文档介绍：上海交通大学
硕士学位论文
构筑证大房地产企业竞争优势
姓名:叶文斌
申请学位级别:硕士
专业:工商管理(MBA)
指导教师:顾孟迪
20030608
构筑证大房地产企业的竞争优势

摘要

当前中国的房地产市场已进入完全竞争时代如何在竞争中求
得长期生存和持续发展已成为中国房地产企业亟待解决的首要问
题竞争优势将是房地产企业提高经营效益和维持生存发展的关键
而可持续性竞争优势则来源于企业的核心能力
上海证大世纪有限公司是证大集团旗舰下专门从事房地产开发
的专业公司简称证大房产针对证大房产以上海浦东为中
心的长江三角洲发展战略本文在分析上海房地产行业发展情况的
基础上运用波特五种竞争力量的原理对证大房产进行分析并剖析
证大房产企业价值链探讨构筑证大房产的竞争优势证大房产文化
总成本领先战略差异化战略市场营销战略从而使证大房地产
企业在激烈的市场竞争中立足上海房地产业第一方阵的位置保持
竞争优势实现证大房产的发展战略并提出了构建核心竞争力和维
持竞争优势持久性的途径
同时本文认为随着企业对核心竞争力投入越来越多的精力进行
研究与构建必然导致核心竞争力管理的产生与发展核心竞争力管
理必将成为企业管理者们在未来管理领域的重要挑战相信当各房地
产企业的核心竞争力被挖掘研究得明晰透彻企业的核心竞争力不再
那么神秘的时候核心竞争力管理后续工作就会显得越来越重要

关键词房地产价值链竞争优势
Building Zendai Real-pany’s
Competitive Advantage

ABSTRACT

Nowadyas,China’s real estate market has entered an era of “complete
competition”. How to gain long-term existence in market & sustained development has
e an essential problem which China’s real estate corporations earn to solve.
Competitive advantage will be the essential element for the real estate corporation to
promote business return at the same time to maintain business operation and
development. Furthermore,sustained advantage petition originates form
company’s essential ability.
Affiliated to Zendai Group,SH Zendai Century real-estate Co;Ltd. is a
professional corporation (abbreviated as Zendai real-estate )which specializes in real
estate’s exploration and development. Specifying Zendai’s “Yangtse Delta Development
Strategy”which centers on Pudong New Area in Shanghai,this article,based on the
analysis of current developing condition of Shanghai real estate industry,analyses such
issues by means of Porter petitive force” as Zendai’s real estate business; value
chain of pany;ponents establishing ZenDai’petitive
advantage(corporation culture,overall cost leadership strategy ,differentiation
strategy,marketing strategy). All in all the aim is to position Zendai as the leading role in
Shanghai’s real estate market in