Research On The Competition Strategy Of Times Property

In China economic development is experiencing a new historical stage oftransition and transformation, real estate will continue to play the role of pillar. In theprocess of the rapid increase in China per capita income, real estate market in Chinais still the main platform of people constantly improve their living environment. Inthe rapid urbanization of the historical period, the real estate industry is the drivingforce to change the absolute cities function and morphology. Wave type of travel isstill the main trend of the development of a new year, China’s real estate industry,various economic indicators still rising. Entered in2014, the real estate market is notstable and the trend of descending stage. In2015, in different stages of developmentof the real estate enterprises, in the current market environment change unpredictablymoment, strive for further improvement or enter a downward phase of development,the implementation of enterprise strategy and strategic decision of the enterprises ofvital importance.In Times property, if want to continue development, must pay close attention tothe development of national policy changes and trends in the industry, enhance theenterprise strategic planning, the integration of design, planning, construction,marketing and capital operation ability, in order to steadily promote enterprise owncompetitive advantage. Era estate must effectively improve their own developmentand management level, and to establish, perfect enterprise management system, adoptsuitable for enterprise developing strategy of current development situation, andtrying to implement the competitive strategy and achieve the strategic goal ofenterprise. With the combination of the above, the competitive strategy of Timesproperty are analyzed as follows: First of all, this article expatiates on the development of Times propertycompanies, and the main problems existing in the current development are analyzedbriefly and the reasons. At present, the main problems include: Times property landreserve area is relatively simple, and the reserve land is not good; lack of crossregional project operation experience; not sufficient funds; other industries involvedin the transfer of business focus is not much risk.Secondly, this paper analyzes the external environment and industry competitionenvironment, the use of PEST analysis tool of the macro environment, the political,economic, social and cultural and technological factors analysis; use of Potter’s fiveforces model of industry competition environment, now, the buyer bargaining power,suppliers, and bargaining power of potential entrants threat of substitutes analysis.Then, combined with the goal of Times property development strategy, throughthe analysis of the differentiation strategy, low cost strategy, found Times propertyshould focus on the use of different competitive strategy, also in the regionaldistribution of the regional focus, in the region within the scope of competitiveadvantage and regional expansion the right time.Finally, aiming at the current situation of Times property put forward approachesand measures for the implementation of the strategy. The current era of real estatewith its own strengths and weaknesses, continue to maintain their own advantagesand strengths of the situation, strategy mainly includes the following several aspectsneed to be strengthened, product differentiation and enhance the competitiveness oftheir products, improve the quality of project management level and to train a numberof strategic partnership supplier, marketing management to maintain brandpositioning own and differentiated marketing strategy, the delivery of propertymanagement in the following aspects of products should help improve theeffectiveness of premium products, to enhance the level of property managementservices, enhance corporate reputation. In the security measures, mainly through the enterprise culture, organization management, human resources, informationmanagement for the development of enterprises play a supporting role, in order toensure the strategic target finally reached.