The Research On Core Competitiveness Cultivation Of KWG Property

China’s real estate market has matured by degrees, therefore the competition ofreal estate enterprises is fierce. Iin order to adapt to the futur e competition, the realestate enterprises must have their own core competence. KWG Property companycurrently has annual sales of nearly RMB20billion, but compared with theenterprises such as Vanke Property, China Overseas Property, Greenlands Propertythat have hundreds of billions revenue, its competitive advantage is not obvious. Inorder to adopt the future competition, the author of this thesis conducted acomprehensive, in-depth research on the cultivation of the core competence of theKWG Property corporation.In this thesis, by reference to the strategic management theory, the relatedliterature, official data and third party data, the author made quantitative andqualitative analysis on the company’s external environment and judge the state andreal estate’s development trend of the next period of time and the competitiveenvironment; on the company’s core competitiveness cultivation, the author didindustry’s benchmark analysis, and drew successful competitive advantage ofbenchmarking enterprises; finally, in order to adapt to the development trend of theexternal environment of the company, through the analysis of the company’s internalresources and capabilities, the thesis built the core competitiveness of enterprises bycreating customer value point of view from the land--to form two advantages:land-taking advantage and brand advantage: land-taking advantage is formed by themarket positioning and product design;brand advantage is the formation of the qualityof products and service quality. This is a form of ability with integration of marketorientation ability, design capability, product and service control ability. it could notbe got through imitation or copying, but it needs the company’ts own accumulation. Atthe same time it should be guaranteed by system, brand communication, informationconstruction and other measures that can make the core competitiveness of anenterprise be long survived.The study found that, once the company constructs its own land-taking and brandadvantages through internal accumulation, learning, resources integration etc, thecompany will create the land value which is beyond the competitors, and it will alsoform a high awareness, high reputation and high degree of loyalty to the brand value in the market; on this basis, the company will also win the capital and the advantageof human resources, and ultimately become the industry’s benchmarking enterprises.