本文關(guān)鍵詞： 危機(jī) 房地產(chǎn)企業(yè) 公共關(guān)系 ISM-ANP 危機(jī)評價指標(biāo)體系　出處：《沈陽建筑大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來,我國房地產(chǎn)業(yè)猶如雨后春筍,房地產(chǎn)業(yè)和房地產(chǎn)市場伴隨著整個國民經(jīng)濟(jì)的發(fā)展得到了長足的發(fā)展。國內(nèi)的房地產(chǎn)公司不斷的擴(kuò)張和新增,致使房地產(chǎn)開發(fā)經(jīng)營成了國內(nèi)投資的熱點(diǎn)。房地產(chǎn)業(yè)迅速崛起給相關(guān)單位帶來了新的機(jī)遇,但同時也存在著不可忽視的大小危機(jī)。就目前我國的房地產(chǎn)市場而言,我國的房地產(chǎn)企業(yè)面臨的經(jīng)營環(huán)境越來越復(fù)雜,房地產(chǎn)市場受不確定性因素影響更加大,各種可能威脅到企業(yè)生存的危機(jī)現(xiàn)象也頻繁發(fā)生。危機(jī)對企業(yè)的發(fā)展有著至關(guān)重要的深遠(yuǎn)影響,一著不慎滿盤皆輸,一個看似無關(guān)緊要的危機(jī),甚至潛伏著巨大的危險,至企業(yè)于破產(chǎn)。為了強(qiáng)化企業(yè)的反危機(jī)能力,制定良好的危機(jī)評估體系,對企業(yè)的生存和進(jìn)一步向前發(fā)展有著至關(guān)重要的作用。 本文在危機(jī)管理的理論層面上,從房地產(chǎn)企業(yè)公共關(guān)系危機(jī)的角度來評價企業(yè)公共關(guān)系危機(jī)并研究危機(jī)應(yīng)對策略。采用宏觀層面與微觀層面相結(jié)合、定性分析與定量分析相結(jié)合的方法,克服了傳統(tǒng)評估方法不足,更準(zhǔn)確、更真實(shí)地對我國房地產(chǎn)企業(yè)危機(jī)進(jìn)行評價,并給出建議。首先通過對危機(jī)理論、危機(jī)管理理論、危機(jī)誘因理論及房地產(chǎn)開發(fā)企業(yè)公共關(guān)系危機(jī)管理理論進(jìn)行詳細(xì)的綜述,指出危機(jī)管理是一種先進(jìn)的管理方法,對企業(yè)的抗風(fēng)險能力具有相當(dāng)重要的影響；尤其是對高風(fēng)險的房地產(chǎn)開發(fā)企業(yè),危機(jī)管理對企業(yè)的生存和發(fā)展更為重要。其次,闡述房地產(chǎn)企業(yè)公共關(guān)系危機(jī)管理相關(guān)理論和危機(jī)評價理論,然后,介紹了危機(jī)管理評價指標(biāo)體系設(shè)置的原則和指標(biāo)的選取,并運(yùn)用ISM-ANP方法建立模型,計(jì)算各項(xiàng)指標(biāo)的權(quán)重,這樣就可以對房地產(chǎn)開發(fā)企業(yè)公共關(guān)系危機(jī)實(shí)施效果評價。接著通過對我國HX房地產(chǎn)開發(fā)企業(yè)的危機(jī)案例深入和系統(tǒng)地研究分析,在介紹HX公司基本概況及目前公司公共關(guān)系危機(jī)管理存在的問題的基礎(chǔ)上,通過對HX公司的公共關(guān)系危機(jī)管理進(jìn)行實(shí)證研究,計(jì)算了HX公司危機(jī)的評價結(jié)果。最后根據(jù)前述公共關(guān)系危機(jī)管理理論,根據(jù)HX公司的實(shí)際情況給出具體的公共關(guān)系危機(jī)處理流程和處理策略。 本文的研究將更好完善房地產(chǎn)開發(fā)企業(yè)公共關(guān)系危機(jī)管理體系,同時為當(dāng)?shù)禺a(chǎn)開發(fā)企業(yè)在危機(jī)評價和危機(jī)應(yīng)對方面提出更好的借鑒。
[Abstract]:Since the reform and opening up, the real estate industry in China has mushroomed. With the development of the whole national economy, the real estate industry and the real estate market have been greatly developed. As a result, real estate development and management has become a hot spot of domestic investment. The rapid rise of real estate industry has brought new opportunities to relevant units. But at the same time, there are some crises which can not be ignored. As far as the real estate market in our country is concerned, the operating environment of our real estate enterprises is becoming more and more complex, and the real estate market is affected more and more by the uncertain factors. All kinds of crises which may threaten the survival of enterprises also occur frequently. The crisis has a vital and far-reaching impact on the development of enterprises. In order to strengthen the anti-crisis ability of the enterprise and establish a good crisis evaluation system, it is very important for the survival and further development of the enterprise. On the theoretical level of crisis management, this paper evaluates the public relations crisis of real estate enterprises from the perspective of public relations crisis and studies the crisis response strategy. The combination of qualitative analysis and quantitative analysis overcomes the shortcomings of traditional evaluation methods and evaluates the crisis of Chinese real estate enterprises more accurately and realistically. Crisis management theory, crisis inducement theory and real estate development enterprise public relations crisis management theory are summarized in detail, pointing out that crisis management is an advanced management method. It has a very important influence on the enterprise's ability to resist risk. Especially for the high-risk real estate development enterprises, crisis management is more important to the survival and development of the enterprise. Secondly, the public relations crisis management theory and crisis evaluation theory of real estate enterprises are expounded. This paper introduces the principles of the evaluation index system of crisis management and the selection of indicators, and establishes a model by using ISM-ANP method to calculate the weight of each index. In this way, we can evaluate the implementation effect of public relations crisis in real estate development enterprises. Then through the HX real estate development enterprise crisis cases in-depth and systematic research and analysis. On the basis of introducing the basic situation of HX Company and the problems existing in the public relations crisis management of HX Company at present, this paper makes an empirical study on the public relations crisis management of HX Company. Finally, according to the public relations crisis management theory, according to the actual situation of HX company, the concrete public relations crisis management process and strategy are given. The research in this paper will improve the public relations crisis management system of real estate development enterprises, and provide a better reference for real estate development enterprises in crisis evaluation and crisis response.
【學(xué)位授予單位】：沈陽建筑大學(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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本文編號：1471556