The Research Of Competitive Advantage Promotion In Real Estate Development Enterprise Based On The Value Chain Optimization

Real estate has been many problems at the beginning of 1990 during its fast development which is one of the pillar industries in national economy.There are many new policies which regulate the development of the real estate in 2003. The environment of the enterprises has changed. Thus, the enterprise should adapt management to the value chain which has a changed constitute and weight. Promete the ablity of the value chain creating the profit so as to upgrade the advantage in competition.In this paper, it is through the value chain theory, theory of competitive advantage and real estate development enterprise value chain and competitive edge theoretical research and analysis, competitive advantages from the perspective of upgrading the building to optimize the value of real estate development enterprises chain model, and put the two hypotheses:First A real estate development enterprise value chain of real estate development enterprise mainly from pre-development capabilities, and planning capability, capacity planning and design, construction capacity, marketing capabilities, the level of property management to optimize the following six aspects. Second, real estate development enterprises by six to optimize the value chain upgrading enterprises competitive advantages.The study results:(1) Construction of the optimization of the value chain of real estate development enterprise model, summing up the results of previous studies of the real estate development enterprise competitive advantage indicators, and the empirical investigation of a business, but they have the competitive advantage of index. (2) use of factor analysis summarized a real estate development enterprise value chain optimization indicators constituted by the questionnaire factor analysis of the data, a total of six components extracted from real estate development enterprise value chain optimization targets, the six a factor are: pre-development capabilities, and capacity-building construction, property management, planning and design capacity, marketing capabilities, project planning level.(3) Verification of the use of regression analysis on the accuracy of the assumptions that the six indicators on the optimization of real estate development enterprises competitive advantages have a marked impact(4) Finally, a value of this paper every aspect of the proposed system to the optimization measures.Most scholars at home and abroad for real estate development enterprise value chain optimization of the use of theoretical interpretations are direct manner, rarely use empirical data analysis; In addition, the majority of scholars at home and abroad are rarely competitive advantage in real estate development enterprises with the actual relationship between the value chain certification. Therefore, in relation to these qualitative theory studies, this research paper is an innovative wayBy standardizing research and empirical analysis of the research method combining real estate development enterprises to explore the value chain optimization. Made from the perspective of enhancing competitive edge to optimize the business value chain, and pointed out that the real estate business value chain optimization of the enterprise to cultivate a better competitive edge. And proposed real estate development enterprise value chain optimization indicators from the real estate industry make up for the environmental study the theory of enterprise value chain defects, enriching the real estate development business value chain theory. At the same time the system more value chain optimization strategies for the development of China's real estate enterprises enhance competitive advantage has played a guiding role.