房地产企业竞争情报体系的构建研究

Study on the Construction of Competitive Intelligence Architecture (CIA) of Real Estate Enterprises

针对房地产企业缺乏有效竞争情报工作的现状,从介绍竞争情报的概念入手,结合房地产企业的特征,分析了房地产企业竞争情报的特点和误区,阐述了房地产企业构建竞争情报体系的两大基础,并给出竞争情报在该类企业中的操作流程,让竞争情报为企业战略决策服务。

In the light of the present situation that the real estate enterprises are short of effective competitive intelligence work,and starting from the concept of competitive intelligence,this paper analyzes the features and misunderstandings of competitive intelligence of real estate enterprises connecting with the characteristics of real estate enterprises,expounds two foundations on which real estate enterprises construct CIA,and puts forward the operation procedures of competitive intelligence in these enterprises in order to make competitive intelligence serve enterprises’ strategic decision.