Competitive Strategy Research Of Jinan POLY Group

China Poly Group Corporation Limited is a large central enterprise managed by the State-Owned Assets Supervision and Administration Commission of the State Council.After nearly 30 years of rapid development,it has formed a development pattern in the fields of international trade,real estate development,engineering services and other seven major industries At the end of 2018,the group's total assets exceeded 1 trillion yuan with 11 subsidiaries and 5 listed companies both at home and abroad.Poly Shandong Real Estate Group Co.,Ltd.entered Jinan in October 2007 and established Jinan Poly Real Estate Co.,Ltd.,whose main business is real estate development and management,property management.In the past ten years,progress has been made in land acquisition,product research and development,marketing management,cost management and control,human resources,customer management and so on,the competitiveness of enterprises has been consolidated and improved,which has laid a good foundation for the sustainable development of the company.The external opportunities faced by Jinan Poly Real Estate are:as the pillar industry of national economic development,the country has issued a series of regulation and control policies,aiming at ensuring the long-term and stable development of the industry;at the same time,the country continues to issue policies to stimulate consumption,consumption potential is being transformed into a driving force for growth;the level of urbanization rate continues to improve,population and urbanization give birth to housing demand;the people's yearning for a better life,the increase in demand for quality improvement,and the growth in differentiated demand brought about by it:the development prospect of scientific and technological residence and green building is broad;innovative operation mode,open the blue sea of diversified management,with a vast space for development;second-tier and third-tier cities have structural development opportunities.At the same time,the main threats are:China's economy is still in the period of three periods of superimposed adjustment,facing the adjustment of industrial structure,investment,export and consumption are facing phased pressure,and economic development has entered a period of low growth;the real estate industry is facing a new round of cyclical adjustment in a short period of time;the degree of industry concentration is further improved,the competition between the existing competitors is becoming increasingly fierce,the competitive pressure is great;policy rigid adjustment,funds face tension,housing enterprises sales high return pressure;the life cycle of the industry has entered a mature period,profits have declined,competition has been strengthened,and it is more difficult to enhance or even maintain market share.The main strengths of Jinan Poly Real Estate are:as the brand strength and resources of the central enterprise,the parent company of the group has a good company culture;more and more perfect enterprise governance structure,management and control system,process construction;unique land resources acquisition experience,ways and related resources accumulation;strong marketing self-marketing team combat effectiveness;the cost advantage of financial management,especially financing management and tax planning;the team has the strengths of unity and cooperation,simplicity and efficiency,cohesion,strong centripetal force and so on.the main weaknesses are:lack of clear development planning and competitive strategy;the investment decision lacks the sufficient research to the market general trend and the profession periodicity judgment;still has room for improvement in the standardization of professional lines;the performance appraisal mechanism in line with the marketization is not perfect,and the follow-up investment mechanism has not really been established and implemented;a lot of room for improvement in customer relationship processing and maintenance,and there are hidden dangers in risk management and control.The competitive strategy choice of Jinan Poly Real Estate Co.,Ltd.:Based on the comprehensive analysis of the external environment,internal resources and capabilities of the enterprise,and the comparative analysis of Professor Michael Porter's three competitive strategies,it is concluded that Jinan Poly Real Estate Co.,Ltd.implements the differentiated competitive strategy,through the land acquisition,product design,marketing management,customer service and other aspects of differentiation measures,strive to achieve differences from competitors,to establish a competitive advantage.In order to implement the above differentiation strategy,safeguard measures have been formulated from six aspects:first,perfecting the organizational structure,with the"Big Operation" thinking to coordinate and control all kinds of work;second,attach cultural construction,building core team,forming unified values;third,focusing on management and control requirements,improving the construction of information platform;fourth,improve the human resources management system from the aspects of recruitment,performance appraisal,training mechanism and so on;fifth,Opening up financing channels,optimize the capital structure,and further strengthen the company's established competitive advantage in capital security;sixth,optimize the recruitment process,strengthen supplier management and control,strict control of "Cost Management".