Research On Competitive Strategy Of Bernabeu Real Estate Company

Since the reform and opening up,China's economic development has made rapid progress,and the quality of life of the people has been greatly improved.After the13 th Five-Year Plan,China has gradually moved towards a new route of supply-side reform of "high quality and high standards".As a real estate industry with a huge economic contribution rate,it also ushered in new opportunities for development in the new era.However,in recent years,the economic development of Shenyang has not been ideal.Compared with many cities of the same level in the pass,the Northeast has insufficient stamina.In the current complex economic environment,real estate developers need to conduct their own assessments,tap their own potential,develop careful strategic planning and use available development opportunities,which are critical to enhancing corporate competitiveness.Bernabeu Real Estate Company is located in Shenyang City,Liaoning Province.The company's business layout is distributed in Shenyang,Liaoning and its surrounding areas.It is a fast-growing localized real estate company in Shenyang,Liaoning.In order to gain a foothold in the real estate market for a long time in the future and enhance its competitive position in the market,the company must rely on its own resources,combined with the opportunities outside the company nowadays,to avoid threats to the company's development.Bernabéu Real Estate Company is facing unprecedented competition and challenges.Therefore,a new competitive strategy must be re-planned.The full text takes Bernabéu Real Estate Company as the research object.The main context of this article is as follows: first summarize the theoretical basis,including the basic content of corporate strategy,competitive strategy,functional strategy and differentiation strategy;then start the literature research,literature review mainly from the real estate market,real estate The selection of corporate strategy and the implementation of real estate corporate strategy are carried out in three aspects;after summarizing the theoretical basis and literature review of strategic management,analyze the company's existing problems,mainly including low project land value,hidden dangers in capital chain security,and single project product type To find out the reasons for the bottleneck of the company's competitive strategy development,including single financing channels,lack of project review and evaluation,and weak market research.And integrate the macro and micro external environment and internal environment.The macro environment mainly relies on the PEST tool for analysis,while the micro environment is described using Porter's famous five forces model,and the company's SWOT matrix is derived using the SWOT tool.Make the corresponding strategic choices;finally complete the formulation of the competition strategy,select the differentiation strategy,and start to focus on the strategic safeguard measures after the specific measures for the differentiation strategy are described.Among them,the strategy formulation of this paper covers the following parts that need to be strengthened: Bernabéu Real Estate Company insists on using differentiated product design to improve the market competitiveness of residential products,including construction engineering design,construction material procurement and construction quality level management,etc.,And maintain a unique,stable and long-term effective strategic partnership with building material suppliers.The company focuses on product brand positioning and adopts differentiated marketing strategies in marketing management.In the subsequent delivery of construction products,property management should help improve the premium efficiency and ownership of construction products,and the level of management services of the company can improve the company's reputation and visibility in the real estate market.In terms of security,the company's long-term development is mainly supported through corporate culture,organizational management,human resource management,and information management to ensure that the strategic goals are ultimately achieved.