基于微笑曲线的中小房地产企业产业升级研究  

Research on the smile curve-based industry upgrade in small and medium-sized real estate enterprises

作　　者：姜阵剑[1] 庄鸿霖[1] 宋贤[1] 

机构地区：[1]山东建筑大学商学院,山东济南250101

出　　处：《山东建筑大学学报》2011年第1期22-26,共5页Journal of Shandong Jianzhu University

基　　金：山东省自然科学基金重点项目(2009ZRB019F6)

摘　　要：分析了中小房地产企业的竞争劣势和生存困境,指出其产业升级的必要性;首创性地引入微笑曲线理论分析中小房地产企业的产业升级,并得出中小房地产企业应加大设计与营销环节的投入,降低生产成本,进行产业升级的结论;文章提出了中小房地产企业在设计环节、营销服务环节、成本控制和综合竞争力的提高等方面增强企业竞争力、进行产业升级的具体措施。In this paper,the difficult conditions are analyzed which small and medium-sized real estate enterprises face,and the necessities are indicated of their industry upgrade.The smile curve theory is originally used to analyze the industry upgrade strategy of the small and medium-sized real estate enterprises,and the conclusion is drawn that the small and medium-sized real estate enterprises should invest more in the design and marketing links,reduce the production costs and upgrade the industry.Some specific measures are put forward for small and medium-sized real estate enterprises in design,marketing,cost control,comprehensive competitiveness and industry upgrade.

关 键 词：产业升级 中小房地产企业 微笑曲线 

分 类 号：F424.6[经济管理—产业经济]