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论文编号：	1527
作者编号：	2120082445
上传时间：	2010/5/24 11:35:56
中文题目：	基于战略视角的异地土地拓展流程设计与实施研究
英文题目：	A study of off-site land development process and execution base on strategic management theory
指导老师：	韩德昌
中文关键字：	房地产 异地土地拓展 土地拓展流程 市场调查
英文关键字：	Real estate; Off-site Land development; Market research; land development process design;
中文摘要：	在房地产竞争日益激烈的市场中，土地作为最重要的原材料，越来越成为各个房地产企业争夺的对象。从2009年至今不断出现的“地王”可以看出， 由于土地的稀缺性，使得竞争越来越激烈。在这种情况下，作为房地产企业如何生存和扩大，成为一个现实的问题摆在面前。 异地土地拓展作为房地产企业获得土地资源的一种现实方法，逐渐被广泛采用。无论是万科、富力、华侨城这样大型房地产公司，还是像广东S公司这样主要在当地开发的小房地产企业，都不约而同的进行异地土地拓展。土地的稀缺性决定了土地价格越来越高、成功拿地的可能性越来越低，为了应对这一难题异地土地拓展工作必须规范化、流程化。大型房地产公司相对而言对于土地拓展都有一套较为成熟的方案，而中小型房地产企业则会有这样那样的缺点和不足。本文通过对广东S公司土地拓展流程的细致梳理，进行了重新设计，并建立了一套完整的土地拓展工作流程。 本文共包含六章，分为三部分——相关理论回顾、房地产概况和案例分析。第一章导论部分主要阐述了研究的背景、研究内容和方法。第二章是理论部分，分别论述了战略的相关工具、敏感性分析、房地产区位理论和企业流程再造等理论。第三章对房地产行业作了简单的概述，并简述了2009年中国房地产概况。第四章和第五章是实证部分，以广东S公司土地拓展工作为案例，利用PEST、五力模型和SWOT等战略工具对广东S公司的内外部环境进行了分析，对该公司土地拓展流程中的土地项目拓展信息的获取、异地土地拓展项目市场调研工作、异地土地拓展项目建议书进行了进行分析、评估，并最后针对每一项的不足，指出了需要改进的不足，提出了相应的改进措施，并提供了一套较为完善的房地产拓展工作流程。 本文应用战略相关理论，对房地产公司的内外部环境进行了详细的分析，进一步阐述土地拓展工作的重要性；结合企业流程再造理论和广东S公司的实例，得出了一套较为完善房地产土地拓展工作流程。房地产商如果要进行异地土地拓展可以借鉴该案例中的方法和思路，避免类似的错误带来的风险和损失，同时，也可以利用修订后的房地产土地拓展流程来进行异地土地拓展工作。
英文摘要：	In an increasingly competitive real estate market, land, as the most important raw materials, more and more become the object of contention in various real estate enterprises. It can be seen from emerging of "Ground kings" that the scarcity of land make competition more intense since 2009. In this case, as the real estate business to survive and expand, it is a real problem facing us. Foreign land's expanding as a realistic way in which real estate enterprise access to land resources gradually are widely used. Whether such large real estate companies as China Vanke, R & F and OCT, or small real estate business such as Guangdong S company mainly in the local development were unanimous in the conduct of off-site land development. With scarcity of land, the land price is getting higher and the possibility of a successful take is getting lower and lower. In order to deal with this problem of land development work must be standardized, process-based. The relatively large real estate companies are opposite but the speech expand to all have a set of more mature project to the land, while small and medium real estate companies will have lots of shortcomings and deficiencies. This text passes to expand process to S company land in Guangdong of meticulous comb, carried on to re- design, and built up a set of land of integrity to expand a workflow. This text totally includes six chapters and is divided into three parts-the related theories review, real estate general situation is as analytical as case. Chapter 1 introduction part mainly elaborates the background of research and studies contents and method. Chapter 2 is a theories part and discussed respectively strategic of related tool, sensitivity analysis and the real estate niche theorists, such as theories and business enterprise process reengineering, etc. Chapter 3 made to analyze the real estate profession and real estate general situation for 2009 in China. Chapter 4 and chapter 5 are substantial evidence parts, with Guangdong S company land expanding for case, using PEST, five forces model and SWOT strategy tools to study Guangdong S company’s inside the external environment. I have land to expand the company's project development process. Land development projects off-site market research, off-site land development project proposal were to analyze, evaluate, and finally, for each of shortage, I point out the need to improve deficiency, proposed measures for improvement, and provide a more comprehensive real estate development workflow in this text. In this writing innovative results are as follows: Refer to the theory of strategy, a detailed analysis is made in the real estate company's internal and external environment and further expanding the work of the Land of the importance of the enterprise; combining theory and the case of Guangdong S company I obtained a more complete workflow of real estate land development. If you want to run off-site real estate business, you can learn from this case to expand the methods and ideas and to avoid similar mistakes risks and losses, at the same time, you can also make use of the revised land development process to carry out the work.
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