Research On Competitive Strategy Of Zhongfang Group

The group is Chinese established the first real estate development enterprises, the full lame is Chinese real estate development corporation. By the state-owned assets supervision and Administration Commission of the State Council direct supervision nanagement,2010 become China Traffic Construction Group Co. Ltd, a wholly owned iubsidiary of the. The company business includes:commercial housing construction, the government to protect the type of housing, property management, land development and isset management.Since 2001, the housing group to expand their business in Beijing, first-tier cities lousing long-term real estate development limited liability company in the core area of Qiongguancun development of new Residence Du Commerce--long-term world building levelopment and construction of large-scale projects in different provinces and cities. At the same time, Liaoning real estate limited also investment and construction in Shenyang :ity in two or three lines, has developed a Chianti and Lingyun Garden residential district.The situation in the real estate transaction volume is low, the housing group, how to ;hoose a development strategy to maintain its own absolute advantages become serious )roblems group. In this paper, based on the regulation and control policy of our country several well-known real estate development group research study and on the basis of government introduced the status analysis and study of the current real estate market,combined with the housing group, the existence of its own advantages and iisadvantages,using the PEST method of analysis and research, and strive to make out a practical and promising real estate competition strategy for its.In this paper, on the basis of theoretical research, the first of the housing group development and current situation of management in the field of real estate are analyzed.Secondly, the use of PEST analysis, Potter’s five competitive forces model and SWOT model theory analysis of the macro environment, the Housing Group real estate Dusiness where the industry competitive situation analysis and evaluation. Think of the housing group, facing the national policy support, customer enhancement, the ability to 3uy need to increase financing channels increased and opportunities, is also facing increased competition, increased development costs, the need to increase and financing channels increased opportunities, is also facing increased competition, development costs increase,the construction sites of tension and other threats, through evaluation that the Housing Group real estate business in a more attractive market. Re analysis of the basic conditions of the housing group in the real estate industry, the integration of the housing group for strategic development direction using SWOT model. Think of the design team, he group has a high level of easy to obtain land use rights, developing economies of scale (?)dvantages, also exist at the same time limited financial strength of single, lack of talent (?)ool, cost control ability is not strong weaknesses, based on the analysis of internal and external environment, the real estate business scale, grade and region of the housing group, arget market and target customer groups are positioning analysis, constructs the Housing Group real estate business SWOT analysis model of the Housing Group real estate competition strategy for the choice of analysis, to determine the combination of competition strategy to differences in strategy, focus strategy as the. In the implementation of the competition strategy, proposed in the housing group should be in the product differentiation, marketing differentiation, brand building, human resources management and explore new financing channels and other aspects of work, to ensure the effective implementation of the strategy.