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论文编号：	3537
作者编号：	2220090875
上传时间：	2011/9/26 10:25:47
中文题目：	市场导向下房地产公司项目内部管理流程研究--以绿海房地产公司为例
英文题目：	Research on property enterprise project internal management process——Take Green Sea property enterprise as an example
指导老师：	吴晓云
中文关键字：	关键字：房地产企业 顾客价值 市场导向 项目风险管理流程
英文关键字：	Keywords: property enterprise; customer value; market orientation; project risk management process
中文摘要：	房地产业近些年来备受政府和国民关注，各种主张观点众说纷纭，时而牵动政府决策，时而聚焦国民眼球。随着中国经济的发展和城市化水平的不断提高，房地产业发展迅速，已经逐步成为了国民经济支柱产业之一。但是随着近期国家调控政策的出台，更多企业和资本进入到房地产市场，房地产市场竞争格局加剧，同时，由于中国房地产企业管理水平较低，这些挑战对房地产企业提出了新的要求，要求中国房地产企业要建立更加完善的内部项目管理流程。基于这样的背景，本文以绿海房地产公司为例，系统的研究了中国房地产企业项目风险管理存在的问题以及如何建立完善的内部项目管理流程体系。本文在回顾国内外有关项目管理以及项目风险管理理论的基础之上，结合顾客价值理论，以市场导向为基准，分析了房地产内部风险管理的现状，总结了其存在的五点问题以及房地产企业完善项目内部风险管理的必要性。接下来我们一绿海房地产为例，具体分析了它在项目风险管理中存在的问题：项目风险流程的混乱以及风险管理目标的单一，接着我们分析了其应该如何构建项目风险管理流程体系,提出了要在明确项目风险管理目标和制定完备评估体系的基础上，建立全面项目风险管理，同时提出了项目风险管理策略需要进行的三点改善。最后为了能够支持企业项目风险管理流程体系的实施，本文开发了项目风险管理流程支持体系，包括组织体系、团队建设以及方法体系等三个方面的体系建设。本文的创新之处在于将项目管理理论、项目风险管理理论及市场导向和顾客价值理论引入房地产开发项目，结合房地产开发项目和项目风险的特点，从风险管理的角度和市场顾客角度进行房地产开发项目管理研究。本文研究的意义从理论方面来讲，通过顾客价值理论的引入，为项目风险管理理论研究提供一些新的视角，拓展项目风险管理理论的应用范围，对理论提升有一定的研究价值。从实践方面来看，本文把项目风险管理的理论应用到房地产开发，提高了房地产企业的风险管理意识，提高了开发商自身的经营管理水平的，从而可以使企业获得更好的经济效益和社会效益。
英文摘要：	Real estate in recent years much attention the government and people, all kinds of ideas divergent viewpoints. And sometimes affect government decision-making, sometimes focusing national attention. As the development of economy and the increase of the level of urbanization, the realty business experiences a fast development and has gradually become one of the pillars of national economy. But recently as the policy for adjustment is published, more enterprises and capital into the industry, competition in this industry has been intensified. At the same time, China property enterprise has a low level of management and the situation requires that the enterprise perfect their project management process. Based on this background, we take green sea as an example and make a systematic research on the problem of its project management process and how to perfect their project management process system in the company. Firstly, this research looks back on the theories on project management and project risk management under the market orientation. Combining with the customer value theory, we analyze the present situation of project risk management and summarize the five problems of the project risk management in the property enterprise and suggest that it is essential for them to perfect their project risk management. Then we take green sea as an example to analyze its problems in project risk management which include disorder project management process and simplex project management objective and how to construct its project management process system .We suggest that based on confirmation of management objective and rating system, the company should implement total project risk management. As to the project management strategy, we put forward three tactics. Finally, in order to support its construction of project management process system, we develop a supportive system which includes organizational system, team construction and method development. The innovation of this research lies in that we introduce the customer value theory, market orientation, project management and project risk management theory into the estate development project. Considering the specific characteristics of estate development project management and its risk management, we make a deep research on estate development project management under the market orientation and customer value theory. The significance of our research is reflected in two aspects: From the theory of sense, the introduction of the customer value provides some new perspectives for project management and expands the scope of project management. To tell from practical significance, the research applies the project management theory into the estate development and raises the risk management consciousness of the managers in the company and Improve the management level. Consequently, the property enterprise can get more economic benefits and more social benefits.
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