| Since the State Council issued a document in July 1998 to reform the urban housing system,the real estate industry has experienced a booming development in China for more than 20 years.However,in recent years,the industry has been devastated by the economic downturn,policy tightening and the epidemic.In 2020,the Ministry of Housing and Construction and the Central Bank introduced the "three red lines",that is,advance asset-liability ratio shall not be greater than 70%,net debt ratio shall not be greater than 100%,cash to short term debt ratio shall not be less than twice.Many large and medium-sized cities have introduced the "double limits" policy of limiting the price of land for bidding and auction and limiting the price of first-hand properties,which makes the five dividends that originally accompanied the industry,namely the land dividend,financial dividend,policy dividend,population growth dividend and urbanization dividend,fade away.With the "three red lines & double limits" policy completely breaking the old business logic of real estate,shaking the whole industry,a number of well-known companies have crashed.Many real estate companies,in order to survive and develop,have turned their attention to the industry’s last dividend--management dividend.Operation management plays a central role in the management of real estate enterprises,and the "big operation" management concept featuring big awareness,big organization,big synergy and big mechanism is gradually sought after by real estate enterprises,and the core of real estate companies’ operation starts to change from engineering construction to operation management,and the whole real estate industry embarks on the road to operation management for efficiency.In this paper,based on this background,combined with the current situation of LJ Real Estate Group Ningchang Regional Company(hereinafter referred to as LJ Real Estate and Ningchang Company),the author has conducted in-depth research on the optimization of the company’s operation management system,and has written this paper with the results of this research.The study has two implications: firstly,for Ningchang,this study meets the urgent needs of the company’s operation management and addresses the problems of the company’s existing operation management system,and through the re-optimization of the operation management system and the adoption of all-round guarantee measures,the high-quality operation management system becomes the core competitiveness of the company’s operation.Secondly,for the industry,this study can closely follow the proposition of the times and try to answer such difficult questions as "what is real estate operation,how to carry out the optimization and design of operation system,and how to guarantee the implementation of operation system",aiming to provide the industry with a model: "ideas that can be referred to,approaches that can be followed,and effects that can be evaluated".The main research contents of this paper are:Firstly,the introduction.By studying the background of the industry,the impact of "three red lines& double limits" policy on "six dividends" is explained,the real estate operation stage is divided,the significance of the research is identified,the latest research progress at home and abroad is introduced,and the research methods,content and technical routes are sorted out.Secondly,related concepts and theoretical basis.The concept of real estate operation management recognized in this paper is given,and the theoretical basis of real estate operation cited in this paper is introduced.Thirdly,analysis of the current operation management system of Ningchang Company.One is the problem analysis of its composition,and the other is the problem analysis of its guarantee.By thoroughly profiling the problem,guidance is given on how to optimise the design and develop safeguards.Fourthly,the optimization design of the operation management system of Ningchang Company.The five sub-systems of schedule management system,quality management system,revenue tracking management system,planning and evaluation management system and knowledge management system were optimized and designed respectively.Fifth,the guarantee measures for the implementation of the optimization of the operation management system of Ning Chang Company.Four guarantees,including organizational and personnel guarantees operational system guarantees information technology guarantees and corporate culture guarantees,have been put in place to promote the optimized system to take effect.Sixth,summary and outlook.The whole text is summarized,which briefly reviews the creation process and main achievements of the paper,and looks ahead to the future improvement direction combined with the shortcomings of system optimization. |
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