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论文编号：	13440
作者编号：	2320180762
上传时间：	2022/6/23 16:10:13
中文题目：	龙湖长租公寓冠寓项目运营管理 改进策略与实施研究
英文题目：	Research on Operation Management Improvement Strategy and Implementation of Longhu long Rent Apartment Guanyu Project
指导老师：	李季
中文关键字：	长租公寓；运营模式；盈利模式；运营管理
英文关键字：	Long-term rental apartment；Operation mode；Profit model；Operation management
中文摘要：	近几年，房地产行业的发展逐渐规范，规模逐渐扩张，尤其是在党的十九大会议之后，“房子是用来住的，不是用来炒的”这一思想一时间成为了学界以及产业运营主体关注的焦点，同时也成为了规范地产行业发展的重要指导思想。基于此，怎样消除目前房价上涨过快的问题，便摆在了各部门面前，而我国政府各部门也出台了诸多文件与政策，以期能够解决当下国内住房市场的刚需，而长租公寓的出现，使得这一问题得以缓解。基于此，传统的地产企业以及酒店企业等，纷纷将发展方向指向长租公寓，期望能在其中分一杯羹，但鉴于这个市场刚刚起步，无论是市场资源的积累，还是市场发展模式等都有待健全，而且行业发展规范以及发展标准等，也并没有得到学界的重视，使得地产企业的这种新兴发展模式截至目前，依旧无法寻找到合适自己的盈利模式。 在此次分析过程中，本文首先阐明本文研究的意义与背景，并对此研究过程中所涉及到的科学方法予以明确，以期能够对我国当下的长租公寓产业发展现状和不足得以总结。其次，本文基于已有理论和案件分析结论的基础上，对我国长租公寓运行管理的框架以及发展目标，发展模式以及专业的运营管理概念等进行了解读，站在运营管理的视角下，对有关理论的内涵加以说明；再次，以上一章内容为基础，结合产业当下的市场环境、政策环境等，分别站在人口增长、国家房贷政策等视角下明确企业在当前环境下长租公寓的发展机遇和挑战；在围绕长租公寓发展历程、发展现状、发展趋势等做出总结之后，本文将龙湖长租公寓冠寓项目作为研究案例，对其目前采用的运营模式、运营框架以及当下的运营效果展开研究，总结其中可以借鉴的经验和优势，剖析其运营中存在的各种不足与困境，然后在这些内容的基础上，结合所学专业知识，为其提出有效的改进策略与方案，以期能够帮助龙湖长租公寓冠寓项目在后续运营方面更加规范，更加高效，其中具体措施包括资产运营盘活、统一运营标准、丰富运营模式等等。
英文摘要：	In recent years, the development of the real estate industry has been gradually standardized and the scale has gradually expanded. Especially after the 19th National Congress of the Communist Party of China, the idea of "house is for living, not for speculation" has become the focus of academic circles and industrial operators, and has also become an important guiding ideology to regulate the development of the real estate industry. Based on this, how to eliminate the current problem of rapid rise in house prices has been put in front of all departments, and all departments of our government have also issued many documents and policies in order to solve the immediate needs of the domestic housing market, and the emergence of long-term rental apartments has alleviated this problem. Based on this, traditional real estate enterprises and hotel enterprises have pointed their development direction to long-term rental apartments one after another, hoping to take a share in them. However, in view of the fact that this market has just started, both the accumulation of market resources and the market development model need to be improved, and the industrial development norms and development standards have not been paid attention to by the academic circles, so that this emerging development model of real estate enterprises has been up to now, Still unable to find a suitable profit model In the process of this analysis, this thesis first expounds the significance and background of this research, and defines the scientific methods involved in this research process, in order to summarize the current development status and deficiencies of China's long-term rental apartment industry. Secondly, based on the existing theories and case analysis conclusions, this thesis interprets the framework and development objectives, development mode and professional operation and management concept of long-term rental apartment operation and management in China, and explains the connotation of relevant theories from the perspective of operation and management; Thirdly, based on the contents of the above chapter, combined with the current market environment and policy environment of the industry, the development opportunities and challenges of enterprises' long-term rental apartments in the current environment are clarified from the perspectives of population growth and national housing loan policy; After summarizing the development process, development status and development trend of long-term rental apartment, this paper takes Longhu long-term rental apartment Guanyu project as a research case, studies its current operation mode, operation framework and current operation effect, summarizes the experience and advantages that can be used for reference, analyzes various deficiencies and difficulties in its operation, and then combines the professional knowledge learned on the basis of these contents, Put forward effective improvement strategies and schemes, in order to help Longhu long rent apartment Guanyu project to be more standardized and efficient in the follow-up operation. The specific measures include revitalizing asset operation, unifying operation standards, enriching operation modes, etc.
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