Study On The Value Chain Of The Real Estate Enterprises In Our Country Basing On The Customer Value

In 1985, Michael E. Porter advised the theory of the Value Chain. He put the producing activities apart to a series of basic activities as design, purchasing, producing, selling, and other activities. The competitive advantage is from these activities, because the way to operating these activities decide the different cost and differences. The producing stage was looked as the most important.With the economic globalization appearing, the progress of science and technology accelerating, consumer's right strengthening with the enterprise bargaining, the competition become worse among the enterprises. The management topic of the enterprise already has led to customer direction now from the past production direction, the marketing direction, quality and the technique direction.The real estate industry is very important to the national economy. It has happened many problems in its fast development at the earlier period. There are many new policies which regulate the development of the real estate in 2003. The environment of the enterprises has changed. Thus, the enterprise should adapt management to the value chain which has a changed constitute and weight. Take the customer as the direction, more concerned enterprise value creating and the enterprise profit. According to these factors, in order to promote the ability of the value chain creating value: on the one hand customer creating satisfied value, on the other hand molding the core enterprise again in the meantime, ultimately carrying competence of the business out the double win between customer and enterprise.Based on the theories of Value Chain and Customer Delivered Value, the paper analyzes the interior value chain of real estate enterprise. Firstly, the paper emphasizes the importance of the value chain. Then we review Michel Porter's theory of Value Chain and the concerned theories of customer value in the second part of the paper. The paper establishes the value chain model of the real estate enterprise combining with the operating processes, and analyzes the structure of the value chain and interior and exterior relationships. The paper analyzes the factors deciding the customer value, and puts the advice to improve the value chain by according the factors. The paper applies it to the example.