A Study On The Application Of Differentiation Strategy In The Real Estate-as Hengyang Pedestrian Street Project For Example

In recent years, with the acceleration of international economic integration,China’s real estate market is gradually standardized and become more perfect. Thehousing industry is changing from a seller’s market to a buyer’s market, and thecompetition among real estate companies is becoming more and more fiercly. In thehomogeneity environment, the development of differentiated estate projects to meetconsumers’ individual needs is a very good way, which can get good economic resultsand differential advantage. By detailed and system analysis, the paper discusses thedifferentiation strategy of the residential projects in order to improve it’s science andrationality in the using.Firstly, the paper discusses three basic competitive strategies: cost leadershipstrategy, differentiation strategy and the specific strategy, and analyse the advantagesand implementation approach of differentiation strategy. Secondly, by using of SWOTanalysis, the paper carried out a detailed analysis on the macro environment, theregional environment, internal resources of the Hengyang Pedestrian Street project, andpointes out the project’s opportunities and threats, strengths and weaknesses. Then, onthe basis of a thorough investigation to the housing market in Hengyang, the paperdiscusses client, type design, marketing and technologies differentiation strategy andtheir specific applications in this project.Through the analysis and research on the application of differentiation strategy inthe development of real estate, we can see the use of product differentiation strategy inthe real estate development, which can help to improve the project function-price ratio,comprehensively improve the competitive ability of developers in the industry, andfurther consolidate its market position.