摘 要近些年，随着中国房地产调控政策日益完善、金融政策渐渐收紧，房地产行业在运营发展过程中面临巨大压力，房企运营服务模式改革工作迫在眉睫。而房地产企业在新时代环境下应当采取何种方式应对房产行业调控政策、优化运营服务模式也成为学术界的一个重要议题，受到了社会各界的密切关注。本文选取碧桂园房地产集团作为具体分析实例，以商业模式画布理论作为重要指导，从不同方面、不同维度对碧桂园现行商业模式在运营过程中所存在的现实问题进行探析，并立足于中国房地产发展趋势，结合碧桂园房地产集团现状，提出了优化商业模式的策略。首先，本文对商业模式、商业模式画布等相关理论进行了梳理，以便为本文的研究奠定理论基础；其次，本文对碧桂园房地产集团的基本概况、财务状况、发展战略、业绩水平等一系列内容进行了介绍，并引入商业模式画布理论对碧桂园房地产集团现行商业模式的应用情况进行了深入、全面的剖析；再次，本文引入SWOT分析法，围绕碧桂园房地产集团在运营发展过程中的宏观环境、行业竞争环境、内部环境等多个方面展开研究。同时，本文还开展了问卷调查活动，对一些潜在消费者关于房地产产品需求、痛点等方面展开调查。由此指出碧桂园房地产集团现行商业模式所存在的实际问题，具体为：增值业务的占比相对较低，人力资源成本持续增加，资本化扩张速度较快，各类资源未得到充分应用等。最后，本文结合碧桂园房地产集团商业模式运行方面所存在的实际问题，设计了一套针对性强、实施效果佳的商业模式创新方案，即明确指出商业模式创新的内外部动因，然后从五个不同方面切入，构建了新型商业模式。本文的研究结论可以为碧桂园房地产集团优化商业模式提供重要参考，以此强化碧桂园房地产集团的核心竞争力，为其发展提供充足动力；另一方面，期望本文的研究结论可以为国内同类型房地产公司开展商业模式改革工作提供指导，进而促进中国房地产行业实现健康、可持续发展的目标。
AbstractIn recent years, with the increasingly perfect policy system of China‘s real estate industry and the gradual tightening of financial policies, the real estate industry is facing enormous pressure in the process of operation and development, and the reform of the operation and service model of real estate enterprises is urgent. The ways that real estate enterprises should adopt in the new era environment to respond to the regulatory policies of the real estate industry and optimize their operational service models have also become an important issue in the academic community, receiving close attention from all sectors of society.This article selects Country Garden Real Estate Company as a specific analysis example, using commercial canvas theory as an important guide and foundation, and analyzes the practical problems that exist in the current business model of the company in the operation process from different aspects and dimensions. Based on the development trend of China‘s real estate industry and combined with the current situation of Country Garden Real Estate Company, strategies for optimizing the business model are proposed. Firstly, this article reviews relevant theoretical concepts such as business models and business canvases, in order to lay a theoretical foundation for the research in this article; Secondly, a series of contents such as the basic overview, financial situation, development strategy, and performance level of Country Garden Real Estate Company were introduced, and the business model canvas theoretical framework was introduced to conduct a thorough and comprehensive analysis of the current business model application of Country Garden Real Estate Company; Once again, the SWOT analysis method is introduced to conduct research on the macro environment, industry competition environment, internal environment, and other aspects of the operation and development process of Country Garden Real Estate Company. At the same time, this paper also carried out a questionnaire survey to investigate some potential consumers‘ demand for real estate products, pain points and other aspects, thus pointing out the practical problems existing in the current business model of Country Garden Real Estate Co., Ltd., specifically: the proportion of value-added service is relatively low, the cost of human resources continues to increase, the speed of capitalization expansion is fast, and various resources have not been fully applied; Finally, based on the actual problems in the operation of the business model of Country Garden Real Estate Company, a set of targeted and effective business model innovation plans was designed, which clearly pointed out the internal and external motivations for business model innovation, and then constructed a new business model from five different aspects.On the one hand, it is hoped that the research conclusions of this article can provide important references for Country Garden Real Estate Company to optimize its business model, thereby strengthening the core competitiveness of Country Garden Real Estate Company and providing sufficient impetus for its development; On the other hand, it is hoped that the research findings of this article can provide guidance for domestic real estate companies of the same type to carry out business model reform work, thereby promoting the healthy and sustainable development goals of the Chinese real estate industry.
