Research On Evaluation Of The Performance Of Strategic Alliances Formed By Real Estate Enterprises

With the rapid advance of the world economic internationalization, Economic strength ofthe industry’s international competitiveness devolop a more drastic and complex. Singleenterprise, regardless of how large scale of operation, how strong the strength, On its own tosuccessfully compete in the international market, it become increasingly difficult. Real estategrow to today, has become a relatively mature industry, individual development of growingcompetition between enterprises. As the real estate development company enterprisedevelopment model and the mode of operation, management and other gaps exist. In the realestate market, they take advantage of different resources, form different core competencies,development is uneven between them. Various real estate enterprises get around to change themanagement model and adjust the new business model in the face of stiff competition in thereal estate market.Strategic Alliance firstly proposed by president of the United States DEC Jane HopeRand (J. Hopland) and management theorists Roger Nigel (R. Nigel).It as a businessdevelopment of new strategies and organizational forms, effective integration of internal andexternal resources to achieve a win-win alliance members. Real estate developmententerprises to establish a strategic alliance, it meets the requirements of the real estatecompanies to adapt to rapidly changing external environment and adjust the developmentstrategy. Effective use of its can make existing resources of the real estate market moreefficient allocation exploit properly. With the spread of the global financial crisis, real estateenterprises are facing the problem of the low level of profitability, liquidity, sales and otheraspects of the difficulties stand out. In this grim economic environment, many real estatedevelopment enterprises are considering to set up various forms of strategic alliance.Therefore, strategic alliances performance problem becomes even more attention. By analyzing background of the strategic alliance of real estate and researchdevelopment of the real estate industry, this paper conducted a general analysis from thedefinition and concept of Real Estate Development Strategic Alliance, the basic features andbasic types of strategic alliances, the formation of strategic alliances and evaluation of otheraspects. On that basis, article clearly defined the basic concept of the Strategic Alliance RealEstate, system analysis the performance factors of real estate strategic Alliance with differentmotivations, construction evaluation model for factors, established evaluation index systemfor strategic alliance performance of real estate development, design evaluation index systemdesign model. Applying Analytical Hierarchy Process (AHP) to determine weights ofevaluation indexes, using the fuzzy comprehensive evaluation to establish performanceevaluation of a strategic alliance model. In theory, it guides the real estate developmententerprises of strategic alliance to place a value on performance of strategic alliances. Inaddition, guide the real estate development enterprises to establish strategic alliances throughanalysis of examples from a practical sense. Finally, this paper studies the problem of anobjective summary and future prospects hoping to the real estate development of strategicalliance to provide useful value.