房地产开发差别化战略研究  

A study of the differentiation strategy for real estate development

作　　者：贾士军[1] 

机构地区：[1]广州大学经济与管理学院,广东广州510006

出　　处：《广州大学学报（社会科学版）》2006年第8期26-30,共5页Journal of Guangzhou University:Social Science Edition

基　　金：建设部科学技术资助项目(03-1-054)

摘　　要：差别化战略是当前国内房地产企业赢得市场的重要战略,但国内外学术界对此战略在房地产开发中的应用却缺乏研究。房地产企业的差别化战略本质属于聚焦差别化战略,企业可以在从土地使用权获取直至物业管理的价值链中实施差别化,但同时应防止不适当的差别化使企业和项目误入歧途。房地产企业今后若想继续实施好差别化战略,须从战略和策略两个层面做好有关工作。Differentiation strategy is the major approach for Chinese real estate developers to maximizing their market shares. However, little literature could be found on its application to real estate projects. Differentiation strategy adopted by the real estate enterprises is basically the focal differentiation strategy, which can be applied to the whole value chain of development from land acquisition to property management. Meanwhile, the developers should avoid improper differentiation which may lead the enterprise or the development project astride. It is believed that to better implement differentiation strategy, real estate enterprises should pay more attention to strategic and tactical planning.

关 键 词：房地产开发 房地产项目 差别化战略 价值链 

分 类 号：F293.3[经济管理—国民经济]