A Research On The Competitive Strategy Of Sichuan Gangxin Real Estate Co., Ltd.

Sichuan Gangxin Real Estate Corporation is a middle and small sized civilian-run enterprise undertaking the development of real estate. Since the establishment of company in 2004, company had already successfully developed several projects, and our company's operation developed quickly. But in current years, with the enhancement of marketing competition of real estate in Chengdu and the enlargement of regulation and control applied on macro-economy by state, company faced more and more competitive pressure, so as to threaten the normal development of company. Writer, as an initiator and leader of company, known deeply about bloodiness of marketing competition, hopes to clear the thought of long-term development by strategy. Therefore, this paper chooses the researching direction of enterprise competitive strategy, the purpose is to carry out the analysis of the development status of company and its exterior competitive environment, in order to get a suitable and maneuverable competitive strategy which will help Gangxin Company develop better.Firstly, this paper starts with the definition of middle and small sized real estate and analysis of its characteristics, and then has explanation of the basic statement of Sichuan Gangxin Company. Analyze to the macro-economy competitive environment of company by adoption of PEST environment analysis method, as well as estimate a relatively clear product competitive degree which company faced to by making use of Peter's Five-force Model, meanwhile, take a detailed analysis and appraisal to the inner environment of company. On the basis of this, adopting analysis technology of SWOT, illuminate the existed opportunity and threat of Gangxin Company at present market and industrial environment as well as its advantages and inferior positions.After stating the future development aim of Gangxin Company and expatiating three basic competitive strategy, combined with the inside and outside competitive environment of company, put forward the combination of competitive strategy of adopting differentiation as major and target concentrated strategy as auxiliary in the future development of company. Finally, this paper put emphasis on carrying out analysis of the implement of competitive strategy of Gangxin Company, discussing how to establish the running mechanism and environment which suit for the competitive strategy on differential product, strategy union, brand construction, enterprise culture, business management, human resource management etc. in order to guarantee competitive strategy implement effectively.Combined with theory and practice, this paper carries out a deeply analysis and research on inside and outside environment of Gangxin Company and choice and implement of competitive strategy, in order to make the proper strategic decision in the drastic marketing competition, as well as the effective implement, so as to achieve the propose of fastening the development of company's grandness.