Research On The Development Strategy Of Shaanxi BL Real Estate Company

The real estate industry is not only the pillar of the national economy, but also the focus of people’s livelihood. After a period of rapid development, due to a serious imbalance between supply and demand and price, the government began to execute wide range of real estate control. Under such circumstance, real estate enterprise is facing unprecedented challenges and must be able to capture the development trend. According to the characteristics of the market and the enterprise itself, real estate enterprises need make new strategic management plan and improve the core competition ability about the products and services to have first-mover advantage in the fierce competition environmentThis paper selects BL property of Shaanxi branch’s development strategy as research object. As a large national real estate group, Shaanxi branch is the first branch in the western region. Xi’an district is the bridgehead of the western development strategy. Based on the related theory and literature about strategy of real estate management case studies, this paper has carried on the comprehensive and systematic analysis of Xi’an area of macro and micro environment of the real estate market through PEST analysis tool. This paper has made the framework of analysis on industry competition situation through Porter five factors model. This paper finds out the deficiencies and weaknesses that exist in the internal environment for BL property. Finally, through the SWOT matrix model, this paper thinks BL real estate company in Shaanxi province should choose the differentiation strategy, target centralization strategy and cost leadership strategy in the three stages of the development strategy respectively, putting forward the new development strategic choice and implementation safeguard measures.