本文選題：平衡計分卡　切入點：商品房　出處：《西南交通大學(xué)》2013年碩士論文

【摘要】：伴隨我國房地產(chǎn)市場競爭模式的不斷升級,單純依靠土地增值的粗放型房地產(chǎn)開發(fā)模式已逐漸被憑借運營增值的競爭模式所替代。而對于商品住宅營銷代理公司而言,售樓處精細(xì)化運營管理體系建設(shè)的重要性也日漸突顯。 天津市津房置換有限責(zé)任公司主要經(jīng)營二手房經(jīng)紀(jì)業(yè)務(wù)與商品房代理業(yè)務(wù),但以獨家經(jīng)營的公產(chǎn)房置換營業(yè)收入為主,存在巨大的政策性經(jīng)營風(fēng)險。因此,快速發(fā)展商品房代理業(yè)務(wù)成為公司2010年以后戰(zhàn)略重點之一。同時,基于公司獨特資源與能力,售樓處精細(xì)化管理水平將成為該項業(yè)務(wù)能否迅速發(fā)展的關(guān)鍵所在。而在2010年時該公司的各售樓處客觀存在著只關(guān)注短期財務(wù)指標(biāo)、客戶滿意度不理想、售樓處運營流程標(biāo)準(zhǔn)化程度低、業(yè)績被售樓處經(jīng)理能力綁架等問題�；诖�,公司擬在售樓處嘗試導(dǎo)入平衡計分卡,以服務(wù)于公司商品房事業(yè)及整體發(fā)展戰(zhàn)略。 本文以售樓處在宏觀調(diào)控政策打壓下的清盤與傭金回款、新項目零儲備、部門經(jīng)理突然辭職、團(tuán)隊營銷能力低下等客觀問題為研究起點,分別從通過增長戰(zhàn)略與生產(chǎn)率戰(zhàn)略實現(xiàn)售樓處傭金收入與利潤雙增長、通過庫存與去化、蓄客與轉(zhuǎn)化、品牌與服務(wù)提升開發(fā)商滿意度、通過開盤組織、業(yè)務(wù)流程與開發(fā)商關(guān)系管理實現(xiàn)優(yōu)異運營與客戶親密度戰(zhàn)略、通過人力資本、信息資本與組織資本開發(fā)提升團(tuán)隊效能等四個維度,對售樓處平衡計分卡相關(guān)內(nèi)容進(jìn)行了深入戰(zhàn)略解析。 實踐證明,經(jīng)過3年多時間的不斷努力與嘗試,津房置換商品房代理業(yè)務(wù)在財務(wù)收入、組織能力、品牌資產(chǎn)等方面取得了明顯的發(fā)展,進(jìn)一步驗證了平衡計分卡這一戰(zhàn)略管理工具在售樓處運營管理中的適用性。同時,在商品房售樓處創(chuàng)新性的導(dǎo)入平衡計分卡,相信會對全國數(shù)以萬計的商品房代理公司以借鑒與裨益。
[Abstract]:With the escalating competition pattern of China's real estate market, relying on the extensive land value-added real estate development model has gradually been with operation mode of competition instead. And for the marketing of the real estate agency, the sales offices of the importance of meticulous operation management system construction have become more prominent.
Tianjin Tianjin Housing Replacement limited liability company mainly engaged in second-hand housing brokerage and real estate agency business, but the business income of male delivery room exclusive replacement, there is a huge risk management policy. Therefore, the rapid development of real estate agency business of the company in 2010 after one of the strategic focus. At the same time, the company's unique resources and capabilities based on the sales offices, the fine management level will become the key of the business can develop quickly. In 2010 the sales offices of the company exist only focus on short-term financial indicators, customer satisfaction is not ideal, the sales offices of operation process, low degree of standardization, the performance of sales offices manager ability of abduction and other issues. Based on this, the company intends to try to import the Balanced Scorecard in the sales offices, to serve the real estate business strategy and overall development.
According to the sales offices in the macro-control policy to suppress the liquidation and payment of commission, the new project zero reserves manager suddenly quit, team marketing ability is low objective problem as the research starting point, separately from the strategy and strategy by increasing productivity growth to achieve double sales commission income and profit, and go through the inventory, storage and transformation developers, enhance the brand and service satisfaction, through opening organization, business process and developers relationship management achieve excellent operation and customer intimacy strategy, through human capital, information capital and organizational capital in four dimensions made to improve team efficiency, the sales offices of the Balanced Scorecard related content in-depth strategic analysis.
Practice has proved that through continuous efforts and try for more than 3 years, Tianjin housing replacement of real estate agency business organizations in the financial income, ability, brand equity has achieved remarkable development, further validation of the balanced scorecard which is a strategic management tool in the application of Science in the sales offices in the import operation. At the same time, balanced scorecard innovative commercial housing sales offices of the card, I believe the tens of thousands of national commercial housing agency to reference and benefit.

【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.42

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 沈偉民;;羅伯特·卡普蘭:升級平衡計分卡[J];經(jīng)理人;2011年03期

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本文編號：1707300