| Chinese real estate market, has experienced rapid development in ten years. With the real estate market and the process of the city further, the real estate industry is booming. On the one hand, promote the development of related industries, promote China’s urbanization level, on the other hand, also Lasheng prices, improve the urban production and operation cost, to some extent hindered the economic and social development.2014 is China’s real estate market by the "golden age" to "the key to the silver age" of the year. As of 2014, no longer the relentless rise in house prices, housing supply, housing is seeking a era seems to have in the past.2014 and after the Chinese real estate prices will gradually return to rational, showing a steady and progressive development trend. The future of real estate enterprises should be how to survival and development, is the urgent need to ponder the question.Potter’s theory of competitive advantage based on competitive advantage lies in the enterprise can provide value to consumers. Real estate enterprises to provide consumers with the value in the high prices today, seems to have been a heavy mortgage and increasing loss of sense of happiness is replaced by. It makes no sense, nor should it be. When the real estate market is no longer in the capital and land to earn high profits, real estate consumers value appears day by day. How to let this highlights the value of the more obvious, the need for analysis of sustainable competitive advantage from the angle of real estate enterprises. The advantages of the future, no longer is the capital and land, but the quality of housing, prices return to rational, consumers can truly feel for the purchase of housing well-being brought.About the source of competitive advantage, resources school of foreign core competitive advantages from the tangible and intangible resources perspective. Ability school emphasizes that the enterprise ability is the key to the development of competitive advantage, fuzzy competitive advantage theory believes that the overall knowledge base is a key enterprise sustainable competitive advantage. Domestic scholars, for the competitiveness of enterprises, analysis from the enterprise "width" and "density" angle, has analyzed from four aspects:industrial platform, system platform, core competence and market power, but also from the resources and ability, innovation, human capital and management mechanism of isogonal degree analysis. Overall, the analysis of domestic and foreign on the sustainable competitive advantage has basically experienced factors from exogenous to the inside, to the intangible factors from the cool factor, the change from material factors to the system management of knowledge and technology factors, intangible system knowledge management technology and other factors of endogenous gradually become the source of sustainable competitive advantage, reached a basic consensus in the academic circles. But for the sustainable competitive advantage of real estate enterprises to carry out targeted research articles too little, it is the lack of previous studies.This paper considers factors constitute the sustainable competitive advantage of general enterprises also constitute the sustainable competitive advantage of real estate enterprises, but the greatest of these is different, each kind of factor, contribution to a sustainable competitive advantage, in the real estate enterprises with general enterprises are different. The transition period of real estate, we should pay more attention to product innovation, quality, service, capital and land are important, but it is not the core competition factor.According to the characteristics of real estate development enterprises, will be the real estate enterprise sustainable competitive advantage index system is summarized as the performance of hardware and software of index two. The so-called hardware index refers to the factors of production and the ability of real estate development enterprises have including capital, labor force, the force of science and technology, product capacity, productivity, marketing force; the software index refers to the complex real estate development enterprise internal operating environment, including system capacity, management capacity, culture power, organizational power, innovation. Construction of real estate enterprise comprehensive sustainable competitive advantage of comprehensive evaluation index system(representing the capital, labor force, the force of science and technology, product force, productivity, marketing power, system power, management force, culture force and organization in the real estate development enterprise comprehensive competitiveness in the weight of each index in the competitiveness of enterprises, according to the important degree of weight, the estimated values were 0.05,0.15,0.05,0.1,0.15,0.1,0.1,0.1,0.1, 0.1)Use of the real estate enterprise sustainable competitive advantage index system to calculate the size of JHF sustainable competitive advantage. From the elements of sustainable competitive advantage, location and culture force better competitive advantage, competitive advantage of labor force, capital force and the force of science and technology competitive advantage again, product capacity, system and management capacity of the general competitive advantage, organization competitive advantage lacking.Jianhua home to improve sustainable competitive advantage, need to start from the factors of competitive advantage is weak, especially the weight factors in high and low scores. Of course, we should also see, all factors have increased the space and needs.Overall, the sustainable competitive advantage of Jianhua land needs to be strengthened from the following aspects:the role change, improve product quality and diversification, enhance the ability of resource integration, enhance the level of human capital, to enhance innovation capacity, promote enterprise system science and incentive, promote the construction of enterprise culture. |
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