Competition Strategy Of China Railway Real Estate Co., Ltd. In Shenyang

Shenyang China Railway Real Estate Co., Ltd., which is the wholly owned subsidiary of China railway real estate group, a professional real estate enterprise, develops Residential, apartments, commercial and other types of property for the northeast region. With the huge development potential in real estate market, all kinds of companies invest in real estate inustry, and the real estate market competition is becoming more and more fierce. Shenyang China Railway Real Estate Co., Ltd. is facing the increasing pressure from the Northeast three provinces.Therefore, how to consolidate and expand the market, improve market share and competitive advantage, are the main problems which the company facing with.This thesis uses basic theory of competition, studies the case of competition strategy of Shenyang China Railway Real Estate Co., Ltd. and puts forward to the basic idea that the enterprise take in market.After introducing the Shenyang China Railway Real Estate Co., Ltd.’s situation and problems, the thesis starts with introducing the company’s situation and environment. It firstly analyses policy environment, economic environment, technology and social culture environment. Secondly, by analyzing the company’s industry environment, such as competitors, suppliers, customers, potential competitors, the thesis analyses the advantage and disadvantage of the enterprise, as well as internal and markket environment.And then through the SWOT analysis, it makes the advantages and disadvantages of competition and the opportunities and threats which the company facing with clearly. Based on the company’s business environment, we choose the competitive strategy and determine the strategic goal of company competition. And according to the strategic goals, from four aspects including product, brand, human resources and customer management, we make the competitive strategy. Finally, we put forward the implementation safeguard measures for the competition strategy. At the end, the thesis confirms the specific measure in implementation of the strategy, such as setting up a comprehensive organization system, improving service system, strengthening the construction of marketing team, strengthening corporate culture, and strengthening the construction of company information portals.The idea and method in this paper will be used in the wok for making and taking out of the competition strategy in Shenyang China Railway Real Estate Co., Ltd..