【作者】 曹韬；

【导师】 唐拥军；

【作者基本信息】 广西大学 ， 企业管理， 2004， 硕士

【摘要】 本论文的核心问题是房地产企业未来将如何竞争。围绕该问题，论文从房地产企业现阶段如何竞争和应当如何竞争两个层面展开讨论。首先，以著名战略管理专家迈克尔·波特提出的价值链理论作为分析工具，讨论了中国房地产市场的竞争现状和面临的主要问题，揭示了传统竞争方法如何使房地产企业竞争走入困局。接着将顾客价值理论纳入整个分析框架中来，指出未来房地产企业竞争应该以顾客价值为基础展开。通过市场调查资料和相关的新闻报道所反映的事实为基础指出目前房地产市场中的顾客价值正发生着深刻的改变，从重视产品和价格向重视服务价值、形象价值、人员价值、体力成本、时间成本、精力成本等多种因素发展，而竞争中最基础的资源是如何掌握和使用相关的信息。最后，针对如何掌握和使用信息，本论文提出了集中战略和整合战略两种基本战略，并就如何实施这两种基本战略提出了布局、探询、挖掘、创建、维持等五步战略实施方法。战略是可变的，支撑企业长远发展的却是企业的核心能力。因此，在论文的最后，围绕房地产企业培育核心能力的问题，讨论了中国房地产企业如何从战略转变和战略实施过程中培育自己的核心能力。更多还原

【Abstract】 The key point of the thesis is discussing how the real estate companies compete in the future. Based on it, this theses launch its discussion on what kind of competition the Real Estate Company is facing at the present stage and how they should compete. Firstly, we use the value chain theory proposed by Michael. Port as the analyses tools, discussing the competition status and main problems our enterprises of real estate faced, disclosing how the traditional strategy push the Real Estate Company into predicament. Next, include the CV theory into the whole frame of the issue, pointing out competition among the enterprises of the real estate in the future should be based on customer’s value. Base on the facts gathered from investigation and reports, we indicate that the customer value in the real estate company has fundamentally changed, that is, the attention to product and price has been changed to many other kinds of factors, such as service value, image value, personnel’s value, physical cost, time cost, energy cost, etc., and that the most important in the competition is how to master and use information. Lastly, aiming at that, the thesis brings forward two basic strategy-centralization strategy and conformity strategy, and then put forward five steps of Strategy implementation method, e.g. layout, exploration, establishment and maintaining. As we know, strategy is changeable, however what upholds the company’s long-term development is the core competence of a company. At the end of the thesis, we discuss how China’s Real Estate Company cultivate its core competence via changing and carrying out its strategy.更多还原