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1、摘要虽然近几年我国房地产行业发展迅速，但行业中多数房地产企业发展并不乐观。首先，房地产市场竞争日益激烈，竞争环境越来越复杂、竞争内容的变化越来越快。其次，国家对房地产宏观调控政策持续增强。国家先后从土地、个人住房贷款政策、税收、住房供应结构、产权交易、开发商贷款利率等等多个方面对房地产市场进行调控。在此情况下，房地产开发企业要想在竞争激烈的市场上获得生存和发展的空间，就要挖掘自身的竞争优势，提高在房地产市场上的核心竞争力。在上述背景下，本论文首先阐述了运用价值链研究房地产企业核心竞争力的重要意义。进而对价值链理论及企业核心竞争力基础理论进行回顾，并分析了价值链管理与企业核心竞争力的辩证关系
2、。其次构建了房地产企业价值链，对价值链上的价值活动与内外部联系进行了识别。通过对房地产企业运作过程的价值链分析，以及房地产企业核心竞争资源的分析，概括出房地产企业核心竞争力主要由稀缺资源和能力组成。最后本论文从价值创造角度、成本控制角度、房地产企业价值活动的纵向联系角度和价值链优化角度，对房地产价值链进行分析，提出基于价值链提升房地产企业竞争优势的相关对策。关键词：价值链，房地产企业，核心竞争力，价值链优化IABSTRACTAlthoughourcountry’srealestateindustrydeveloprapidinrecentyears，Itisnotpositivethatt
3、hedevelopmentsituationofmanyrealestateenterprisesinthecircle.First,thecompetitionbetweenrealestatemarketsbecomingintense、realcompetitiveenvironmentincreasinglycomplexandcontentchangingfastdaybyday.Second,thestateofrealestatecontinuedtostrengthenmacro-controlpolicies.Thestatehasfromtheland,individu
4、alhousingloanpolicy,taxation,housingsupplystructure,propertyrights,developersinterestrates,andsomanyaspectsoftherealestatemarketregulation.Inthiscase,therealestatedevelopmententerprisesinthecompetitivemarketinordertosurviveanddeveloponthespace,wemusttaptheirowncompetitiveadvantageintherealestatema
5、rkettoimprovetheircorecompetitiveness.Intheabovecontext,thispaperfirstdescribesthevaluechainofrealestatecompaniestheimportanceofcorecompetence.Thenthevaluechaintheoryandthebasisofcorecompetencetheorywerereviewedandanalyzedthevaluechainmanagementandenterprisecorecompetitivenessofthedialecticalrelat
6、ionship.Second,buildarealestateenterprisevaluechain,thevalueactivityofthevaluechainwiththeinternalandexternalcontactidentification.Throughtheprocessoftheenterpriseoperationofrealestatevaluechainanalysis,andrealestateenterprisecorecompetitiveresourceanalysis,summarizedthecorecompetenceforrealestate
7、enterprisesmainlycomposedbyscarceresourcesandabilities.IIIFinally,thispaperfromvaluecreationAngle,costcontrolAngle,realestateenterprisevalueactivitiescontactAngleandvaluechainoptimizationAngle,totherealestatevalu
