Real Estate Development Enterprise Core Competitiveness Evaluation

As a new economic growth point and a pillar industry of national economy, real estate is playing the extremely vital role in the development of entire national or the local economy. At the same time, the integrating strength could also be built up by its development. But in fact, we can find that our real estate enterprises don't develop very well. On one hand, the real estate enterprises have to be confronted with the problems, such as small scale, poor ability to resist risk, high rates of assets and liabilities and low capability of management. On the other hand, they also face the external challenges, such as the high-frequency policies of macro control from the government, fierce competition from the overseas, as well as rapid changes of consume demand from the consumers. In such circumstances, there is an unique way for real estate enterprise to survive, which is that they must be market-orientated, to search, accumulate and integrate the resources to form their own unique core competences. So it is especially vital for the enterprise to recognize, evaluate, and advance their core competences constantly.In the thesis, a combination of qualitative analysis and quantitative analysis is adopted and the theoretical research and case study are integrated perfectly. First, the paper begins with the theory of core competence of the enterprise, and then puts forward the concept of core competence of real estate enterprise. The core competence of real estate enterprise is original, unimitational, and persistent, which formed by step in the course of long-term operation. It is a powerful capability of integrating resources on the bases of interactional elements, such as brand, human resource, land, capital, marketing, planning and culture of enterprise, with the aim of bringing excess profit to the enterprise by achieving the value of buyer. Secondly, according to the"value creation", we compartmentalize the core competence of real estate enterprise three levels. The first level is external manifestations, meant"external competitive advantage", including social influence, capabilities of planning, project management and property management. The second level is middle sustained, which is the element of supporting the"external competitive advantage"and"internal core elements", including innovation and organizational learning. The third level is the internal core, meant the internal core elements to form the core competence, formed by enterprise culture. All these levels build a core competence system for the real estate development enterprise. On the base of such research, the paper brings forward the index system and evaluation model of core competence. Finally, the paper takes Jiangsu Xinnengyuan Co., Ltd. as an example, using achievements of theory researches to evaluate its competence. Then the paper gives six countermeasures by advancing its core competence according to the results of evaluation with the actuality of market and estimation of its development trend.In conclusion, only can real estate enterprises learn to search and cultivate their core competence, could they get predominance in fierce competition, could ensure our nation's invincible position in globality. I hope that the research would be beneficial to the development of real estate enterprises in China.