Research On Competitive Strategy Of Shenzhen HLY Real Estate Consulting Co.,Ltd.

HLY Company is a private enterprise established in May 2020,focusing on after-sales consulting services for real estate in Shenzhen,the main function is to provide professional real estate after-sales consulting services to buyers on behalf of real estate development enterprises,and do a good job in the communication bridge between development enterprises and home buyers.However,after two years of entrepreneurship and development,enterprises are facing more and more complex macro and micro environments,which have derived more and more problems and challenges.The impact of the new crown epidemic,people’s uncertainty about future expected income,the introduction of relevant policies and regulations,socio-demographic issues,and the continuous changes in the market environment have affected the real estate after-sales consulting service industry in Shenzhen to a certain extent,and how enterprises can maintain their competitive advantage in the environment of gradual slowdown in development is particularly important.This paper mainly uses PEST analysis method,CPM matrix and Porter five forces model to analyze the macro environment,industry environment and competitors in the external environment of HLY,uses the EFE matrix to list the key opportunities and threats faced in the external environment,and obtains a total weighted score of 2.7;analyzes the enterprise resources,capabilities and operation status of the internal environment of HLY in detail,and uses the IFE matrix to list the key advantages and disadvantages faced in the internal environment.The total weighted score is 3.1 points,and on the basis of internal and external environment analysis,SWOT analysis is used to match the opportunities and threats,advantages and disadvantages in the internal and external key factors,and finally determine the "cost leadership strategy" as the best competitive strategy of HLY.In order to ensure the smooth implementation of the "cost leadership strategy",specific arrangements have been made in three aspects: first,specific implementation measures are proposed: controlling cost influencing factors and transforming the value chain of enterprises;The second is to provide guarantees for the implementation of measures: human resource guarantees,system guarantees and other guarantees;The third is to evaluate and control the implementation process of measures: mainly evaluate the effect of the implementation of measures,and control risks,costs and human resources.The specific arrangements of the above three aspects are conducive to the development and growth of the company and the maintenance of competitive advantage in the process of implementing the "cost leadership strategy".