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近年来,我国房地产行业蓬勃发展,同时也面临着严峻的挑战,市场化进程明显加快,竞争空前激烈。随着土地交易方式的变革和国家对房地产行业的宏观调控,房地产企业的经营环境发生了根本变化,房地产企业面临着来自政策法规、客户、竞争者等各方面的压力。经营环境的变化对房地产企业的管理能力提出了更高要求,房地产企业的资金运作能力、业务流程管理能力、客户服务能力、营销能力、成本控制能力等已成为经营的关键能力,管理理念与手段的创新不仅仅关系到某个地产项目的成败,更关系到企业的整体品牌,关系到企业在整个市场格局中的竞争地位。企业如何将各种资源有效的整合起来,使之提升自己企业的竞争力,需要有很强的执行力,这是企业的核心竞争力。
In recent years, the vigorous development of China’s real estate industry is also facing severe challenges. The marketization process has obviously accelerated and the competition has been unprecedentedly fierce. With the change of land transactions and the state’s macro-control of the real estate industry, the operating environment of real estate enterprises has undergone fundamental changes. Real estate enterprises are under pressure from various aspects such as policies and regulations, customers and competitors. The change of business environment puts forward higher requirements on the management ability of real estate enterprises. The operation ability, business process management ability, customer service ability, marketing ability and cost control ability of real estate enterprises have become the key management ability, management concept and means Innovation is not only related to the success or failure of a real estate project, but also relates to the overall brand of the enterprise and affects the competitive position of the enterprise in the entire market structure. How to effectively integrate various resources so that they can enhance the competitiveness of their own enterprises requires a strong execution capability, which is the core competitiveness of enterprises.