Research On The Competitive Strategy Of PL Real Estate Company In Chongqing

The competition of real estate industry is becoming more and more fierce with the marketization of the industry and normalization of the real estate market.The windfall profits era of real estate industry has passed,and the profit of the industry has gradually lowered down to the average level of the economy.To reach sustainable and healthy development,the real estate enterprises have experienced huge challenges in respect of product,cost,management and sales.The real estate enterprises have to think about its future strategic development plan as the development of society and economy,the change of consumption concept and demand,the adjustment of policy and etc.PL group has been listed as Fortune 500 by the Fortune magazine.Its business is in more than 100 cities all over China and in more than 100 countries around the world.It is a central State-Owned Enterprises(SOE)directly supervised by the State-owned Assets Supervision and Administration Commission(SASAC).The Chongqing company of PL group is one of the leading real estate enterprises in Chongqing,and it has to formulate a corresponding competition strategy to indicate the development road for the company for the purpose of better balanced development and finding new room for growth.First of all,this paper elaborates the research background and significance of the topic,presents domestic and foreign research situation and their main research content,and briefly introduces the study tools utilized in this paper.This paper also presents the basic theory for strategic management and competitive strategy,sorts out several levels of the strategy formulation,and explains briefly the study of competitive strategy for the real estate industry.Secondly,this paper analyzes the external and internal environment of PL Chongqing Investment Company(PL Chongqing Company).Through the analysis of the externa]macro environment and regional real estate market,it gives estimation as to whether the external environment of PL Chongqing Company is in favor of its development.The PEST method is used to analyze the macro environment.The Chongqing regional market condition is analyzed through the analysis of Chongqing regional sales market,land market,market supply and demand predict and situation of brand real estate enterprises.And the external environmental factor evaluation matrix(EFE)analysis is used to assess whether the external environment is favorable to the development of the enterprise or not.Then this paper analyzes the internal condition in respect of the operation condition of the PL Chongqing Company and the company value chain.The company value chain is analyzed through analysis of the project investment decision-making,project financing,project development and land resource acquisition,research and design,project positioning and marketing,enterprise management system and organization structure,human resource management,production management,customer service management analysis,and internal environment factors evaluation matrix(IFE)is used to assess the advantages and disadvantages of the company.The SWOT analysis matrix is used to analyze the advantages,disadvantages,opportunities and challenges resulted from the foresaid study and the prospect,commission and goal of the company are presented based on this.The QSPM matrix is used to analyze the feasibility of the competitive strategy for the company and a conclusion is drawn that among the cost saving strategy,the differentiation strategy and the concentration strategy,the differentiation strategy is the most suitable one for the development of the company.The last part of the paper put forward the enforcement and guarantee for the strategy of the PL Chongqing Company,and detailed measures and suggestions for the enforcement and guarantee of the differentiation strategy are proposed from the aspects of optimization of the basis of the enterprise and important links of enterprise value chain(including project development and land resource acquisition,research and design,cost control and marketing).