论房地产企业的竞争策略选择

我国房地产业的区域性寡头垄断市场结构决定了房地产企业具有实行垄断定价、时间(空间)价格歧视及价格串谋的可能性。品牌要素是概念、属性和服务差异化形成房地产竞争优势的作用路径,是差异化竞争的高级形式。不论是豪泰林线形还是萨洛普环形空间竞争,其结果都表明,当房地产企业面临价格竞争的市场环境时,具有远离竞争对手以扩大差异化程度的行为动机;如果不存在激烈的价格竞争,他们更倾向于靠近竞争对手以获取更多的市场需求和利润。总之,房地产企业选择价格竞争策略会陷入"囚徒困境",对于我国房地产企业而言,非价格竞争是企业竞争的主要形式,非价格竞争策略是房地产企业的占优策略。

The regional oligopoly of Chinese real estate industry determines the possibility of monopoly pricing,time（space） price discrimination and price conspiracy for real estate companies.Brand element is the path through which the differentiation of concepts,properties,and services builds up the competitive edge and an advanced formation of differentiated competition.Whether Hotelling linear or Salop circular spatial competition,the results all show that enterprises have the motivation of expanding the level of differentiation through being away from competitors when they face the price competition.If there is no furious price competition,they are more inclined to get closer to the competitors to obtain more market demand and profits.In brief,real estate enterprises fall into inmate dilemma if they choose the strategy of price competition.For Chinese real estate companies,non-price competition is the main form of enterprise competition,and the strategy of non-price competition is the dominant strategy of the real estate companies.