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论文编号：	10874
作者编号：	2220160641
上传时间：	2019/6/12 17:39:50
中文题目：	金茂公司房地产开发的业务资源整合研究
英文题目：	Research on the Business Resource Integration of Real Estate Development of Jinmao Company
指导老师：	柳茂平
中文关键字：	房地产行业；地产开发；资源整合；金茂房地产公司
英文关键字：	Real estate industry；Real estate development；Resource integration；Jinmao Company
中文摘要：	资源是价值因素，即参与创造价值的因素。所有参与创造价值的因素，都是资源。随着国家对房地产市场调控的加剧，不少缺乏资源整合能力和仅注重规模的房地产企业已然显示出疲态，缺乏后续发展能力。当前房地产企业的问题不仅出在资本运作之上，更出在管理、营销以及综合资源调动之上。某些房地产企业能够实现持续的盈利，但其业务模式和综合能力并不能满足长久发展需要，这类房地产公司的症结正在于其综合资源整合的缺失。于这个背景下，本文选取笔者就职的金茂房地产公司作为研究对象，分析其已有资源的情况并挖掘其潜在的商业资源，以期实现对其所有商业资源的充分整合，提升该公司的综合竞争能力，这是本文主要选题意义与研究背景。 为了产生更大的效果，为了创造更好的企业价值结构（企业创造价值的各种结构），就需要有效地整合资源。本文的研究内容则为以下。首先，在第一章中，本文确立了全文的研究背景与研究意义，为全文奠定了选题的缘起与基本方向。其次，在第二章中本文回顾了相关的基本理论，尤其是波特竞争优势理论，为全文提供了串联全篇的理论框架。再次，本文的第三章则分析了金茂房地产公司的内外环境，从宏观环境到行业环境的具体条件中找出了该公司业务资源的基本状况，实现了对其整体资源现状的初步分析。最后，第四章和第五章作为全文核心章节，通过对金茂公司房地产开发的资源结构与可整合的业务资源整合情况的探究，剖析了其可整合的业务资源的具体情况，并以客户、项目、政府土地和软实力为主线阐述了其资源构成、资源关系、资源使用方式、资源属性的总体情况。 本文的主要结论有三点。其一，金茂房地产公司对已有内外资源的发掘与应用是卓有成效的。经过前文的分析，能够总结出金茂房地产公司对当前内外资源的发掘是较为充分的，通常行业内容易被意识到的资源几乎都为公司各部门所掌握，也能够在各个地产项目以及公司运营中得以较为充分地利用。其二，金茂房地产公司对业务资源的整合尚有值得商榷与提升之处。根据前文的研究，已然明确了该公司在资源整合中的不足，这种不足体现为掌握资源的数量和质量超出了其综合运用能力的水平。其三，金茂房地产公司所对业务资源整合的态度变化也反映了该公司所处行业的变化趋势。金茂房地产公司对业务资源的弱整合反映了当前不少房地产企业客观存在着的资源利用效率低下的现实，而行业的竞争则迫使着他们做出改变。
英文摘要：	Resource is the valuable factor,that is, the factor that participates creating values. All the factors that participates creating values are resources.With the intensification of the state's regulation of the real estate market, many real estate companies that lack the ability to integrate resources and focus only on scale have shown signs of fatigue and lack of follow-up development capabilities. The current problems of real estate companies are not only in the capital operation, but also in management, marketing and comprehensive resource mobilization. Some real estate companies can achieve sustained profitability, but their business model and comprehensive ability can not meet the long-term development needs. The crux of such real estate companies is the lack of comprehensive resource integration. In this context, this thesis selects the author's Jinmao Real Estate Company as the research object, analyzes its existing resources and explores its potential commercial resources, in order to achieve full integration of all its commercial resources and enhance the company's comprehensive competition. Ability, this is the main topic of this article and the research background. It is need to integrate resources effectively for producing larger effect, and for creating a company’s better value structure (all the structures of a company to create values).The research content of this thesis is as follows. First of all, in the first chapter, this thesis establishes the research background and research significance of the full text, which lays the foundation and basic direction of the topic. Secondly, in the second chapter, this thesis reviews the relevant basic theories, especially the theory of Porter's competitive advantage, and provides a theoretical framework for the whole article. Thirdly, the third chapter of this thesis analyzes the internal and external environment of Jinmao Real Estate Company. From the macro environment to the specific conditions of the industry environment, the basic conditions of the company's external resources are found out, and a preliminary analysis of its overall resource status is realized. Finally, the fourth and fifth chapters as the core chapters of the full text, through the research on the integration of resources structure and integrated business resources of Jinmao real estate development, analyze the specific situation of its available business resources, and take customers, projects, government land and soft power as the main line to elaborate the overall situation of its resource composition, resource relationship, resource use mode and resource attributes. The main conclusions of this thesis are three points. First, Jinmao Real Estate Company has achieved fruitful results in the exploration and application of existing internal and external resources. After the previous analysis, it can be concluded that Jinmao Real Estate Co., Ltd. is more fully aware of the current internal and external resources. Generally, the resources that are easily recognized in the industry are almost all the departments of the company, and can also be operated in various real estate projects and companies. It can be fully utilized. Second, the integration of resources by Jinmao Real Estate Co., Ltd. is still worth discussing and upgrading. According to the previous research, the company's lack of resources integration has been clarified. This deficiency is reflected in the fact that the quantity and quality of resources are beyond the level of comprehensive utilization. Third, the change in attitude towards resource integration by Jinmao Real Estate Company also reflects the changing trend of the industry in which the company is located. The weak integration of resources by Jinmao Real Estate Company reflects the reality of the inefficient use of resources in many real estate companies, and the competition in the industry forces them to make changes.
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