Research On Core Competence Construction Of Real Estate Enterprises Based On Value Chain

In recent years, China’s real estate industry has gradually become the pillar industry of national economy with rapid development, which directly or indirectly led to the rapid development of related industries. However, the business mode and profit of the real estate industry was the extensive form of resources in our country for a long time, and many funds flowed into the real estate industry with strong color of following the trend in this process. To excessively pursuit the short-term profits and quick returns, there is no clear strategic planning and long-term goal, even lack of in-depth analysis about the real estate industry’s value chain. It is far from cultivating the basic consciousness of enterprise core competitive power. Therefore, they were at a disadvantage in the fierce market.This study analyzed the cultivating of core competitiveness of real estate enterprises in our country from the perspective of value chain. Based on the theory of value chain, core competitiveness and competitiveness of real estate, the current situation of the development of real estate in our country was analyzed. The results show that the real estate in our country is still deficient in risk-taking, and management consciousness is not strong. On this basis, this study applies the value chain theory to analyze the value chain of real estate in our country, then puts forward the value chain model of real estate in our country. Thus, this study summarized the basic characteristics of real estate enterprise competitiveness, and analyzed the main components of real estate core competitiveness. Then this dissertation puts forward the countermeasures and suggestions of improving enterprise core competitiveness from the prospect of product value enhancement. Finally, this study taking W real estate company for example to analyze the construction of cultivating core competence strategy, and summarized W real estate company’s development experience for China’s real estate industry. This could provide a reference for other company in this industry.Through combining the theory of value chain and core competence with the real estate in our country, this study determined the basic activities and auxiliary activities in the process of real estate’s operation. The real estate value chain built in accordance with the reality of our country, enriched the research contents of the value chain theory. On the other hand, core competence theory was introduced into the real estate industry and the research could be used for further development of the theory of core competitiveness, and help real estate enterprises to achieve better theory value and practice value. In terms of theory with practice, this study applied the value chain theory and core competence theory to guide the practice of enterprise management, and put forward the countermeasure and suggestion of cultivating enterprise core competitive ability, and determined the key link of the value chain of the real estate enterprise. These could provided the reference for the enterprise enhancing the competitive power.