【作者】 彭青松；

【导师】 张小民；

【作者基本信息】 西北大学 ， 工商管理， 2007， 硕士

【摘要】 随着经济全球化和知识经济的到来，核心竞争力理论已成为国际企业战略研究的一个新方向。核心竞争力理论以迈克尔·波特(Michael Porter)提出的产业竞争理论为基础，从企业发展前景和内外部环境考虑，从企业内部本质出发，得到超过对手的独特的资源整合能力。因此，我们也不妨从提高我国企业的核心竞争力来探究一番浙江环宇房地产开发企业的核心竞争力发展与培育。房地产行业已经成为我国支柱型产业，受到国家和人民的关注。在我国大举发展城市建设，人们生活水平不断提高，住房消费不论是数量还是质量上都是越来越高要求。这也是驱动我国房地产发展的重要原因，也是房地产行业的良好机遇。如何培育和研究房地产企业的核心竞争力，让自己企业适应经济高速发展房地产市场，立于不败之地，是一个很有价值的研究方向。本文笔者首先从研究意义出发，结合核心竞争力的相关理论，分析了国外房地产企业的特征，同时分析国内房地产行业的特征和浙江省内行业实际情况，提出了培育浙江环宇房地产开发企业核心竞争力的思路和方法。该方法认为：核心竞争力既是一种企业资源的综合因素所决定的，包括企业的外部因素和内部因素两个方面。其中企业内部因素包括规划设计、物业管理、人力资源管理、土地资源、资本规模五个因素构成；而外部因素是由市场营销、技术开发、产品定位、企业文化、品牌建设、国家政策六个因素组成。本文认为，要有效培育浙江环宇房地产企业的核心竞争力，企业必须分析我国的房地产发展方向，有效地定位自己，整合自己资源，发展优势，增强劣势，才能使自己企业一步一步壮大发展，才能适合我国房地产行业迅速发展要求，又能在全球化竞争环境下获得自己的独特的竞争优势和持续的发展能力。更多还原

【Abstract】 With economic globalization and the knowledge-base economy arrival,core competition theory already becomes a new direction that international enterprise strategy studies. Core competition theory uses Michael Porter; The theory estate brought forward by Porter (Michael Porter) is competed for is a basis, from enterprise develops the prospect and the inner outside environment thinking, the unique resource setting off from enterprise inside nature , being exceeded an opponent’s integrates an ability. Therefore, we also it would be well if the competition developing the enterprise core from probing into one times of Zhejiang ring world real estate coming the core competition improving our country enterprise develops and cultivates.Real estate industry already becomes our country pillar type estate , catches the country and attention of the people. Develop city construction on a large scale in our country, people demands under heading for well-to-do society background all round, disregarding living standard rise , housing consumption being to be more and more high on quantity be still mass. This is also to drive the important cause that our country real estate develops , is also fine real estate industry opportunity. Real estate enterprise core competition how, to cultivate and study, that develop at top speed economy is adapted to by self enterprise real estate market, bases self on sure ground, is a valuable research direction.The author complies with the main body of a book first studying significance starts off , is tied in wedlock core competition relevance theoretical analysis, abroad real estate enterprise the characteristic, analyses in the homeland real estate industry characteristic and Zhejiang Province inner industry reality at the same time , combines analysis result , train of thought and method having suggested that world real estate develops enterprise core competition cultivating the Zhejiang ring that the questionnaire inquires into. Be method’s turn to think: Aspect core competition being decided now that one kind of enterprise resource’s synthesizes the factor institute , including the enterprise external factors and two inside factors. Including plan design , estate management , Human Resource Management, land resources , capital scale, five factors compose enterprise inside factors among them; But, external factors is construction , country policy six factors composition from marketing and sales , technological development, product allocation , corporate culture , brand.The main body of a book think , need to have the effect cultivates Zhejiang ring world real estate enterprise core competitive power, enterprise must analyse real estate of our country developing direction, have the effect field is localized self, integrates self resource, development advantage, strengthen inferior position talent, make self enterprise expand step by step developing , ability is suitable to prompt our country real estate industry desire for development , can gain self unique competitive edge and sustained development ability under globalization environment of competition.更多还原