Real Estate Enterprises As The Core Of The Real Estate Industry Supply Chain Management Research

With the rapid development of the national economy and the great improvement of our people’sliving standard, the real estate industry has witnessed unprecedented prosperity since1990s. However,behind this prosperity, the real estate industry in our country still faces with the problems as follows:low overall marketization degree, unreasonable market structure, most of the real estate enterprises areof small scale with poor ability in self-development, poor risk resistance capacity and low managementefficiency. As new policies of real estate regulation are being constantly released, the real estateindustry may be confronted with a harsh period in the future. At that time, the market will reach itssaturation point that lead to the much more fierce competitions among enterprises and increasinglylower profit margins. Under such circumstances, it will make an enterprise more likely to stand out/tobe outstanding in the fierce competition by implementing the supply chain management, shorteningthe development cycle, reducing the development cost and risks and improving the customersatisfaction degree.Based on the researches and studies on the real estate industry’s characteristics and its currentdevelopment situation, this paper makes many references to mass data in order to seek the combiningpoint of the two parts by using the idea of supply chain management, it aims at finding out thepossibility and urgency to introduce such idea into the real estate industry. The paper also provides aflow diagram of supply chain in real estate industry in the light of the practical situation in China, andat the same time it makes a comparison between the traditional management mode of real estateindustry and the supply chain management mode centering on real estate enterprises in details on thephases like investment decision, preliminary work, construction, marketing and services, etc.After summarizing all aspects of the supply chain management in real estate industry, the paperbuilds a supply chain evaluation index system centering on/focusing on real estate enterprises. Itfurther puts forward the idea of identifying the proportion of every index by using the analytichierarchy process and confirming the grades of every enterprise in the supply chain by using the expertscoring method, in order to facilitate the decision-making in choosing cooperation partners in thesupply chain of the real estate industry. In the last part of this paper, typical cases are provided toexplain the method of making decisions in choosing cooperation partners in the supply chain of thereal estate industry in hoping of offering decision support to the leadership of the enterprises in the realestate industry.