Research On Competition Strategy Of ZiBo Real Estate Co.Ltd

At present, China's real estate industry has been in a new period, in which it is pillar industry in national economy of China and take a sustainable prosperous aspect. But, what is following is house price climbing step by step, the real estate becomes the focus point to which the entire society pays attention.In order to keep the real estate industry healthy, constantly and steady development, The State release a series of land finance-taxation and currency policy to canon and control the industry, making it a "target" of all policy. With the rapid development of China's real estate, the number of real estate company increases significantly, making the competition of the real estate industry more and more fierce; In addition, the cost of land, raw material and labor raises greatly, making the profit of real estate company shrinkage numerously. Facing the status of real estate industry, it is very important for real estate enterprises to choose what kind of competitive strategy to keep the enterprise long-term competitive advantage in the fierce competition in the market of real estate industry.ZiBo LZ Real Estate Co. Ltd, a limited liability company mainly to develop real estate, whose business develop rapidly, built residential projects, such as KaiRuiAn Garden, KaiRuiXi Garden, KaiRuiBi Garden, KaiRuiXianGarden, JiuJiTa Garden and KaiRuiShiDai, and Commercial real estate projects, such as New Era Culture World and LZ Furniture City. But the problem such as lack of Strategic planning system, Unreasonable stock ownership structure, unreasonable use of Enterprise internal resources and lack of the driving force for development exist in this company. In order to enable LZ company to get a sustainable, long-term development, and further competition power enhancement in the market, the competitive strategy suitable for the development of the company is madeOn the basis of property-related theory, this paper, using the method of qualitative and quantitative combination, using PEST analysis ,using Porter's five forces model evaluation and using External Factors Evaluation (EFE) analyze and evaluate the macroeconomic environment and the real estate industry competitive situation in which real estate projects exist, analyze the resources and capabilities of the company, summing up its' competitive advantages and disadvantages, construct the company's SWOT analysis model, seek the best competitive advantages match with the environment opportunities, use Quantitative Strategic Plan Matrix (QSPM) to choose competition strategy, making the competition strategy of focus on product differentiation. According to the competition strategy made above, using related functional strategy theories, the paper provide eight aspects of measures, such as the stockholder's rights structure, the enterprise culture, the organizational structure, the human resources, the financing strategy, to guarantee the implementation of competition strategy.The paper not only benefit LZ corporation, but also instruct the same enterprise as LZ company.