Real Estate Enterprises Competitive Strength Research Based On Life Cycle Theory

Since the reform and opening up,China's real estate industry has made rapid progress.The real estate market has become mature gradually since the beginning of that year.It shows the vigorous development of this industry.According to official statistics,the number of current real estate enterprises is more than 9.3 million.As the transparency of the market is getting higher and higher,the government has established the policy of "reducing storage" and improving the policy of improving the real estate industry.The competition of the real estate industry is becoming more and more fierce.With the constant change of consumer demand,market supply,market demand and other factors,the competition is becoming more and more tough.Real estate enterprises are facing not only the same industry competition of domestic enterprises,but also a large number of foreign and joint venture real estate enterprises which have entered the competition after reform and opening up.Therefore,the challenges of real estate enterprises are extremely arduous.Especially in recent years,the government states that "house is for living,not for investment" in the "Nineteen National People's Congress" work report for the first time in China.The government is calling for removing the commodity characteristics of the house from the political height.With the national macro-controling on the real estate industry constantly,the real estate industry has changed from the "golden age" into the "Silver Age".If the real estate enterprises still use the former "simple" development mode,and do not seek for the competitive strength of growth,then they will be eliminated.If they want to take a place in the fierce competition of more than 90 thousand enterprises,they must take policy as the guidance,seek for the ability to distinguish from other enterprises,and constantly enhance competitive strength.How to evaluate the competitive strength of real estate enterprises well,objectively and accurately is of great practical significance to the formulation for the strategy and the growth of the enterprises.This paper first analyzes the recent research status and achievements at home and abroad,and describes the contents and methods of the evaluation.Secondly,it uses the 12 listed real estate companies as modeling samples by three stages.The model is built by using factor analysis method and AHP method.The AHP method determines the weights of the three stages.The model is built by the factor analysis basing on the three stages' weights.Meanwhile,the whole life cycle unified modeling method,especially with cluster analysis,is applied to verify the original evaluation model,so as to ensure the accuracy of the three stages model.the evaluation and analysis of the competitive strength of the sample enterprises is made through the case analysis,which provides a scientific basis to improve the competitive strength of the real estate enterprises.