浅析微笑曲线的中小房地产企业产业升级研究.doc

基于微笑曲线的 中小房地产企业产业升级研究 姜阵剑，庄鸿霖 （山东建筑大学商学院，山东省 济南市 250101） 摘要：本文首先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。随后首创性地以微笑曲线理论指导中小房地产企业的产业升级，并分析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。最后，文章总结归纳出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的诸如小户型的设计开发、优化土地和广告成本等增强企业竞争力进行产业升级的具体措施，以期为中小房地产企业的产业升级实践提供参考。 关键词：产业升级；中小房地产企业；微笑曲线；竞争力 中图分类号：F424.6 文献标识码：A The resreach of the smile curve-based industry upgrade for small and medium-sized real estate enterprises JIANG Zhen-jian,ZHUANG Hong-lin (Business School, Shandong Jianzhu University,Jinan 250101,China) Abstract:First,in this paper , the difficult conditions which small and medium-sized real estate enterprises face are analyzed,and the necessities of their industry upgrade are indicated.Then the smile curve theory is used to analyse the industry upgrade strategy of the small and medium-sized real estate enterprises originately,and the conclusion that the small and medium-sized real estate enterprises should strenghen and invest more in the designing and marketing works,and cut down the production cost of real estate projects to upgrade themselves is got.At last,the concrete measures in real estate designing,marketing,production control and comprehensive competitivenesses such as the designing of small model houses and the optimization of land and advertising costs are summarised to help the small and medium-sized real estate enterprises do better in their upgrade processes. Key words: industry upgrade, small and medium-sized real estate enterprises,smile curve, competitiveness 0 引言 回顾在经济危机中死去的企业多是不重视战略规划，得过且过，发展粗放的企业。“淘尽黄沙始见金”，生存下来的强者获得了参与新一轮经济竞争的机会。然而在竞争日益激烈的市场环境中如果不能居安思危、未雨绸缪地抓住发展机遇提高企业竞争力，必将沉没于下个经济浪头的冲击之下。形势所趋，各行业的产业升级已如春之冰释，涣然而发，中小房地产企业亦是如此。而对中小房地产企业产业升级的研究论述少之又少，本文力求对此理论缺口予以补充，以期对企业实践提供帮助。 1 中小房地产企业产业升级的压力 我国房地产行业从80年代初发展至今已经历了近三十个年头。在经过了抢地段，比规划，炒概念等竞争阶段之后现已进入了市场同质化、产品克隆化日益严重的行业竞争状态。随着国家政策的宏观调控，土地使用门槛的提高，银行贷款获得难度的增加，即使房地产行业不会像舆论猜测的那样在短期内崩盘，中小房地产企业所面临的市场竞争状况也正日趋严峻。面对形势的压迫、利润空间的压缩，伴随着行业的成长、法律法规的成熟，中小房地产企业边缘化迹象日益明显，产业升级的压力与日俱增。中