摘 要 I 摘 要 自20世纪80年代房地产业在我国出现以来，它就面临着不断地完善和挑战，加上近年来房地产业的快速发展，其在国民经济中的作用越来越重要，政府以及老百姓对其也越来越关注，房地产开发企业作为房地产业中的主体，其管理运营体制也逐渐受到人们的重视。 供应链管理起源于生产型企业，并已经被很多企业成功地进行了广泛的运用，对提高企业运行效率，满足顾客个性化服务，提升企业核心竞争力等方面已经发挥其效用， 可以说供应链管理在企业管理中是一种已经受到广泛肯定的先进管理理念。本文将供应链管理这一先进的管理思想引入到房地产开发企业中来，进行其理论研究，以期能够将房地产业这一涉及领域广，生产周期长具有诸多特殊性的行业通过供应链管理形成一个整体， 以房地产开发企业为核心企业进行管理，从而实现房地产业的可持续发展，使得房地产开发企业能够在越来越激烈的市场竞争中占有一席之地。 本文从供应链管理在房地产业中的应用现状入手， 通过对传统房地产开发企业的组织模式的分析，得出房地产业目前对供应链管理应用所存在的问题和不足。将房地产业中的供应链管理所涉及的各方面进行分析，并用环节法和流程推/拉法将房地产开发流程进行分解分析，得出其推/拉边界。针对房地产开发企业内外部资源和其项目开发运作流程，结合ERP和BPR构建房地产开发企业基于供应链管理的集成化的管理模式，以及在动态联盟中的管理运作。 同时，本文将客户关系管理作为重要的内容独立出来，着重分析房地产业供应链的源头客户。 房地产开发企业对客户的理解是随着市场竞争的加剧而不断深化的，将CRM与SCM进行结合，构建以SCM为基础的CRM系统，将不再是句空话，而更有利于将客户的实际需求应用到房地产开发项目的实施中去,从而保证了房地产开发企业所开发项目的赢利。 最后，本文将核心竞争力的构筑作为供应链管理的目的，认为核心竞争力的构筑需要树立品牌优势和选择正确的竞争战略，而这两点是相互联系和统一的。房地产开发企业的品牌包括项目品牌和企业品牌， 多个项目品牌的树立是企业品牌树立的基础，这就要求房地产开发企业选择差异化结合集中化的竞争战略，而摘 要 II 供应链管理有利于多个品牌的树立，并将项目之间做到无形的连接，形成规模效应，从而构筑最终的企业品牌，从而达到核心竞争力的构筑。 关键词关键词：供应链管理 房地产开发企业 客户关系管理 核心竞争力 Abstract i ABSTRACT Since the real estate was in our country in the eighties of the 20th century, it has faced improvement and challenge constantly. Adding the fast development of the real estate in recent years, its role in national economy is more and more important, the government and ordinary people pay more and more attention to it. As the main body, the real estate enterprise management system is paid attention to by people gradually too. Supply chain management originates from productive enterprises, and has already been succeeded in carrying on extensive application by a lot of enterprises. It plays to his utility, such as improving enterprise operational efficiency, satisfying customer personalized service, promoting enterprise key competitiveness, etc. we can say, supply chain management is a advancement management theory which has been affirmed in business administration. This article will introduce SCM to the real estate enterprise. This article hope to establish the SCM system to construct a whole entirety of the real estate trades which involve many fields and have long supply cycle, regard the real estate enterprise as the key of the supply chain, thus realize the sustainable development of the real estate, enable the real estate enterprise to occupy a tiny space in fiercer and fiercer market competition. This article started with the current application situations of the SCM used in the real estate, through the analysis of the traditional real estate enterprise organization mode, and obtain problem and deficiency when SCM is used in real estate at present. It analyze the different fields that the supply chain management in the real estate, and it analyze the process of real estate with the segment method and pushing/pulling method, and obtain the border of pushing/pulling. Against the domestic and foreign resources of the real estate enterprise and real estates process, it combined ERP and BPR and construct the management mode based on that the ones that supply chain management are integrated of investment enterprise of the real estate, and the management operation in the dynamic alliance. Abstract ii Meanwhile, this article regards customer relationship management as the important content to separate, analyze the source oft the real estates supply chainCustomer emphatically. Real estates understanding of customer is deepen constantly with aggravation of the market competition, combining CRM with SCM, constructing CRM system based on SCM, being sentences of empty verbiage no longer, and furthermore help to apply the customers actual demand to the implementation of development item of the real estate, thus guaranteed the profit of project that investment by estate enterprise. Finally, this text regards the constructing of key competitiveness as the purpose to supply chain management, think the constructing and needing to establish the brand advantage and choose the correct competitive strategy of key competitiveness, and these two points are connected each other and unity. The brands of the real estate enterprises include the project brand and enterprises brand, a lot of project brands established is the foundation of enterprises brand established, it requires that real estate enterprise choose difference combine competitive strategy taken to concentrate on. SCM, help to establish a lot of brand, accomplish invisible connection project, form the scale effect, thus construct the final enterprise brand, thus reach the constructing of key competitiveness. KEYWORDS: Supply chain management; Real estate enterprises; Customer relationship management; Constructing of key competitiveness 南京工业大学学位论文独创性声明及使用授权的声明南京工业大学学位论文独创性声明及使用授权的声明 一、学位论文独创性声明一、学位论文独创性声明 本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果， 也不包含为获得南京工业大学或其它教育机构的学位或证书而使用过的材料。 与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。 研究生签名： 日 期： 二、关于学位论文使用授权的声明 二、关于学位论文使用授权的声明 南京工业大学、中国科学技术信息研究所、国家图书馆、中国学术期刊（光盘版）