Studies On The Application Of The Strategic Alliances Of Real Estate

Strategic Alliance, as a form of intermediate organization popular with the western enterprises in 1990s, has been hailed as "the most important organizational innovation ever since the 20th century", since it has both the advantages of scale economy and flexibility. The essence of strategic alliance is "co-operation through competition", which means strategic alliance is the co-operational alliance among enterprises competing each other.;and its nature is share of resources, fullest use of each other's advantage to realize the goal of mutual benefit. Real estate strategic alliance has already become the major development approach for real estate enterprises, and has been expected to boost the development of the entire real estate industry and other industries concerned. This trend, believed to exert a far-reaching and extensive influence on global economy, will continue with its nature being much richer, its forms to be further explored.However, the theoretical system of real estate strategic alliance still needs to be developed, especially the framework of real estate strategic alliance and its performance assessment is not comprehensive and profound enough. This paper, in the hope of making improvement of the present research in this field to provide some guidance for real estate enterprises.Focus of this paper is the framework of how to construct effective real estate strategic alliance and its performance assessment. The study of this paper is carried out as follows:Firstly, this paper makes a statement of the historical and present development of the theories of strategic alliance both at home and abroad, and the practical application of these theories nowadays, based on which this paper makes clear the objective, the significance and the methods of its study.Secondly, with an analysis of the present situations of the domestic real estate industry, and the exiting problems in particular, it points out that construction of strategic alliance is the reasonable choice of real estate enterprises.Thirdly, this paper makes a study of the causes of the high possibilities of failureof the real estate strategic alliance, and finds out several dominating factors in constructing strategic alliance. And then, it proposes the main framework of running real estate strategic alliance.Finally, on the basis of the research of the application of performance assessment system, this paper introduces the advanced performance assessment method at present, and establishes a performance assessment system for real estate enterprises with the Balanced Score Card.