Study On Competitiveness For The Real Estate Enterprises In China

With rapid economic growth in the process of reform and opening up, China’s real estate,there have been a great scene of the housing boom, real estate market is increasingly comingto standardization. Currently, real estate has become one of the pillar industries of China’snational economy, but on the other hand, China’s real estate industry has not yet trulyestablished a modern enterprise system, the current system has many drawbacks, weakcomprehensive competitiveness, The real estate enterprise must review the competitiveenvironment, improve the competitiveness power of enterprises. Therefore, the research ofcompetitiveness power of the real estate enterprises in China has major theoretical andpractical significance for the development of enterprises in the fierce competition.Start from the real estate business development background, and base on the theory athome and abroad，we analyzed and summarized competitiveness, the competitiveness ofenterprises, enterprise competitiveness evaluation theory and the real estate businesscompetitiveness. Quantitative analyzed the internal factors which affect the competitivepower of the real estate enterprises and qualitative analyzed he external environment factorwhich affect the competitive power of the real estate enterprises. Through the analysis of thecompetitive factors of the real estate companies and a summary of the current status ofChina’s real estate business development, analyzed of the problems in the development ofChina’s real estate enterprises, and real estate enterprises competitive powerperformance.Built enterprise competitive power evaluation index system, and using theanalytic hierarchy process to build the evaluation model has come to affect the real estateenterprise competitive power indicator elements, and the real estate industry in China, partof enterprises to be demonstrated, for the improve of competitive power of the real estatecompanies provide the reference value. Evaluation of other real estate companies can alsomake a similar explanation.Last through the theory methodology which combined the qualitative analysis and quantitative analysis, the article gave the suggestions on the below4point of how to improve the competitive power: improving the internal management,innovative marketing strategies，reshaping the corporate brand, as well as to establish fourmain areas of corporate culture.