Competitiveness Of Real Estate Enterprises Under The Diversified Development Strategy

China’s real estate market and the whole sector have witnessed a rapid development in the past 40 years since the reform of the housing system.However,housing prices are also rising rapidly.In order to effectively curb the rapid rise of housing prices,our country put forward the concept of "Houses are for living in and not for speculative investment" in2016,and successively issued various control policies.In 2020,the government even issued "Three Red Lines" to reduce the liabilities of real estate enterprises.Coupled with the impact of the COVID-19 pandemic,real estate companies are facing huge turbulence and impact.The strategic transformation of real estate enterprises,especially the diversified development,has become the main way to deal with the crisis,such as Evergrande,Vanke,Longfor and other leading enterprises.In the process of diversified development,real estate enterprises need to correctly evaluate and constantly strengthen their core advantages.In this context,this thesis discusses the competitiveness level of China’s real estate enterprises,and further analyzes the development law and t trend of the real estate industry.First of all,this work demonstrates the development of Chinese real estate sector and relevant research about competitiveness evaluation.Secondly,the competitiveness evaluation index system of real estate enterprises is constructed,including 6 evaluation dimensions of enterprise scale,profitability,debt paying ability,operation ability,development ability and diversified development,and 24 evaluation indicators.Finally,the combined model of entropy method and TOPSIS method is used to empirically test the financial data of 8 A-share listed companies,and compare the ranking of company competitiveness under the evaluation system.This thesis divides the eight real estate enterprises into three grades in the new evaluation model,and summarizes their advantages and disadvantages of competitiveness.To be specific,Vanke,Gemdale and Greenland Holding have a high level of enterprise competitiveness;Zhongnan Construction,Poly Development,Shimao shares of general competitiveness;the competitiveness of Suncity and Jinke shares is relatively low.Based on this,this thesis puts forward some suggestions and measures to improve the comprehensive competitiveness of real estate enterprises.In conclusion,this thesis introduce the diversification into real estate enterprise’s core competence system,and gives the ranking of enterprise competitiveness from the perspective of traditional and diversified development.The conclusion is of great significance to the healthy development and management reform of the real estate industry.