The Research Of Competitive Strategy For The Central China Real Estate Limited Liacity Corporation

With China’s rapid economic growth in the macroeconomic situation,Henan Jianye Group seizes the favorable opportunity of the real estatemarket and has made healthy and rapid development. But with thedeterioration of the environment in the real estate market, the slack of thereal estate sales, the capital chain tension of more and more real estatebusiness all of these result in the increasing competition in the real estateindustry. Until now, Chinese real estate industry is facing a turning pointform a connecting link between the preceding and the following.Competition has forced companies to survive and continue to explorecompetitive strategy adjustment. Therefore, the research of firm’scompetitive strategy seems more important and urgent than ever.In this paper, the author has a more accurate analyze and research tothe internal and external environment which Henan Jianye Group isfacing based on the strategic management theory and combines with thecharacteristics of the real estate industry. Then the author lists SWOTmatrix to determine the suitable total cost of Henan Jianye Groupstrategies and then makes relevant recommendations, which has a veryimportant practical significance and value for Henan Jianye Group. Thisarticle also wants to provide some valuable inspiration and reference tothe real estate business in Henan Province colleagues.First, the author analyzes the external environment of Henan Jianye Group with PEST analysis methods and system analysis model based onthe theory. He not only analyzes the macroeconomic environment in thepolitical, economic, social, technological and so on some externalenvironment, but also analyzes the competitive conditions in the industry,and the real estate needs in Zhengzhou and other aspects. Second, heanalyzes the internal conditions, the corporate human resources,organizational structure, financing and short-term solvency, marketingcapabilities, land reserves, technical capabilities, corporate culture andothers based on the resources ability theory. Third, he analyzes thecompetitive strategies which Henan Jianye Group may adopt with theSWOT model. Then he lists SWOT matrix and analyzes the selectioncriteria of Henan Jianye Group’s competitive strategy with the "MichaelPotter" three typical theories. On the ground of characteristics of realestate, he summarizes the suitable competitive strategies for Henan JianyeGroup that is overall cost on top strategy. Finally, in order to furtherexpand the competitive advantage and improve their core competitiveness,the author studies and formulates concrete measures. He gives somesuggestions for Henan Jianye Group on broadening the financingchannels, optimizing links, improving innovation capabilities, expandingsales channels, strengthening of human resources management,strengthening information technology, focusing on several aspects ofcorporate culture. The author hopes to improve the competitive capacity of Henan Jianye Group and seize the initiate in the numerous and everchanging market environment, and have a sustainable developmentthrough the important and practice of these suggestions.