Competitive Strategic Analysis Of Real Estate Enterprises Based On Low Carbon Economy

Low-carbon economy is the future trend of economic development. Real estate industry is a pillar of national economy, but also the key energy consumption and carbon emission one. So how to implement real estate enterprises'transformation to low-carbon economy successfully, is a subject of high practical and theoretical value.Around the theme of competitive strategic analysis, using real estate enterprises as research object, and low-carbon economy as research standpoint, the framework of strategic environmental analysis is constructed through the PEST analysis model, Porter's five competitive forces model and value chain analysis model, to identify and evaluate changes of external environment and internal environment; Finally, subjects of strategic objectives'positioning and strategic measures' formulating are discussed.This analysis holds that, natural resources, management skills and innovation ability are key factors to obtain long-term competitive advantage for real estate enterprises; low-carbon economy implies a new value, and provides a new opportunity for strategic transformation. Real estate enterprises'transformation to low-carbon economy is the requirement of adapting to macroeconomic policies, and the inevitable result of changes in the competitive environment; real estate enterprises' strategic objective is a integration system of economic and non-economic objectives, it is designed to provide a low-carbon life for consumers; stand on product combination, optimization of value chain, resource integration and innovation of organizational culture, the strategic measures are put forward specifically. In which innovation of product combination aims to create value proposition of more competitive than the competitors; value chain optimization strategy is used to create the unique nature of enterprises' value chain; resource integration help real estate enterprises programing their strengths and weaknesses effectively, innovation of organizational culture opportunities shape the cultural identity in response to low-carbon strategy,and improve the brand influence.