| With Chinese economy is growing fast, real estate industry has become one of the new developing pillar industry of our country for drawing domestic demand and pushing economic growth. Since the based intelligence is not abundant enough and exact enough for item complex positioning, real estate enterprise would make fault in project complex positioning. This miss can result in sale barrier in later period and vacancy houses in market. It limits the continuous ability of real estate enterprise exploit new item, and affects the growing of local economy. So when the enterprise is positioning its new exploit item, the importance of focusing on collecting related intelligence and making competitive strategy is obvious.This paper on the base of some major steps of enterprise competitive intelligence work: collecting, analyzing, and using, applies the methods and theories of competitive intelligence on the process of real estate enterprise project complex positioning. The first part analyses the problems of real estate project complex positioning at present, and discusses the importance of competitive intelligence strategy. The second part study on the working process and range of competitive intelligence in real estate enterprise project complex positioning. Then, integrating the process and the characteristic of real estate project complex position, on the base of the experience that the writer have taken part in a certain project in Chongqing Beibei district, on the competitive position, this paper draws up the competitive strategy of project complex positioning by building SWOT matrix. This paper remedies the shortage of project position at present, offers a reasonable and scientific foundation of real estate enterprise project complex positioning, accelerates the industrialization of enterprise competitive intelligence. |
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