Research On Competitive Strategy Of Residential Products Of Midea Real Estate Liaoning Regional Company

Entering the end of the second decade of the 21 st century,China's economic development has made considerable progress.With the gradual improvement of residents' material living standards,people's demand for residential products has undergone tremendous changes.The cyclical nature of the real estate market and the government's continuous regulatory policies have allowed real estate companies to continue to survive the fittest.Many well-known large-scale real estate companies have successively carried out core business upgrades,integration of supporting businesses and the injection of diversified businesses.Midea Real Estate is transforming from the home appliance industry to the real estate industry.Compared with the TOP10 housing companies,the industry influence and comprehensive strength have a large gap in the national market share and the influence of residential products.Driven by this fierce competition,Midea Real Estate must carry out a new round of strategic deployment across the country to reduce the gap with well-known housing companies.From this,we know that the company's strategic formulation will affect the future survival space in the real estate market..And Midea Real Estate Liaoning Regional Company,as the first piece of Midea Real Estate's layout in the Northeast region,plays a vital role in opening up the regional market.But as far as the Liaoshen region is concerned,Midea Real Estate has a relatively low market share in the region and cannot compete with strong competitors such as China Overseas,Vanke,Evergrande,Country Garden,etc.,plus Sunac,Xincheng Holdings and other nearly three years The rapid development of real estate developers,Midea Real Estate Liaoning regional companies face great market competition pressure.If we want to base ourselves on the real estate market in the Liaoshen area,we must formulate a competitive strategy that can cope with market competition and changes under the premise of the development strategy of the head office,so that the enterprise can develop on a longer-term basis.This is the content of this article's research and discussion,which is roughly divided into the following levels:First,based on strategic management theory,this article uses a variety of analytical methods to carry out quantitative and qualitative analysis of the enterprise to find out the problems existing in the enterprise itself and the causes of the problems.At present,the main problems existing in Midea Liaoning regional companies are:(1)Midea Liaoning regional companies lack high-quality land resource reserves.(2)Midea's Liaoning regional company has a relatively simple financing structure and relatively narrow financing channels.(3)Midea Real Estate Liaoning regional company has not been involved in the field of new real estate,and there are relatively few types of residential products.Second,the PEST analysis tool is used to obtain the macro external environment of the company's current region.To achieve long-term and stable development,the company must conform to the external environment.In addition,it is necessary to analyze the environment of the entire real estate industry.Knowing yourself and others can have winning chips in the competition.Then according to Michael Porter's five-force model,the micro-environment of the company's current region is obtained.This method is used to deeply analyze the company's own organizational structure,business capabilities,and operating capabilities,and objectively evaluate its position in the regional environment Position to help companies find their advantage in real estate market competition,and then determine how to maintain the most effective competitive advantage.After conducting a comprehensive investigation,analysis and summary of the internal and external conditions of the enterprise,the SWOT analysis tool is used to clarify the advantages and disadvantages of the enterprise,and the opportunities and threats it faces.Integrating various factors for matrix analysis lays the tone and direction for companies to formulate competitive strategies.Thirdly,carry out strategic selection and implementation.Through comprehensive analysis,two strategies are selected for the development of Liaoning regional companies that are in line with Midea: cost optimization strategy and differentiation strategy,and a series of implementation plans have been formulated for these two strategies.The implementation plan is detailed in the entire process of the residential product project,including the design of residential products,project construction,material procurement,marketing management,and property management.Practice is the best standard for testing the truth.To make the theoretical method concrete and operable,the strategic goal of an enterprise can only be achieved if it is fully applied in practice.Finally,some deviations and changes are likely to occur in the specific implementation process.Therefore,during the implementation of the strategy,corresponding guarantee measures should be given to ensure the smooth execution of the selected strategy,so that the enterprise can obtain an advantageous position in the market competition and realize the enterprise.Long-term development and strategic layout.