【摘要】：房地產(chǎn)作為我國國民經(jīng)濟(jì)的支柱產(chǎn)業(yè),關(guān)系著國計(jì)民生,國家出臺了一系列防止房價過快增長的高壓管控政策,使房地產(chǎn)業(yè)競爭焦點(diǎn),將由主要集中在土地、融資競爭向管理競爭轉(zhuǎn)變。同時,經(jīng)濟(jì)全球化進(jìn)程、信息科技技術(shù)和管理理念的迅猛發(fā)展變化,使得房地產(chǎn)市場需求呈現(xiàn)多元化、精細(xì)化、品牌化,這些都對企業(yè)的管理思路、策略、模式提出了新的要求。良好的運(yùn)營管理可以最大限度地整合企業(yè)資源,提高項(xiàng)目附加值和利潤率,實(shí)現(xiàn)企業(yè)經(jīng)濟(jì)效益持續(xù)增長。 本文以BC集團(tuán)房地產(chǎn)公司作為研究對象,分析了BC公司運(yùn)營管理的現(xiàn)狀,對存在的問題進(jìn)行了深入的剖析,發(fā)現(xiàn)其存在同時異地管理多個項(xiàng)目、運(yùn)營管理與績效管理脫節(jié)、考核機(jī)制沒有考慮到戰(zhàn)略目標(biāo)及階段性特點(diǎn)等問題。并采用交叉研究法、問卷調(diào)查法、員工訪談法、圖表法等研究工具,將運(yùn)營管理與績效管理有機(jī)結(jié)合,通過績效管理發(fā)揮對項(xiàng)目運(yùn)營的監(jiān)督、修偏、指導(dǎo)的作用,構(gòu)建出一套適合該公司整體發(fā)展的運(yùn)營績效管理體系。真正實(shí)現(xiàn)績效推動運(yùn)營管理的高效運(yùn)行,完成既定目標(biāo),提高管理的精細(xì)化程度,這將不僅是BC地產(chǎn)想得到的答案,也是我國大多數(shù)中小型地產(chǎn)公司中亟需解決的普遍問題。最后,針對該運(yùn)營績效管理體系的實(shí)施方案提出關(guān)鍵性的建議,以期能夠順利實(shí)施,達(dá)到較好的落地效果。
[Abstract]:As the pillar industry of our national economy, the real estate industry is related to the national economy and the people's livelihood. The state has issued a series of high-pressure control policies to prevent house prices from increasing too fast, so that the real estate industry will focus on the competition by mainly focusing on land. Financing competition changes to management competition. At the same time, the process of economic globalization, the rapid development and change of information technology and management concept make the demand of real estate market present diversification, refinement and brand. The model puts forward new requirements. Good operation and management can maximize the integration of enterprise resources, improve the added value and profit margin of the project, and realize the sustained growth of the economic benefits of the enterprise. This paper takes the real estate company of BC Group as the research object, analyzes the present situation of the operation management of the BC Company, and deeply analyzes the existing problems, and finds that there are many projects managed in different places at the same time, and the operation management and the performance management are out of touch with each other. The examination mechanism does not consider the strategic goal and the stage characteristic and so on question. Using cross-research method, questionnaire survey method, employee interview method, chart method and other research tools, the operation management and performance management are organically combined to play the role of supervision, correction and guidance of project operation through performance management. Build a set of operating performance management system suitable for the overall development of the company. It is not only the answer that BC real estate wants to get, but also the common problem that most small and medium-sized real estate companies in our country need to solve, to realize the performance to promote the efficient operation of the operation management, to complete the established goal, to improve the fine degree of management, which is not only the answer that BC real estate wants to get. Finally, the paper puts forward some key suggestions for the implementation of the operation performance management system, in order to achieve a good landing effect.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F299.233.4;F272.3

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