Research, Strategic Positioning Based On The Value Chain Of Real Estate Enterprises In China

Under the new real estate environment, where should the enterprises go as the competition becomes more and more fierce nowadays? Today's real estate theoretic framework all comes from western countries, which is not only inapplicable to our public-owned system of our country, but also out of date. Now, as the more and more management theories are applied to the manufacturing, retailing, consulting, merchandizing with good results, some people have begun to use them on certain parts of the real estate industry. But for the whole real estate industry, people still grope for an appropriate managerial framework. In this thesis, the author puts Michael Porter 's theory of value chain and Philip Kotler 's theory of customer delivery value into the real estate industry, and points out the issues involved in the strategic choices under the competition with the particular characteristics of real estate industry. Through studying the value chain of our country's real estate industry, the author proposes some hypostasis under the phenomena of the real estate industry for the real estate enterprises to understand where they are positioned in the value chain and what the truth is behind the difficulties they face. Only in this way, will the enterprises be able to formulate strategies suitable to their own conditions. In Michael Porter 's "On Competition", he said: "The essence of the strategy is to choose what not to do.", "the strategy is to create an integration of various business activities". Based on the understanding of Porter's theories, this thesis emphases an analysis on the business activities of the value chain in the real estate industry, and advises real estate enterprises what business activities they should not do on their value chain and how to put the useful activities together so as to craft their own strategies. Also in this thesis, the author cites the customer delivery value advocated by Philip Kotler to enable real estate enterprises to create more value added products for consumers and to gain their competitive advantages.