Building Competitive Advantage Of The Real Estate Business

At present, the real estate industry in China is in the upgrading phase. Recently a series of macro-control measures accelerate the progress. Confronted with the gradually austere industry policy and increasingly fierce competition, most of the real estate enterprises run into the maze of operation. How to survive, develop and outdo others, becomes an issue everyone has to face seriously.Using the tool of value chain, this essay studies the competition strategy and the status quo of real estate enterprises, and subdivides the competitive capacity of these enterprises. Meanwhile, contraposing the commonly existing problems of ignorance of strategic management and extensive operation, it puts forward a model with strategic management as the key, intensive administration the core and high-qualified human resource the foundation. This model can help the real estate enterprises build their competitive advantage. By discussing this issue, the author expects that the real estate entrepreneurs can consider the problems of competitive advantages to make up the deficiency in the management vision and methods, and that they can make full use of present opportunities and challenges and strengthen the competitive capacity to meet the requirement of industry environment. At the same time, consistent with their characteristics, the author divides the real estate enterprises into four types—project-based, steady, opportunity-oriented and advantageous, and then states corresponding competitive strategic choices which reinforce its function in guiding the practiceIn order to support the argumentation, this essay combines the method of both theoretical study and practical analysis, exemplifies the project-based and steady enterprises, and analyzes the representative opportunity-oriented and advantageous enterprises with cases.The essay is divided into seven chapters in structure.The first chapter brings forward the research subject, explores the theoretical basis for competition strategy, and points out the necessity to introduce competition strategy to the real estate enterprises.