Research On The Core Competence Of Real Estate Corporation

The core competence of corporation is the foundation of corporation continuous development and the source of competitive advantage. Since the concept of the core competence of enterprise was put forward by Plahalad and Hamel in 1990, it has become hot point problem in theoretical and practical field and it has been widely accepted.With the rapid development of Chinese real estate industry and has become one of the pillars industry in national economic, the real estate corporation will have bright prospect in our country. Facing the sharp competition of the market, the real estate corporation owns core competence to achieve sustainable competitive advantage is very important at present. Therefore, how to define, evaluate, and cultivate the core competence of Real Estate Corporation and make it adapts the intense competition market is very significant and realistic. Through exploring, investigating, theoretical analyzing and model establishing, the thesis mainly studies on core competence based on Real Estate Corporation to systematic study the core competence of Real Estate Corporation.On the basis of introducing the domestic and overseas status of the research, this paper defined the concept, content and level of core competencies of Real Estate Corporation based on the characteristics of Real Estate Corporation ; after constructing the value chain of real estate enterprise, this paper analysis and explores the shifting mechanism of core competence of real estate corporations based on the interaction between industry dynamics and value chain; by way of quoting the concept of superior degree of core competence, this paper finishes quantitative measurement of core competence of real estate enterprise on the basis of building index system of core competence referencing 60 listed companies; Customer value is the essential characteristics of core competence, and focusing on the realization of customer value formulates a development strategy is the fundamental requirement of cultivating core competence of real estate enterprise.Value chain analysis is a tool proposed by a famous strategic manager Porter to analysis the enterprise internal. This thesis has constructed the value chain of Real Estate Corporation and divides the core competence structure of Real Estate Corporation into crust and kernel, then elaborated the relationship between the internal and external. Although there are a big difference between the theory of enterprise core competence and the analysis theory in explaining the source of competitive advantage of corporation, the two theories are not absolutely opposite just as many scholars pointed out, and there would be great significance when the two theories was integrated to guide the strategic management of corporation. Therefore, the author discussed the relationship between industries dynamic and core competence of real estate enterprise and explored the shifting mechanism of core competence of real estate corporations through the perception of industry diversification.The corporation should understand the position where it locates in the competition, analyze comprehensively the factors influencing competitive power, appraise the corporation competition ability condition, and improve its core competence to survive and develop. Therefore, how to appraise the core competence of Real Estate Corporation is explored in this thesis. After constructing the evaluation index system of core competence of the real estate enterprise, factor analysis was used to reconstruct index system variables to reduce the number of variables and simplify the sample data. In the empirical process to evaluate core competence of real estate corporation, neural network based on Levenberg-Marquardt algorithm is employed as the assessing model, which could get over lots of shortages of traditional BP neural network, such as slow convergent speed and other shortages, and could be counted as one kind of preferable forecasting tools.Facing with fierce competition in the real estate market, the prerequisite of keeping sustainable competitive advantage upgrades continuous core competence. Therefore, this paper expounded the strategic options and effective way of cultivating core competence of Real Estate Corporation from the perspective of maximizing customer value. With the social progress, different crowd demand for customer value is different, thus, the core competence in order to continuously upgrade, real estate enterprises must always be adjusted to meet changing of customer requirements.These just reflect the interfusion between the core competence theory of Real Estate Corporation and the analysis theory of real estate industrial structure, and manifest the conception of the core competence of Real Estate Corporation brought forward by the author, which contains connotation of"dynamic".According to the research, the authors applied this theory and methods mentioned above for formulating an application researche of Golden Angels Group. The purpose is providing the recommendation for actual operations of Chinese Real Estate Corporation.