两种商业模式下高管团队与上市房地产企业业绩研究

The Study of Marketing Model,Top Management Teams,and Performance of Listed Real Estate Enterprise

房产企业销售所遵循的商业模式主要有自营销售和代理销售两种,本文将其作为调节变量引入房地产高管团队特质与地产企业业绩的研究之中,我们在对两种商业模式进行比较的基础上,结合"高层梯队理论"中高管团队的特质要素,对沪深两市2011年上市房地产企业高管团队构成与企业业绩进行实证研究。研究表明,高管团队以及董事长的个人特质与企业业绩相关联,较之代销模式,高管团队的任期与董事长的教育、年龄、任期等在自销模式下与业绩的正相关性较大,而高管团队年龄的异质性则在自销模式下与业绩的负相关更为明显。本文对研究房产企业治理结构与营销手段的协同性问题具有一定的启示作用。

This article focuses on the study of the collaborative influence between enterprise personnel structure and the choice of the real estate business model on enterprise performance, real estate enterprise marketing pattern mainly has two kinds： independent sales and agent sales, the former refers to the enterprise to organize a sales team to sell real estate, while the latter to entrust a third party rival sales company in property sales, in this paper the characteristics of these two kinds of business model has carried on the brief introduction, as moderate variable into relationship between the top management team characteristics of real estate and real estate enterprise performance research, Base on the comparison of the two marketing patterns, combined with the ＇top echelon theory＇ to the characteristics and heterogeneity of the top management team, we make the empirical research on the composition of real estate enterprise top management team and theirs performance, Use 2011 Shanghai and Shenzhen ashare listed real estate companies as sample, Empirically analyzes the relationship between top management team structure and corporate performance. Empirical study results show that the size of the, top management team, average tenure, and education heterogeneity has a positive effect on corporate performance, and the heterogeneity of team members＇ age is negatively related to the performance, the chairman of the increase of age and tenure in office is driven to the company＇s performance. The listed real estate companies which Choose independent sales, top management leam average ten^tre, chairman of the board of education, age and ：enure can boost raore ideal performance than the enterprise which zhoose the companies on a commission basis, but negative effect of he top management team＇s age heterogeneity to the performance in ndependent sales enterprise is significantly higher than that of the tgent sales enterprise. The paper has been conducted for the results of the empirical analysis and judgment of our country real estate enterprise personnel structure and business model of collaborative roblem has certain enlightenment function.