Research On The Competitive Strategy Of ShenYang HuaNa Real Estate Limited Company

Now the real estate market is becoming increasingly fierce competition,and there is a very serious product homogenization phenomenon,with the income level of the residents to improve,consumers have more and higher requirements for the product,more and more consumers pay more attention Goods supporting facilities,community landscape,humanistic care and green and so on.At the same time,the state continues to tighten control of the real estate market.The country in recent years to liberalize the "two children" policy,parents for the school district housing demand is more intense,further accelerate the process of urbanization,making the suburban housing demand is still strong,this series of factors at the same time to stimulate the development of the real estate market The In the context of the above,many real estate companies are facing the market opportunities and challenges coexist situation.Enterprises must accurately grasp the changes in the real estate market situation and the threat of survival,combined with their own ability and conditions,the use of favorable external opportunities to develop their own development in line with the competitive strategy to improve the overall competitiveness of enterprises.Only in this way,real estate enterprises can achieve sustainable development,in the fierce competition in the market to create competitive advantage.This article takes Shen Yang Hua Na Real Estate limited company.as the main research object.Based on the literature review and combing the relevant research literature,this paper systematically analyzes the macro environment of Shen Yang Hua Na Real Estate limited company.by using PEST analysis method.Porter’s five-force analysis method provides a more comprehensive analysis of the main competitor,the bargaining power of the purchaser,the bargaining power of the supplier,the substitutes and the potential competitors,and the SWOT analysis method.The advantages and disadvantages,external opportunities and threats to identify,the establishment of Shen Yang Hua Na Real Estate limited company.SWOT analysis matrix.On the whole,this paper believes that Shen Yang Hua Na Real Estate limited company should play its own advantages,seize the market opportunity,that is,select the SO strategy-growth strategy,the company can take strategic actions include: in response to national policies,the introduction of preferential purchase policy,The development of high-quality commercial housing;to stimulate and encourage staff innovation and creativity;promote "green development" concept,to win consumer recognition.Then,combining with the strategic goal of Shen Yang Hua Na Real Estate limited company.,this paper sets out the competitive strategy of the enterprise.Through the analysis and comparison of the three competitive strategies,this paper argues that the differentiation strategy is the most competitive strategy of Warner Real Estate Co.,The reasons for which the relevant discussion.Finally,this paper puts forward a series of measures to ensure the strategy implementation of Shen Yang Hua Na Real Estate limited company.,including: in the regulation of corporate governance structure,the company should seize the internal sensitive points,improve the bidding process;in human resources management,In the sales model innovation,Shen Yang Hua Na Real Estate limited company.should strengthen customer differentiation awareness,improve the company’s marketing strategy;and in the financial security,you need to broaden the financing channels,strengthen the capital budget and so on.The conclusion of this paper is that the current Shen Yang Hua Na Real Estate limited company.should choose differentiation as its core competitive strategy under the existing conditions and the environment,provide consumers with differentiated products,gain market share,win consumer loyalty and Brand dependence,making the enterprise healthy and sustainable development.The research scope of this paper seeks to achieve a comprehensive and systematic,Shen Yang Hua Na Real Estate limited company.represents the general development of small and medium-sized real estate enterprises in China,select the enterprise as the object of this article,with a typical and representative.On this basis,the conclusions of this paper can not only help Shen Yang Hua Na Real Estate limited company.to develop a more scientific and reasonable competitive strategy,so as to enhance the overall competitiveness,but also for other real estate enterprises to provide some reference.