本文選題：房地產企業 + 多重約束　； 參考：《上海社會科學院》2013年碩士論文

【摘要】：最近的10多年間,房地產業和房地產市場一直是社會各界人士樂于討論的重點話題,也是經濟學研究者特別關注的重點研究領域。原因有二：一是樓市價格毫無間斷的上漲,不僅產生了一定程度的社會矛盾,也使得許多經濟學家開始擔憂中國樓市泡沫的風險；二是政府不斷以各種手段間接或直接地調控市場,但收效往往不理想；似乎中國的房地產已經成為政策的盲點,政府最難以解決的棘手問題。 事實上,針對上述問題的研究已經是汗牛充棟,許多觀點也頗令人信服。但即便如此,我仍然認為：在討論中國房地產業如何扭曲的同時,宏觀的制度和環境分析當然必要,但最終還必須回歸到產業的微觀基礎,即房地產企業層面上。特別是對于中國的房地產業來講,這些一直從事“拿地——貸款一—開發——賣房”的企業,他們到底是如何經營的?這些企業的經營效果又是怎樣的?以及置身當前,企業生存和發展的環境是否正在經歷著某種不可逆轉的變化?而放眼未來,這些企業又該如何創造新的發展奇跡? 在本文中,筆者力圖回答上述問題,重點聚焦中國房地產企業的戰略變革路徑。原因有三：一是慣性的經營思路若不遭遇突然的外部沖擊,是很難意識到這種思路的錯誤之處,而中國的房地產開發商正在面臨著這樣的問題。二是房地產行業是一個產業關聯性和對國民經濟帶動作用極強的行業,盡管中國的房地產企業曾經保持了高利潤回報的“繁榮”景象,但這并不表明企業的國際競爭力已經很高。相反,相較與國際同行,我國的房地產開發商具有經營思路落后、開發模式粗放的特征,這樣下去的結果很可能會對中國房地產業的持續發展產生致命的威脅。三是作為一名從事房地產經營的業內者,筆者深深地意識到在當前嚴峻的市場和政策壓力下,曾經的企業發展模式已經走到了歷史盡頭,但許多開發商卻渾然不覺或者不知所措,這就很有必要對中國房地產企業的經營狀況、業務模式的實施特點、生存環境及其發展趨勢和戰略變革路徑等問題進行全面剖析。 基于此,本論文將從三個層面展開研究：第一個層面是運用DEA模型對房地產上市公司的經營效率進行客觀評價,結果發現,許多公司存在經營非效率和規模效率缺失的問題；第二個層面是立足當前宏觀背景,從企業發展的約束角度構建了基于企業自身、基于產業發展環境和基于政策壓力的三重約束框架,發現,中國的房地產企業在三重約束下步履艱難,若不及時進行戰略變革,企業難以持續地發展下去。第三個層面是通過借鑒香港和美國的房地產企業經營模式,并結合我國的實際情況,提出我國房地產企業的發展戰略是復合地產戰略：即,通過整合企業的資源,根據不同區域的經濟發展水平和地產的多元主體需求內容,開發多維產品；并在聚焦房地產企業可持續發展的基礎上,重點推出以產品組合為特征的靜態復合地產和基于不同類地產產品關聯性質為特征的動態復合地產。 不可否認的是,盡管筆者與業界人士進行了多次討論,試圖對房地產企業戰略變革形成一種共識,但這確實很難。而且依據上述思路開展的研究也是初步的,許多想法則是不成熟的。特別是,中國的房地產行業具有經濟、社會和政治等多重屬性,這就需要立足多學科視角進行全面論證。但限于筆者的能力,未能對這一問題從更為寬廣的視野進行深入研究。也正是因此,這將督促我在今后的工作中繼續思考、完善,以期為我國房地產企業的健康作出貢獻。
[Abstract]:In recent 10 years , real estate industry and real estate market have been the key topics that all circles of society are willing to discuss , but also the key research field of special attention of the economics researchers . There are two reasons : one is that the price of the property market has gone up without interruption , not only a certain degree of social contradiction is generated , but also many economists begin to worry about the risk of the bubble in China ' s property market ;
Second , the government has continuously or directly regulated the market with various means , but it is often not ideal ;
It seems that China ' s real estate has become a blind spot for policy and the government ' s most difficult problem .

In fact , the research on the above - mentioned problems has been a sweat - building , and many points of view are quite convincing . But even so , I still believe that the macro - institutional and environmental analysis , while discussing how China ' s real estate industry is distorted , must eventually return to the micro - foundation of the industry , namely , the real estate enterprise level . In particular , what is the business effect of these enterprises ? and whether the environment for survival and development of the enterprise is undergoing some irreversible change ? And the future , how should these enterprises create a new miracle of development ?

In this paper , the author tries to answer the above questions and focuses on the strategic change path of Chinese real estate enterprises .

Based on this , the thesis will study from three aspects : the first aspect is to use DEA model to objectively evaluate the management efficiency of real estate listed companies , and it is found that many companies have the problems of non - efficiency and lack of scale efficiency ;
The second level is based on the current macro background , the enterprise itself , the industry development environment and the policy pressure based triple constraint framework are constructed from the constraint angle of the enterprise development . It is found that the real estate enterprises in China are struggling under the triple constraint . If the strategic change is not carried out in a timely manner , the development strategy of our real estate enterprises is the compound property strategy : that is , through the integration of the resources of the enterprises , the multi - dimensional product is developed according to the economic development level of different regions and the multi - body demand content of the real estate .
Based on the sustainable development of the focused real estate enterprises , the dynamic composite real estate characterized by the product portfolio and the characteristics of the related property of different kinds of real estate products is put forward .

It is undeniable that although the author has discussed several times with the industry people , it is difficult to try to form a consensus on the strategic change of the real estate enterprise , but it is very difficult to carry out the research according to the above thought . In particular , the real estate industry of China has many attributes such as economy , society and politics . It is also the author ' s ability to make a thorough research on this problem from a broader perspective . It is also the reason that this will urge me to continue to think and perfect in the future work so as to make a contribution to the health of our real estate enterprises .

【學位授予單位】：上海社會科學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F299.233.4

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