摘 要

Abstract II

第1章 绪论 1

1.1 研究背景目的及意义 1

1.1.1 研究背景 1

1.1.2 研究目的及意义 1

1.2 国内外研究现状分析 1

1.2.1企业多元化经营理论研究 1

1.2.2房地产企业多元化发展方向研究 3

1.2.3房地产企业多元化金融风险研究 3

1.2.4研究现状评价 4

1.3 研究内容框架和研究方法 4

1.3.1 研究内容框架 4

1.3.2 研究方法 4

第2章 我国房地产企业多元化发展现状及隐患 5

2.1房地产多元化经营内涵 5

2.2房地产企业多元化经营发展历程 5

2.3房地产企业多元化经营总体形势 6

2.4多元化战略举例 7

2.4.1中国恒大多元化战略布局 7

2.4.2万科A多元化战略布局 8

2.4.3碧桂园多元化战略布局 8

2.4.4保利地产多元化战略布局 8

2.4.5中国海外发展多元化战略布局 8

2.4.6融创中国多元化战略布局 9

2.4.7绿地集团多元化战略布局 9

2.5房地产多元化经营成果 9

2.6房地产多元化发展隐患 10

第3章 房地产企业多元化经营背景下的金融风险分析 11

3.1运用风险结构分析法对金融风险分级 11

3.1.1风险分解结构法 11

3.1.2房地产企业多元化经营背景下的金融风险结构分解 11

3.2房地产企业多元化经营背景下的市场风险分析 12

3.3房地产企业多元化经营背景下的财务风险分析 13

3.4房地产企业多元化经营背景下的融资风险分析 16

3.5房地产企业多元化经营背景下的政策风险分析 17

第4章 房地产企业多元化经营背景下的金融风险对策建议 19

4.1总体金融风险对策建议 19

4.2市场风险对策建议 20

4.3财务风险对策建议 20

4.4融资风险对策建议 21

4.5政策风险对策建议 23

第5章 总结与展望 24

5.1 总结 24

5.2 展望 24

参考文献 26

致 谢 27

摘 要

在市场、政府调控、以及激烈的行业竞争下，21世纪房地产行业出现了重大变革。房地产行业很多巨头运用了大量方法，有效运用多元化经营方式把业务拓展到其他市场，想要打破行业瓶颈同时达到分散经营风险的目的。房地产企业渴望多元化发展以提升自身具备的市场竞争力和财务能力。同时，多元化经营在提升企业核心竞争力以及财务实力的同时也带来新的风险要素，这些风险有待分析及管理。

通过文献查阅及各房地产行业相关报告可以归纳出房地产企业多元化的发展方向，同时在多元化道路上房地产企业将面临传统房地产企业未曾遇到的金融风险。在把握多元化模式后采用风险分解结构（Risk Breakdown Structure，RBS）能够发现相对应的风险要素，并提出各类风险的管理建议。

本文研究发现：（1）多元化经营模式确实给房地产企业带来了营收和利润的提高，同时拓宽其销售领域，有助于企业抢占周边市场（2）多元化经营模式给房地产企业带来了传统房地产企业未曾遭受资金压力，可能导致财务风险和融资风险（3）更广的营业范围可能使企业很难迅速和有针对性地应对市场风险和政策风险（4）只有全面提高房地产企业自素质并且在多元化方向上量力而行才能有效规避金融风险。

本文特色：（1）通过图表分析和财务数据分析多元化经营成果及金融风险（2）采用RBS分析多元化模式金融风险的具体来源。

关键词：房地产企业；多元化经营模式；金融风险；RBS；风险管理

Abstract

Under the market, government regulation, and fierce industry competition, the real estate industry in the 21st century has undergone major changes. Many giants in the real estate industry have adopted a large number of methods to effectively expand their business to other markets by diversified operation methods, so as to break the bottleneck of the industry and achieve the purpose of diversifying the business risks. Real estate enterprises are eager for diversified development to improve their own market competitiveness and financial ability. At the same time, diversified operation not only improves the core competitiveness and financial strength of enterprises, but also brings new risk factors, which need to be analyzed and managed.

Through literature review and relevant reports on the real estate industry, the development direction of diversification of real estate enterprises can be concluded. At the same time, on the road of diversification, real estate enterprises will face financial risks that have not been encountered by traditional real estate enterprises. After mastering the diversification model, the Risk Breakdown Structure (RBS) can be adopted to find the corresponding Risk elements and put forward various Risk management Suggestions.

In this paper, the study found that: (1) the diversified management pattern is to real estate enterprises brought in revenue and profits rise, expanding the area of its sales at the same time, help enterprises to preempt the peripheral market (2) diversified business model for real estate enterprises has brought the traditional real estate enterprises have not suffered capital pressure, could lead to financial risk and finance risk (3) the broader business scope may make the enterprise is difficult to quickly and targeted to respond to market risk and policy risk (4) only comprehensively improve the quality of the real estate enterprises from and strengths in diverse directions to avoid financial risk effectively.

Features of this paper :(1) analyze diversified business results and financial risks through chart analysis and financial data; (2) adopt RBS to analyze the specific sources of diversified financial risks.