| At the end of 2017,the top 10 real estate developers accounted for 24% of the national sales.In the first half of this year,they reached 30% and the top three accounted for 15%.In the next three to five years,the concentration will be about 40%.It shows that most of the small real estate companies will withdraw from the market,and the real estate industry in China has developed to a basically mature stage.The change is the concentration.The top 10 real estate companies are constantly eroding the share of other real estate companies.China's real estate industry is gradually moving from extensive management to refined management,professional exploration is constantly moving forward,investment and development are gradually separated,and real estate agent construction is developing rapidly.Y Group has 30 years of development experience in the real estate industry,and has a strong competitive strength.The gap between the company and TOP10 real estate enterprises is widening,and the traditional real estate development model is facing serious homogeneous competition.In order to seize the opportunity of agent market and achieve leapfrog development,it is of great significance to study the competition strategy of its new business.Starting from the external environment,this paper quotes PEST analysis,industry environment analysis,competitor analysis,key elements of success analysis,and draws the opportunity and threat of agent business of Y Group.Opportunity is that Y Group,as a national TOP30 real estate enterprise,has a strong brand awareness.It has a great advantage in the transformation of the earning mode of real estate enterprises from relying on land value-added profits to developing value-added profits.In addition,with the improvement of people's living standards,the matching requirements for living are getting higher and higher.The threat is the constant introduction of real estate policy,stabilization of housing prices to combat most of the real estate investment needs,the top 10 real estate companies continue to nibble at competitors' markets,making the gap between housing enterprises wider.Next,further analysis of Y Group's resources and capabilities,draw the company's strengths and weaknesses.The advantages lie in having good real estate operation experience,enterprise brand influence,capital strength,innovation ability and integration ability of front and rear resources.The disadvantage lies in the low efficiency of workflow,the scarcity of professional talents and the imperfect reward system for talents.On this basis,the SWOT of agent business of Y Group is analyzed.It is concluded that Y Group should make use of its own advantages and choose centralized and differentiated competitive strategy,which includes market differentiation,service differentiation and brand differentiation.According to the strategy,set long-term,medium-term and short-term goals for the development of agent business of Y Group.Finally,it puts forward specific strategic implementation and safeguard measures,adjusts the process and structure system,strengthens the incentive guarantee,and creates a brand image suitable for the agent business of Y Group,so as to promote the leap-forward development of the agent business of Y Group. |
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