Zhu Guang Group Competition Strategy Study

The real estate is one of the pillars which support for the development of China National Economy, but it has been getting over invested along with the rapid growth of China's real estate industry. To control the over raised price of the real estate, recently, the government have released a series of Macro Management Measurements which have played important roles for the development of Real Estate, in the meantime, they brought unprecedented opportunities and challenges to the enterprises in the real estate industry.ZhuGuang Group is developed from GuangDong ZhuGuang Industrial Co, Ltd which was established in 1996, after more than 10 years development and expansion, it grows from an unknown small company to a catch-all group which has more than 30 subsidies and related companies all over China. With the property up to more than 5 billion, its business focus on high end commercial housing, while covering project investment, house keeping, architectural design, engineering installation, agency, hotel management, construction material trading and etc. In the progress of its growth, It gradually becomes clear that, it's ever persisted low cost competition strategy cannot meet the development needs, it becomes compelling that, the low cost competition strategy must be changed to differentiation competition strategy immediately.In this article, the author used PEST, SWOT analysis methodology and other research tools to analyze and comment the external and internal environment of ZhuGuang Group, to justify the external and internal environment's impact to ZhuGuang Group, then find out the competition strength and weakness, the opportunity and threat. In the following, on the theory base of Enterprise Competition Strategy Management, in view of the specialty of Real Estate Industry, this article overall researched and analyzed the enterprise's environment, resources, capability and other strategic factors, then developed a differentiation competition strategy which is suitable for Zhu Guang Group's development.