Build Competitive Advantage Of Real Estate Developer On Sustainable Development Concept

With the increasing severity of global warming and ecological imbalance, sustainable development is becoming a most eye-catching global issue for both the present and future. China's GDP has been growing rapidly these years, as a developing country. However, energy and environment could be the primary constraints we would have to confront with, in order to maintain the future development.Real estate industry is a pillar industry to China's domestic economy, with close connection with energy consumption and pollution problem. How to achieve a balance among economic, social and environmental objectives for sustainable real estate developments under high pressure of rapid urbanization requires ambition, clear strategy from the leader of real estate industry. Based on the analysis of the external macroeconomic factors and reference to green building development history, the thesis points out that green real estate is an obvious and inevitable trend, and also a important method for industry upgrading. Government requirement and market demand on green buildings offers all the real estate developers both an opportunity and a challenge, and the thesis is going to explore the connotation of green real estate concept and aims to provide measure for real estate developers to build core competitive advantage on sustainable development concept.To achieve this target, the thesis first applies the theory of industry life cycle, structural character of industry and the demand forecast to demonstrate the inevitability of green real estate and asserts that green real estate is actually a differentiation strategy. Following the above mentioned logic, the thesis further discusses about which companies are suitable to take the green strategy and suggest on the respective competitive strategy and business model based on their different control on internal resource.Green real estate involves every node through the whole industry's value chain. So secondly, the thesis discusses how to implement the sustainable development strategy into the production process, such as positioning, planning & architectural design, construction, and property management and etc. Besides those particular methods, the thesis digs further into the relationship between sustainable strategy and corporate brand and culture.In the end, to illustrate the above mentioned theory, the thesis provides a real case study on Chongqing Hualongqiao Area Redevelopment Project by Hong Kong Shui On Group, and also gives a brief experience summary after the elaboration on the details practices.