顾客价值导向的房地产企业全价值链战略研究——华润置地有限公司案例研究  

Research on the Customer-oriented Total Value Chain Strategy of Real Estate Enterprises:a Case Study of CR Land

作　　者：肖洪钧[1] 于得水[1] 

机构地区：[1]大连理工大学工商管理学院,辽宁大连116000

出　　处：《管理案例研究与评论》2011年第3期163-174,共12页Journal of Management Case Studies

摘　　要：同质化竞争、房地产泡沫和国家调控加大了房地产企业的生存压力,战略变革势在必行。本文通过研究顾客价值理论和价值链理论在提高房地产企业竞争力中的作用机制,阐述了房地产行业未来的发展趋势和企业战略变革方向,建设性地提出了顾客价值导向的房地产企业全价值链战略。针对战略实施环节,本文运用"前因-过程-绩效"这一典型案例研究方法并结合战略变革实施关键因素模型系统分析华润置地战略实施过程,最终识别出全价值链战略实施关键因素:资源配置、战略-预算-绩效-人力驱动机制、信息化支撑、组织文化和组织学习的软因素保障。As homogeneous competition,the real estate bubble and national regulations are intensifying the survival pressure,real estate enterprises face a strategic decision.This paper discusses the way in which the customer value and the theory of value chain improve the competitiveness of real estate enterprises and innovatively proposes the customer-oriented total value chain strategy for real estate enterprises.It then discusses the successful implementation of the strategy in CR Land by using the typical ＂antecedent-process-performance＂ case study method.At last,it identifies the key factors in carrying out the total value chain strategy,including resource allocation,SBPH driving mechanism,information support,organizational culture and organizational learning.

关 键 词：顾客价值 全价值链战略 房地产 关键要素 

分 类 号：F252[经济管理—国民经济]