Research On The Competitive Strategy For XD Real Estate Co.,Ltd.

Since the commercialization reform of urban housing in 1998.the real estate industry in China has become one of the pillar industries in national economy due to its huge scale and numerous upstream and downstream related industries.After more than 20 years of rapid development,the industry enters a mature stage wtih slowing growth rate,declining gross profit,and stabilized competition pattern.Under such circumstances,the industry faces unprecedented challenges,such as the increasing concentration of the industry,and resources monololized by leading companies.Especially in recent years,with the outbreak of financial risks accumulated in the high turnover mode of real estates,many small and medium-sized private enterprises have experienced debt crises,which further exacerbates consumers’distrust.In this context,as a medium-sized state-owned real estate company,how XD Real Estate Company can maximize its strengths and avoid its weaknesses,to achieve high-quality development in fierce market competition,is the main research issue of this paper.This paper takes XD Real Estate Company as the research object,under the guidance of enterprise strategic management theory and competitive strategy theory,comprehensively uses literature research,interview,questionnaire survey and other research methods.The aim of this paper is to figure out the political,economic,technological and other problems faced with XD respectively,and analyze the external environment of the company to judge its adaptability.By analyzing the human resources,financial resources and intangible resources currently mastered by XD,this paper is to judge its ability to respond to the internal environment.On this basis,this paper uses SWOT to analyze the opportunities and threats faced by the company,as well as the advantages and disadvantages it possesses to lay the foundation for the formulation of competitive strategies.Starting from the mission and vision of XD,combined with the previous analysis results,this paper conducts a feasibility analysis of the company’s real estate business alternative strategies.Among the strategies,the cost leadership strategy was selected through QSPM matrix analysis.After confirming that XD should adopt the cost leadership strategy,this paper attempts to propose specific measures that the company should take through value chain analysis,including low-cost investment orientation,efficient capital management,reducing land acquisition costs,strengthening project construction costs control and reducing marketing costs.This paper also put forward several safeguard measures to ensure the smooth implementation of the cost leadership strategy in the company,mainly including establishing a cost saving system,improving human resource efficiency,strengthening information construction and reducing service costs.