本文關(guān)鍵詞： 房地產(chǎn)業(yè) 經(jīng)營風(fēng)險 對策　出處：《長沙理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：房地產(chǎn)行業(yè)的健康發(fā)展是保持國民經(jīng)濟(jì)持續(xù)健康發(fā)展的主要因素。隨著市場競爭的日趨加劇，經(jīng)濟(jì)、法律環(huán)境的日益規(guī)范，房地產(chǎn)業(yè)逐漸走入正規(guī)化管理。與此同時，受國際經(jīng)濟(jì)環(huán)境不景氣、國家一連串的宏觀調(diào)控政策影響，存在著巨大的風(fēng)險。有效防范風(fēng)險，促進(jìn)企業(yè)穩(wěn)步和長期發(fā)展成為眾多房地產(chǎn)企業(yè)關(guān)心和研究的重要課題。 本文以長沙東業(yè)地產(chǎn)有限公司為例，依據(jù)風(fēng)險-收益理論、規(guī)模收益理論、周期理論具體分析了東業(yè)地產(chǎn)公司面臨的主要問題及其成因；通過SWOT分析法對東業(yè)地產(chǎn)公司的經(jīng)營環(huán)境進(jìn)行了分析研究，系統(tǒng)地指出了東業(yè)地產(chǎn)公司經(jīng)營環(huán)境中存在的優(yōu)勢（S）為居住文化理念新穎、信用良好、擁有自己的營銷隊伍和物業(yè)公司、融資渠道豐富；劣勢（W）為宏觀政策打擊房地產(chǎn)企業(yè)、與國內(nèi)知名房地產(chǎn)企業(yè)之間差距較大；機(jī)會（O）為項目所處地理位置、舊城改造機(jī)會、市場機(jī)會；威脅（T）為自行全額繳納土地出讓金、行業(yè)競爭日益激烈。此外，東業(yè)地產(chǎn)公司經(jīng)營的風(fēng)險主要是管理方面做得不到位，導(dǎo)致在一二期的工程質(zhì)量方面出現(xiàn)了問題，并受到業(yè)主的投訴；對合作伙伴沒有做深入的了解，導(dǎo)致出現(xiàn)訴訟賠償支出等。 通過以上對東業(yè)地產(chǎn)公司的內(nèi)外部環(huán)境以及經(jīng)營風(fēng)險的分析，結(jié)合企業(yè)在前兩期項目中表現(xiàn)出的問題以及環(huán)境分析中設(shè)計的問題，從內(nèi)外部環(huán)境提出了降低經(jīng)營風(fēng)險的對策建議：加強(qiáng)對房地產(chǎn)經(jīng)營環(huán)境的研究；不斷提高本公司的管理水平；根據(jù)公司經(jīng)營特點制定出風(fēng)險的應(yīng)急措施和保險的實施內(nèi)容。
[Abstract]:The healthy development of the real estate industry is the main factor to maintain the sustained and healthy development of the national economy. At the same time, due to the depression of international economic environment and a series of national macro-control policies, there are huge risks and effective prevention of risks. Promoting the steady and long-term development of enterprises has become an important subject of concern and research for many real estate enterprises. Taking Changsha Dongye Real Estate Co., Ltd as an example, according to risk-income theory, scale income theory and cycle theory, this paper analyzes the main problems faced by Dongye Real Estate Company and its causes. This paper analyzes and studies the operating environment of Dongye Real Estate Company through SWOT analysis, and points out systematically that the advantage of Dongye Real Estate Company in operating environment is that the concept of residential culture is novel and the credit is good. Have their own marketing team and property companies, rich financing channels; For the macro policy to strike at the real estate enterprises, there is a big gap between them and the famous real estate enterprises in China. Opportunities for the project's geographical location, old city renovation opportunities, market opportunities; The industry competition is increasingly fierce. In addition, the risk of Dongye real estate company's operation is mainly the lack of management. As a result of the first and second phase of the project quality problems, and received complaints from the owners; No in-depth understanding of the partners, resulting in litigation compensation expenses and so on. Through the above analysis of the internal and external environment and management risk of Dongye Real Estate Company, combined with the problems of the first two phases of the project and the design of the environmental analysis problems. From the internal and external environment put forward the countermeasures to reduce the risk of management: strengthen the study of the real estate business environment; Continuously improve the management level of the company; According to the operating characteristics of the company to formulate the risk emergency measures and the implementation of insurance content.
【學(xué)位授予單位】：長沙理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272.3;F299.233.4

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