Study Of The Competitive Strategies Of Small And Medium-sized Real Estate Development Enterprises

Since 2005, the phenomena of steep rise in price of real estate in parts of country is represented by Shanghai, its price deviates greatly from its actual value, forming the Bubble real estate economy, as well as spreading to the whole country. Under this circumstance, for the purpose of remaining the real estate market stable, the government has tightened macro - control to the realty business, put forward several measures continuously.The Macro-control has greatly changed the exterior environment of real estate developer, and there are two significant problems have to face for medium and minor real estate developer. One is what influence on realty business under the macro-control; the other is under this situation, which competition strategies the medium and minor real estate developer should adopt so as to gain the advantage in competition. Resolving the above-mentioned problems has become the key to the survival and development of real estate developers. This text studies competition strategy of medium and minor real estate developer under the macro-control, it has great operation significance.This text firstly analyzes the winds of change of the environment of realty business through studying on the circumstance and measures of the macro-control, under this circumstance, the real estate developers integration tendency will come into being, so the advantage of the major real estate developer is much more obvious, on the contrary, the existence of medium and minor real estate developer is much more difficult in competition. In view of this analysis, medium and minor real estate developers should adopt different competition strategies, which are suitable for their development in accordance with their particular core competing power. At the end the text demonstrating Zhengxiang real estate which is one of medium and minor real estate developers for example. This company adopts different competition strategies mainly through the continuously practicing after the exactjudgments of trend of development and the advantage and disadvantage of realty business, which resolved the risk effectively, brought by the Macro-control, and then acquired the steady development. The example provided the powerful substantial evidence for research conclusion.