Aby Land Company Limited To Focus On Differentiation Strategy

In the recent years, China's real estate industry has taken on outlook of fast growth. Under the national economic environment of establishing a full-scale well-off society proposed by the Central Government, a will-be sustainable fast growth is accessible, As a medium-sized real estate enterprise, ABY is facing with the changeable environment and fierce competition, how to improve the competence is becoming an important issue for the company.By the approach of corporate strategy and the practical experience of some eminent peers both domestic and abroad, the paper takes into account the inside and outside developing factors and the characteristics. At the same time, it is intended to analyze competitive strategy of ABY Real Estate Co., Ltd. On the base of theories and concepts of strategy management and real estate industry, the first part of the paper analyzes the macro environment by the methods of PEST and status quo, and competition pattern through Michael Porter's Five Forces mode. It researches the value chain of real estate and the local market and sums up the possibility of real estate development trends through analysis of economic data and policy guidelines. By focusing on the resource and capability and the specific changes in the market environment of Hefei, the author tries to find the advantages and disadvantages and get the focused production differentiation as the choice of competitive strategy through methods such as the SWOT analysis. Finally, the paper puts forward specific measurement to implement the focused production differentiation strategy, such as integrating management, building corporate culture, broadening the finance channel, focusing on regional market and polishing the core competitiveness, and presents some suggestions and research directions as well.The research may be reference for the real estate companies, which are willing to enter into the market of Hefei. Considering trends and pattern of development, the paper provides innovative ideas about how to enhance core competitiveness real estate enterprises, to improve value chain, rather than placing more importance on the specific details and quantitative analysis.