Competitive Advantage Research On Real Estate Enterprises Based On Value Chain Theory

With the national macro-control policy introduced, great changes have taken place in the exterior circumstance of real estate enterprises, especially the government control in the land supply and financial support by national banks which is the main resource of investing and mortgage loan. Constructing competitive advantages is a business imperative for real estate enterprises facing fiercer competition. Real estate industry is a competitive trade, the necessary fund amount is big, resources are taken up more, and involve society's very sensitive housing problem. Study competitive advantage of real estate enterprises thoroughly, regarding the promotion real estate industry and the entire national economy national economy healthy development, and even the maintenance entire society stable all has the extremely vital significance.Based on the former studies, the paper will apply the value chain theory into real estate industry, and try to find out the means that enhance the competitive advantages of real estate enterprises. The paper first expounds on the use of the value chain research enterprises competitive advantages significance retroactive the value chain theory origin, and establish the theoretical research framework. According to the value chain theory and the specific circumstances of real estate enterprise, we can generate the specific value chain of real estate enterprise. Then, starting from the analysis of primary activities and support activities, the internal links and external links of value chain , the paper points out how to achieve competitive advantages for real estate enterprises, that is, managing the value activities and optimizing the value chain of real estate enterprise by use of its internal links and external links. Besides, the paper makes a quantitative analysis on the value chain optimization of real estate enterprises through a fuzzy linear programming model.The paper address the competitive advantages of real estate enterprise for a more systematic research , and the achievements of which show great theoretical and practical value for real estate enterprises to enhance competitive advantages.