房地产开发企业公共关系危机管理评价研究

发布时间：2018-01-28 21:01

本文关键词： 危机房地产企业公共关系 ISM-ANP 危机评价指标体系　出处：《沈阳建筑大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,我国房地产业犹如雨后春笋,房地产业和房地产市场伴随着整个国民经济的发展得到了长足的发展。国内的房地产公司不断的扩张和新增,致使房地产开发经营成了国内投资的热点。房地产业迅速崛起给相关单位带来了新的机遇,但同时也存在着不可忽视的大小危机。就目前我国的房地产市场而言,我国的房地产企业面临的经营环境越来越复杂,房地产市场受不确定性因素影响更加大,各种可能威胁到企业生存的危机现象也频繁发生。危机对企业的发展有着至关重要的深远影响,一着不慎满盘皆输,一个看似无关紧要的危机,甚至潜伏着巨大的危险,至企业于破产。为了强化企业的反危机能力,制定良好的危机评估体系,对企业的生存和进一步向前发展有着至关重要的作用。本文在危机管理的理论层面上,从房地产企业公共关系危机的角度来评价企业公共关系危机并研究危机应对策略。采用宏观层面与微观层面相结合、定性分析与定量分析相结合的方法,克服了传统评估方法不足,更准确、更真实地对我国房地产企业危机进行评价,并给出建议。首先通过对危机理论、危机管理理论、危机诱因理论及房地产开发企业公共关系危机管理理论进行详细的综述,指出危机管理是一种先进的管理方法,对企业的抗风险能力具有相当重要的影响；尤其是对高风险的房地产开发企业,危机管理对企业的生存和发展更为重要。其次,阐述房地产企业公共关系危机管理相关理论和危机评价理论,然后,介绍了危机管理评价指标体系设置的原则和指标的选取,并运用ISM-ANP方法建立模型,计算各项指标的权重,这样就可以对房地产开发企业公共关系危机实施效果评价。接着通过对我国HX房地产开发企业的危机案例深入和系统地研究分析,在介绍HX公司基本概况及目前公司公共关系危机管理存在的问题的基础上,通过对HX公司的公共关系危机管理进行实证研究,计算了HX公司危机的评价结果。最后根据前述公共关系危机管理理论,根据HX公司的实际情况给出具体的公共关系危机处理流程和处理策略。本文的研究将更好完善房地产开发企业公共关系危机管理体系,同时为当地产开发企业在危机评价和危机应对方面提出更好的借鉴。
[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.
【学位授予单位】：沈阳建筑大学
【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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