Research On Competitive Advantage Of Real Estate Co. Based On Customer Value

With the development of society and economic, increasing competition of real estate market, and gradually tightening industrial policy, most real estate companies fell into a state of lacking competitive advantages. And how to develop and gain a competitive advantage become a thing that enterprise focus on.About how to build competitive advantages, there are three perspectives:enterprise resource capacity perspective, competitors perspective and customers perspective. First of all, the writer concluded the view piont that the customer value is the basis to form enterprise's competitive advantages, through analyzing new trends of the real estate enterprise. And then, the writer concluded the same view piont to Michael Porter and Woodruff by summerizing documents. They emphasized the view that studying the enterprise's competitive advantages from customer perspective. The same two pionts jointly formed the theoretical basis for this study.Secondly, the writer reviewed the theories about relativities between customer value and competitive advantages, and three main related models. Combining with the real estate industry characteristics, the writer made assumptions and built a model about relativities between customer value and the real estate enterprise; and determine the quantitative correlation coefficient by empirical research and path analysis method. So she further proved that the customer value is the antecedent of competitive advantage and the customer satisfaction indirectly impacts the competitive advantage.Thirdly, the writer in this paper showed the significance of identification based on the customer value and measurement of building competitive advantage, reviewed the two existing practice method-Gale and Woodruff about building competitive advantage based on customer value, and introduced the two quite generally used customer value measurement scale-developing methods-SERVQUAL scale and PERVAL-19 vale measurement system.On this basis, the writer proposed a model about building competitive advantage of Real Estate enterprise based on customer value, including two steps:the development of customer value measurement scale and case analysis of enterprise's competitive advantages and disadvantages. And the writer described the specific operation method of the process in detail.Finally, the write gave a demonstration deduction on the model proposed.First, taking Wuhan Hongshan District for example, the writer did customer value factor identification using SERVQUAL scales development methods and Woodruff's "whole course method", and reached the final customer value measurement scale for real estate enterprise-REVAL through data analysis and model testing reached the final of the customer value of real estate business. Then, the writer measured the four selected real estate companies'customer value and customer expectations, divided into four categories of customer value, including competitive factors, factors to be analyzed, non-strategic factors and characteristic factors, analysed the four companies'performance and competitive advantages and disadvantages to the various factors under the survey datas, and gave strategic suggestions to the 4 companies, including the strategic focus and performance improvement goals.It was an attempt to propose the processes and methods about building competitive advantages based on customer value for the real estate enterprises. And it was of certain value for obtaining sustainable competitive advantages to the real estate enterprises.