Study On The Management And Building Of Real Estate Enterprise's Strategic Alliance

Through analyzing the present condition of China's real estate enterprises, it is found that the real estate industry promotes the national economy's progress effectively. But it is the status that lots of real estates, weak condition and lack of competitiveness becomes the bottleneck of the economic progress. And strategic alliance may be a better choice for the real estate to overcome the present adverse condition.In the front of paper, the incentive of formation of real estate enterprises'strategic alliances is expounded by value chain theory, resource based theory, resource dependence theory, transaction cost theory and so on. It helps us to understand the advantages that the alliance can provide. But in the practice, some strategic alliance is failed. In order to guarantee the alliance's success, it is very important to analyze the enterprises'capacity fully from the land and financial resource, the ability of proceed the information, human resource, management, the supply condition of material and plant, real estate product, corporation culture and so on before an enterprise builds a real estate alliance. The analysis of enterprises'capacity is also helpful for us to decide the enterprises'goals and roles in the alliance, how to select alliance's category and partners'scope. As for the building of the real estate enterprises'alliance, the paper is given the"4C"rules to elevate the potential partners, and erect the two stage-evaluation model. In order to cut down the alliances'high failing ratio in the practice, the paper probes the risks existed in the real estate enterprises'alliance, classifies kinds of risks such as relational risk and performance risk, environmental risk and process risk by different criterions, and analyses the causes and anti-measures of opportunism specially. In the end of the paper, it was point out the relation between culture conflict and alliance's performance, the formation rule of culture conflict, the importance of partners'internal trust and communication at first, and then given the alliance's management measures which includes: the alliance's daily business must be governed effectively, enhancing the alliance's culture synergy, cultivating the internal trust and increasing each other's communication.