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论文编号：	9230
作者编号：	2220150548
上传时间：	2017/6/12 21:31:56
中文题目：	“蓝庭广场”房地产项目全价值链管理研究
英文题目：	The research on the whole value chain management of LanTing Plaza‘s real estate project
指导老师：	杨斌
中文关键字：	房地产企业；蓝庭广场项目；波特价值链理论；全面质量管理
英文关键字：	Real Estate enterprises; The LanTing Square Project; The Porter Value
中文摘要：	本文的立论依据和指导理论是哈佛商学院著名教授迈克尔.波特的全价值链理论，该理论将企业在设计、生产、销售、发送和辅助其产品的过程中进行种种活动的集合体，按照承担责任、创造价值的大小和内外影响，分为基础活动和支持性活动，并认为企业产生较大实际价值的活动集中在基础活动中。提升企业创造价值能力和提高核心竞争力，也需要从解决基础活动中的相关环节着手。蓝庭广场项目公司作为房地产开发企业，根据其自身特征，结合实际情况，价值链分为两大类：开发体系和管理体系。开发体系活动直接产生价值，等同于基础活动；管理体系虽不直接产生价值，但是为开发体系提供支持保障，等同于支持性活动。制定全价值链实施方案之前，需要对组织现状、问题原因、解决重点进行分析。首先，为有效解决蓝庭广场项目之前遇到的五个典型问题，提高蓝庭广场项目的运营效率和提升项目公司的核心竞争力，必须从开发体系中的相关环节着手。其次，对五个典型问题进行系统和深入分析，依据六何分析法，所有的问题可以归结于流程和计划运营管理两大方面。制定的流程是否系统、可操作、可追溯、有同步性，计划运营管理的时间节点、过程管控、输出结果是否明确，是否符合要求，这些因素是产生五个典型问题的根源，也是制定全价值链管理实施方案的方法论和基础。因此，实施方案中，第一步，针对五个典型问题完成了相应流程再造，确保流程正确；第二步，对时间周期（计划管理）、过程管控（关键会议、信息报表）、输出结果（关键成果）予以明确、标准化；第三步，对三个典型的细部课题，也是实践中最频发的问题，进行了专题研究，制定了全面质量管理改进方案。实施方案完成后，健全实施保障体系也非常重要。设置专门部门负责落地实施，设立专项经费用于团队提升和考核奖励，同时，对人力资源层面、制度建设层面、企业文化层面进行同步优化，营造实施变革的组织氛围，以一套组合拳辅助方案实施落地。
英文摘要：	In this thesis, the theoretical basis and guidance of the theory is the famous professor Michael Porter’s whole value chain theory from Harvard business school. According to the size of the responsibility, value creation and internal and external impact, the theory regards enterprise as the assembly proceeding variety of activities in the designing, production, sales, delivery and auxiliary products and then divides them into basic activities and support activities, and argues that basic activities have greater practical value. Improving the ability of enterprises to create value and improve their core competencies also requires the development of relevant links in basic activities. LanTing square project company, as real estate enterprise, according to its own characteristics, combined with the actual situation, divides its value chain into two categories: development system and management system. The activities of development system directly produce value, equivalent to basic activities; The management system does not produce value directly, but provides support for the development system, equivalent to supporting activities. Prior to the implementation of the whole value chain, the thesis needs to analyze the status of the organization, the cause of the problem, and the key solution. First of all, to effectively solve the five problems LanTing square project confronted in the previous years,improves the operational efficiency of LanTing square project and the company's core competitiveness, the thesis begins with the development in the related links of the system. Secondly, after systematic and in-depth analysis of five typical problems, based on the ‘six analysis’, all problems can be attributed to the process and planning operation management. Whether the process is the systematic, operational, traceable, synchronous; Whether the plan’s deadline, process control, the output is clear,meets the requirements; these factors are the root causes of five typical problems, and the basis and foundation to formulate the scheme of the total value chain management. Therefore, to implement the plan, the first step is to complete the corresponding process reconstruction to ensure the correctness of process. The second step, the time period (project management), process control (key meetings, information report), the output (key results) shall be clear and standardized; The third step, the thesisconducts special study to three issues, which are the most frequent problems in practice, and sets down the plan of whole quality management. After the implementation of the plan, it is also important to improve the guarantee system. Setting up a special department is responsible for carrying out the plan to the ground; setting up special funds is used for team building and reward.At the same time, in the level of human resources, system construction, enterprise culture, the plan needs to be synchronously optimized, to build the organization atmosphere of change, assisted by a set of combination scheme.
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