| The CI Company in this research is a real estate brokerage company.Since1989, CI Company entered the Chinese real estate market and has beenin the forefront. It has set up branch offices in more than50cities nationwideto provide professional property services for multinational and localcompanies.In order to take the road of sustainable development, Chinese economyis facing economic restructuring while its development acceleration. The totalnational economic slowdown is an indisputable fact. The real estate industry,as a pillar industry, will undoubtedly get impact. The situation is both achallenge and an opportunity for CI Company, who serves primarilycommercial real estate market. In such circumstances as well as the contest.In this thesis, based on Michael Porter ’s five forces competitive strategytheories and models, PEST analysis, market growth-market share matrix(BCG matrix method Boston) and Andrews SWOT trend analysis and other related theories, starting with the external environment of CI Company, andthen through CI Company’s internal environmental analysis, the thesisanalyzes the basic and supporting activities of the company’s value chain.Then, SWOT analysis summarizes CI company’s strengths, weaknesses,opportunities and threats. Combined with the company’s mission, vision andoverall objectives, the planning and direction of CI’s competitive companystrategy should be to become a company with higher energy as well as morecreativity. Finally, differentiation strategy implementation is discussedthrough marketing, internal management and corporate growth perspectives. |
