Research On Social Capital Cultivation Of Real Estate Intermediary Enterprises In China

Research on social capital theory has been dated back to the eighties of last century, it's the nature of social capital theory that the social network based on trust dose provide enterprises the access to collection of scarce resources and construction of competitive advantages. From the point of social capital theory, this paper attempts to learn the current situation of Chinese real estate intermediary market and find out some ways for cultivating enterprise social capital with an aim to resolve the problem, which was often said as market dishonesty.At first, according to some reference literatures related to social capital theory, the conception of social capital is defined as well as its nature and functions.This paper also has confirmed the great value of social capital in application among enterprises. Then, the performance of Chinese real estate intermediary industry is classified into four parts. There're management model, personnel quality, industry supervision and public image. After analyzing the problems existing in these four parts, it's easy to find out the shortage of social capital both inside and outside of the enterprise is the fatal factor which results in low-credit in the market. It's proposed that the loss of social capital within the enterprise are mainly caused by entrepreneurs'poor qualities, ignorance of training human resources and without giving enough attention to enterprise culture building. As to the loss of outer social capital, there must be something to do with the lack of vertical social relationship, weak power of industry supervision, and the unawareness of building up good public image. Secondly,'Shenzhen Zhongtian Event'is collected as an example to do some empirical research, thus it helps us further demonstrate the importance of gathering social capital in the field of the real estate intermediary management. In one word, long-term accumulation of social capital is the foundation of the industry's trust.At last, it's revealed from the results of empirical research that putting emphasis on cultivating social capital in real estate industry is a must to restore today's market confidence. In order to resolve the market problem of dishonesty, based on mutual interaction to build social networks as the core of thinking mind, this paper indicates a series of specific methods on how to cultivate enterprise social capital. For example, inside of the enterprise, entrepreneurs should be required to improve their qualities of management, actively develop their cooperation relationships with the outside world; Strengthen the internal information network and social network; emphasize the cultivation of trust culture among the personnel. While building social capital outside the enterprise, the entity with a form of enterprise needs to establish a good relationship between governments; corporate with industry association to set up a unified credit information platform and appreciate trade remarks between consumers. At the same time, these actions can contribute to maximizing social capital's functions in the business environment, such as the social capital can bring the core competitiveness for enterprises. In additon, it can effectively avoid the failures occur in allocation of resources.