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论文编号：	12847
作者编号：	2320190656
上传时间：	2021/12/10 17:39:00
中文题目：	A房地产公司运营管理体系改进研究
英文题目：	Research on improvement of operation management system of A real estate company
指导老师：	李季 副教授
中文关键字：	房地产；运营管理；运营管理体系
英文关键字：	Real Estate; Operations Management; Operations Management System
中文摘要：	在“房住不炒”、“三道红线”、“供地两集中”及楼市各种限制的背景下，房地产行业高毛利、快周转的时期已经过去，行业利润越来越薄，客户需求越来越细，产品迭代越来越难。房地产企业一般是多个项目同时进行开发，A公司由于管理平台和项目定位不清晰，运营管理方式不科学，导致运营管理中各专业条线之间矛盾逐渐显现、项目实际落地实施中的问题频发。 通过查阅大量的相关资料，本文对运营管理的理论知识与研究现状进行深入的探析；对房地产运营管理的体系演变过程进行深入研究；对房地产项目管理的基本特征与运营管理现状进行分析；并基于A公司运营管理中存在的问题，以及面对内外环境的压力，提出了运营管理体系改进的必要性；进而分析了A公司实施以定方向、展计划、明指标、建标准、管动态、配机制六步方针为核心的运营管理体系改进策略。最后，结合A公司通过改进后的运营管理体系的应用，对整体经营状况的改善程度进行预期效果的评价。 最终通过以上分析得出结论：A公司运营管理体系的改进契合当前房地产运营管理体系升级重构的需求；可以从A公司内部管控角度提升项目运营效率、规避项目经营风险；可以有效的帮助A公司实现稳定的可持续发展，较现行管理方式具有优越性，符合今后房地产行业的发展趋势。尽管如此，我们同样可以看出，房地产运营管理体系改进是一个需要持续改革和不断探索的过程，需要定期做好复盘，不断进行优化和改进。
英文摘要：	Under the background of "no speculation in real estate", "three red lines", "two concentration of land supply" and various deadlines in the real estate market, the rough vitality period of the real estate industry has passed, the industry profits are thinner and thinner, the customer demand is finer and finer, and the product iteration is more and more difficult. Real estate enterprises usually develop multiple projects at the same time. Due to the unclear management platform and project positioning and unscientific operation management mode of company a, the contradictions between various professional lines in operation management gradually appear, and the problems in the actual implementation of the project occur frequently. By consulting a large number of relevant materials, this thesis makes an in-depth analysis of the theoretical knowledge and research status of operation management; Conduct in-depth research on the evolution process of real estate operation management system; Analyze the basic characteristics and operation management status of real estate project management; Based on the problems existing in the operation management of company a and the pressure of internal and external environment, this thesis puts forward the necessity of improving the operation management system; Then it analyzes the improvement strategy of operation management system implemented by company a, which takes the six-step policy of setting direction, exhibition plan, clarifying indicators, building standards, management dynamics and allocation mechanism as the core. Finally, combined with the application of the improved operation management system of company a, the expected effect of the improvement of the overall operation status is evaluated. Finally, through the above analysis, it is concluded that the improvement of the operation management system of company a meets the needs of the upgrading and reconstruction of the current real estate operation management system; It can improve project operation efficiency and avoid project operation risks from the perspective of internal control of company a; It can effectively help company a achieve stable and sustainable development, has advantages over the current management mode, and is in line with the development trend of the real estate industry in the future. Nevertheless, we can also see that the improvement of the real estate operation and management system is a process that needs continuous reform and exploration, which needs to be repeated regularly, optimized and improved continuously.
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