基于价值链分析的中小型房地产开发企业竞争优势研究

密级：学校代码：10075分类号：学号：管理学硕士学位论文学位申请人：邢兆强指导教师：钱海波副教授学位类别：管理学硕士学科专业：企业管理授予单位：河北大学答辩日期：二○一○年十二月ClassifiedIndex:CODE:10075U.D.C.:NO:ADissertationfortheDegreeofM.ManagementResearchofcompetitiveadvantagebasedonValuechainanalysisforsmallandmediumsizedrealestateenterprisesCandidate：XingZhaoqiangSupervisor：Assoc.Prof.QianHaiboAcademicDegreeAppliedfor：MasterofManagementSpecialty：BusinessmanagementUniversity：HebeiUniversityDateofOralExamination：December,2010摘要I摘要近年来，房地产是个炙手可热的话题，房地产业由于其较强的产业关联度对国民经济的影响相当大。近年来关于提升房地产企业竞争优势与竞争力的研究也逐渐成为学术界一个热门课题。但是我们应该看到近年来为了抑制房地产投资的过快增长，促进国民经济的平稳、健康发展，国家对房地产业开展了数轮宏观调控，相继出台多项调控措施，希望达到促进房地产市场稳定健康发展之目的。随着各项针对房地产市场的调控措施陆续出台和实施，房地产业竞争环境发生了明显变化。在此情况下，相对于大型房地产开发企业，广大中小型房地产开发企业的生存发展面临更大挑战，面对激烈而又残酷的市场竞争。所以中小型房地产开企业必需重新审视自身经营过程，找到提升竞争优势的突破口，以求在竞争中立于不败之地。针对这一现实需要，本文尝试应用价值链理论去分析中小型房地产开发企业的价值链构成，明确各种价值活动的成本结构以及价值创造活动之间的内外部联系，以期帮助企业优化各项资源并将资源集中到关键的战略环节上，找到竞争优势的来源。本文首先对价值链和竞争优势理论研究做了一些综述，追溯了价值链与竞争优势相关理论的渊源。进而结合中小型房地产开发企业的特征与现状，运用波特五种竞争力量模型和企业核心能力理论去分析影响房地产企业竞争优势的因素，并进一步构建了中小型房地产开发企业价值链，对价值链上的价值活动与内外部联系进行了识别。随后，本文开始对中小开发企业进行竞争现状分析和企业优势劣势判断，根据竞争战略的制定原则，认为在当前形势下，中小型房地产开发企业提高竞争优势应当进一步优化自身价值链构成，并采取一系列有针对性的竞争战略，以求在激烈竞争中发展壮大；昀后，本文以近年来发展势头强劲的中小型房地产开发企业的典型代表---荣盛发展为实证案例，该公司在宏观调控形势下，通过不断地摸索实践，在正确判断行业发展趋势及自身优、劣势后，凭借独特的市场定位、良好的品质观念和客户意识，先进的管理模式及卓越的运营效率，有效化解了宏观调控带来的风险，在激烈的市场竞争中取得了快速增长。该案例为本文的研究结论提供了有力的佐证。总之，本文借助价值链这一分析工具，有针对性的研究基于价值链分析和优化来提升中小型房地产开发企业竞争优势。当然由于作者的水平所限，在这方面只是做出了比摘要II较粗浅的研究，不可能解决在提升中小型房地产开发企业竞争优势中遇到的各种问题，只是衷心的希望本文能对正处于发展期广大中小型房地产开发企业在激烈的市场竞争中生存和发展提供一些参考。关键词房地产价值链竞争优势竞争战略荣盛发展AbstractIIIAbstractRealestatehasbeenahottopicinrecentyears,ithasgreatimpactonthenationaleconomybecauseofitsstrongcorrelationtootherindustries.Inrecentyears,ithasbecomingahottopicinacademicareaonenhancingcompetitiveadvantageandcompetitiveabilityforrealestatecompanies.Butweshouldseethepoint:inordertocurbtheexcessivegrowthoftherealestateinvestment,topromotesteadyandhealthydevelopmentofthenationaleconomy,thestatelaunchedanewroundofrealestatemacrocontrol,issuedanumberofregulatorymeasures,soastopromotethestableandhealthydevelopmentfortherealestatemarket.Withthesecontrolmeasures,thecompetitiveenvironmentforrealestateindustryhaschangedsignificantly.Inthiscase,comparingtolarge-scalerealestatecompanies,smallandmediumsizedrealestateenterprisesarefacinggreaterchallengestosurviveanddevelop.Itisnecessaryforthemtore-examinetheirbusinessprocesses,tofindthebreakthroughcompetitiveadvantage,soastoremaininvincibleinthecompetition.Tomeetthisneed,thispaperattemptedtoapplyvaluechaintheorytoanalyzethevaluechaincompositionforsmallandmediumsizedrealestateenterprises,tomakeclearthecoststructureandtheinternalandexternallinkagesineveryvaluecreationactivities,sothattheenterprisecanoptimizeresourcesandfocusresourcesonkeystrategicareas,andfindthesourceofcompetitiveadvantages.Firstofall,thispapermakesasummaryforthetheoriesonvaluechainandcompetitiveadvantage,andtracestheoriginforthetheories.Andthen,combineswiththecharactersandcurrentsituationofthesmallandmediumsizedrealestateenterprises,byusingPorterfivecompetitiveforcesmodelandcorecompetencetheory,itgenerallyanalyzesfactorsaffectingcompetitiveadvantageinrealestate,andfurtherconstructsthevaluechainforsmallandmediumenterprisesinrealestate,thenidentifiesactivitiesandtheconnectionsbetweeninternalandexternalinthechain.Subsequently,thepaperbegantoanalyzethecurrentcompetingsituation,advantagesanddisadvantagesinthisarea.Accordingtotheprinciplesofcompetitivestrategyformulation,itbelievesthatinthecurrentsituation,inordertoenhancecompetitiveadvantage,smallandmediumsizedrealAbstractIVestateenterprisesshouldfurtheroptimizeitsvaluechainstructure,andtotakeaseriesoftargetedcompetitivestrategy,sothattogrowinthefiercecompetition;Finally,ittakesRiseSunRealEstateDevelopmentCo.,Ltd,asexample,whichremainsstrongdevelopmentmomentuminrecentyears,tobeacasestudy.Underthesituationofmacroeconomicregulationandcontrol,bytryingandpracticing,itrightlyjudgedindustrytrends,theiradvantagesanddisadvantages.Andthen,usingitsuniquemarketposition,goodqualityconceptsandcustomerawareness,advancedmanagementandsuperioroperationalefficiency,itdispelledmacroregulationandcontrolrisks,andmadearapidgrowthinthefiercemarketcompetition.Thecaseisusedasastrongevidencefortheconclusionofthisarticle.Inshort,byusingvaluechainasanalysistool,basingontheanalysisandoptimizationofvaluechain,thispaperaimsatenhancingthecompetitiveadvantageofsmallandmediumsizedrealestate.Ofcourse,becauseofthelimitedlevel,thepaperisrelativelyshallow,itisimpossibletosolvealltheproblemsinenhancingtheircompetitiveadvantage,butsincerelyhopethatthispapercanprovidesomereferencesforthedevelopingsmallandmediumsizedrealestateenterprises,toenhancetheircompetitiveadvantagesandhelpthemtosurviveinthefiercecompetition.KeywordsRealestateValueChainCompetitiveStrategyCompetitiveAdvantageRiseSunRealEstateDevelopmentCo.,Ltd目录V目录第1章绪论··························································································································11.1研究背景·························································