【作者】 刘辉；

【导师】 陈劲；

【作者基本信息】 浙江大学 ， 管理科学与工程， 2011， 硕士

【摘要】 虽然我国房地产业的发展取得了很大成就,成为国民经济的支柱产业,但总体来说,我国房地产企业缺乏规模优势,技术、服务创新不足,缺乏核心竞争优势。在面临城镇化加速发展的机遇,在面对国内外优秀房地产开发企业的竞争,在房地产商品竞争日益品牌化的今天,对房地产企业的竞争力进行评价及提供培育策略,对于企业规模的打造和行业的发展都有重要意义。基于此背景,本文运用规范研究方法、实证研究方法、问卷调查法等来对房地产企业的竞争力现状做出评价,并针对竞争力不足的情况提出提升策略建议。文章首先介绍了房地产企业竞争力的相关理论,进而分析了影响企业竞争力的内外因素、核心竞争资源和房地产企业竞争力的构成,得出了竞争力评价指标体系,包括规模控制力、盈利能力、成长力、服务水平和品牌5个一级指标和13个二级指标。接着采用问卷调查法和AHP方法,对各指标的相对重要性进行了研究,得出了房地产企业竞争力中盈利能力排在第一位,服务水平与成长力、品牌竞争力同等重要的结论。进而,通过专家对TOP10企业的问卷打分,对该指标体系进行了验证,并初步判断我国房地产企业的竞争力仍有不足。最后针对我国房地产企业竞争力不足的状况,从盈利能力、成长力、服务水平和品牌竞争力四个维度出发对各指标提出了相应建议,形成了提升策略路线图。更多还原

【Abstract】 Though real estate companies had received the great achievement, it was involved in headed market in China, there are still many shortcomings. In our country, the real estate companies had no scale and competence advantage, lack technology and service innovation. Now, China has entered the stage of quickened urbanization process.There are many great foreign companies in our real estate market which competed with us and company brand had become very important. Based on this, we had a research on the competence of the real estate companies and its improvement.lt had a great significance to the improvement of the real estate company scale and the development of the industry.Based on this, this paper had a study of the evaluation on the competence of the real estate company which using the standardized methods, empirical research and questionnaire survey.First, this paper introduced the relative theory of the company competence.Second, based on the research of the influence factor, the core resources and the constitution of its competence, we got five first level indictors including scale, earnings, growth, service and brand competence and thirteen second level indictors.Then, we had a qualitative study and test using the method of AHP. The test result showed that the competence index system was appropriate and also found that our country’s company may be not strong in the competence. At last, we gave the tactics to improve the competence of the real estate company and formed a roadmap which including the profit acquisition, growth, service and brand with the specific indicatiors.更多还原