A Research On The Blue Ocean Strategy Of NWCL Real Estate Company Limited

In recent years,the Chinese Government has implemented a series of policies for the real estate industry,such as reducing land supply,limit bank loan,increase development and land taxes,which greatly increased the real estate development costs and risks.Compare with last 15 years real estate rapid growing and extensive development pattern,on the coming 13th-five years planning,real estate companies will step into a specialized,large-scale,intensive development stage,this mean that in the future the whole real estate industry,business competition will become increasingly fierce.On top of government implemented controlling policies,rising of land,raw material and labor costs further compressed real estate business profit margins significantly.Finding relatively small risk,less competition market has become crucial and first priority issue for real estate development company to maintain their leading position.NWCL Real Estate Co.Ltd.as one of the top 100 national wide real estate developers in China,their core business are high end residential,large commercial landmarks,shopping malls,office buildings and hotels.How to get through the uncertainty and fierce competitive market situation,finding their own "Blue Ocean",keeping enterprises on top of the list is the main core study of this paper.By using competitive strategy theory,the company's macroscopic environment and the industry's competitive situation were described,summarized and pointed out the necessity of implementing Blue Ocean Strategy in the company.By applying the analytical tools of Blue Ocean Strategy,the company and its main competitors' strategy canvas was built.Combined with the Blue Ocean Strategy "four-step framework",NWCL Real Estate Co.Ltd.sets its own competitive strategy and shapes new value curve.Finally a series of safeguard measures are put forward to ensure the company's blue ocean strategy direction,correctness and performance.Through the above analysis and research,NWCL Real Estate Co.Ltd.develops a viable competitive strategy and creates its own "Blue Ocean" in the fierce competition.