Study On Differentiation Strategy Of Real Estate Enterprise

In face of the deterioration of global environment, the government has gradually quit the development mode that aspires after the high economic growth at the expense of excessive consumption of natural resources, with all walks of life paying close attention to the sustainable development. As the high energy consumption industry, the real estate focuses more on the whole life cycle of utilization, maintenance and removal. Many enterprises have already realized that the traditional development business model cannot satisfy the new idea of scientific development. Therefore, the transition to the green-style development model becomes the inevitable choice for the real estate companies. Fortunately, as the notion of green building and green real estate has rooted among the people after years of practice, especially the support from the government and the experience from some developers, it has become an inevitable trend for the real estate industry transforming into green. However, it is confused to discover that domestic green real estate steps at a slower speed in comparison with the rapid development of green building. Thus, the design of ecological profit model in this paper is in the perspective of green real estate enterprise in order to solve the development bottleneck, finally achieving the win-win situation among economy, society and environment.As a matter of fact, the type of green building covers not only commodity houses, due to its positive external market effect, but also includes affordable housing, industrial buildings, health care houses, government offices, campus building, office building and barracks. Firstly, the related concepts and theories of green real estate and product differentiation are defined, laying a solid theoretical foundation for further research. At the beginning of construction, the incremental investments are shouldered by the developers, but energy-saving benefits during the running time are enjoyed by the owners. Consequently, it is not surprised that developers lack the incentives for development, taking extra cost and risk while without corresponding rewards and remuneration. Based on this, the development course of green real estate, the external environment and enterprise value network are deeply studied. Taking green real estate development in foreign countries as a reference, the problems of domestic industrial development are being identified and the ecological integration development is attained by helping each other in the whole value network. Then, the value chain of green real estate industry, including the main sales model, customer positioning and strategic alliance, will be analyzed.Apparently, it is the key point for the real estate companies to strive for the transformation into optimal state so as to seize the maximum differential rents in the future. Based on the domestic real estate company LS (Langshi Group),this paper discusses the status quo, development and application of differentiation product of green buildings, as well as the innovation patterns and its whole series of product lines. Besides, the real product differentiation of company LS is also taken into consideration, such as the technological residential buildings, energy-conservation and environment-friendly, which meets the requirements of the local government focusing increasingly on the energy conservation and emissions reduction, thus enhancing its edge through the access to the low-cost land resource.In view of the current development of green real estate, relevant suggestions are put forward to achieve the shift into the light-asset, green and ecology-based business model through the enhancement of technology of the green real estate for the connotation of the ecology, the improvement of the government’s policy support, as well as the strengthening exchanges at home and abroad.