Yuehua Real Estate Corporation

The text consists of two parts, case and case analysis.Case part gives an detailed introduction of the history background and development outlook of Yuehua Real Estate Group, its operation and exploration status, the phenomena happened in management process, and its confronting difficulties and challenges. Then the part gives a general introduction of the status quo of the entire real estate, Guangzhou real estate market, the company's main competitors and the competition to what extent. This part clearly describes the inside and outside surroundings of Yuehua Real Estate Group, providing sufficient original material for the part of case analysis and bringing forward the issue about the company's development layout, competitive strategy and competitive capability.The part of case analysis can be divided into five parts. The first part analyses the outside surroundings of the company, including the background of the case ?national macro economy, the developing trend of real estate, the market status and forecast of Guangzhou real estate developing direction, and the market status of different function commodities. The second part analyses the inside surroundings of the company, including the analysis about resources and capability. The third part, on the basis of fore-analysis, evaluates the competitive status of the company in market. The forth part brings forward corresponding developing strategy and competitive strategy, and then analyses the key element for success for Yuehua Real Estate Group. The fifth part lodge the core capability which contributes a lot to the success of competition.