摘要：本文首先阐述物业管理的概念，通过对国内外物业管理现状的研究，从而对常州物业管理行业整体状况与发展趋势进行分析。以重庆新龙湖物业服务有限公司常州分公司（以下简称龙湖物业）为研究对象，针对公司的现状，运用外部环境PEST分析图和产业环境分析的波特5种力量模型等战略管理工具对企业内外部环境进行深刻地分析；对企业的优势、劣势、机会、威胁进行SWOT综合分析，在此基础上，制作了权重分析表格。此外，通过问卷调查，了解常州市民对物业管理的需求，为制定龙湖物业在常州长期发展战略奠定基础，即：确定目标顾客为高端消费人群，通过提供精细化的服务，打响龙湖物业在常州的口碑，从而吸引更多的顾客，在苏南地区形成良性循环。
本文研究旨在对龙湖物业在常州的发展提供决策参考，使其能在激烈的市场竞争中走出自己独特的发展之路。同时，对我国物业管理行业科学管理有理论和实践意义。
关键词：常州龙湖物业公司 物业管理 战略选择 战略实施
Abstract：The paper expounds the concept of property management, and do some research on the current situation of domestic and foreign property management, analysis the overall situation and the developing trend in Changzhou’s property management industry. Take Changzhou Longfor (a branch of Chongqing Longfor property management company) as an example. According to the present situation of the company, using the strategic management tool such as; external environment analysis chart PEST , the SWOT analysis and so on. Making the weights form on the basis of comprehensive analysis. Understand the Changzhou citizens on the property management needs through the questionnaire, which laid the foundation for long-term strategy formulation, that is; determine a goal for high-end consumer groups of customers, by providing fine service, make the brand well known to Changzhou citizens so as to attract more customers, form positive cycle.
The paper is aimed at provide reference for decision for Changzhou Longfor property management company which would help her develop own way in the fierce market competition. At the same time, it also has a theoretical and practical significance for property management industry in our country.
Key words: Changzhou Longfor property management company, property management, strategic choice, strategy implementation
