Research On Differential Competition Strategy Of L Real Estate Company

In the current fierce competition in the real estate market,serious product homogeneity,increasing consumer demand for product quality,and the state's continued regulation of the real estate market,many real estate companies are facing severe market survival pressure.L Real Estate is an integrated real estate company focusing on residential development in China.The current competitive strategy is a cost-leading strategy.However,as more and more real estate companies begin to play a "price war" strategy,L Real Estate has a low cost.The advantages are constantly weakening,and it is more likely to cause quality problems in actual operation.As a result,in recent years,the real estate company L' s recent profits have continued to decline.L real estate companies need to correctly grasp the new real estate product market situation and various challenges they face.New competition strategy to improve the market competitiveness of products.Only in this way can real estate companies achieve sustainable development and be invincible in the fierce market competition.Based on the above background,this study takes L Real Estate Company as the research object,and based on a review and review of related research literatures,it uses PEST analysis and SWOT analysis to analyze the internal and external environment of L Real Estate Company.Based on SWOT analysis,it is proposed that L real estate companies should improve the level of differentiation on the basis of implementing a low-cost strategy,that is,implement a differentiation strategy.This study proposes to combine the previous low-cost strategy with the new differentiation strategy,continue to take advantage of the low-cost strategy,and focus on improving the level of differentiation strategy.The implementation path of differentiated strategy includes the following four aspects.The first is the differentiation of project product strategy,which mainly includes the three implementation approaches of project product positioning differentiation,project product design differentiation,and project product design customization.The second is comprehensive support and services.The differentiation of positioning is mainly achieved by building a life-cycle housing system,mainly through the four implementation methods of hardcover housing,community commercial services,health and retirement services,and community children's education;third,service management differentiation,including service personnel showing differences The two aspects of the marketing and service environment display;the fourth is the differentiation of marketing strategies,which mainly include the use of big data to achieve precise marketing,and the implementation of value marketing strategies.Finally,this study puts forward the safeguard measures for the implementation of the strategy.The first is the guarantee of corporate culture,which mainly includes the two measures of cultivating the unified strategic consciousness of all employees and introducing the value concept into the development strategic planning.The second is the guarantee of human resources,which mainly includes the establishment of a reasonable salary system and the improvement of personnel training and development mechanism.The third is financial security,which includes strengthening financial management and expanding financing channels.The fourth is the guarantee of marketing ability,including the two guarantee measures of paying attention to the cultivation of brand design and strengthening the support of marketing strategy.