Countermeasures To Enhance The Core Competence Of China's Real Estate Enterprises

Since reform and opening up, as China's real estate industry in the national economy rising, it has become one of the foundation and pillar industries of the national economy. Sustained and rapid development of real estate plays a significant role in China's economic and social development. With China's accession to the WTO and the accelerating process of urbanization, real estate market has become more sophisticated. Some foreign real estate companies by virtue of its abundant capital and advanced management concepts went into China's real estate market, at the same time, competence and national regulatory policies became both strongger,the real estate market is in recession and turnover is in sharp decline . Most of the real estate business dropped into a difficult,faced with the danger of being eliminated. Facing the increasingly fierce market competition, if the real estate enterprises want to survive in the competition, to win market, survival and development of space in the competition, and Realize sustainable development of enterprises, the key lies in the creation of enterprises competitive edge in the market.Based on this background, In this paper, through literature, graphical methods, systems research methods, how to upgrade the core competence of the real estate companies is studied. In this paper, first briefly introduce the core competence on the basis of the theory, and then explain the characteristics and constituent elements of the real estate enterprise's core competence, at the same time, combining the characteristics of real estate enterprises, set up a real estate enterprise's core competence evaluation index system. The indicator system includes six aspects: land resources, development capabilities, engineering control, marketing capabilities, capital operation ability and planning and design capacity six aspects, embodies the comprehensive, systematic and scientific principles. And thus evaluation method is proposed, fuzzy comprehensive evaluation model is also set up. On the analysis for the value chain and constituent elements of real estate enterprise's core competence, the countermeasures to enhance the core competence of enterprises in real estate are Proposed: to develop specific development strategies;to strengthen human resources management; to nurture the corporate culture with characteristics; to enhance the real estate enterprises' innovation capability; to strengthen the corporate brand-building,;to develop new ideas for business strategies of real estate enterprises.Through proposing the countermeasures to enhance the core competence of real estate enterprises,this paper try to make guidance on China's real estate business development, thus make advantages for real estate business to maintain long-term competitive advantage and the sound development of the whole real estate industry.