Research On The Competitive Strategy Of Real Estate Business Based On Improved SWOT

With the mature and standardized development of the real estate market,real estate industry is about to be out of its golden age and walk into the silver stage.In addition,the relationship of supply and demand changed and gradually transformed and intensified market competition,it is especially important for real estate business to value competitive strategy management.By reviewing the related to the management and the theory of competitive strategy,chooses SWOT analysis to be the analysis method.SWOT analysis is a strategic management tool widely used in the field of real estate,but there is a certain of shorts in the method: Firstly, all the elements are considered as the same important status;Secondly,the SWOT analysis method does not provide an effective approach to make decision.Decision results totally dependent on the experience of decision-makers,which is lack of scientific and operability. It is necessary to make some improvements in these areas.Combined with the specific background of application in the real estate,the thesis is based on improved SWOT to research real estate company competitive strategy,the main work is as follows:Firstly, summarized the literature review and the related theory about SWOT analysis and corporate strategy;Secondly, build a real estate enterprise competitive strategy factors set.By use of literature and expert interviews,from the external environment factors and internal factors two aspects, make a set of factors,which have a influence on real estate enterprise competitive strategy;Thirdly,constructed a enterprise competitive strategy preferred model based on improved SWOT.Introduced the AHP and TOPSIS two quantitative methods to SWOT analysis method to improve SWOT analysis method, and make a model based on improved SWOT analysis to research real estate enterprise competitive strategy;Finally,select W Real Estate Company as a case study to verify the validity of the model feasibility,which is provided same reference for real estate enterprises competitive strategy management.In this paper,because the shorts of qualitative analysis SWOT,introducing thequantitative analysis of the of AHP-TOPSIS method to improve it,for the specific application background of real estate companies, constructing a enterprise competitive strategy preferred model based on improved SWOT, provides strategic management of real estate companies a new idea and has a certain reference value.