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论文编号：	9238
作者编号：	2120123006
上传时间：	2017/6/13 15:14:19
中文题目：	两种组织结构模式对房地产企业运营效益影响的对比分析——以中海和龙湖地产为例
英文题目：	Research on the Two kinds of Organizational Structure and Operational Efficiency of Real Estate Enterprise——Based on the China Overseas and Longfor
指导老师：	任兵
中文关键字：	组织结构设计;经营策略;运营效益;项目管理模式
英文关键字：	The organizational structure design;Business strategy;Operational efficiency;Project management mode
中文摘要：	房地产行业是我国国民经济支柱产业，当下房地产行业面临着政策环境多变，市场竞争激烈，行业向集聚化发展的状况，企业自身运营指标水涨船高。类似万科、中海、融创这样的房地产行业标杆企业，为了提高市场占有率，扩大业绩规模，不仅外部兼并重组，同时在内部也在不断变革企业组织架构，比如万科的事业部制改革，中海的总部垂直管理模式变革等，如何对兼并的项目或公司进行管理，也是房地产企业亟待解决的问题。合理的组织结构设计可以帮助房地产企业处理需要跨领域解决的复杂问题，并实现更高的项目运营效益。 房地产企业本身面临的外部环境基本一致，在内部环境上具有一定的差异性，在内外部环境交互作用下，导致企业设定不完全相同的战略目标，并在组织设计上突出有利于其特定战略目标的结构特征。因为环境是不断变化的，组织结构又是高度动态的，特定的组织结构可能既具有优势又有风险。企业在多变且竞争激烈的经济环境下，试图通过对外选择兼并重组、对内变革组织架构，来扩大企业经营规模的战略，存在着诸多风险，对企业绩效的影响不可忽视。 针对项目管理模式中的组织结构设计以及项目绩效相关问题，本论文通过PEST方法解析在不确定环境下的房地产企业组织结构设计的独特性，深入研究房地产企业组织结构模式。本论文主要研究：面对充满不确定性的经济环境，不同组织结构模式的房地产企业的运营效益表现如何，房地产企业的经营策略、行为如何更好的得到特定组织结构的支撑？哪些结构更有利于企业在多变高竞争环境下的企业经营及其绩效，房地产企业是如何克服结构的僵化或者利用结构的弹性？ 在此基础上，本论文选择两家典型的行业标杆型房地产企业，考察企业在不确定环境下的组织结构设计的独特性，以及与其运营效益的相关性。研究内容包括：（1）两家企业的核心组织结构模式描述及其对比分析；（2）两家企业的具体经营行为选择；（3）两家企业的财务绩效表现；（4）组织结构模式与绩效的匹配分析。 本论文的研究发现组织结构模式与企业运营效益是有关联性的，通过对两家房地产公司组织结构模式的比较后发现，以矩阵型结构为项目管理模式的房地产企业在项目开发时，其运营体系相对稳定，波动性较低，在规模化发展的同时，企业能够在行业中精耕细作、快速复制并建立竞争优势，企业绩效稳定；以职能型结构为项目管理模式的房地产企业，在规模化扩张时其管理决策更高效、变动性更强，同时企业更倾向于快速推进项目开发完成，在兼并重组其他企业的过程中由于组织结构和企业文化不同，企业绩效受到一定程度影响。 本论文的研究贡献包括：一是提出了以矩阵型组织和职能型组织为代表的两种组织结构模式如何影响企业运营效益；二是分析了在面临不确定的经济环境时，房地产企业的经营策略、行为如何更好的得到特定组织结构的支撑，如何克服结构的僵化寻求转变。 本论文的管理启示在于：企业在面对不确定环境时，应该合理制定企业发展目标，选择适合自身企业发展的组织结构模式，在多变的内外部环境下更应该选择稳健的企业经营策略，避免盲目冒进兼并重组，影响企业的可持续发展。
英文摘要：	Real estate industry is a pillar industry of the national economy, the real estate industry is faced with changing policy environment, market competition is intense, industry to the development situation of agglomeration, their own operational indicators a rising tide lifts all boats. We found similar Vanke, China Overseas, Rongchuang and the real estate industry benchmarking enterprises, in order to improve the market share, expand the scale of the performance, not only external annexation and reorganization, at the same time also in constant change in internal enterprise organization structure, such as Vanke, the divisional system reform, the headquarters of China Overseas vertical management mode change and so on, how to manage the merger projects or companies, is also an urgent problem in the real estate enterprises. Reasonable organization structure design can help real estate enterprises need across the field to solve complex problems, and achieve a higher operating efficiency. The external environment facing the real estate enterprise itself, have certain differences in the internal environment, including the external environment interaction, lead to enterprise strategic target set is not exactly the same, and in the organization design for highlights on the structure characteristic of its specific strategic objectives. Because the environment is constantly changing, the organizational structure is highly dynamic, specific organizational structure has both advantages and risks. Enterprise in variable and competitive economic environment, by trying to foreign choose merger and reorganization, internal structure change, to expand the scale of the enterprise management strategy, there are a lot of risks, impact on business performance should not be ignored. For project management mode, the organization structure design, and project performance related issues in this paper by the method of PEST analysis in the uncertain environment the uniqueness of the real estate enterprise organization structure design, further study of real estate enterprise organization structure model. This thesis mainly study: in the face of uncertain economic environment, different organizational structure model of real estate enterprises operating efficiency performance, real estate enterprise business strategy, how to better get the support of certain organization structure? What kind of structure is more advantageous to the enterprise in the changeable high competitive environment of enterprise management and its performance, the structure of the real estate enterprises is how to overcome the elastic rigidity or use structure? On this basis, this thesis choose two typical industry benchmarking type real estate enterprises, enterprises in uncertain environment to the uniqueness of organizational structure design, and the correlation with its operating efficiency. Research content includes: (1) the two companies at the core of the organization structure pattern description and analysis; (2) two enterprise specific management behavior choice; (3) the two companies' financial performance; (4) the organizational structure model and performance analysis of the match. Research of this paper found that the organizational structure model and enterprise operating efficiency is of relevance, through comparing two real estate company organization structure model and found that the matrix structure for the project management mode of real estate enterprises in the project development, its operating system is relatively stable, low volatility, at the same time of large-scale development, enterprise to intensive cultivation in the industry, rapid replication and establish the competitive advantage, enterprise performance stability; With functional structure for the project management mode of real estate enterprises, the scale expands its management decision more efficient and more volatility, at the same time, enterprises tend to be more rapid advance development of the project is completed, in the process of merger and reorganization of the other enterprise due to different organizational structure and corporate culture, corporate performance is affected by a certain degree. Contribution to the research of this paper include: first, the proposed represented by matrix and functional organizations of the two kinds of organization structure mode how to affect the enterprise operating efficiency; Second is analyzed in the face of the uncertain economic environment, the real estate enterprise business strategy, how to better get specific organization structure, how to overcome the structural rigidity for change. Management implications of this paper lies in: enterprise in the face of uncertain environment, enterprises should make reasonable development goals, choose to suit oneself enterprise development mode of organizational structure, should choose more robust in a changeable internal and external environment of enterprise management strategy, avoid blindly aggressive mergers and reorganization, affect the sustainable development of the enterprise.
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