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论文编号：	5902
作者编号：	2120112819
上传时间：	2013/12/6 11:20:37
中文题目：	万科公司建筑工程项目利益相关者管理研究
英文题目：	Study on the management of stakeholder Vanke building project
指导老师：	张金成 华志忠
中文关键字：	利益相关者 项目生命周期 客户关系管理 万科公司
英文关键字：	Stakeholders ProjectLife cycle Customer relationship management Vanke company
中文摘要：	目前中国房地产的企业众多，各个规模的企业发展不均衡，企业的市场占有率低，市场集中程度低，市场占有率最大的万科在2012年在全国也只有2.19%。整个行业的管理水平良莠不齐，大多数企业处于粗放式的管理阶段。房地产投资的增速已经略有减缓，政府政策的频频出台、控制房价、调整住房结构，加强对地方土地供应的管理，信贷的管理，人口红利的逐渐减弱房地产企业的开发速度也会随之下降，房地产企业间竞争也会日趋激烈，不再是当年有块土地盖上房子就能挣钱的时代。房地产企业的生存环境也要求企业的管理由粗放化走向精细化、由手工化走向产业化。房地产企业的自身管理以及社会责任越来越受到各企业高管及社会的重视。在房屋的价格越来越成为社会关注的焦点之后，有多少人又会去关心房屋这个开发商制造的产品的质量，建筑为百年大计，利用好市场经济的倒逼机制，迫使开发商不得不提高自身的管理水平，这样既是对买房子的业主负责，也是对社会负责。本文的研究以万科公司建筑工程项目的利益相关者入手，把整篇论文分为五大部分第一部分为研究的背景和意义，研究的内容和方法以及一些相关理论的回顾。指出房地产行业建筑工程项目的利益相关者的研究将有助于提高房地产行业整体的管理水平、质量水平及社会责任感。对项目生命周期理论，利益相关者理论以及客户关系理论进行回顾和介绍。第二部分为万科公司建筑工程项目及其利益相关者的特点，这部分内容分成三个方面进行介绍：一、详细了解万科公司建筑工程项目的发展、现状和特点，主要特点为万科公司建筑工程项目规模大、复杂程度高、多样性丰富；二、万科公司建筑工程项目的利益相关者数量大，包含了股东、投资人、客户、员工、供应商、政府、竞争对手、公众、社会等等，涉及范围很广，以及其相关利益者的对万科公司建筑工程项目整体的成败影响巨大，能否做好各个利益相关者的平衡和关系处理，能否做好各个利益相关者的权重分析是建筑工程项目成败的关键。第三部分为万科公司建筑工程项目内部利益相关者的管理研究。在这部分内容中对万科公司建筑工程项目中的采购系统、成本系统、销售系统进行了的介绍，通过对这三套系统的需求特征、管理主题、管理模式的深入分析，了解到这三个系统对于万科公司建筑工程项目的正常运转起到至关重要的作用，同时介绍了通过建立制度和体系来规范部门间的沟通和交流，使得内部的部门之间的沟通交流没有障碍，从而提高效率。第四部分为万科公司建筑工程项目外部利益相关者的管理研究，本章中第一节介绍了对于万科建筑工程项目中的供应商的管理，通过对供应商的需求特点，管理要点，管理模式来说明怎样与供应商形成双赢的合作平台，从而形成良性循环，使双方均能够在合作中不断壮大自己。第二节中介绍了万科建筑工程项目的客户的需求特点和客户关系的维护，通过以购买能力，客户全生命周期的购买情况两方面进行分析从而对客户群进行细分，再根据不同客户群的不同需求制定不同的产品库，从而满足不同人群的购房需求，精准满足客户的购房需求。从客户首次到销售现场一直到购买、入住和入住后若干年的时间，这个过程是一个宣传品牌，维系客户关系的过程，通过周到、细心、规范、创新的物业管理和客户服务动作不断满足客户的居住感受需要，从而进一步提高客户满意度和客户再次购买的比例。第三节则着重介绍了如何与政府之间建立起一个合作互信，健康阳光的合作、沟通平台，企业如何实现社会的使命，在挣钱的同时担负起社会的责任。第五部分是对本文核心思想的一个总结。文章通过这五大部分分析了万科公司建筑工程项目利益相关者对建筑工程项目会产生怎样的影响，通过以万科公司建筑工程项目为例以点带面，理论结合实践，从小处着手把房地产企业的利益相关者对于房地产企业成败的影响讲出，论文的核心结论是房地产企业的利益相关者不管是内部利益相关者还是外部利益相关者都会对房地产企业的成败产生巨大影响，因此房地产企业在生存和发展之中需要做好内部和外部利益相关者的分析，将不同利益相关者进行归类，清晰认识不同利益相关者的不同权重，采取不同的态度和方法恰当处理不同利益相关者的关系，这样才能在竞争中处于不败之地。
英文摘要：	At present China's real estate enterprise is numerous, the scale of enterprise development not balanced, enterprise's market share is low, the market concentration degree is low, the market share of the largest vanke in 2012 and only 2.19% in the country. The industry as a whole management level the good and bad are intermingled, most of the enterprises in vulgar management stage. Real estate investment growth has been somewhat slow, and the government policy has been introduced, control prices, adjust the housing structure, strengthen the management of local supply of land, credit management, the demographic dividend gradually with the decrease of real estate enterprise development speed is, the real estate enterprises will be increasingly fierce competition, is no longer with the land cover can make money on the house. Living conditions of the real estate enterprises also requires enterprises from extensive management to fine, from manual to industrialization. Real estate enterprise's own management and social responsibility by the executives and more and more social attention. In the price of housing is more and more become the focus of social attention, how many people will go to care about building the developers to make the quality of the product, construction for the one hundred plan, make good use of the reversed transmission mechanism of market economy, forcing developers to improve their management level, it is not only responsible for buying a house owner, is responsible to the society. Stakeholders involved in a wide range of real estate industry, and covers many industries and many related industries. In the stakeholders can be achieved by different methods, and classifies the Angle of stakeholders and weight analysis, however, a constant topic is how to make comprehensive balance all stakeholders, causes in the fierce competitive, complex can have some of the work the same way partners, to succeed, achieve a win-win situation. This paper studies to vanke company stakeholders of construction engineering project, the whole thesis is divided into five most The first part is the research background and significance, research content and methods and a review of some related theories. Points out that the real estate industry construction project stakeholders study will help to improve the level of the real estate industry as a whole management level, quality and social responsibility. The project life cycle theory, stakeholder theory and to review and introduce customer relationship theory. The second part of the construction project for vanke company and its stakeholders, the characteristics of this part is divided into three aspects to introduce: A, details about vanke company building the development of the project, the present situation and characteristics of main characteristic for vanke company engineering scale, high complexity, diversity is rich; B, vanke company building the stakeholders of the project quantity is big, contains the shareholders, investors, customers, employees, suppliers, government, competitors, the public, society, etc., range is very wide, and its stakeholders to vanke company has had a huge impact to the success of the overall construction project, can you make the balance of the various stakeholders and relationship processing, can make the weight of each stakeholder analysis is the key to a successful construction project. The third part of the construction project for vanke company project management research of the internal stakeholders. In this part of content about vanke company procurement system, the cost of construction project system, sales system is introduced, based on the demand characteristics of the three sets of system, management subject, management mode of the thorough analysis, to understand the three systems for vanke company building the normal operation of the project play a crucial role, at the same time introduced through the establishment of the system and the system to regulate communication and exchanges between departments, for the communication between internal departments, there is no obstacle, thus improve the efficiency. The fourth part of the construction engineering project for vanke company external stakeholder management research.This chapter in the first section introduces the for vanke supplier of construction engineering project management, based on the demand characteristics of supplier management key points, management model to illustrate how to cooperate with suppliers to form a win-win platform, to form a benign circulation, make both parties can growing in cooperation. The second section introduces the vanke engineering customer demand characteristic and the maintenance of customer relationships, by purchasing power, the lifecycle of the customer purchases two aspects carries on the analysis to subdividing customer base .According to different needs of different customers different products library, so as to meet the housing demand of different crowd, precision satisfies the customer the housing demand. From customer for the first time to the scene of the sales until years after purchase, check in and check in time, this process is a propaganda brand, the process of maintaining customer relationship, through thoughtful, careful, specification, property management, innovation and customer service the living feelings of the action continuously meet customer needs, so as to further improve customer satisfaction and customer buy again. The third section is introduced how to set up a cooperation of mutual trust between the government, health the cooperation and communication platform of sunshine, enterprise how to implement the mission of the society, while making money at the same time shoulder the responsibility of the society. The fifth part is a summary of the paper core idea. Vanke company is analyzed by the five most construction project stakeholders on construction project will produce what kind of impact.By vanke company construction engineering project as an example to point with surface, the theory combined with practice Start small real estate enterprises of the stakeholders to influence the success or failure of the real estate enterprises to tell. The core of the thesis concludes that real estate enterprise stakeholders either internal or external stakeholders stakeholders will have a huge impact in the success or failure of the real estate enterprises.So the real estate enterprises in the survival and development need to be the analysis of internal and external stakeholders.To classify the different stakeholders Clear understanding the different weight of different stakeholders.Take different attitudes and methods deal with the relationship between different stakeholders, such ability in the invincible position in the competition.
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