Y公司Z家居商场项目经济效益后评价研究

发布时间：2019-03-14 19:45

【摘要】：Y公司是山东家居零售行业的龙头企业,在山东地区下属专业家居商场10余家。为提高行业竞争力,Y公司在2010年建设了当地规模最大的家居品购物中心即Z项目。Z项目凭借优质的物业条件、高端的品牌档次,在山东零售商场中占据一定优势。然而近年来,全国范围内专业家居商场增加较快,行业竞争激烈,突发性闭店事件时有发生。为避免盲目扩建,确保资本投入效率,提高风险防控能力,进行家居商场项目运营后的经济效益专项评价研究是非常必要的,具有重要的现实意义。本文从项目生命周期、项目后评价、经济效益评价等项目管理理论体系入手,具体分析了家居商场项目经济效益后评价的评价范围,确定了本项目评价研究的重点内容。以Y公司Z项目为样本,借鉴了国内外文献资料中的研究经验,设计出家居商场项目的经济效益后评价研究框架。从经营者角度出发,综合运用文献研究、对比分析、访谈调查等方法,选取出符合Z项目特点的评价指标。同时利用层次分析法,进一步构建出指标评价体系。作者考虑到各项评价指标在层次上有一定的复杂性,且存在多项指标难以衡量的情况,在比较分析了常用的项目评价模型后,构建出基于层次分析法和模糊评价法的模糊层次评价模型。文章最后以Z项目财务数据为基础,进行实证分析,评价项目的经营现状,总结项目的经验教训,同时验证评价模型的合理性。论文根据项目评价得到的结论,提出项目发展建议,为同类项目的再投资提供依据。
[Abstract]:Y Company is the leading enterprise in Shandong home retail industry, in Shandong Province under the professional home shopping malls more than 10. In order to improve the competitiveness of the industry, Y Company built the largest local household shopping center in 2010, that is, Z project. With high-quality property conditions and high-end brand grade, Z project occupies a certain advantage in Shandong retail shopping malls. However, in recent years, the number of professional home malls in the country increases rapidly, the industry competition is fierce, sudden store closure incidents occur from time to time. In order to avoid blind expansion, ensure the efficiency of capital investment and improve the ability of risk prevention and control, it is very necessary to study the special evaluation of economic benefits after the operation of household shopping malls, and it is of great practical significance. Starting with the project management theory system such as project life cycle, project post-evaluation, economic benefit evaluation and so on, this paper analyzes the evaluation scope of the project economic benefit post-evaluation in household shopping malls, and determines the key content of the project evaluation research. Taking Z project of Y Company as a sample and drawing on the research experience of domestic and foreign literature, the post-evaluation research framework of economic benefits of home shopping malls is designed. From the operator's point of view, comprehensive use of literature research, comparative analysis, interviews and other methods, the selection of Z-project characteristics of evaluation indicators. At the same time, the analytic hierarchy process (AHP) is used to construct the index evaluation system. Considering the complexity of each evaluation index and the fact that many indexes are difficult to measure, the author makes a comparative analysis of the commonly used project evaluation models. A fuzzy hierarchical evaluation model based on analytic hierarchy process (AHP) and fuzzy evaluation method is proposed. Finally, based on the financial data of Z project, this paper carries on the empirical analysis, evaluates the current situation of the project management, summarizes the experience and lessons of the project, and verifies the rationality of the evaluation model at the same time. According to the conclusion of the project evaluation, the paper puts forward the project development suggestions, and provides the basis for the reinvestment of similar projects.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F715;F721

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