不動產開發案關鍵成功要素之探討—以專案管理觀點

Key Factors of Success for Real Estate Development Project - Viewpoint from Project Management

李純櫻(Chun-Ying Lee)

指導教授 ： 李泳龍

長榮大學/管理學院/土地管理與開發研究所(在職專班)/碩士(2009年)

https://doi.org/10.6833/CJCU.2009.00014

摘要

關鍵成功要素是企業持續改善決策與解決問題的技能，也是具持續性及未來性的競爭優勢。Donald N. Sull研究關鍵成功要素若能導入企業策略架構、資源、價值、流程、利害關係人等五大成功著力點，將使企業創造出高績效並成功不墜。本研究以民間不動產開發案為研究對象。不動產開發案是典型的專案運作，其流程包括：土地開發、財務管理、產品定位、產品規劃設計、營建施工、產品銷售及售後服務，因具資本密集性、資金凝滯性、風險離散性以及不可移動性，致使開發案易處於高風險並危及企業經營之穩定，所以如何管控及提升不動產開發案的成功率便成為開發商極大挑戰。
本研究回顧企業管理、不動產開發、美國專案管理師協會(PMI) 2008年PMBOK® Guide 4th ed. 專案管理知識體系等相關研究，歸納不動產開發案在策略架構、資源、價值、流程、利害關係人等五大構面的35個關鍵成功要素，並進一步設計為德爾菲評分問卷，邀請41位不動產開發、企業經營及專案管理專家共同探討不動產開發案的關鍵成功要素。本研究除了就專家共識結果及評分進行基本分析，也獲得五大構面及35個關鍵成功要素的重要性排序。五大構面的重要性依序為：策略架構、資源、價值、利害關係人、流程；至於前10大關鍵成功要素依序為：開發專案策略、產品規劃與設計策略、設計價值、市場競爭策略、土地資源及價值創造能力、產品行銷策略、開發價值、土地價值、市場價值及價值創造策略等。
此外本研究也就全體專家達成共識的每個構面的前三個關鍵成功要素，總計15個關鍵成功要素整合為六個面向，進而以專案管理觀點進行實證論述。六個面向的關鍵成功要素如下：
決策面向：發起人及高階單位。
市場面向：市場競爭策略。
專案面向：開發專案策略、專案團隊及平行單位、專案管理能力。
財務面向：財務管理流程、財務資源及管理能力。
土地面向：土地開發流程、土地開發階段的利害關係人、土地資源及價值創造能力、土地價值及開發價值。
產品面向：產品規劃設計策略、產品定位與規劃設計流程、設計價值。
綜上，不動產開發案若能導入關鍵成功要素，並結合專案管理之知識技能及優勢，必能提升開發案成功機率及績效，並達成不動產開發案目標及利害關係人之需求期望。

關鍵字

不動產開發案 ； 關鍵成功要素 ； 專案管理 ； 德爾菲評分法

並列摘要

Awareness of key success factors, one of the most driving competencies for an organization or a firm, always play important roles on enhancing managers to capture required knowledge & abilities for decision-making towards continuous improvement, and to cumulate skills for problem solving in daily operation. Sull(2003) studied key success factors within companies and concluded that a firm will achieve and maintain outstanding performance once it constantly locks managers’ focus to its unique key success factors within five main operation domains; strategic structure, resources, shared value, work process, and stakeholders. The purpose of this research is mainly to look insight into the relation between business success and key success factors within real-estate development industry, which generally has more complicated process and higher uncertainty than others. For example, its business processes include land procurement & development, finance management, product positioning, product planning & design, construction & job consignments, sales & promotion, and customer service after sale. On the other hand, it has higher risk for intensive capital investment, payback from long-term, non-transitional risk, as well as location segregation. With above specific industry environment, this research explores unique key success factors within this industry for managers to focus their efforts, tackle business challenges, and create high company performance.
This research applies both documentary study and empirical research method. It starts with documentary research covering the ranges of business management, real-estate industry & business, and project management professional of 2008 Porject Management Institute in USA, to obtain for real estate industry 35 key success factors out of five operation domains: strategic structure, resources, shared value, work process, and stakeholders. Subsequently, for empirical research, it then designs & issues questionnaires to collect opinions and analyses responses from 41 specialists respectively from real estate industry, business management, and professional project management fields. Finally, this research finds that top five domains relating to business success, in sequence of importance, are strategic structure, resource, shared value, stakeholders, and work process. Meanwhile, top ten key success factors of this industry, in sequence of importance, are real estate development strategies, product planning & design, added value from design, competition strategies, potential of land resource, marketing strategies, added value from development, cost of land, market value, and strategies of value promotion.
Furthermore, this research extracts 15 key success factors- the top three important factors respectively out of individual five domains, and reclassify them into another new 6 operation domains towards business success in aspect of professional project management as follows: Decision domain: founder & senior managers. Marketing: marketing strategies. Project management: development strategies, team member & supports, & abilities of management. Finance: Financial management process, financial resources, and abilities of management. Land: land development process, stakeholders, land resources & its potential, cost of land and added value from development. Product: product planning & design strategies, product positioning, process of product planning & design, and added value from design.
In summary, this research provides a clear roadmap enabling firms in real estate industry towards high company performance as well as business success by focusing more to their key success factors, and utilizing skills and knowledge of project management. Besides, it also serves as a useful reference for those who may be interested in further studies on this subject in the future.

並列關鍵字

Real estate development project ； Key success factor ； Project management ； Delphi technique

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