SWOT分析法在房地产项目投资控制战略中的应用
|
摘要
在房地产项目建设中,投资控制战略如何制订至关重要,文章对房地产项目投资控制特征做了简介,引出工程建造阶段的投资控制是行业目前发挥主动作用的重点。通过对SWOT分析法理论模型的概述,利用SWOT分析法在管理决策中的适用性,从内部优势与劣势、外部机会与威胁的两个维度、四种态势中,结合房地产开发行业特征,对工程建造阶段举例构建了投资控制战略的SWOT分析矩阵,组合形成了具有代表性的6个SO战略、5个ST战略、5个WO战略和6个WT战略,共计22项可能的投资控制战略清单,为房地产投资控制决策者在制订项目管理规划大纲过程中提出了具体的决策导向。通过应用示例,也进一步指出了SWOT分析工具在战略决策层面上对房地产项目投资控制的应用模式,启示决策者可以运用SWOT工具理论分析出更多更全面的备选策略和建议,从而实现房地产项目投资控制的更优化管理。
In the real estate project construction, how to make investment control strategy is very important. The article gives a brief introduction to the characteristics of real estate project investment control, and leads the investment control in the construction phase of the project to be the key of the industry's current active role. Through the overview of the theoretical model of SOWT analysis and the applicability of SWOT analysis in management decision-making, from the two dimensions of internal and external,and the four trends of advantages, disadvantages, opportunities and threats, combined with the characteristics of real estate construction industry, the SWOT analysis matrix of the construction phase investment control strategy was constructed as an example, and a combination of six representative SO strategies, five ST strategies, five WO strategies, six WT strategies, and a total of 22 possible investment control strategy lists were formed. For real estate investment control decision makers in the process of formulating project management planning outline, put forward a specific decision-oriented. Through the application of examples, the application model of SWOT analysis tools for investment control of real estate projects at the strategic decision-making level is further pointed out, and it is suggested that policy makers can use SWOT tools to analyze more and more comprehensive alternative strategies and recommendations, Thereby realizing more optimal management of real estate projects investment control.
In the real estate project construction, how to make investment control strategy is very important. The article gives a brief introduction to the characteristics of real estate project investment control, and leads the investment control in the construction phase of the project to be the key of the industry's current active role. Through the overview of the theoretical model of SOWT analysis and the applicability of SWOT analysis in management decision-making, from the two dimensions of internal and external,and the four trends of advantages, disadvantages, opportunities and threats, combined with the characteristics of real estate construction industry, the SWOT analysis matrix of the construction phase investment control strategy was constructed as an example, and a combination of six representative SO strategies, five ST strategies, five WO strategies, six WT strategies, and a total of 22 possible investment control strategy lists were formed. For real estate investment control decision makers in the process of formulating project management planning outline, put forward a specific decision-oriented. Through the application of examples, the application model of SWOT analysis tools for investment control of real estate projects at the strategic decision-making level is further pointed out, and it is suggested that policy makers can use SWOT tools to analyze more and more comprehensive alternative strategies and recommendations, Thereby realizing more optimal management of real estate projects investment control.
引文
[1]许志刚.房地产开发项目投资控制研究[J].中国房地产:学术版,2012(16):53-63.
[2]IN.Milosevic.Practical Application of SWOT Analysis in the Management of a Construction Project[J].Leadership&Management in Engineering,2010,10(2):78-86.
[3]印保兴.优势与劣势同在机会与威胁并存-工程咨询企业从事项目管理战略研究初探[J].工程造价管理,2006(2):23-25.
[4]张颖,桂金赛.中国土地成本占房价比重问题的真相与思考[J].全国商情·理论研究,2013(12):24-25.
[5]许丹超.论动态控制房地产项目目标成本[J].福建建筑,2010(1):135-136.
[6]敬炳于.谈房地产开发项目现场成本的管理与控制[J].工程造价管理,2009(2):35-37.
[7]赵欣.SWOT分析矩阵之我见[J].时代经贸,2010(14):282-283.
[8]随雪婷.基于SWOT分析法的价值管理的应用研究[J].价值工程,2012,31(20):163-165.
[9]DW Pickton,S Wright.What’s SWOT in strategic analysis?[J].Strategic Change,2015,7(2):101-109.
[10]石林林,丰景春.DB模式与EPC模式的对比研究[J].工程管理学报,2014(6)81-85.
[11]王志新.DB模式对房地产项目全生命周期成本影响研究[D].大连:东北财经大学,2016.
[2]IN.Milosevic.Practical Application of SWOT Analysis in the Management of a Construction Project[J].Leadership&Management in Engineering,2010,10(2):78-86.
[3]印保兴.优势与劣势同在机会与威胁并存-工程咨询企业从事项目管理战略研究初探[J].工程造价管理,2006(2):23-25.
[4]张颖,桂金赛.中国土地成本占房价比重问题的真相与思考[J].全国商情·理论研究,2013(12):24-25.
[5]许丹超.论动态控制房地产项目目标成本[J].福建建筑,2010(1):135-136.
[6]敬炳于.谈房地产开发项目现场成本的管理与控制[J].工程造价管理,2009(2):35-37.
[7]赵欣.SWOT分析矩阵之我见[J].时代经贸,2010(14):282-283.
[8]随雪婷.基于SWOT分析法的价值管理的应用研究[J].价值工程,2012,31(20):163-165.
[9]DW Pickton,S Wright.What’s SWOT in strategic analysis?[J].Strategic Change,2015,7(2):101-109.
[10]石林林,丰景春.DB模式与EPC模式的对比研究[J].工程管理学报,2014(6)81-85.
[11]王志新.DB模式对房地产项目全生命周期成本影响研究[D].大连:东北财经大学,2016.