Competitive Strategy Of The Dragon Real Estate Company In The Macro-control Study

With the developing of economic and the processing of urbanization, the real estate has been the Pillar industry of our national economy. As the core force of the real estate industry, small and medium-sized real estate enterprises (SMREEs) face limitless business opportunity. But with the macro adjustments on real estate industry and numerous real estates enterprises becomes larger in scale, institutionalized, diversity, brand, strategy gradually, medium and small-scale real estate enterprises will face severe challenge. How to choose the rational, effective competitive strategy to participate in the market competition has important strategic meanings for the existence and sustainable development of medium and small-scale real estate enterprises.This article analyzes the condition of restrain and the challenge of external environment to discuss its development space. Then we sum up six kinds of competitive strategies which are cost leadership strategy, innovation strategy, filling crack market strategy, cluster strategy, quality improved strategy and diversity strategy from the current situation of the medium and small-scale real estate. On the base of the six kinds of competitive strategies, the article makes further analysis to choice and application of enterprise's competitive strategy. At last, we take the gold dragon's property firm as case analysis to discuss the application of the diversity strategy in medium and small-scale real estate enterprise.