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论文编号：	4046
作者编号：	2220091873
上传时间：	2012/3/15 9:41:36
中文题目：	中建三局拓展房地产业务问题研究
英文题目：	The research on expanding the real estate business in large state-owned construction enterprises
指导老师：	许晖
中文关键字：	大型国有施工企业;房地产;战略管理 ;目标定位;文化培育
英文关键字：	Large state-owned construction enterprises;Real estate;Strategic Management;Objective orientation Culture Fostering
中文摘要：	20世纪80年代开始，我国房地产业重新兴起，90年代开始，进入快速发展时期。如今，我国房地产业已经形成一套具有社会主义市场经济特色的运行机制，伴随着中国房地产市场行业的迅猛发展，越来越多的企业进入房地产行业，众多的企业看到了房地产行业的利润，成为这个行业的猎食者。从房地产企业的来源看，可谓海纳百川，各行业企业进入房地产行业的比比皆是。如从贸易进入房地产的万科，从制造业进入房地产行业的联想、海尔，从高科技进入房地产行业的颐高集团，从服务业进入房地产的顺驰，甚至也有大学进入房地产行业。在进入房地产企行业的大军中，建筑企业是一支重要的力量。从事建筑施工的企业，转向做房地产似乎是水到渠成。目前，在中国拥有特级资质的建筑企业中，已有很多企业都开展了房地产业务，在这些企业中不乏房地产市行业的佼佼者，甚至有些建筑企业已完全转型为房地产开发公司。而尚未进入房地产开发领域的建筑施工企业很多也是跃跃欲试。但是建筑企业向房地产行业发展，尤其是大型国有施工企业向房地产业发展时，面对一个全新的行业，不同的客户需求、不同的市场竞争、不同的政策和行业环境，如何来进行成功的行业发展，是摆在国有大型施工企业管理者们的一个重要问题。本文以战略管理理论为指导，以中建三局房地产开发有限公司为研究对象，通过立足中国房地产市场的过去，现状和未来，结合中建三局房地产开发有限公司的发展历程和市场定位，对施工企业拓展房地产业务的必要性、可行性进行分析，进而为企业管理者全面了解行业现状、制定企业规划和发展思路提供参考和借鉴，更好帮助企业在拓展房地产业务时做出科学的决策。本文的研究，旨在中建三局这一传统国有大型施工企业，充分利用关联行业价值链的优势，发挥良好的企业协同效应，快速稳定的步入房地产行业，迅速成为企业的战略性业务，在诸侯纷争的房地产行业，占有一席之地，使中建三局房地产业务得到快速、健康、稳定的成长。本文分为六个章节。第一章为绪论，主要讲述研究的背景、目的、意义、内容、方法；第二章回顾了战略管理理论以及SWOT分析工具，是整篇论文的理论基础和支撑。第三章是中建三局发展历程及拓展地产业务的可行性分析，可行性分析中，主要从管理、技术、财务、资源和市场等方面进行了阐述；第四章为国有大型施工企业拓展房地产业务的战略分析主要有明确定位，整合资源，逐步切入房地产市场、建立决策迅速的组织结构体系，培育优秀的房地产开发人才、梳理内部管理职能，建立和完善流程体系建设、强化成本意识，提高开发收益、完善财务管理，拓宽融资渠道、传承中建三局文化，培育地产特色文化等方面；第五章为案例分析；第六章为结论，对本文的研究进行归纳和总结。本文阐述了中建三局房地产开发有限公司的发展历程和市场定位，致力于战略管理理论和企业实际及中国房地产行业现状相结合，探究有效的、可实施的企业战略管理规划和建议，使中建三局的房地产业务得到快速、健康、稳定的发展。
英文摘要：	In the 1980s, China's real estate re-emergence of the 1990s, into the rapid development period. Today, our real estate has become a market economy with socialist characteristics of the operating mechanism. With china's real estate industry has developed rapidly and more and more enterprises to enter the real estate industry, many enterprises to see the real estate industry, the profits of the industry. From the source to see the real estate can be described as be tolerant to diversity, companies in various industries have entered the real estate industry. Example, from trade to enter the real estate Vanke, the real estate industry, from manufacturing into Lenovo、Haier, from high tech to enter the real estate industry Ego Group, Sunchi from service industries into the real estate, or even a university to enter the real estate the industry. In force in the real estate business, construction business is an important force. Companies engaged in construction, real estate seems to be a natural move to do. Currently, China has super qualified construction companies, many have launched a real estate business, many of them the leader in the real estate market, and even some construction companies have been completely transformed into real estate development company. But not yet entered the field of real estate development is also a lot of construction companies eager. However, the real estate industry to the construction companies, especially large state-owned construction enterprises to real estate development, the face of a new industry, different customer needs, competition in different markets, different policies and industry environment, how to carry out successful development of the industry, is placed in the large state-owned construction enterprise managers is an important issue. In this paper, strategic management theory as a guide to the China Construction Third of Real Estate Development Co. Ltd. for the study, based on the Chinese real estate market through the past, present and future, the combination of the China Construction Third of Real Estate Development Co. Ltd. to build the development process and market positioning, the construction company to enter the real estate business necessity, feasibility analysis, and then as business managers a comprehensive understanding of the industry status quo, the development of business planning and development of ideas of reference and learn better in the real estate business to help companies make scientific decision-making. This paper designed to enable the China Construction Third of Real Estate Development Co. Ltd. Relying on this tradition in the Construction Third Engineering Bureau large state-owned construction enterprises favorable context, the full use of the advantages associated with the industry value chain, to play a good corporate synergy, fast and stable into the real estate industry, quickly becoming a strategic business disputes in the princes of the real estate industry, a place, so that China Construction Third of Real Estate Development Co. Ltd. has been rapid, healthy and stable growth. This paper is divided into six chapters. Chapter one Introduction, focuses on the study background, purpose, meaning, content and method; the second chapter t analyzes the state-owned construction enterprises in the traditional construction business and real estate business differences. the main differences in the modes described work, financial and policy risk differences, differences in the quality of personnel requirements and management decision-making differences, differences in the impact of the external environment facing the five areas; third chapter is the Construction Third Engineering Bureau of development and expansion of the real estate business feasibility analysis, feasibility analysis , mainly from the management, technical, financial, resources and markets and other aspects are described; Chapter four is large state-owned construction enterprises to expand the real estate business, strategic analysis, strategy, there are clear positioning, integration of resources, and gradually cut into the real estate market, quickly establishing the organizational structure of decision-making system, quality real estate development professionals, combing the internal management functions, establish and improve the flow system, enhanced cost awareness of development benefits, improve financial management, expand financing channels, the transmission of the Construction Third Engineering Bureau of culture, foster real estate characteristics and cultural aspects; Chapter five is case studies; Chapter six of the conclusion of this study conducted and summarized. This paper describes the China Construction Third of Real Estate Development Co. Ltd. development process and market positioning, specializes in strategic management theory and business practice and the status of the Chinese real estate industry combined to explore effective, the implementation of strategic management planning and advice, so that in the construction of three Real Estate Development Company has been rapid, healthy and stable growth.
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