我国房地产中介企业的发展战略
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摘要
在21世纪，只有适者才能生存。我国加入WTO后，每一个行业都会面临一场竞争和考验。
随着房地产市场的成熟，房地产中介业将会在发展中不断整合、淘汰以进行自我规范与提高。而要在竞争日益激烈的市场中占据一席之地并谋求新的发展，房地产中介企业只有以长远眼光来思考所要采用的战略，以获得竞争优势，从而最终赢得市场份额。
本文的分析基于企业战略管理和企业核心能力的理论框架，运用了信息经济学、博弈论和企业核心竞争力理论的相关内容。对入世后我国房地产中介企业的竞争态势进行了分析。首先，从宏观环境分析房地产市场的现状，然后运用了Michael Porter“竞争分析模型”以及SWOT分析法对房地产中介行业的特征进行了研究。
接下来，本文探讨了如何建立我国房地产中介企业的竞争优势评价体系。通过建立“房地产中介企业的竞争优势指数评价模型”，分析了取得竞争优势的主导力量。并提出了建立我国房地产中介企业竞争优势的重点在构建企业的特有的几种核心能力。
本文的重点放在了构建入世后我国房地产中介企业竞争优势上。提出了实施等待或细分市场战略、战略联盟战略、特许连锁模式战略、搭建信息系统平台、人力资源战略等建议。
In the 21st century, only one who has adaptive abilities can survive. After we join in WTO, every industry in China has to face competence and test.
With the maturity of real estate, the estate intermediary industry will standardize itself and improve by conformity or washing out in the process of development .If the estate intermediary enterprise want to gain share and the new development, it must take into account how to gain competitive advantage by set up core competence.
The analysis is based by the theoretic frame of strategy management and core competence, and use the theory of Information Economics, Games and Core Competence .The competitive situation of the estate intermediary enterprise in China is discussed .At first, the actualities of the real estate 'market is analyzed through discussing the macroeconomics economic circumstances. Later, we study the characters of the estate intermediary industry by SWOT and Michael Porter's competence analysis model.
Then, how design the index system that evaluates the core competence of the estate intermediary enterprises in China is discussed .At first, we design The Index System that evaluates the core competence of the estate intermediary enterprises Model, and analyze the dominant factors with it. Second, we suggest that we should set up several core competences.
To set up the competitive advantage of the estate intermediary enterprises in China is emphasis of the article .we suggest some advises including -waiting or fractionated-market strategy, establishing Information-Resource system, Strategic Alliances, concessionary chainstore strategy and Human resource strategy etc.
随着房地产市场的成熟，房地产中介业将会在发展中不断整合、淘汰以进行自我规范与提高。而要在竞争日益激烈的市场中占据一席之地并谋求新的发展，房地产中介企业只有以长远眼光来思考所要采用的战略，以获得竞争优势，从而最终赢得市场份额。
本文的分析基于企业战略管理和企业核心能力的理论框架，运用了信息经济学、博弈论和企业核心竞争力理论的相关内容。对入世后我国房地产中介企业的竞争态势进行了分析。首先，从宏观环境分析房地产市场的现状，然后运用了Michael Porter“竞争分析模型”以及SWOT分析法对房地产中介行业的特征进行了研究。
接下来，本文探讨了如何建立我国房地产中介企业的竞争优势评价体系。通过建立“房地产中介企业的竞争优势指数评价模型”，分析了取得竞争优势的主导力量。并提出了建立我国房地产中介企业竞争优势的重点在构建企业的特有的几种核心能力。
本文的重点放在了构建入世后我国房地产中介企业竞争优势上。提出了实施等待或细分市场战略、战略联盟战略、特许连锁模式战略、搭建信息系统平台、人力资源战略等建议。
In the 21st century, only one who has adaptive abilities can survive. After we join in WTO, every industry in China has to face competence and test.
With the maturity of real estate, the estate intermediary industry will standardize itself and improve by conformity or washing out in the process of development .If the estate intermediary enterprise want to gain share and the new development, it must take into account how to gain competitive advantage by set up core competence.
The analysis is based by the theoretic frame of strategy management and core competence, and use the theory of Information Economics, Games and Core Competence .The competitive situation of the estate intermediary enterprise in China is discussed .At first, the actualities of the real estate 'market is analyzed through discussing the macroeconomics economic circumstances. Later, we study the characters of the estate intermediary industry by SWOT and Michael Porter's competence analysis model.
Then, how design the index system that evaluates the core competence of the estate intermediary enterprises in China is discussed .At first, we design The Index System that evaluates the core competence of the estate intermediary enterprises Model, and analyze the dominant factors with it. Second, we suggest that we should set up several core competences.
To set up the competitive advantage of the estate intermediary enterprises in China is emphasis of the article .we suggest some advises including -waiting or fractionated-market strategy, establishing Information-Resource system, Strategic Alliances, concessionary chainstore strategy and Human resource strategy etc.
引文
1．迈克尔·波特．竞争战略．陈小悦译．华夏出版社，1997
2．迈克尔·波特．竞争优势．陈小悦译．华夏出版社，1997
3．宋春华等．房地产大辞典．红旗出版社，1993
4．孟晓苏．房地产投资与交易．中国大地出版社，1993
5．张越明等．房地产营销与策划．工商出版社，1999
6．陈放等．营销策划学．时事出版社，2000
7．严华清．西方房地产．武汉大学出版社，1995
8．程国平．经营者激励．经济管理出版社，2002
9．包宗华．房地产：先导产业与泡沫经济．中国财政经济出版社，1993
10．屠永良，陈阳元．房地产经济学．文汇出版，1994
11．李春涛，蔡育天．房地产经纪．上海人民出版社，1994
12．周治平．中国房地产业透视．广东教育出版社，1992
13．吴福明．房地产证券化探索．上海人民出版社，1998
14．孙永正．析我国房地产业发展的体制障碍．中国房地产．2000(2)
15．周刚，孙尧，许远明．我国房地产业市场结构探析．重庆建筑大学学报，2001(3)
16．迈克尔．波特，加里．哈默等著，徐振东，张志武译．未来的战略．四川人民出版社，2000
17．[美]乔治．达伊(Day,G.)，牛海鹏等译．市场驱动战略．华夏出版社，2001
18．中华人民共和国建设部．城市房地产中介朋务管理规定．http://www.Eastday.com/东方生活/租房必备，2001—12—10
19．翁序六．青岛房产中介服务市场现状分析．中外房地产导报，2000 (16)：37—38．
20．若谷．房屋租赁如何管各地官员出高招．中外房地产导报，2000 (18)：42—44．
21．青山．北京房产经纪亟待规范．http://www.cei.gov.com/中经评论/200109121658.htm,2001.09.12
22．荣臻．试说房地产中介的现状、问题与对策．当代建设，2001(4)
23．黄椿．当前房地产经纪行为存在的问题及对策．中国房地产，2001(2)：28—29
24．高波．加入WTO：我国房地产业的市场机会、竞争趋势及应对策略．管理世界，2000(5)
25．刘聚朝．加入WTO对我国房地产业的影响及对策．中国房地产，2000(6)
26．程翔．加入WTO房地产估价行业应采取的对策研究．中国房地产，2000(10)
27．高炳华．加入WTO以后的我国房地产评估业．中国房地产，2000(4)
28．汪峰．加入WTO对我国房地产业的影响及对策．中国房地产金融，2000(5)
29．周卉萍．加何提升企业竞争力．政策与管理，2000(11)
30．王国辉．西部地区要优先培育核心竞争力．经济论坛，2001(11)
31．詹姆斯·昌佩，尼丁·诺利亚．管理的革命．经济日报出版社，1998
32．蓝海林．核心专长的分析与确认．企业管理，2000 (3)：34-36．
33．范微．知识资本评价指标体系与定量评价模型．中国工业经济，2000(9)：63-66
34．陈玉保．基于知识维度的核心竞争力评价指标体系研究．河北工业大学学报，2002 (3)：
35．王鹏．网络经济中房地产中介服务业的发展趋向．中国房地产，2001．4：70-72
36．睢晓燕．我国房地产中介的信息化进程演进．中国房地产，2001．11
37．何芳．加入WTO对房地产中介咨询业的影响．华东经济管理，2001(4)：105-109
38．周云．房地产经纪人概论．东南大学出版社，1999
39．秦虹．房地产交易．北京经济学院出版社，1995．
40．高进田．网络时代房地产中介业生存基础剖析．云南财贸学院学报，2002(1)
41．王华．竞争优势与竞争地位的定量分析．运筹与管理，2000(9)
42．刘益．企业竞争优势形成的综合分析模型．管理工程学报，1998(12)
43．林峰．房地产中介公司管理信息系统的开发，南昌大学学报，1996(1)
44. Dorothy Leonard-Barton. "Core Capabilities and Core Rigidities: A Paradox in Managing New Product Development". Strategic Management Journal, Vol. 13, 1992.
45. J. B. Barney. Firm Resources and Sustained Competitive Advantage. Journal of Management, 1991, 17(1): 99-120
46. H. I. Ansoff. Corporate Strategy, revised edition. Penguin Books, 1987
47. C. Prahalad, G. Hamel. The Core Competence of The Corporation. Harvard Business Review, 1990
48. David P. Lepak, Scott A. Snell. Virtual HR: Strategic human resource management in the 21st century. Human Resource Management Review, 1998, (Autumn): 215
49. W. H. Davidow, M. S. Malone. The Virtual Corporation: Structuring and Revitalizing the Corporation for the 21st Century. New York: Harper Collins, 1992
50. Gary Dessler. 人力资源管理．第6版．中国人民大学出版社，1999
51. K. Conner, C. K. Prahalad. A Resource-Based Theory of the Firm: Knowledge Versus Opportunism. Organization Science, 1996, 7(5): 477-501
52. P. Senge. The Fifth Discipline: The Art and Practice of The Learning Organization, Doubleday, 1990
53. T. K. Das, and B. S. Teng. A resource-based theory of strategic alliances. Journal of Management, 2000, 26(1): 31-61.
54. J. M. Whipple and R. Frankel. The alliance formation process [J]. International Food and Agribusiness Management Review, 1998, 1(3): 335-357.
55. I. Nonaka, and H. Takeuchi. The Knowledge Creating Organisation: How Japanese Companies Create the Dynamics of Innovation. Oxford University Press, 1995
56. V. Shaw and S. Kauser. The changing patterns of international strategic alliance activity by British firms [J]. Journal of General Management, 2000, 25(4): 51-69.
57. Parasuraman. Reflection on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 1997, 25(2): 154-161
58. J. A. Howard. Buyer Behavior in Marketing Strategy. Prentice-Hall, 1994: 35-41
2．迈克尔·波特．竞争优势．陈小悦译．华夏出版社，1997
3．宋春华等．房地产大辞典．红旗出版社，1993
4．孟晓苏．房地产投资与交易．中国大地出版社，1993
5．张越明等．房地产营销与策划．工商出版社，1999
6．陈放等．营销策划学．时事出版社，2000
7．严华清．西方房地产．武汉大学出版社，1995
8．程国平．经营者激励．经济管理出版社，2002
9．包宗华．房地产：先导产业与泡沫经济．中国财政经济出版社，1993
10．屠永良，陈阳元．房地产经济学．文汇出版，1994
11．李春涛，蔡育天．房地产经纪．上海人民出版社，1994
12．周治平．中国房地产业透视．广东教育出版社，1992
13．吴福明．房地产证券化探索．上海人民出版社，1998
14．孙永正．析我国房地产业发展的体制障碍．中国房地产．2000(2)
15．周刚，孙尧，许远明．我国房地产业市场结构探析．重庆建筑大学学报，2001(3)
16．迈克尔．波特，加里．哈默等著，徐振东，张志武译．未来的战略．四川人民出版社，2000
17．[美]乔治．达伊(Day,G.)，牛海鹏等译．市场驱动战略．华夏出版社，2001
18．中华人民共和国建设部．城市房地产中介朋务管理规定．http://www.Eastday.com/东方生活/租房必备，2001—12—10
19．翁序六．青岛房产中介服务市场现状分析．中外房地产导报，2000 (16)：37—38．
20．若谷．房屋租赁如何管各地官员出高招．中外房地产导报，2000 (18)：42—44．
21．青山．北京房产经纪亟待规范．http://www.cei.gov.com/中经评论/200109121658.htm,2001.09.12
22．荣臻．试说房地产中介的现状、问题与对策．当代建设，2001(4)
23．黄椿．当前房地产经纪行为存在的问题及对策．中国房地产，2001(2)：28—29
24．高波．加入WTO：我国房地产业的市场机会、竞争趋势及应对策略．管理世界，2000(5)
25．刘聚朝．加入WTO对我国房地产业的影响及对策．中国房地产，2000(6)
26．程翔．加入WTO房地产估价行业应采取的对策研究．中国房地产，2000(10)
27．高炳华．加入WTO以后的我国房地产评估业．中国房地产，2000(4)
28．汪峰．加入WTO对我国房地产业的影响及对策．中国房地产金融，2000(5)
29．周卉萍．加何提升企业竞争力．政策与管理，2000(11)
30．王国辉．西部地区要优先培育核心竞争力．经济论坛，2001(11)
31．詹姆斯·昌佩，尼丁·诺利亚．管理的革命．经济日报出版社，1998
32．蓝海林．核心专长的分析与确认．企业管理，2000 (3)：34-36．
33．范微．知识资本评价指标体系与定量评价模型．中国工业经济，2000(9)：63-66
34．陈玉保．基于知识维度的核心竞争力评价指标体系研究．河北工业大学学报，2002 (3)：
35．王鹏．网络经济中房地产中介服务业的发展趋向．中国房地产，2001．4：70-72
36．睢晓燕．我国房地产中介的信息化进程演进．中国房地产，2001．11
37．何芳．加入WTO对房地产中介咨询业的影响．华东经济管理，2001(4)：105-109
38．周云．房地产经纪人概论．东南大学出版社，1999
39．秦虹．房地产交易．北京经济学院出版社，1995．
40．高进田．网络时代房地产中介业生存基础剖析．云南财贸学院学报，2002(1)
41．王华．竞争优势与竞争地位的定量分析．运筹与管理，2000(9)
42．刘益．企业竞争优势形成的综合分析模型．管理工程学报，1998(12)
43．林峰．房地产中介公司管理信息系统的开发，南昌大学学报，1996(1)
44. Dorothy Leonard-Barton. "Core Capabilities and Core Rigidities: A Paradox in Managing New Product Development". Strategic Management Journal, Vol. 13, 1992.
45. J. B. Barney. Firm Resources and Sustained Competitive Advantage. Journal of Management, 1991, 17(1): 99-120
46. H. I. Ansoff. Corporate Strategy, revised edition. Penguin Books, 1987
47. C. Prahalad, G. Hamel. The Core Competence of The Corporation. Harvard Business Review, 1990
48. David P. Lepak, Scott A. Snell. Virtual HR: Strategic human resource management in the 21st century. Human Resource Management Review, 1998, (Autumn): 215
49. W. H. Davidow, M. S. Malone. The Virtual Corporation: Structuring and Revitalizing the Corporation for the 21st Century. New York: Harper Collins, 1992
50. Gary Dessler. 人力资源管理．第6版．中国人民大学出版社，1999
51. K. Conner, C. K. Prahalad. A Resource-Based Theory of the Firm: Knowledge Versus Opportunism. Organization Science, 1996, 7(5): 477-501
52. P. Senge. The Fifth Discipline: The Art and Practice of The Learning Organization, Doubleday, 1990
53. T. K. Das, and B. S. Teng. A resource-based theory of strategic alliances. Journal of Management, 2000, 26(1): 31-61.
54. J. M. Whipple and R. Frankel. The alliance formation process [J]. International Food and Agribusiness Management Review, 1998, 1(3): 335-357.
55. I. Nonaka, and H. Takeuchi. The Knowledge Creating Organisation: How Japanese Companies Create the Dynamics of Innovation. Oxford University Press, 1995
56. V. Shaw and S. Kauser. The changing patterns of international strategic alliance activity by British firms [J]. Journal of General Management, 2000, 25(4): 51-69.
57. Parasuraman. Reflection on gaining competitive advantage through customer value. Journal of the Academy of Marketing Science, 1997, 25(2): 154-161
58. J. A. Howard. Buyer Behavior in Marketing Strategy. Prentice-Hall, 1994: 35-41