B房地产公司轻资产运营优化研究

发布时间：2018-07-11 22:00

本文选题：房地产 + 轻资产运营　；参考：《湘潭大学》2017年硕士论文

【摘要】：进入本世纪后,我国的房地产行业开始了一轮迅猛的发展,被人们称为“黄金十年”。不但其自身对我国经济增长的贡献量极大,还拉动了上下游多个行业的发展,对我国的国民经济发展起到了重要的推动作用。而随着房价的无理性上涨,房地产行业在经历了一波疯狂之后,给社会带来的弊端也逐渐显现。为了改善这种情况,阻止房地产的上涨势头,我国政府采取了多项宏观调控政策,房地产行业景气度开始下降。一直以来,房地产采用的是“借钱—拿地—开发—销售”的一条龙重资产商业模式,但随着国家信贷政策的收紧,这种开发模式受到了极大的冲击,土地持有成本在逐渐攀升,成为房地产企业发展的最大阻碍。加之限购政策带来的销量下降,企业资金回笼速度变慢,更加重了房地产企业的资金压力,呈现出明显的流动性不足的现象,资金链随时可能断裂。面对这样的环境,不少房地产企业开始寻找新的商业模式,轻资产运营模式就是其中的一种。这种轻资产模式的创新能够有效地解决企业解决债务,防范资金链断裂,并能让企业更好地调整财务战略。因此,研究房地产公司的轻资产运营,对企业的长远发展有重要意义。本文以国内推行轻资产运营的B房地产公司作为案例分析对象,在梳理公司的基本情况后,对B房地产公司轻资产运营的实施和效果进行剖析,本文发现B房地产公司在推行轻资产运营时面临以下四个问题:一是公司对单一外部投资者依赖较大;二是公司的O2O模式在社区拓展受限;三是公司项目质量易失去有效控制;四是公司发行REITs的进度缓慢。因此对B房地产公司的轻资产运营提出优化措施,以促进公司的发展。一方面从发展战略层面提出四点措施:一是拓宽融资渠道,摆脱对单一外部投资者的依赖;二是利用技术解决O2O模式在社区拓展受限的难题;三是加强代建管理,确保项目质量;四是创新轻资产运营策略,盘活酒店类重资产。另一方面从经营管理层面提出四点措施:培养一流的管理服务水平;培养突出的资本运作能力;培养突出的核心技术优势;培养专业的品牌经营能力。通过对B房地产公司轻资产运营的优化研究,希望可以为广大推行轻资产运营的房地产企业提供一个可借鉴的思路。
[Abstract]:After entering this century, China's real estate industry began a rapid development, known as the "Golden decade." Not only its own contribution to China's economic growth is great, but also pull up the development of many industries upstream and downstream, and play an important role in promoting the development of our national economy. With the irrational rise of real estate prices, the real estate industry has experienced a wave of madness, the drawbacks brought to the society gradually appear. In order to improve this situation and prevent the rising trend of real estate, our government has adopted a number of macro-control policies, the real estate industry began to decline. For a long time, real estate has adopted a one-stop business model of "borrowing money, taking land, developing and selling," but with the tightening of national credit policies, the development model has been hit hard, and the cost of land ownership is gradually rising. Become the biggest obstacle to the development of real estate enterprises. In addition, with the decrease of sales volume brought by the purchase restriction policy, the speed of capital return becomes slower, which increases the capital pressure of real estate enterprises, presents the phenomenon of obvious illiquidity, and the chain of funds may break at any time. Faced with this environment, many real estate enterprises began to look for a new business model, light assets operation model is one of them. The innovation of this light asset model can effectively solve the problem of debt, prevent the breakage of capital chain, and make the enterprise adjust its financial strategy better. Therefore, it is of great significance to study the light assets operation of real estate companies. This paper takes B real estate company which carries out light assets operation in China as the case study object, after combing the basic situation of the company, it analyzes the implementation and effect of B real estate company light assets operation. This paper finds that B real estate company is faced with the following four problems in the implementation of light assets operation: first, the company relies heavily on a single external investor; second, the O2O model of the company is restricted in the community expansion; third, the quality of the company project is easily lost effective control; Fourth, the company issued REITs slow progress. Therefore, the B real estate company light assets operation optimization measures to promote the development of the company. On the one hand, four measures are put forward from the development strategy level: first, to broaden the financing channels and get rid of the dependence on a single external investor; second, to use technology to solve the problem of limiting the development of the O2O model in the community; third, to strengthen the management of agency construction. Ensure the quality of the project; fourth, innovation light assets operation strategy, revitalizing hotel class heavy assets. On the other hand, four measures are put forward from the aspect of management and management: cultivating first-class management and service level; cultivating outstanding capital operation ability; cultivating outstanding core technical advantages; cultivating professional brand management ability. Through the optimization research of B real estate company's light assets operation, it is hoped that it can provide a reference train of thought for the vast number of real estate enterprises carrying out light assets operation.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F299.233.42

【参考文献】