Research On The "High Turnover" Of BGY Group

Since 2014,the central government and local governments have issued macro-control policies for the real estate market,especially the "five-limit" policy after 2017.As a result,the capital cost of real estate enterprises is increasingly high and the profit rate is gradually reduced.At this point,China's real estate industry gradually stepped out of the era of high profits into the era of small profits.Therefore,many real estate enterprises began to turn to "high turnover" operation.Using the case method and literature analysis,this paper take BGY group of "high flow" as the research object,analyses the internal marketing management,financial management,human resource management and production and operation management of related information,found that BGY group "high flow" exist the following problems:(1)high excessive use of incentives to achieve "high flow" operation of high performance goals.(2)the use of financing loans as their own operating cash flow,to achieve the financial aspects of the "high turnover",resulting in the increase of financial risks.(3)in order to shorten the construction period and achieve the "high turnover" of production and operation,most of the work is carried out,turning a blind eye to the hidden dangers of product quality and safety.(4)in the aspect of product "high turnover" marketing,in order to quickly reduce the inventory,there is often a discrepancy between publicity and delivery,which leads to an increasing number of rights protection incidents in the delivery stage,so as to reduce the public credit of BGY group.Based on the theory analysis and BGY group "high flow",on the basis of case analysis,to probe the BGY group,the cause of the problem of "high flow" problem solving countermeasures and case enlightenment is given:(1)the enterprise to the sustainable and stable development,must establish a scientific management system of real estate development,follow the general rules of management cannot excessive must seek "high flow".(2)in terms of incentive measures,enterprises should combine diversified incentive methods,such as material incentive,emotional incentive and spiritual incentive,and avoid excessive use of material incentive.(3)the construction process should be scientific,and the construction period should not be rushed for the sake of "high turnover",while ignoring the process time nodes or random cross construction.(4)the third-party supervision system shall be implemented to ensure that the construction party shall operate in accordance with the drawings,planning and national standards,so as to guarantee the "high turnover" demand of the construction unit and strictly control the project quality on behalf of the owner.(5)in order to prevent the recurrence of accidents in the process of "high turnover",relevant government departments should establish an accountability management mechanism in accordance with the law.All departments of the group should learn from the accidents and actively implement preventive and rectification measures.To publicize to the public,through the departments responsible for the government's accident investigation,the investigation of the accident and the results of the handling of the accident.(6)a quality and safety management mechanism based on government supervision and social supervision and supported by enterprise legal person and enterprise guarantee shall be established to manage and supervise the operation of "high turnover".(7)to achieve sustainable and stable development,enterprises need to increase financial flexibility,optimize capital structure,reduce debt ratio,and minimize future profitability and adverse factors of sustainable development.