Development of multi-project management model

 In the new market policy, real estate development company land bank through very difficult and the lower will be the main feature of the market. This means that, to sustained, rapid and healthy development, real estate development enterprises must pursue economies of scale. Therefore, the implementation of the multi-project development and the greatest possible value and profitability to improve project become an inevitable choice for the development businesses. According to Rand Corporate Governance Research Center in October 2006 market survey, 300 randomly selected companies in various typical real estate development companies, 84% of the multi-project development at the same time, 15 % of the enterprises while the number of projects developed in 5 (or more); which all the 73 multi-listed real estate project development, qualification and secondary business for more than 90% of project development. can be said that multi-project development is The main features of the current real estate market is the business bigger and stronger the only way. areas: Company and Project Department (project company) between the division of powers is not clear, the work of the interface relations are not clear; company headquarters support and management functions can not effectively play, difficult to implement effective assessment of the project department; Program (project company) by the project manager of the deviation; with shareholders, suppliers and other cooperation not harmonious public relations units; human resources, capital supply, existing resources can not be shared; contribute little to the corporate brand building, and so on. The problem is syndrome eight, including six in the field, even a trip to each item per month, gone twenty days, the company must deal with a lot of things, but also to run in, run the money, running between one month forty days is not enough, both as Iron Man, the trapeze. First, the business development strategy is not clear strategic development plan is the development of the compass, the Big Dipper. real estate development company's business development strategies generally, including market development planning, regional development planning, product development planning. In the beginning of multi-project development, the Housing real estate companies should be studied to establish a clear development plan. such as market development planning, land development, real estate development, commercial property development and other development plans for the three markets is, what their goals should be eleven clear. If regional development planning, is the main Beijing, Shanghai and other cities, or under the second and third tier cities; is concentrated in the region, or extended to the Pearl River Delta, Yangtze River Delta, Tanggu district; is to develop Xiamen, Ningbo, Qingdao, Dalian, coastal cities, or expand, Fuzhou, Nanjing, Jinan, Shenyang, provincial capital cities, etc.; is the key development in the eastern city, or the positive development of Wuhan, Changsha, Hefei, Nanchang, and other central cities. In determining the target direction, but also further analysis of target cities The housing vacancy rate, the proportion of tertiary industry, so as to determine the order of entry, these problems have a clear one by one. Another example of product development planning, product model is what the project size is much, all kinds of products (high-end, mid-range , general commercial, etc.) What is the ratio of the product concept is what the issues are similar to the early development of multiple projects must be clear. new markets, new situation, real estate development companies must as soon as possible by the opportunities oriented to strategic orientation, or blind of the expansion will easily trigger or amplify and external resources. The internal resources, including human resources, financial resources, land resources, technical resources, brand and resources, external resources, including supply-side resources, government resources, customer resources. by nature can be divided into explicit and implicit resources resource. which is the dominant resource material resources, including human resources, financial resources, land resources, customer resources, hidden resource that is non-material resources such as technology, brands, culture, public relations, strategy and systems. The process of social development is the process of resource allocation, business development process is the process of resource allocation. enterprises to achieve sustainable and healthy development, must be able to reach the optimal allocation of resources. Only do the most optimal allocation of resources in order to make maximize the value of resources, both to prevent the waste of some resources, but also reduce the shortage of certain resources (so-called is the business development must possess core competencies. many companies in the implementation of multi-project development, it can not effectively optimize the allocation of resources, some of the waste; some to the this fresh example of live fresh. In fact, not only Sunco, the industry most companies engaged in the development of multi-project resource scarcity is prevalent, including the lack of human resources, lack of financial resources, technical resources are scarce, and so on . is not lacking, but often land resources, relationship resources, the real market to open each enterprise a big joke. Third, the rules and regulations not sound enterprises to maintain a sustained, stable development must establish and improve a comprehensive, appropriate and effective rules and regulations. compared with other industries, real estate development company in human resources, financial operations, cost control, procurement, and other aspects of the tender is very special and difficult to manage. for the management of different sections or functions of the modules, real estate management companies shall establish the following points system: the administrative management system; information management system; Legal Services Management System; human resources management system; financial management and cost control system; investor relations management system; supplier management and procurement management system; Project (Project) management system; marketing management system; customer relationship management system, and so on. a sound regulatory framework, improve the management system is the development of basic security. In the early stage of development, because fewer layers of management, fewer personnel, only a simple and effective management system, will definitely lead to the intersection of the rights or obligations under vacuum, and then a find a business accustomed to their own business models. Sunco praise on worth mentioning, derogatory matter whether the rapid development in the early stages of Sunco, must have played a lot of Sunco or tease the envy of the industry's enterprises, especially those also in the rapid development stage companies There are many companies as a benchmark to Sunco. Of course, more as a benchmark for business or to Vanke, especially in Mr. Feng Lun published more numerous. establish a benchmark enterprises can enable enterprises formed under a common vision of a common goal, the purpose of business is to establish a benchmark study, but should not be copied or blind obedience. Vanke, for example, the reason companies want to trade Do not follow blindly, there are two reasons: first, are not comparable as of the end of 2005, total assets of 21.99 billion yuan China Vanke, the net assets of 8.31 billion yuan .2005, Vanke actually completed construction area of 2,593,000 square meters, up 7.9% , completed an area of 2,174,000 square meters over the same period, an increase of 37.9%. While many individual indicators Vanke is not the first, but the overall strength, Vanke in the domestic real estate industry is truly NO.1. Vanke to become the industry The NO.1 There are many historical, current, objective, and personal reasons, is the vast majority of enterprises are unparalleled. Vanke's R & D in particular, the concept of service, brand value, corporate culture is difficult to imitate . In addition, over the years, Vanke is taking the road of specialization subtraction, but the industry is related to many diverse companies to go the way: not only its own sales companies, property companies, and even construction companies, green companies - - and there is no comparison. Besides, Vanke's professional development model has its historical reasons, the success of Vanke, but not necessarily suitable for other companies. Every business has special circumstances of each company, business group itself is diverse, how could there be a single development model? of every enterprise, for his is the best. Secondly, Vanke's project management model is not efficient business model in view of the scale of the project volume and market presence, Vanke four management mechanism is used: Group - regional companies - City Company - Project Department. Therefore, its structural design, post setting, process design management mechanisms are designed according to four levels. on the industry Most real estate companies, because the number of items less than Vanke, the development of different patterns and Vanke, the general three-level management can be, namely: Company - City companies - project department, or even level management mechanism Yes, namely: Company - Program (project company). more management level, the longer the information chain, the lower efficiency, it is the rule. Many companies blindly follow Vanke's management, structure and even individual counseling to promote copy Vanke management, or business processes in accordance with Vanke consulting for other companies, the result is really hard to imagine. establish the product model is the basis for the development of multi-project multi-project development in progress, if the project type in the property market positioning, have a greater difference (such as the simultaneous development of commercial real estate, urban high-rise residential, suburban low-density residential projects), then reported that construction of the project approval, planning and design, bidding and purchasing, marketing planning, it is also bound to have more large differences, which means that the money had accumulated experience and lessons learned by a large number of from various aspects, has extensive experience in the development of different talents. For most development companies, it is almost impossible. which is why many companies feel the reason why multi-project development time very tired, project development as a single, easy. the so-called product model is based on the prediction and research and development, market demand and their own ability, and can be copied developed a unique, relatively curing project types. through long-term, systematic study, the RAND Corporation found that Spring / Early Spring Green); Shimao Group, Riverside series (in Shanghai, Fuzhou, Nanjing, Wuhan, Harbin and other cities have developed along the mansion); Sunshine 100 Investment Group's Tianjin, Jinan, Changsha, Chongqing, Wuhan and other cities are developing ); SOHO China's eight elements: 1, urban option is selected based on strategic development plan the goal intention to enter the city. 2, location selection, is to choose the project in view of the city's location: It is in the development of urban centers, or in the urban and rural interface, or in peri-urban areas, suburban areas. clear the project location choice, land bidding and target land reserves will clear. 3, to determine the scale of the project is to determine the project's area of general construction area and so on. 4, target customers choice is to study and lock the core consumer. 5, determine the project style, is to give the project a unique, easy to identify the types of projects. 6, design stereotypes, is the purpose of planning and design, landscape design and share the spirit in physical form on a consistent feel and mature size can be common to all projects. 7, store design, advertising style stereotypes. product type after , the project can have a unified style, and style of uniform store promotional materials (including Loushu, media advertising, etc.). 8, unified VIS. This is essential for product type do. establish project management model is the key to the development of multi-project mentioned above, The first step, a clear functional positioning, re-design of multi-project development organization management model completely different from the single-project management, first in the functions of positioning and organizational structure design. in a single item, the real estate business in general, can only using linear functions of the system development and management model: the common duties of various departments to complete the project development. But in the multi-project, because the realization of the project system, the Ministry of companies and projects (project company) in terms of functions and responsibilities must be cut to locate points. 1) for the land; (2) for the funds; (3) control and evaluation. Program (project company) is a cost center, profit center, the main functions of the exercise of enforcement and implementation, but also do three things: (1) completion target; (2) brand; (3) personnel training and exercise. In a clear orientation on the basis of the functions of the enterprise should re-structure design. in the design of the organizational structure should be fully consider the following factors: organizational structure, strategic development planning design requirements; project type; product model; business model (in particular outsourcing model); resources (particularly human resources, status); corporate culture. more item, the matrix system is a common organizational structure. but because the Matrix system is easy have long leadership, rights and responsibilities of the intersection of vacuum, nearly two years, many in the industry leader in the general functions of the system using linear matrix system with mixed organizational structure. The second step, item by item type by way of different types. in accordance with the geographical division, can be divided into local projects and off-site projects; at stake can be divided into wholly-owned projects, holding equity cooperative projects and projects; by project size can be divided into super project, a project, two projects, three projects; stage by stage can be divided into projects and projects throughout. classification project types are for project management system design. in order to : (1) directly under the project department of the local; (2) off-site project company; (3) holding the project company; (4) shares of the project company. The third step, the process design, project management system to establish multi-item, real estate development process and multi-project development process under a very different to. For example, sales of single-item sales by the company responsible, there are many more cases under the project: Some marketing centers or by the Company under the Marketing (Broker) Company responsible, and some by the project department (project company) is responsible for the company only for plans, programs, price management, and some by the marketing agency company. it is necessary to re-design of the development process. In the process design work is completed to connect for different project types were established by the appropriate management system. Typically, a complete project management system involves at least the following aspects: i project organization and management (including all types of design of the organizational structure of the project department, posts and quota, the project department the formation, dissolution, etc.); ii project human resources of all kinds (including project managers and other personnel appointment, dismissal, remuneration, appraisal, rewards, labor relations, etc.); iii project funds and financial management; iv project planning and management by objectives; v Investment Decision Management; vi project development and design management; vii procurement and tender management; viii project management (including quality, schedule, cost, safe and civilized, file management, etc.); ix project marketing and management; x Project Customer Relationship Management, and so on. virtualization and management of investment entities of established products, the main mode of solving the enterprise business model, established project management system to address the enterprise management mechanism. but what kind of project business structure is the most crucial and most fundamental question - system of decision mechanism, mechanism for determining system (rules). but unfortunately, despite many companies are constantly exploring, improving management mechanism, but all focus on whether it is - traditional project system is the Ministry of companies and projects (project company) integration, have a dual role: both the investors (as on behalf of the company), but also a management body (the exercise of the functions of project development). This dual role will certainly not be inevitably makes it difficult to control project development costs and management costs, difficult to implement effective assessment, which led to the project plan, a large deviation rate target, and can not achieve investment objectives. proved: that the majority of the industry both admired companies Benchmarking Enterprise analysis and practical testing, Rand that items are incorporated as much as possible an independent legal status of the project (investment) companies, the project (investment) companies of all legal licenses and financial management by the company, in addition to legal representatives, financial officers and other part-time by the company leaders They do not have any other person (but not charged management fees.) investment of the main benefits of virtualization in favor of project financing (including debt financing and equity financing); is conducive to avoid legal risks; is conducive to financial accounting; is conducive to tax planning. The development will be part of the implementation of the project by the project management company, investment company has signed with the project management help control project development costs and management costs; is conducive to the implementation of effective assessment; is conducive to investment goals. The development management project management to solve a number of institutional issues, also in line with the international