| Real estate industry in China has stepped into a high-speed developing stage. Having a characteristic of high profit, it has become a focus for long position fund and financing from other industry to pour into. A great number of traditional enterprises majoring in household appliance, medicine, agriculture and so on, whose former trade may belong to high-tech and high-risk and severe-competitive industry, have turn themselves into real estate industry. For many years real estate market has been seller's market, additionally, it has advantages of beneficial policy, active soil trade and low entrance restriction. All of those factors have activated the development of real estate industry in China. So, how to guide those unprofessional enterprises find the best timing and the best place to come into this market and successfully inherit their good reputation in their former industry and make more profit is an urgent problem for them to solve.In this paper, we mainly research on LG which is the abbreviation for Lai Gang group CO. LTD and its competitive strategy for real estate investment. The central contents of our study are as follows: firstly, we have studied the investment between different industries, investment environment and competitive strategy, then we find supporting theories to establish competitive strategies for the group.Finally, taking competitive strategy as mainly study field, we analyze the establishments of other corresponding strategies, including establishing brand strategy for LG, discussing how to not only inherit their original brand advantage, but also form new brand meaning. We also analyze investment area selection for LG which can ensure that they can fully exert their competitive advantage in the selected area and their manage mode which make it suitable for the development of enterprise group, and the improvement strategy for organization structure which serves other strategies. At last we discuss how to fully exert their steel industry advantages in real estate industry. |
