Based On The Core Competitiveness Of The The Xiangyin Group's Overall Development Strategy

With the rapid development of information technology and the ever-changing business environment, only enterprises with the core competences will develop and maintain long-term sustained competitive advantage. Strategic management theory has experienced the stages based on environment and based on industrial structure analysis ,and it has entered resource-based and competence-based one. The core-competence-based strategy gradually rises to the highest level of strategy development and becomes an important direction.At present, China's real estate high capital and high-risk, high-return characteristics of the real estate market share between enterprise and unusually fierce contention, and top 100 enterprises in the national real estate market generally low and the real estate industry are more discrete. Real Estate Enterprises wants to expand its market share, and advanced industry-leading position, we must build on the core competitive edge of enterprise development strategies.By understanding the characteristics of the real estate industry and the current status of China's real estate enterprises, the paper analyzes strategic environment of real estate in China, considers the general business environment and real estate enterprises' behavior characteristics, and lucubrates the real estate enterprise's core competences and the general characteristics of elements. Then it defines the elements of the core competence of Xiangyin Group Corporation in Hunan, and take this as a foundation we diagnose the core competence of Xiangyin, obtains the quantified appraisal data through questionnaire, interview and so on. Unifying the region strategy environment analysis, we design the core-competence-based overall strategy for Xiangyin.