【作者】 张璞；

【导师】 苏振民；

【作者基本信息】 南京工业大学 ， 管理科学与工程， 2005， 硕士

【摘要】 伴随着房地产市场的不断成熟,管理机制不断健全,房地产开发企业的管理水平需要不断提高。粗犷式的管理已不能为房地产开发企业带来利润,企业长期的生存和发展需要与市场相适应并具有前瞻性的管理理论进行指导。 价值管理正在被越来越多的国外大型企业所采用,被证明是一种能提升企业竞争性并保证企业长期生存的管理思想。本文将价值管理思想引入到房地产开发企业的管理中,希望建立房地产开发企业的价值管理模式,指导房地产企业的管理工作。 本文首先对国内外企业价值理论的论述进行了分析,找到了企业存在的意义和衡量企业价值的财务标准。在此基础上对价值管理思想做了深入的理解,发现当前房地产企业创造价值的因素主要在于企业的无形资产,而价值实现仍必须通过产品,所以以提高价值为目标的房地产企业需要懂得管理无形资产并抓住产品生产这些关键因素,房地产企业价值蕴藏于无形资产与产品生产过程中。 针对于房地产开发企业,本文首先根据房地产产品价值实现特征,依据圣盖仑网络思维方式找到了房地产企业的价值驱动因素,即房地产企业的产品开发为中心的内部流程、以顾客满意为中心的客户管理、提升员工能力为中心的人力资源、关注资本运作的内部运营和以市场为导向的企业行为的五大层次因素强烈的影响着企业价值实现。要合理的利用这些价值因素实现房地产开发企业的价值增值,需要房地产企业将自身行为统一在一个明确的目标体系下,以一个整体进行价值创造。根据罗伯特·S·卡普兰战略中心理论结合房地产企业价值驱动因素,笔者构建了房地产企业价值实现结构图,这一结构也成为本文的研究框架。 根据麦克·波特和罗伯特·S·卡普兰(Robert.s.kapln)战略理论,本文构建了战略中心型房地产开发企业,将房地产开发企业的战略目标、价值取向、内部流程和人力资源等四个层次的企业管理工作统一起来,并构建了房地产开发企业的战略管理模式。根据这个战略模式,房地产开发企业可以准确地描述其战略并从价值取向、内部流程和人力资源管理等几个层面找到实现价值的途径。 以房地产产品开发为中心的内部流程管理是房地产企业实现价值的关键因素。本文根据价值链理论和德国里丁大学(The University of Reading)格林教授(Green,S.D)以项目为主体的价值管理理论,研究了房地产产品开发流程价值管理活动。在房地产产品开发过程中,每一个开发环节都对最终产品的价值实现产生影响,房地产开发企业需要找到每一个环节价值增值的关键因素并按照一定更多还原

【Abstract】 With the unceasingly mature of the real estate market and the unceasingly healthiness of management mechanism, the real estate enterprise’s management level needs to enhance unceasingly. The rough management can not bring the profit for the real estate enterprise, the enterprise long-term survival and the development needs to adapt the market and needs foresighted management theory to supervise.The value management is being adopted by more and more overseas major enterprises, and it is proved to be one kind of management thoughts that can promote enterprise competitiveness and can guarantee the enterprise long-term survival. This article introduces the value management thought into the real estate enterprise’s management. The author hope to establish the value management mode of real estate enterprise to instruct real estate enterprise’s supervisory work.This article first has carried on the analysis to the domestic and foreign enterprises value dissertation, and had found the significance of enterprise existence and the financial standard to weight enterprise value. Then it has made the thorough understanding of the value management thought in this foundation. The author discovered that current enterprise creates the value mainly to lie in the intangible asset, but the value reality still must through the product, therefore the enterprises whose goal is to enhances the value need to understand to manage intangible asset and hold the product’s key factors because the enterprise value contains in the intangible asset and the produce process.In view of in real estate enterprise, according to the real estate product value realization characteristic this article first acts had found the property development enterprise’s value drive factor based on the network thinking mode, namely real estate enterprise’s internal flow, customer management and human resources, these three big levels factors intense influence enterprise value’s realization. In order to realize real estate enterprises’s value increment with reasonable use these value factor, real estate enterprises need to unify own behavior under an explicit target complex, and carry on the value creation by a whole. This involved to the enterprise strategy formulation and the realization. This article has afterwards studied the real estate enterprise’s strategic management mode.According to the strategic center organization theory, this article has constructed the strategic center real estate enterprise. Then it unifies four levels management work which includes the property development enterprise’s strategic target, the value orientation, internal flow and the human resources management, and establish strategic management mode of real estate enterprise. According to this strategic mode, the real estate enterprise may accurately describe its strategy and to find the way to realize its value.The customer management is the important content to realize enterprise’s value. According to the strategic center organization, this article established the real estate enterprise’s customer management strategy stencil embarked from the customer valueactuation model, and has discussed the real estate enterprise’s customer management implementation step and the flow. Then it has established the real estate enterprise’s customer management mode.The last part of this article has mainly studied the flow management in real estate enterprise. In the development course of real estate product, each development link all influences the final product value realization, therefore the real estate enterprise needs to find the key factor of each link value increment, then manage these value activities according to certain value judgment standard. This article has studied the way to create these links’ value and has produced the certain judgment standard. Based on the way to output’s value production, the real estate needs to establish the organization mode which adapts with it. According to the product value characteristic, this article constructs the flow organization as the organization foundation to realize product value.更多还原