衡；4.多元化產業的運營能力不強。 在戰略選取和制定方面，本問通過SWOT分析法解析出L地產公司的優勢、劣勢、機會和威脅，發現當前各大地產企業都處於保守狀態，不敢貿然改變發展策略，因而認為狠抓猛打的SO+差異化戰略最為合適。戰略內容包含構建人、社會、自然和諧共生的未來，以及2035年以後年增長利潤的戰略目標，為此制定了品質價值、營收額度、業務範圍相關的戰略規劃。 另一方面，本文基於以上內容進行下沉分析，在業務、採購、供應商、運維服務方面提供了L公司發展戰略的實施路徑：1.大力開展綠色低碳建築服務業務；2.加強綠色建築施工技術合作與創新；3.大力推廣完善綠色低碳技術應用場景；4.增強綠色低碳建築運維服務能力。與此同時，為L公司提供數位化施工技術保障、綠色低碳供應商保障、企業文化意識保障、雙碳戰略轉型組織保障，來確保L公司的發展戰略的順利執行。 本文以L公司為切入點，深入淺出的運用PEST分析法和SWOT戰略分析，面對全球性的環境挑戰，為業內其它地產公司發掘出新的市場機遇，更為了在可持續發展道路上扮演更加積極的角色，為國內外學者提供極具參考價值的借鑒理論。

Since the outbreak of the pandemic, the global economy has declined, and China's real estate industry has even suffered a wave of nuclear bombs. By responding to the "dual carbon" policy and vigorously promoting low-carbon green real estate projects, it has become a quality choice for consumers in the new era and also a development trend that adapts to the current digital era of "technology driven change". This study takes L Real Estate Company as a research case to deeply analyze its operational status and existing problems, analyze its transformation and upgrading strategies under the dual carbon background, and propose targeted optimization strategies based on this, providing reference for the optimization of low-carbon and green transformation and upgrading strategies in China's real estate industry. This article provides an in-depth analysis of the external environment and industry competition pattern faced by L Company through PEST analysis and Porter's Five Forces model. On this basis, combined with the internal resources and core capabilities of L Company, the corresponding data was integrated and analyzed, and the following problems in the current development of the company were summarized: 1. Weak green financing ability; 2. Profit cannot keep up with market expansion demand; 3. Uneven regional company capabilities; 4. The operational capability of diversified industries is not strong. In terms of strategic selection and formulation, this question uses SWOT analysis to analyze the strengths, weaknesses, opportunities, and threats of L Real Estate Company. It is found that major real estate enterprises are currently in a conservative state and dare not change their development strategies rashly. Therefore, it is believed that the SO differentiation strategy, which focuses on fierce competition, is the most appropriate. The strategic content includes building a future of harmonious coexistence between humans, society, and nature, as well as the strategic goal of increasing profits annually after 2035. To this end, strategic plans related to quality value, revenue limit, and business scope have been formulated. On the other hand, based on the above content, this article conducts a sinking analysis and provides an implementation path for L Company's development strategy in terms of business, procurement, suppliers, and operation and maintenance services: 1. Vigorously carry out green and low-carbon building service business; 2. Strengthen cooperation and innovation in green building construction technology; 3. Vigorously promote and improve the application scenarios of green and low-carbon technologies; 4. Enhance the operation and maintenance service capabilities of green and low-carbon buildings. At the same time, we provide digital construction technology support, green and low-carbon supplier support, corporate culture awareness support, and dual carbon strategic transformation organizational support for L Company to ensure the smooth implementation of L Company's development strategy. This article takes L Company as the starting point, using the PEST analysis method and SWOT strategic analysis in a simple and concise manner. Faced with global environmental challenges, it explores new market opportunities for other real estate companies in the industry, and plays a more active role in sustainable development. It provides valuable reference theories for domestic and foreign scholars.