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论文编号：	12891
作者编号：	2320190490
上传时间：	2021/12/13 15:30:52
中文题目：	天津JRJ房地产公司经营模式研究
英文题目：	Research on the Business Model of Tianjin JRJ Real Estate Company
指导老师：	柳茂平
中文关键字：	房地产 经营模式 企业战略 哈默经营模式
英文关键字：	Real Estate；Business Model；Enterprise Strategy；Hamel’s Business Model
中文摘要：	当前地产行业格局正经历着一个重大裂变，由于我国对地产行业政策的不断调整和市场环境的改变，房企面临的挑战越来越严峻，融资成本要低，周转效率要高，客户服务要强，产品品质要好，很少有房企能同时做到这四点，面对房地产行业新周期，越来越多的房地产开发企业感到巨大的生存和发展压力，正在积极进行商业模式、经营管理战略突围与调整，以应对房地产行业发展新形势。 本文以国有上市公司旗下的天津JRJ房地产企业为实证研究对象，在对公司战略、经营层战略和商业模式等有关概念与理论的深入研究下，借鉴PEST及波特理论对当前宏观经济发展态势进行研判，洞察了行业发展趋势和房企竞争格局，并有效透析和预测房地产产业演变阶段。立足于天津JRJ房企，按照公司自身愿景与长期发展目标对企业在企业价值链中的重要位置进行了科学谋定，并结合了加里?哈默的经营模式模型理论，对该公司的企业战略资源、核心策略、顾客界面及其市场价值网络等进行了深入分析，并注重上述四大要素之间的顾客利益、活动构造和公司边界这三种关联性进行剖析，分别从效率、独特性、匹配度和利润推进对天津JRJ房地产公司未来的经营模式进行系统化的评价。最后通过转变投资拓展及经营模式，优化管理来控制风险、提高经营效率。全面阐述该公司未来如何制定具备自身特征的经营模式及落地方案，以适配其中长期战略发展。 本文通过对天津JRJ房地产开发公司原有经营模式进行深度剖析，发现其中问题与不足，开创以市场、产品、客服三位一体的闭环式客户研究体系以及都市社群服务体系，并以数智化管控为纽带，加强公司经营管控，建立适配公司下一步发展的大运营管理体系，进一步向管理要效率，凭借灵活的项目开发合作模式，未来在天津城市中心重点板块调整开发业态配比，加强中心区域品质住宅开发，做好区域深耕，并积极跨省拓展，扩大公司规模，促使公司晋级为区域公司，最终为天津JRJ房地产公司打造一条匹配公司中长期发展目标的经营模式，部分措施也对其他类似的国有房地产开发企业提供了一定的参考意义。
英文摘要：	At present, the pattern of the real estate industry is undergoing a major fission. Due to the continuous adjustment of China's policies on the real estate industry and the change of the market environment, real estate enterprises are facing more and more severe challenges, such as low financing cost, high turnover efficiency, strong customer service and good product quality. Few real estate enterprises can achieve these four points at the same time and face the new cycle of the real estate industry, More and more real estate development enterprises feel great pressure on survival and development, and are actively breaking through and adjusting their business model and management strategy to deal with the new situation of the development of the real estate industry. Taking the Tianjin JRJ real estate enterprise under the state-owned listed company as the empirical research object, under the in-depth study of relevant concepts and theories such as corporate strategy, management strategy and business model, this thesis studies and judges the current macroeconomic development trend with reference to pest and Porter Theory, and has an insight into the industry development trend and the competition pattern of real estate enterprises, And effectively analyze and predict the evolution stage of the real estate industry. Based on Tianjin JRJ real estate enterprise, this thesis scientifically determines the important position of the enterprise in the enterprise value chain according to the company's own vision and long-term development objectives, and makes an in-depth analysis of the company's enterprise strategic resources, core strategies, customer interface and market value network in combination with Gary hammer's marketing model theory, It also focuses on the three correlations between the above four elements: customer interests, activity structure and company boundary, and systematically evaluates the future business model of Tianjin JRJ real estate company from the aspects of efficiency, uniqueness, matching degree and profit promotion. Finally, by changing the investment expansion and business model and optimizing management, we can control risks and improve business efficiency. Comprehensively explain how the company will formulate its own business model and landing plan in the future to adapt to medium and long-term strategic development. Through in-depth analysis of the original business model of Tianjin JRJ real estate development company, this thesis finds out the problems and deficiencies, creates a "closed-loop customer research system integrating market, product and customer service" and "urban community service system", and takes digital intelligence control as the link to strengthen the company's business control and establish a "five fast and five first" suitable for the company's next development The large-scale operation management system further requires efficiency from management. Relying on the flexible project development cooperation mode, in the future, adjust the proportion of development formats in the key sections of Tianjin urban center, strengthen the development of high-quality housing in the central area, do a good job in regional deep cultivation, actively expand across provinces, expand the scale of the company, and promote the company to be promoted to a regional company, Finally, it creates a business model matching the company's medium and long-term development goals for Tianjin JRJ real estate company. Some measures also provide a certain reference significance for other similar state-owned real estate development enterprises.
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