Research On The Core Competitiveness Cultivation Of Tianqing Real Estate Company

In recent years, China’s national economic development has been impacted by the global economic and financial crisis; the real estate industry is also affected and real estate prices rise rapidly. Some real estate companies are on the verge of been eliminated from the market due to a series of policies issued by the government such as monetary tightening, price fixing, purchasing limitation, etc. In order to survive the increasingly fierce market competition, real estate companies gradually realize that core competitiveness is the key for success in the market competition. Tianqing Real Estate Company has long been in the leading position in the real estate market in Lanzhou. In2010, some well-known real estate companies in China also entered the market in lanzhou, so Tianqing Real Estate Company is facing a more severe competition than ever before. Therefore, how to cultivate the company’s core competitiveness has become a burning issue.This paper firstly expounds the research background both at home and abroad as well as the significance of the research. Secondly, the paper analyzes the concept and characteristics of real estate companies’ core competitiveness based on theories concerning core competitiveness of enterprises, which lays a theoretical foundation for the analysis of Tianqing Real Estate Company’s core competitiveness. Thirdly, the paper analyzes Tianqing Real Estate Company’s core competitiveness from the value chain theory and the components of real estate enterprises’ core competitiveness. The paper also analyzes Tianqing Real Estate Company’s core competitiveness through VRIO framework method, recognizing that Tianqing Real Estate Company’s core competitiveness lies in its ability to create customer value, its unique brand ability as well as its considerate after-sale service. The analysis also reveals the problems in the cultivation of core competiveness of Tianqing Real Estate Company. The problems are the company leaders’lacking of the awareness of the cultivation of core competiveness; incapability of the access to core resources; poor management; incompetence in innovation; lagging in the cultivation of cultural competitiveness, and poor marketing. The paper then analyzes the cultivation of core competitiveness of Wanda Group and its inspiration given that Wanda Group is a successful example in the real estate market. The paper finally summarizes the approaches of Tianqing Real Estate company’s core competitiveness cultivation: to enhance the human resources management; to strengthen the company’s capability of resources integration; to motivate the company’s innovations and to rely on the company’s brand strategies.