Study On The Countermeasure Of The Homogeneous Competition Of Real Estate Market

With economy and living standard developing, people more and more look forward to special life ,and hope the house to be built as if for themselves. But the real estate market couldn't go with this special demand in time ,with serious homogeneous feature on house design, item theme and so on. Especially, the measure which set proportion of house under 90 square meters be above 70% of the total build-up area (be called "9070" for short),make the real estate market go into small house homogeneous competition ear.Under this circumstances ,this thesis at first analyze which factors aggravate the homogeneous competition on economy policy,social situation , customers, technology and enterprises. On the basic study of economy policy's influence, this thesis research general innovation and specific tactics in the new homogeneous competition market. The point of general innovation is the difference of product,selling and management. These tactics are all built up on the "4C" theory, and the aim is to improve the key competitive strength of enterprises and product to make the product outstanding; On the point of specific tactics ,this thesis analyze supporting factor,strength,weakness, opportunity,threat and target customs of small house .By using small house design in Japan and Hong Kong for reference, this thesis advance the improvement's directions of small house design and the solution of new policy restriction.At last, this thesis use Guangzhou Garden plaza as living example. After studying the situation around project ,it put forward three design plans, and use effectiveness,price,cost to appraise the design plan. By "SWOT" analyses, this thesis use "delete-reduce-increase-create"-the four action frame as tool to draw the strategy layout and fix project theme, in order to stick out the theme of "the house near park". At the same time, this thesis poses suggestion on controlling measure of progress's rate and cost.This thesis tries to use four-action frame and strategy layout into the real estate development. It is believed that the real estate enterprises can use them for reference on homogeneous market tactics in future.