| After the rapid development of 40 years,the real estate has gone into the stock era from the incremental era in China.The commercial real estate is a steady upward trend from the macro level,as a supporting platform for cities.However,some urban agglomerations and first-tier cities are witnessing intensified competition,while some cities are growing faster in second-tier and third-tier blue ocean markets in the past three years.Besides,it brings great challenges and opportunities for the development and operation of commercial real estate of Yute Co.,Ltd.located in Lanzhou New Area,with the change of consumption pattern and the investment concept of consumer groups.It is facing the external environment such as the policy regulation,supply-side structural adjustment and threats from potential entrants,as well as the internal disadvantages of narrow financing channels,vague brand strategy,weak operational capability.It has become the focus of the study,how to make use of opportunities and advantages,and to avoid risks and weaknesses,to formulate a business competitive strategy that can promote the development,and increase the core competitiveness of commercial real estate.The paper uses PEST model,CPM matrix,Porter’s five forces model and other strategic tools to analyze the external macro environment,industry and market environment of commercial real estate business,and conduct a detailed analysis of the internal resources,operational capabilities,operating status and culture.It identifies the external opportunities and threats,internal strengths and weaknesses faced by the commercial real estate business.The EFE matrix and IFE matrix are used for quantitative evaluation,and it was concluded that the opportunity was greater than the threat,and the advantage was greater than the disadvantage.The SWOT matrix is utilized to formulate alternative strategies,and the QSPM matrix is used to make optimization decisions.Finally,"Centralized differentiation strategy" is determined as the competitive strategy of commercial real estate business.In order to guarantee the implementation of the strategy,the paper puts forward five implementation measures: selecting the target market,optimizing the product type,deepening the brand strategy,expanding the marketing channel and improving the operational management.It puts forward six safeguard measures: the human resources management,financial financing management,engineering quality management,marketing management,cost management and information system construction management.Proposed the use of project panorama planning,comprehensive budget management,human resources planning and balanced scorecard for the full range of control to achieve short-term business objectives. |
