| After more than 20 years development, Chinese real estate industry has achieved astonishing prosperity. It contributes to the taking off of the Chinese economy, the civilizations improvements,and also successfully resolves the living condition problems people face in their daily life. By virtue of the high demand for the investments and the houses, the real estate industry has been in a situation of rapid growth and high profits with the severely inadequate supply. Along with the lower speed of the Chinese economic growth rate, the mode of economic growth in turning to sustainable development, instead of unsustainable development; the pull of the investments is turning to technology progress and innovation. The importance of the real estate industry as the national economic pillar industry is going down and its market relationship is proceeding with an essential change. The era of the extensive managements and "lands equals money" has gone with the wind. As the competitions in this industry become more and more severe, in the near future, it will be very reasonable to expect a fairly amount of merging, recombination and bankruptcies. To deal with this situation, the government will be more and more often to utilize the"invisible hand"-the "market" to regulate and standardize this industry in order to make it go through this disordered state and make sense of everything as a result.Based on the traditionally strategic theory, this paper uses "Blue Ocean" and "Long tail" theory, as well as Thomas Peter's theory to make a prescription for this upside-down world. This paper analyzes the status quo of the study subject to develop an efficient business development strategy. This paper draws the conclusion that in order to achieve a better development, the real estate industry should consistently innovation regarding its products and services; and therefore we are able to influence the consumer 'demand and gradually build the core comparative advantages among this whole industry. |
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