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Jingdong book

地王启示录

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地王启示录

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在这个“资本为王,有地乃大”的年代,患上土地饥渴症的开发商们不得不拿出血本储备大量土地以当药引。2009年是地王刷新频率最高、金额最大的一个年份。有人说,拿地只是一个开始,地王到底是不是王,还看过后的表现。有人说,地王关键在于对城市的贡献,它应该是一个区域的标志性建筑。还有人说,地王必需是各种优势的汇集,没有这些打底,就有为拿地而拿地的嫌疑了,缺乏理性的行为容易导致资金链出现问题。究竟地王如何称王?称王背后有何秘密?这些都是值得我们思考的问题。
Catalogue

第一章 撼动世界的民企资本
一、万科:不仅仅是地王/2
二、富力地产:文人从商,从一个小项目开始/12
三、SOHO中国:民企最大的IPO/21
四、大连万达:亚洲第一民营地产/30
五、中海地产:中国地产航母/47

第二章 公共资本的触角
一、中粮地产:宁高宁的风险游戏/54
二、上海静安置业:静安区走出来的大鳄/62
三、招商地产:百年老店/65
四、北辰实业:从亚运村到王牌开发商/71
五、首创地产:国资委的黑旗军/77
六、金融街地产:资本剩余的方向/83
七、华侨城集团:大娱乐时代/88

第三章 大鳄来自四面八方
一、龙湖集团:西部地产之王/94
二、合生创展:广州地产头把交椅/98
三、绿城地产:浙商力量的代表/101
四、新世界地产:老香港在内地的新世界/107
五、大龙地产:出自顺义,败走顺义/114
六、海信地产:从电器到房子/120
七、雅居乐地产:从珠三角到中国指数/124

第四章 术业有专攻
一、碧桂园:第一个吃螃蟹的人/132
二、世茂集团:豪宅缔造者/138
三、保利地产:铺遍中国/146
四、远洋地产:商业地王/152
五、万通地产:中国房子的美国模式/156
六、华润置地:凤凰城的凤凰涅槃/164
七、阳光100:白领生活/168
八、中信地产:绝对不差钱/173

第五章 英雄不问出处
一、融创的孙宏斌:出狱=人生重新开始/184
二、世纪金源的黄如论:小买卖也能大器晚成/192
三、恒大的许家印:当慈善遭遇房地产/200
四、上海绿地的张玉良:从绿色田野到绿地集团/210
五、卓达的杨卓舒:文人从商/218
六、中坤的黄怒波:房地产也打文化牌/232
Book Abstract

富力地产,作为中国房地产的领军企业,在这一轮房地产行业调整中,以完美的答卷连续五年顺利通过市场的持续检验,向业界展示了一个优秀民营房企的实力和地位。
富力地产走出了一条与众不同的发展之路。它秉承“富而思进、力创新高”的品牌理念,以“规划与时俱进,紧扣城市化建设”的建设精神和城市运营商的角色,在全国十多个城市核心地段布局落子,成功运营住宅、写字楼、商场、公寓、高端酒店等各类项目80多个,担负起更多的社会责任和市场期待。
专业人士评价,2009年,富力地产在产品品质上实现了大幅度的提升。以富力地产广州地区的项目为例,珠江新城的超甲级写字楼富力盈信大厦及其在珠江新城首个豪宅项目富力·公园28,无论在产品定位、品质打造,还是资源配套标准等,都明显领先同类物业,从而带动所在区域的物业价值提升。
据了解,富力地产还将其拥有的6年商业地产开发管理经验成功运用在住宅建设上,要求住宅、写字楼等达到高端酒店、公寓的品质和服务水准。这让人们看到了富力地产通过内部完整产品链之间的优势互补,实现产品品质和服务的升级,从而满足更高端消费人群、居住人群需求方面所付出的心血和作出的努力。这一切,也体现了富力地产在房地产产业发展过程中尊重产业发展客观规律,注重行业周期走势,保持企业的均衡性、抗风险能力、前瞻性以及强大有效的执行能力。
或许,这些不足以表达富力地产在项目打造上的用心。但是可以肯定的是,在“中国大型房地产业与建筑业500强”中,上榜企业都拥有相对雄厚的资本实力,这500强在即将过去的2009年中,完成的投资额、竣工面积、销售面积、总资产都极其庞大,在中国房地产整个行业中占据举足轻重的份额。而富力地产,一个在广州成长起来的民营房企,连续五年稳居榜首,这样的行业竞争力在中国内地房企中实属罕见。
根据富力地产近期公布的数据,截至2009年11月30日,富力地产协议销售总额约人民币226.2 1亿元,同比增长58%,占全年协议销售额目标约98.4 %,这也是富力地产连续第4年销售额保持30%的增长;销售面积共约220.5 万平方米,同比增54%。现在看来,富力地产顺利完成2009年230亿元的销售目标,已没有悬念。
Introduction

太阳下没有新东西。
人类仍然延续着自己的本能,人们仍然在衣食住行上绞尽脑汁,似乎是为自己也为他人。
从前是“你吃了吗?”
现在是“你住了吗?”
房子,现在已经成了幸福的基数。
最近的一次全球性的经济危机,就是从房地产开始的!
一间住所,容纳了一个人的幸福,也可能是一个人一生不可企及的幸福高度。
中国经济高速增长,城市在扩大,房地产的旋风此起彼伏。
一个个城市在扩大,一个个地王在出现。土地,人类赖以生存的土地,上天给予人类的财富,却又成了人类追求自身幸福难以逾越的鸿沟。
一次一次的旋风,把欲望和金钱从地上抛向空中,一次一次的旋风,把穷人和富人都弄得晕头转向,谁是命运的主宰,谁能知道未来,那些侥幸的弄潮儿,最知道哪里的水深。
旋风的下面是巨大的增值空间,是一块巨大的蛋糕。蛋糕越做越大,越做越甜,所以人的嘴也变得越来越大,正所谓上嘴唇朝天,下嘴唇朝地。
当然,房地产市场的繁荣也大大推动了城市建设的步伐和社会财富的积累。但这块蛋糕在不同社会群体间如何分割的矛盾正变得越来越尖锐。
所以,地王的产生是企业的市场行为。所以,房地产企业也承受着更大的成本压力。
一个个“地王”耀眼光环的后面,有着鲜为人知的故事。
在房地产的这条河流中,有险滩,有暗礁,有大鳄,也有小鳄,经过九死一生的较量之后,是适者生存,还是勇者胜?

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