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《Journal of Management Case Studies》 2011-03
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Research on the Customer-oriented Total Value Chain Strategy of Real Estate Enterprises:a Case Study of CR Land

XIAO Hong-jun,YU De-shui(School of Business Administration,Dalian University of Technology,Dalian 116000,China)  
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.
【CateGory Index】: F293.3
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