The Construction Of Competition Force For Projects In The Extensive Real Estate Era

Developed for 20 years, Chinese real estate industry has now come into the Extensive Real Estate Era step by step. The competition content of real estate projects is changed from house-style, price, location and enviroment to cultures and life-styles. The building of concept about cultures and life-styles has become an important portion of additional value of real estate projects. Meanwhile, quality control and cost management are also the important taches in the operation of projects. The customer service exerts a more and more important role in the projects competition.Based on the value chain model, this paper discussed that the key to the competition of real estate is that the real estate project should make a perfective conformity of all kinds of sources in the operation of projects and make innovations in every taches of project operation.The study method of this paper is case study on the example of Qingshuiyuan project in Tianjin. This paper makes analysis of strongpoints and shortcomings of this project from the taches of position, idea form & layout design, marketing, quality management, cost management and afer-sale service. This paper can be used for reference for Chinese real estate projects operation.