文档介绍：I摘要企业的持续发展是与其核心竞争力紧密联系的,所以企业要做强做大,实现稳定持续健康的发展,就必须构建和提升自己的核心竞争力。面对激烈的市场的竞争,越来越多地房地产企业开始思考如何增强竞争实力,如何在繁杂的市场环境中持续发展,因而房地产企业的核心竞争力问题引起业界的普遍重视。本文以企业的核心竞争力为主线,回顾了企业竞争理论发展的三个阶段,这三个阶段分别是以战略、市场结构和企业素质为中心的竞争理论。通过三大理论学派——能力学派、环境学派和资源学派对核心竞争力的论述,得出了本文对核心竞争力理论的观点,即企业核心竞争力是企业资源有效整合而形成的独具的、支撑企业持续竞争优势的能力。文中通过对一般企业核心竞争力理论的阐述并结合房地产企业受国家政策导向性强、产业联动性强、受市场波动影响大等特点,指出房地产企业的核心竞争力就是房地产企业在开发、经营过程中形成的不易被竞争对手效仿的能带来超额利润的独特的资源、知识和能力。并指出构成房地产企业核心竞争力的三大资源、三大能力和四种意识。三大资源指人力资源、资金资源和土地资源。三大能力指营销策划能力、规划设计能力和创新能力。四种意识指品牌意识、服务意识、文化意识和信用意识。本论文通过分析国外(美国和日本)房地产代表企业发展特点,总结了我国房地产企业发展的启示,即专业化经营、加大人力资源管理、拓展融资渠道、创建企业文化、增强客户服务和创新营销策划。本文运用理论联系实际和比较分析的方法,提出应根据我国房地产企业及其核心竞争力存在的问题,采取积极对策培育房地产企业的核心竞争力,即提高认识,为核心竞争力的发展创造环境;培育有竞争力的人力资源体系;拓展融资渠道;提高营销策划能力;增强创新能力;规范化品牌建设;精细化服务客户;发展企业先进文化;建立诚信机制。最后本文针对万科企业股份有限公司的人力资源管理、融资渠道、创新之路、品牌战略、客户服务体系和企业文化进行分析和研究。本文的创新之处在于培育有竞争力的人力资源体系和建立“精细化服务客户”的房地产企业。关键词:房地产企业;核心竞争力;构建体系 IIAbstact Since the enterprise continuing development is to get in touch with the petition .Enterprises must build and advance their petition in right way, if they want realize self petition stabilizing sustained healthy development. As a result, the petition problem of real estate enterprise causes the widespread fouce. The petition is the mainline of the article, firstly the article have recollected three stages that petition theory developed, that this three stages is centering on strategy , market structure and enterprise petition theory. By three big theory school that those three schools are ability school, environment school and environment school, they discussed the petition, the viewpoint of the article having reached petition theory, that enterprise petition is that enterprise effective integrate resource ability. The article pointed out the real estate enterprise petition is that the real estate enterprise formed the ability in the process of being developing , managing bring ,the ability can bring excess profit for enterprises, for instance getting distinctive resource , knowledge and ability, tha