【作者】 王晶；

【导师】 冷绍升；

【作者基本信息】 中国海洋大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 自1978年中国住房制度改革开篇，随着城镇化进程的加快，房地产业在国民经济中所发挥的作用越来越强，逐渐成为众所瞩目的投资热点。但蓬勃发展的同时，房地产业也暴露出大量的问题：从企业全局角度看，大量企业的资本负债率高、项目开发周期长、项目个性化程度和顾客针对性低，对宏观调控带来的行业周期波动的抵御能力很弱；从项目开发角度看，规划定位、项目设计、招标采购、施工组织、验收交房、售后服务以及营销服务等方面都存在不足，因返工、窝工及空置等造成了严重的工期拖延和浪费。究其原因，一方面，部分初入此行业的企业不熟悉地产业务，缺乏有效管理思想指导企业运营；另一方面，更多传统房地产公司，指导企业运营的管理思想相对落后，难以满足现今行业发展的要求。因此，为保证行业和企业的健康持续发展，亟需引入先进科学的运营管理思想。房地产具备服务业的本质特征。影响力不断扩大的精益服务发轫于精益生产和精益思想，能够有效改善房地产公司的运营状况，促进企业活动更好地满足消费者需求，消除浪费，提高服务质量，最终提高效益。因此，房地产公司引入精益服务体系势在必行，对房地产精益服务体系详加研究也是十分必要和可行的。本次研究中，首先介绍了研究的背景、目的和意义，对国内外研究现状进行了归纳，在此基础上还对研究的主要内容、思路和研究方法进行了说明；其次梳理了精益服务的产生和发展历程，对精益服务的定义、基本概念和原则进行了概要说明；再次在分析了样本企业A房地产开发有限公司的概况、现行运营模式之后，集中分析了A公司中存在的具有代表性的问题，以及这些问题的根源所在；随后，重点阐述了房地产公司精益服务体系的内容，这一体系涵盖了精益规划设计服务、精益工程招标和物资采购服务、精益施工组织和验收交房服务、精益售后服务及增值服务、全程精益营销服务等，并通过信息化建设、组织结构、人才建设以及企业文化再造，为精益服务体系的成功推广实施构建了强有力的保障；最后，基于体系运行的收效对研究结果进行了概要总结，并提出了四点启示，即把握精益服务精髓；高层带动，全员参与改善，改善中带动相关单位共同参与；从战略高度加深对精益服务的认识；发挥主观能动性持续改善等。本次研究是对精益服务相关因素深化认识，探讨精益服务普适性的一次尝试，研究成果有助于政府科学评判房地产公司的运营状况，进行相关科学决策和行业管理；有助于消费者选购到更具性价比、更能满足其心理需求的房地产产品；更有助于房地产公司凭借兼顾价值和成本、关注有效性和及时性的精益服务，走出运营困境，在剧烈的外部波动和残酷的行业搏杀中生存壮大，摸索出一条企业发展经营的新路。更多还原

【Abstract】 In1978the reform of housing system in China was launched. Since then theurbanization process had been speeded up, and the real-estate industry played a moreand more significant role in the national economy. Now it has become the brilliantinvestment hotspot, nevertheless it also faces quite a lot of problems during its rapiddevelopment. From the perspective of the whole enterprise, a large quantity ofreal-estate enterprises have the high leverage ratio, long developing period and lowproject personalization and shortage of satisfying customers’ wants, and therefore theenterprises are lack of resistance of the industry cycle fluctuations brought by themacro-control. And from the perspective of project development, there is hugeinadequacy in the planning, positioning, project designing, bidding and purchasing,construction organization, acceptance test, after-sales services and marketingservices. And there are severe wasting and schedule delays caused by reprocessing,idleness and vacant flats. Reasons are obvious. On the one hand, some of theenterprises entering this industry for the first time are not familiar with the real estatebusiness, and in their business operation the lack of effective management thoughtsis conspicuous. On the other hand, in traditional real-estate enterprises themanagement theory to guide their operation is relatively backward, which is difficultto satisfy the real-estate industry development. Therefore, in order to ensure thesustained and healthy development of the real-estate industry and real-estateenterprises, there is an urgent need to adopt the advanced and scientific operationmanagement thought.Real-estate has the essential characteristics of the service industry. Lean service,with increasing influence, sourced from lean manufacturing and lean thinkingprinciples, can effectively improve the operation in real-estate enterprises, promoteenterprise activities to better satisfy the consumers’ wants, eliminate waste, improveservice quality and finally improve efficiency. Therefore, it’s imperative that thereal-estate enterprises adopt lean service system immediately, and a detailed study inreal-estate lean service system is also very necessary and feasible.In the research, firstly it introduces the background, purport and significance of the research, and summarizes the research status at home and abroad, on that basis, italso illustrates the main content, idea and research method. Secondly, it combs theproduction and development of lean service and introduces the definition of basicconcepts and principles of lean service. Thirdly, it analyzes the representativeproblems and the root of these problems of Company A, after analyzing its generalsituation survey and current operation mode. Fourthly, it focuses on the real-estatecompany lean service system, which covers the lean planning and design services,the lean project tendering and procurement services, the lean constructionorganization and acceptance test services, the lean after-sales services andvalue-added services, the lean Marketing services. The system improves thetraditional service models in real-estate enterprises, and the system building ispowerfully guaranteed and promoted by the information technology, organizationalstructure, personnel development, and corporate culture recycling. Finally, itsummarizes the achievement of the research based on the benefits of system building,and presents four enlightenments which are: to master the lean Service essence; toobtain the support from the top, let all employees participate in and improve, anddrive the related units to participate in during the improvement; to deepen theunderstanding of lean service from a strategic height; to bring subjective initiativecontinuous improvement.This research is to deepen the understanding of related factors of lean service,and it’s an attempt of discussing its general applicability. The findings in the researchwill help the government to make scientific judgment on the operation status of thereal estate enterprises scientifically, and then improve the related scientificdecision-making and industry management. The findings will also help consumers toget what they want on house-purchasing, and their psychological wants will besatisfied better. And by learning the findings real-estate enterprises will balancebetween value and cost, the effectiveness and timeliness. And then they will find thesolution out of the operation difficulties through severe external fluctuations andintense competition.更多还原