Study On The Competitive Strategy Of Real Estate Enterprises

In the fierce market competition, real estate enterprises are facing the problem of survival and development. How to formulate their own strategies in line with the competition and gain a competitive advantage has become a hot issue for real estate enterprises. On such a background, different types of enterprises in Xi'an are analyzed in this paper with the purpose of reflecting how they take advantage of opportunities to develop strategies in the competition to obtain dominance.This paper uses Porter's theory of competitive strategy and basic models and tools of management to analyze the competitive strategy of the real estate enterprises in Xi'an. Firstly, this paper elaborates on the background and significance, and puts forward the ideas and methods of the research. Secondly, it summarizes the theory of competitive strategy and reviews its application in the real estate industry. Thirdly, it analyzes the current situation of the real estate market and the representative competitive strategies of the real estate business in Xi'an. Finally, it puts forward recommendations for the improvement of their competitive strategies. The following conclusions come from this study: (1) The real estate market in Xi'an is in a healthy growing period. Each enterprise competes fiercely with each other in order to increase market share and gain a competitive dominance. (2) As for the powerful local real estate enterprises, Differentiation Strategy is a good option through SWOT Analysis. (3) As for the weak local real estate enterprises, Cost-leading Strategy is a more suitable way for them through "Five Forces Model". (4) As for the enterprises which enter the Xi'an real estate market, they mainly take Gathered Strategy through Value Chain Analysis. (5)Based on the above researches, the according suggestions for the improvement of the competitive strategy of real estate enterprises in Xi'an are posed. Through continuous improvement, enterprises can maintain their strong competitiveness and get greater development.This study is an attempt of the application of the theories and methods of competitive strategy in the real estate business management. It has certain reference value on the development of real estate development enterprises.