Hj Real Estate Development Company Competitive Strategy Research

Hebei HJ Co.,Ltd., a real estate developing company, has carried out numerous projects such as Jinhua community and HJ sunlight garden. The company developed rapidly. However, in recent years, the corporation has to face many constraints because of no strategy, unreasonable use of internal resources and insufficiency growth potential. In order to enable HJ Corporation to develop well and strengthen the competitive ability of the company efficently, the thesis formulats a series of competition strategy according to the analysis of the corporate.On one hand, on the base of theory study, by use of the PEST analytic method, five competitive force analytic model, external factors evaluation (EFE) matrix, the value chain and internal factors evaluation (IFE) matrix, this paper analyzes the macroscopic environment, the profession competition situation as well as internal condition in which HJ Corporation located. Derives through analysis of the environment, social stability, sustained and rapid development, residential demand continued to increase. Meanwhile, the government increases the intensity of macroeconomic regulation and control, continuing competitors joined the ranks of competition, land resource constraints. In the internal conditions, HJ Company has quality management, land reserves and a larger brand advantages, there are limited on financial strength, expertise inadequate inferior. Based on the above analysis, positions the market objectives of HJ Company, builds the SWOT models, uses quantitative strategic planning matrix (QSPM) to HJ Company competitive strategy options, and identifies differentiation strategy.On the other hand, in order to ensure the implementation of the strategy effectively and execute the differentiation strategy, the paper focuses on the following fronts: firstly, strengthening the building of enterprise culture, and create an open, democratic organization environment, give high staff support and trust to the challenges the staff's innovation. Secondly, to optimize the organizational structure, try to change from original organization structure to the matrix system, so as that the company can operate two or more real estate projects, thereby enhancing collaboration between the department and team work spirit. Thirdly, carry out brand management, has the good reputation by the good brand image, takes integrity, quality, and quality construction as the brand building' core of the real estate company. Fourthly, in the area of human...