浙江环宇房地产开发公司核心竞争力培育研究
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摘要
随着经济全球化和知识经济的到来，核心竞争力理论已成为国际企业战略研究的一个新方向。核心竞争力理论以迈克尔·波特(Michael Porter)提出的产业竞争理论为基础，从企业发展前景和内外部环境考虑，从企业内部本质出发，得到超过对手的独特的资源整合能力。因此，我们也不妨从提高我国企业的核心竞争力来探究一番浙江环宇房地产开发企业的核心竞争力发展与培育。
房地产行业已经成为我国支柱型产业，受到国家和人民的关注。在我国大举发展城市建设，人们生活水平不断提高，住房消费不论是数量还是质量上都是越来越高要求。这也是驱动我国房地产发展的重要原因，也是房地产行业的良好机遇。如何培育和研究房地产企业的核心竞争力，让自己企业适应经济高速发展房地产市场，立于不败之地，是一个很有价值的研究方向。
本文笔者首先从研究意义出发，结合核心竞争力的相关理论，分析了国外房地产企业的特征，同时分析国内房地产行业的特征和浙江省内行业实际情况，提出了培育浙江环宇房地产开发企业核心竞争力的思路和方法。该方法认为：核心竞争力既是一种企业资源的综合因素所决定的，包括企业的外部因素和内部因素两个方面。其中企业内部因素包括规划设计、物业管理、人力资源管理、土地资源、资本规模五个因素构成；而外部因素是由市场营销、技术开发、产品定位、企业文化、品牌建设、国家政策六个因素组成。
本文认为，要有效培育浙江环宇房地产企业的核心竞争力，企业必须分析我国的房地产发展方向，有效地定位自己，整合自己资源，发展优势，增强劣势，才能使自己企业一步一步壮大发展，才能适合我国房地产行业迅速发展要求，又能在全球化竞争环境下获得自己的独特的竞争优势和持续的发展能力。
With economic globalization and the knowledge-base economy arrival,core competition theory already becomes a new direction that international enterprise strategy studies. Core competition theory uses Michael Porter; The theory estate brought forward by Porter (Michael Porter) is competed for is a basis, from enterprise develops the prospect and the inner outside environment thinking, the unique resource setting off from enterprise inside nature , being exceeded an opponent's integrates an ability. Therefore, we also it would be well if the competition developing the enterprise core from probing into one times of Zhejiang ring world real estate coming the core competition improving our country enterprise develops and cultivates.
Real estate industry already becomes our country pillar type estate , catches the country and attention of the people. Develop city construction on a large scale in our country, people demands under heading for well-to-do society background all round, disregarding living standard rise , housing consumption being to be more and more high on quantity be still mass. This is also to drive the important cause that our country real estate develops , is also fine real estate industry opportunity. Real estate enterprise core competition how, to cultivate and study, that develop at top speed economy is adapted to by self enterprise real estate market, bases self on sure ground, is a valuable research direction.
The author complies with the main body of a book first studying significance starts off , is tied in wedlock core competition relevance theoretical analysis, abroad real estate enterprise the characteristic, analyses in the homeland real estate industry characteristic and Zhejiang Province inner industry reality at the same time , combines analysis result , train of thought and method having suggested that world real estate develops enterprise core competition cultivating the Zhejiang ring that the questionnaire inquires into. Be method's turn to think: Aspect core competition being decided now that one kind of enterprise resource's synthesizes the factor institute , including the enterprise external factors and two inside factors. Including plan design , estate management , Human Resource Management, land resources , capital scale, five factors compose enterprise inside factors among them; But, external factors is construction , country policy six factors composition from marketing and sales , technological development, product allocation , corporate culture , brand.
The main body of a book think , need to have the effect cultivates Zhejiang ring world real estate enterprise core competitive power, enterprise must analyse real estate of our country developing direction, have the effect field is localized self, integrates self resource, development advantage, strengthen inferior position talent, make self enterprise expand step by step developing , ability is suitable to prompt our country real estate industry desire for development , can gain self unique competitive edge and sustained development ability under globalization environment of competition.
房地产行业已经成为我国支柱型产业，受到国家和人民的关注。在我国大举发展城市建设，人们生活水平不断提高，住房消费不论是数量还是质量上都是越来越高要求。这也是驱动我国房地产发展的重要原因，也是房地产行业的良好机遇。如何培育和研究房地产企业的核心竞争力，让自己企业适应经济高速发展房地产市场，立于不败之地，是一个很有价值的研究方向。
本文笔者首先从研究意义出发，结合核心竞争力的相关理论，分析了国外房地产企业的特征，同时分析国内房地产行业的特征和浙江省内行业实际情况，提出了培育浙江环宇房地产开发企业核心竞争力的思路和方法。该方法认为：核心竞争力既是一种企业资源的综合因素所决定的，包括企业的外部因素和内部因素两个方面。其中企业内部因素包括规划设计、物业管理、人力资源管理、土地资源、资本规模五个因素构成；而外部因素是由市场营销、技术开发、产品定位、企业文化、品牌建设、国家政策六个因素组成。
本文认为，要有效培育浙江环宇房地产企业的核心竞争力，企业必须分析我国的房地产发展方向，有效地定位自己，整合自己资源，发展优势，增强劣势，才能使自己企业一步一步壮大发展，才能适合我国房地产行业迅速发展要求，又能在全球化竞争环境下获得自己的独特的竞争优势和持续的发展能力。
With economic globalization and the knowledge-base economy arrival,core competition theory already becomes a new direction that international enterprise strategy studies. Core competition theory uses Michael Porter; The theory estate brought forward by Porter (Michael Porter) is competed for is a basis, from enterprise develops the prospect and the inner outside environment thinking, the unique resource setting off from enterprise inside nature , being exceeded an opponent's integrates an ability. Therefore, we also it would be well if the competition developing the enterprise core from probing into one times of Zhejiang ring world real estate coming the core competition improving our country enterprise develops and cultivates.
Real estate industry already becomes our country pillar type estate , catches the country and attention of the people. Develop city construction on a large scale in our country, people demands under heading for well-to-do society background all round, disregarding living standard rise , housing consumption being to be more and more high on quantity be still mass. This is also to drive the important cause that our country real estate develops , is also fine real estate industry opportunity. Real estate enterprise core competition how, to cultivate and study, that develop at top speed economy is adapted to by self enterprise real estate market, bases self on sure ground, is a valuable research direction.
The author complies with the main body of a book first studying significance starts off , is tied in wedlock core competition relevance theoretical analysis, abroad real estate enterprise the characteristic, analyses in the homeland real estate industry characteristic and Zhejiang Province inner industry reality at the same time , combines analysis result , train of thought and method having suggested that world real estate develops enterprise core competition cultivating the Zhejiang ring that the questionnaire inquires into. Be method's turn to think: Aspect core competition being decided now that one kind of enterprise resource's synthesizes the factor institute , including the enterprise external factors and two inside factors. Including plan design , estate management , Human Resource Management, land resources , capital scale, five factors compose enterprise inside factors among them; But, external factors is construction , country policy six factors composition from marketing and sales , technological development, product allocation , corporate culture , brand.
The main body of a book think , need to have the effect cultivates Zhejiang ring world real estate enterprise core competitive power, enterprise must analyse real estate of our country developing direction, have the effect field is localized self, integrates self resource, development advantage, strengthen inferior position talent, make self enterprise expand step by step developing , ability is suitable to prompt our country real estate industry desire for development , can gain self unique competitive edge and sustained development ability under globalization environment of competition.
引文
[1] 佟仁城等编．当代中国投入产出实证与探新．中国统计出版社，1995．(11)．
[2] 2006年中国建筑与房地产企业五百强统计分析．中国信息报，2007，(01)．
[3] 浙江房地产业投入产出研究．[fx05039]，浙江省统计局注，数据来源于：浙江统计年鉴．2005，(11)．
[4] 邢发．2007年浙江房地产将平稳发展．钱江晚报，2007，(01)．
[5] 张星．房地产企业核心竞争力的建立和培育．企业经济．2003，(06)
[6] 袁亮．房地产企业核心竞争力分析．国外建材科技，2006，(02期)．
[7] 杨中宣．房地产企业核心竞争力的培育研究．商场现代化，2005，(27期)．
[8] 文军．农民市民化研究华东师范大学学报．哲学社会科学版，2006，(4期)
[9] 王涛．2007年武汉房地产诚信报告．武汉青年国民经济研究所房地产研究中心，2007，(03)．
[10] 中国房地产行业人力资源管理状况分析．中国房地产报推荐，2005，(12)．
[11] 周三多，陈传明，鲁明泓编．管理学．复旦大学出版社，2004．
[12] [美]阿瑟．汤姆森 斯迪克兰德编．战略管理STRATEGIC MANAGEMENT．北京大学出版社，2004．
[13] 谢经荣．房地产金融．中国人民大学出版社，2002，(4)．
[14] [美]菲利普．科特勒编．营销管理．上海人民出版社，2003．
[15] 迈克尔．E．波特．竞争战略分析行业和竞争对手的管理工具．1980年纽约时报，pp．35—46
[16] 安德鲁·坎贝尔．核心能力战略．东北财经大学出版社，2002．
[17] Andrews Kenneth R. The Concept of Corporate Strategy[J]. Homewood Illinois, 1980
[18] 牛风瑞主编．中国房地产发展报告．社会科学文献出版社，2004，(6)．
[19] 陈琳，潘蜀建．房地产项目投资．中国建筑工业出版社．
[20] 张星．房地产企业核心竞争力的建立和培育．企业经济，2003．
[21] 谢泅薪等．打造房地产企业的核心价值链．[J]中国房地产，2003，(6)．
[22] 严治仁．房地产企业管理学．科学出版社，1999．
[23] 迈克尔·波特．《竞争战略》[M]．中国财经出版社，1998．
[24] 游坚平．房地产企业竞争要素分析及核心竞争力评价．湖南长沙中南大学，2004．
[25] 林善浪，吴肇光编．核心竞争力与未来中国．中国社会科学出版社．
[26] 李品媛编．再论企业的“核心竞争力”．当代财经出版社，2002．
[27] 孙占芳．浅谈房地产企业的核心竞争力．中国房地产出版社，2003．
[28] 赖磊，舒欣编．如何营造房地产企业核心竞争力．江苏商论．
[29] 王宇，柯玲，蹇明．论房地产企业的核心竞争力．经济体制改革，2002．
[30] 李品媛．企业核心竞争力研究—理论与实证分析．北京：经济科学出版社，2003．
[31] 师萍．企业竞争力评价理论与方法．经济科学出版社，2005．
[32] 克里斯蒂·格鲁诺斯著．服务市场管理．复旦大学出版社，1998．
[33] Praharad C.K and Hamel Gary, The Core Competence of the Corporation[J]Harvard Business Review, 1990, (May-June)
[34] Nicolai J. Foss. The theory of the Firm: Contractual and competencePerspectives[J].Journal of Evolutionary Economics, 1993
[35] 侯月玲，黄宇文．论房地产开发商核心竞争力的培养．2003，(6)．
[36] 蒋晓岚．房地产竞争力及未来竞争格局分析[J]安徽大学学报，2002，(2)．
[37] 王字，柯玲．论房地产企业的核心竞争力．[J]．经济体制改革，2002， (5)．
[38] 郭伏[J]．核心竞争力研究中垦待澄清的几个问题．东北大学学报(社会科学版)，2004，(3)．
[39] 黄君．张佳林等试论我国企业核心竞争力的培育．湖南大学学报(社会科学版)，2000，(4)．
[40] 王彦，刘品．知识管理与高校核心竞争力．[J]沈阳大学学报，2004，(5)．
[41] 仁安，李梅．企业核心竞争力分析与评价．武汉工业大学学报，2002．(2)．
[2] 2006年中国建筑与房地产企业五百强统计分析．中国信息报，2007，(01)．
[3] 浙江房地产业投入产出研究．[fx05039]，浙江省统计局注，数据来源于：浙江统计年鉴．2005，(11)．
[4] 邢发．2007年浙江房地产将平稳发展．钱江晚报，2007，(01)．
[5] 张星．房地产企业核心竞争力的建立和培育．企业经济．2003，(06)
[6] 袁亮．房地产企业核心竞争力分析．国外建材科技，2006，(02期)．
[7] 杨中宣．房地产企业核心竞争力的培育研究．商场现代化，2005，(27期)．
[8] 文军．农民市民化研究华东师范大学学报．哲学社会科学版，2006，(4期)
[9] 王涛．2007年武汉房地产诚信报告．武汉青年国民经济研究所房地产研究中心，2007，(03)．
[10] 中国房地产行业人力资源管理状况分析．中国房地产报推荐，2005，(12)．
[11] 周三多，陈传明，鲁明泓编．管理学．复旦大学出版社，2004．
[12] [美]阿瑟．汤姆森 斯迪克兰德编．战略管理STRATEGIC MANAGEMENT．北京大学出版社，2004．
[13] 谢经荣．房地产金融．中国人民大学出版社，2002，(4)．
[14] [美]菲利普．科特勒编．营销管理．上海人民出版社，2003．
[15] 迈克尔．E．波特．竞争战略分析行业和竞争对手的管理工具．1980年纽约时报，pp．35—46
[16] 安德鲁·坎贝尔．核心能力战略．东北财经大学出版社，2002．
[17] Andrews Kenneth R. The Concept of Corporate Strategy[J]. Homewood Illinois, 1980
[18] 牛风瑞主编．中国房地产发展报告．社会科学文献出版社，2004，(6)．
[19] 陈琳，潘蜀建．房地产项目投资．中国建筑工业出版社．
[20] 张星．房地产企业核心竞争力的建立和培育．企业经济，2003．
[21] 谢泅薪等．打造房地产企业的核心价值链．[J]中国房地产，2003，(6)．
[22] 严治仁．房地产企业管理学．科学出版社，1999．
[23] 迈克尔·波特．《竞争战略》[M]．中国财经出版社，1998．
[24] 游坚平．房地产企业竞争要素分析及核心竞争力评价．湖南长沙中南大学，2004．
[25] 林善浪，吴肇光编．核心竞争力与未来中国．中国社会科学出版社．
[26] 李品媛编．再论企业的“核心竞争力”．当代财经出版社，2002．
[27] 孙占芳．浅谈房地产企业的核心竞争力．中国房地产出版社，2003．
[28] 赖磊，舒欣编．如何营造房地产企业核心竞争力．江苏商论．
[29] 王宇，柯玲，蹇明．论房地产企业的核心竞争力．经济体制改革，2002．
[30] 李品媛．企业核心竞争力研究—理论与实证分析．北京：经济科学出版社，2003．
[31] 师萍．企业竞争力评价理论与方法．经济科学出版社，2005．
[32] 克里斯蒂·格鲁诺斯著．服务市场管理．复旦大学出版社，1998．
[33] Praharad C.K and Hamel Gary, The Core Competence of the Corporation[J]Harvard Business Review, 1990, (May-June)
[34] Nicolai J. Foss. The theory of the Firm: Contractual and competencePerspectives[J].Journal of Evolutionary Economics, 1993
[35] 侯月玲，黄宇文．论房地产开发商核心竞争力的培养．2003，(6)．
[36] 蒋晓岚．房地产竞争力及未来竞争格局分析[J]安徽大学学报，2002，(2)．
[37] 王字，柯玲．论房地产企业的核心竞争力．[J]．经济体制改革，2002， (5)．
[38] 郭伏[J]．核心竞争力研究中垦待澄清的几个问题．东北大学学报(社会科学版)，2004，(3)．
[39] 黄君．张佳林等试论我国企业核心竞争力的培育．湖南大学学报(社会科学版)，2000，(4)．
[40] 王彦，刘品．知识管理与高校核心竞争力．[J]沈阳大学学报，2004，(5)．
[41] 仁安，李梅．企业核心竞争力分析与评价．武汉工业大学学报，2002．(2)．