长沙东业地产公司经营风险及对策研究

发布时间：2018-01-22 20:52

本文关键词： 房地产业经营风险对策　出处：《长沙理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：房地产行业的健康发展是保持国民经济持续健康发展的主要因素。随着市场竞争的日趋加剧，经济、法律环境的日益规范，房地产业逐渐走入正规化管理。与此同时，受国际经济环境不景气、国家一连串的宏观调控政策影响，存在着巨大的风险。有效防范风险，促进企业稳步和长期发展成为众多房地产企业关心和研究的重要课题。本文以长沙东业地产有限公司为例，依据风险-收益理论、规模收益理论、周期理论具体分析了东业地产公司面临的主要问题及其成因；通过SWOT分析法对东业地产公司的经营环境进行了分析研究，系统地指出了东业地产公司经营环境中存在的优势（S）为居住文化理念新颖、信用良好、拥有自己的营销队伍和物业公司、融资渠道丰富；劣势（W）为宏观政策打击房地产企业、与国内知名房地产企业之间差距较大；机会（O）为项目所处地理位置、旧城改造机会、市场机会；威胁（T）为自行全额缴纳土地出让金、行业竞争日益激烈。此外，东业地产公司经营的风险主要是管理方面做得不到位，导致在一二期的工程质量方面出现了问题，并受到业主的投诉；对合作伙伴没有做深入的了解，导致出现诉讼赔偿支出等。通过以上对东业地产公司的内外部环境以及经营风险的分析，结合企业在前两期项目中表现出的问题以及环境分析中设计的问题，从内外部环境提出了降低经营风险的对策建议：加强对房地产经营环境的研究；不断提高本公司的管理水平；根据公司经营特点制定出风险的应急措施和保险的实施内容。
[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.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F299.233.4

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