A Study On Competitive Strategy Of Jinan DX Real Estate Development Co.,Ltd.

More than 20 years have past real estate industry of China since Deng Xiaoping put forward the housing reform in 1980. Presently this Industry is faced with re-shuffle following more and more open of the market in China. Consequently, how to widen their room to survive, seeking their own subdivision market, and extending their lives are the same questions of medium and mini real estate companies. Finding competitive strategy of DX Company is the core mission of this thesis.Through a brief account of basic theory of competive strategy , analyzing characteristics of this industry and companies' competitive strategy of mainland and overseas ,this thesis advances dual-price rigidity of Chinese real estate industry and many problems following with development Meanwhile ,this thesis summarizes the running mode of Chinese real estate company as "omnipotence developer", "finance controller", and "middle mode". According to modern competitive strategy theory, using five-force mode of port ,chain of value and SWOT analysis instrument ,the thesis overall studies the competition enviroment , resources , competence and so on of the DX company's competitive stategy as "Gross cost leader strategy based on the economical mini-house(50 to 70 square meters) market, carefully choosing commercial projects and lightening strength through accumulation". And also we put forward measures such as designing, decorating, technology, green and environment protection, to seek after differentia to fufil our competitive strategy.In order to perform this strategy successfully, we put forward some tactics such as "reform the institution system to reduce management cost", "optimize designing to reduce construction cost", "actively and reliable financial policy to reduce capital cost", "mainly depend on cultivate own personnel to reduce human resource cost", "comparatively core competence running mode to reduce running cost" and so on. This thesis has guidance and reference significance for DX Company and other medium and mini real estate companies.