Research Of Competitive Advantage Based On Value Chain Analysis For Small And Medium Sized Real Estate Enterprises

Real estate has been a hot topic in recent years, it has great impact on the national economy because of its strong correlation to other industries. In recent years, it has becoming a hot topic in academic area on enhancing competitive advantage and competitive ability for real estate companies. But we should see the point: in order to curb the excessive growth of the real estate investment, to promote steady and healthy development of the national economy, the state launched a new round of real estate macro control, issued a number of regulatory measures, so as to promote the stable and healthy development for the real estate market. With these control measures, the competitive environment for real estate industry has changed significantly. In this case, comparing to large-scale real estate companies, small and medium sized real estate enterprises are facing greater challenges to survive and develop. It is necessary for them to re-examine their business processes, to find the breakthrough competitive advantage, so as to remain invincible in the competition.To meet this need, this paper attempted to apply value chain theory to analyze the value chain composition for small and medium sized real estate enterprises, to make clear the cost structure and the internal and external linkages in every value creation activities, so that the enterprise can optimize resources and focus resources on key strategic areas, and find the source of competitive advantages. First of all, this paper makes a summary for the theories on value chain and competitive advantage, and traces the origin for the theories. And then, combines with the characters and current situation of the small and medium sized real estate enterprises, by using Porter five competitive forces model and core competence theory, it generally analyzes factors affecting competitive advantage in real estate, and further constructs the value chain for small and medium enterprises in real estate, then identifies activities and the connections between internal and external in the chain.Subsequently, the paper began to analyze the current competing situation, advantages and disadvantages in this area. According to the principles of competitive strategy formulation, it believes that in the current situation, in order to enhance competitive advantage, small and medium sized real estate enterprises should further optimize its value chain structure, and to take a series of targeted competitive strategy, so that to grow in the fierce competition; Finally, it takes RiseSun Real Estate Development Co., Ltd, as example, which remains strong development momentum in recent years, to be a case study. Under the situation of macroeconomic regulation and control, by trying and practicing, it rightly judged industry trends, their advantages and disadvantages. And then, using its unique market position, good quality concepts and customer awareness, advanced management and superior operational efficiency, it dispelled macro regulation and control risks, and made a rapid growth in the fierce market competition. The case is used as a strong evidence for the conclusion of this article.In short, by using value chain as analysis tool, basing on the analysis and optimization of value chain, this paper aims at enhancing the competitive advantage of small and medium sized real estate. Of course, because of the limited level, the paper is relatively shallow, it is impossible to solve all the problems in enhancing their competitive advantage, but sincerely hope that this paper can provide some references for the developing small and medium sized real estate enterprises, to enhance their competitive advantages and help them to survive in the fierce competition.