Research On Product-Otherness Of Residential Exploitation In Real Estate

As a pillar industry of Chinese national economy, the real estate industry plays a vital role in the process of promoting economic development and improving Chinese overall national strength, also helps building a harmonious society. In recent years, as the international economic integration process accelerating, Chinese real estate market gradually becomes normalization and integrity. As to the residential exploitation, the domestic real estate industry began changes from the seller's market to the buyer's market, and that makes an increasingly fierce competition between enterprises. Consequently, how to take a favorable position in the intense market competition and how to reduce the threat from the competitors thereby consolidates its status in this industry are the issues of each real estate enterprise thinking and exploring. In current circumstances of the homogenization of Chinese domestic market products, the otherness between residential developments to meet consumer demand for the personalized pursuit and a good cost-effective access while competitors do not have a advantage of the otherness, undoubtedly show clearly the road for the real estate enterprises development. The author chooses the otherness strategy application of residential exploitation as the theme and aims to improve the level of otherness of residential development ultimately, through researching the otherness strategy deeply and systematically studying its use in science and rationality of residential development.First, by the explanation of the"five-forces-analysis"model, the author puts forward the three basic competitive strategies of the industry competition: cost-leading strategy, otherness strategy and specific strategy, and focus on ways of implementation of the advantages of the otherness strategy. Secondly, in according to the investigation and analysis of residential market the author brings forward some possible breakthrough directions of product otherness——the otherness in room style design, the otherness in landscape design, the use of energy-saving materials and energy-saving technologies, function improving of residential and exploitation of the complex real estate, and comprehensive analysis method using in choosing the a reasonable breakthrough direction to establish a advantage of the otherness. Thirdly, the author focuses on the issues of residential development in the use of product otherness strategy. Finally, the author cites two internal residential development success stories of otherness strategy, and makes a demonstration analysis of application of the otherness strategy in the residential development. In according to some analysis and research data, the author makes a conclusion that the use of otherness strategy in real estate residential exploitation helps the real estate enterprises to establish their otherness advantage and to upgrade the overall competitiveness of theirselves and to further consolidate their positions in this industry. In the course of the implementation of otherness strategy, there could be five feasible breakthrough directions of otherness and integrated analysis method used to choose the reasonable breakthrough directions of otherness. And the real estate companies should focus on two issues that the need to the"degree"of certain product otherness in the residential exploitation and the cost control of product otherness to ensure the successful implementation.