摘要
LH商业地产差异化竞争战略研究
工商管理专业
研究生 张之楠 指导教师 黄宇峰
摘要 近十年来，随着房地产市场的繁荣，商业地产迅速膨胀，一方面，吸引
了大量的资金和资源，但另一方面，随着房地产欧亿·体育（中国）有限公司的竞争越来越激烈，致使房地
产市场的空置率越来越高，同质化越来越多，租金回报越来越低。2020 年新冠疫
情发生后，商业地产开发面临的压力不断增加，越来越多的商业实体经营困难，电
商快速发展对传统商业形成了巨大冲击，居家办公日益被大众接受。在这样的情况
下，商业地产的运营竞争力成为影响项目成败的关键因素，走差异化竞争战略也成
为商业地产发展的重要方向。在此市场条件下，LH 商业地产公司虽然在商业地产
市场领域已获得了份额较高的市场基础，但要想在未来的市场发展中持续占据竞
争优势，就不得不需要积极适应市场的发展变化，制定出具有差异化的竞争战略。
基于上述背景，本文以LH商业地产公司为研究对象，运用战略分析理论、差
异化竞争战略理论，采用 PEST 分析法对 LH 商业地产公司的外部环境进行分析，
总结了 LH 商业地产公司整体发展现状及存在的主要问题。然后运用 VRIO 方法，
对 LH 商业地产公司的内部环境进行了研究，归纳出 LH 公司在实施差异化竞争策
略时，应着重掌握其核心资源和能力优势；再运用 SWOT方法，对 LH商业房地产
企业的竞争力进行了实证研究，并提出了一种适用于LH商业房地产企业的竞争战
略模型。在此基础上，研究制定了LH商业地产公司差异化竞争战略方案，最后从
组织、资金、人才3个方面提出了差异化竞争战略方案的实施保障措施。
通过本文的研究，以期能够在一定程度上对LH商业地产公司实施差异化竞争
战略提供方案设计上的参考；同时，也能够对同类型的商业地产公司实施差异化竞
争战略提供一定的借鉴。
关键字：商业地产；差异化；竞争战略；方案；实施
I
Abstract
Research on differentiation competition strategy of LH
commercial real estate
Business Administration Major
Postgraduate: Zhang Zhinan
Supervisor：Huang Yufeng
Abstract: In the pastdecade, with theprosperity of the realestate market,
commercial real estate has expanded rapidly. On the one hand, it has attracted a lot of
funds and resources, but on the other hand, with the increasingly fierce competition in the
real estate industry, the vacancy rate of the real estate market has become higher and
higher, the homogenization has become more and more, and the rental return has become
lower and lower. After the COVID-19 in 2020, commercial real estate development is
facing increasing pressure. Under the epidemic prevention and control policy, more and
more business operations are difficult. The rapid development of e-commerce has formed
a huge impact on traditional commerce, and home office is increasingly accepted by the
public. In this context, the operational competitiveness of commercial real estate has
become a key factor affecting the success of the project. Facing the market environment
of commercial real estate development, it is an important direction for commercial real
estate development to take the differentiation competition strategy.
Under this market background, although LH commercial real estate company has
obtained a high market share in the field of commercial real estate market, it has to
actively adapttothe developmentand changesof themarketand formulatea
differentiated competitive strategy if it wants to continue to occupy a competitive
advantage in the future market development.
Based on the above background,this paper takes LH commercial real estate
company as the research object, analyzes the external environment of LH commercial
real estate company by PEST analysis method based on strategic analysis theory and
differentiated competition strategy theory, and summarizes the overall development status
and main problems of LH commercial real estate company; This paper analyzes the
internal conditions of LH commercial real estate company by using VRIO analysis
III