Strategic Positioning Of Real Estate Enterprise Based On Value Management

Since the commercial reformation of national real estate,our real estate marketization degree increases over the years,it is evident in the fact that the housing sales price has increasing trend.Faced with the change from little faster from overheated situation in whole economy resulting from rapid growth in fixed investment, as well as excessive growth in house prices over the past few years,in order to solve the problems of over-large scale investment in real estate,unreasonable structure in housing supply and escalating housing price,our country has issued a series of macro-control measures.After rapid development of the real estate industry in 2007, the market in 2008 has entered a new round of adjustment cycle,the role of macro-control speeds up a reshuffle of real estate industry,speeds up the process of the survival of the fittest companies,the development of the industry will be even more concentrated.The deterioration of the international economic environment,particularly the global financial crisis as a result of the Subordinated Debt of U.S.A.,has added many factors of instability to the dometic economic trend.Thus,it has a profound effect on the domestic enterprises too.The real estate enterprises in survival and development, especially small and medium-sized real estate enterprises face with severe challenges. How to establish enterprise development strategies and play competitive advantage is the top priority of our small and medium-sized real estate enterprises.Through the theoretical study and analysis of value management and value chain in this paper,by taking M Company as study object and by means of both theoretical analysis and case study,the paper focuses on the theme of how to make strategies based on value management by M Company,with the use of the value chain analysis method, it carries on the disassembling and analysis of the value activities and business processes of M Company,then defines the competitiveness which may have impact on the strategies,on this basis,combined with the company's actual situation,it puts forward practical Competitive strategy choice,at the same time describes the essential guarantee and support measures for the company's new strategies.