【作者】 张利剑；

【导师】 吴维库；

【作者基本信息】 清华大学 ， 工商管理， 2003， 硕士

【摘要】 外交公寓作为一个特殊的房地产项目由北京外交人员服务局开发建设，以租赁的形式服务于驻华使团的外交人员和其他外籍人士。本文通过对外交公寓项目开发管理的运作过程进行经营战略方面的微观分析研究，试图为正在建立健全现代企业管理制度的北京外交人员服务局今后更加科学地建设外交公寓提供一些理论上的帮助。报告首先阐述了外交公寓的项目特性，综合剖析了与该项目相关的内外环境影响因素。结合一些房地产营销理论，笔者总结了外交公寓的开发流程及其价值链的基本内容，并在此基础上提出了对新建外交公寓施行全程价值链开发战略。在不同阶段的价值活动中有着不同的管理方式，文章相应地研讨了在各个价值链环节上激发效率的具体业务措施。外交公寓Beijing D.C.有实力更有必要被培育成为一个优秀的品牌，文章最后针对外交公寓的品牌建设问题进行了一定的思考。更多还原

【Abstract】 Beijing Diplomacy Compound ( Beijing D.C.) is a real estate project operated by Beijing Service Bureau for Diplomatic Missions (DSB). Beijing D.C. provides residence for the foreigner from all diplomatic missions based in Beijing.DSB is a comprehensive organization for diplomatic service under the Ministry of Foreign Affairs, which is introducing the modern system on managing enterprise into its reformation. This paper analyses the operation progress of Beijing D.C. project, with the purpose to improve DSB, in theory, on its project management ability. This research starts as the understanding of the background of the Beijing D.C. project, with analyzing the normal working-flow of the operation to this certain real estate project. Resort to some marketing theory, this paper proposes the life-cycle value chain strategy for the management on new Beijing D.C. projects. Meanwhile, this paper also suggests some detail methods for DSB to implement on each activity during the whole value chain.Branding is a major issue in strategy, and it is very necessary to build up a famous Beijing D.C. brand. This paper concludes with some discussion on the brand management of Beijing D.C..更多还原