Study On Diversification Competence In Real Estate Industry

Since the mid-1990s, with the advance of reform of the housing system and speed up the process of urbanization. The rapid development of China's real estate industry also increasingly fierce market competition. The value of real estate market has emerged in the development of a growing trend toward homogenization. Meanwhile, the emergence of new consumer products on the domestic demand in the housing and quality, size and functions, more emphasis on value-added products, such as brands, architectural taste, lifestyle and property management services. This requires real estate enterprises segments of the market, find the gaps in the market,let the big difference real estate products improve market competitiveness.This paper focus on differentiation competition theory, follow the method of theory and practice. First, the theoretical framework of difference competitive strategy introduces the differentiation and competition theory. The theme of the paper also made a brief literature review, and proceeded to put forward the theme of this paper. Making Differentiation strategy achieve the competitive advantage of the real estate, and construct models of Differentiation competition. Made real estate business enterprises to highlight the difference between their products and competitors, we can use the four differentiation strategy: Concept differentiation(function and meaning of real estate innovation); differentiation of characteristics(Overall planning, landscape, the structure design, supporting community , etc.);Service differentiation (Estate Management), and brand differentiation (brand design, expansion and brand extension, etc.) ,and analyze the four the four differentiation strategy in the specific application in the real estate . Differentiation strategy should follow the principle of Systematic, really, unique, significant efficiency and accessibility. In particular, it should be emphasized that enterprises must consider its own reality, goal difference to the market demands as a basis for developing differentiation strategy, in order to avoid differences in the implementation process astray.