导　　师： 李映照

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 中国的房地产市场仅有20多年的历史，它的发展一直伴随着发展、规范、再发展、再规范。改革开放以来，特别是1998年进一步深化城镇住房制度改革以来，伴随着城镇化的快速发展，中国的房地产业得到了快速发展。2010年，为遏制一些城市房价过快上涨的势头，国务院三次部署调控工作。特别是当年4月《国务院关于坚决遏制部分城市房价过快上涨的通知》印发后，房地产市场出现了积极的变化。2011年国务院办公厅于1月26日印发了《关于进一步做好房地产市场调控工作有关问题的通知》（即国8条），至今每年政府都不断强调对房地产行业坚持调控。 自2011年，房地产业“良莠分化”的特征越来越明显。政府为了防范房地产行业的风险，在土地的供应、开发和销售等环节上必然提高准入条件并加强监管，这对小开发商或不注重管理和品质的开发商来说，将是致命的。良好的企业品牌、服务品质不仅在营销方面存在较大优势，融资、人才、成本、产品等多方面都受到有利的影响，房地产开发企业由产品型向服务型地产转型也是必然的趋势。 通过对世纪地产公司的进行经营分析，找出限制世纪地产公司跨地区发展存在的瓶颈问题及其在客户服务方面存在的不足之处。通过有效诊断制订世纪地产公司向服务型地产公司转型的对策。通过制订转型目标，实施转型对策，使企业获得的发展优势及动力让世纪地产公司能步入到一个良性、快速发展的阶段。 China's real estate market is only20years of history, its development has beenaccompanied by the development, specification, development and specification. Since China'sreform and opening up, especially since1998, further deepening the reform of urban housingsystem, along with the rapid development of urbanization, China's real estate industry hasbeen rapid development. In2010, to curb the property price hikes in some cities, threedeployment control work of the state council. Especially when the April 'the state council onresolutely curb the property price hikes in some cities notice after printing, positive changesof the real estate market. Issued by the state council general office on January26,2011, the'about further do a good job in the real estate market regulation work related issues notice'/(i.e., the article8/), every year, the government kept insisting since adhere to the regulation ofreal estate industry. Since2011, the characteristics of the real estate 'differentiation' throw out more andmore obvious. The government in order to guard against the risk of real estate industry, in thesupply of land, development and sales link must improve access conditions and strengthensupervision, the small developers or does not pay attention to management and quality ofdevelopers, can be fatal. Good corporate brand, service quality, not only there is a bigadvantage in marketing, finance, personnel, cost, product is beneficial in many aspects, theinfluence of real estate development enterprises by ChanPinXing to service-oriented propertytransformation is inevitable trend. Through the century real estate company business analysis, find out the real estatecompany limited century trans-regional development bottleneck problems and deficiencies incustomer service. Through effective diagnosis for century real estate company to service thetransformation of the real estate company. Through the transformation, the development ofthe enterprise to obtain advantage and power for century real estate company to enter into abenign, rapid development stage.

关 键 词： 开发商 服务 客户 转型

分 类 号： [F274 F299.233.4]

领　　域： [经济管理] [经济管理] [经济管理]