Macro-control Study Of The Competitive Strategy Of Small And Medium-sized Real Estate Companies

In recent years, as national industrialization and urbanization speed up, traditional welfare housing system has come to an end. Meanwhile, our nation has come up with a series of policies to encourage housing consumption. As a result, real estate industry of China has stepped into a new phase of large-scale development. For the special status and important part real estate industry takes in national economy, the nation announces it clearly as the pillar industry of our national economy and helps promote the normal expansion of its market. However, so far the government has not formed a full set of measures to regulate the market of real estate, a newly-developed industry in China. Besides, China's stock market keeps in depression. Speculators are more and more likely to seize every chance to play the market. They buy quickly and sell quickly. All these leads to such phenomena real estate has brought about on home market as "sudden huge profit", "housing price of foam" and "hot money" of foreign capital and foreign funds. In view of these problems, our nation has started a new round of macro-regulation since 2003 when real estate has been listed as one of those major industries to be regulated and controlled. Measures have been raised in succession to regulate and control the two important elements of real estateindustry-------land and capital. Macro-regulation has accelerated the paceof reconstruction of real estate industry, hastened the elimination of those uncompetitive real estate enterprises and also pushed forward the emergence of monopolistic enterprises and the conformity of resources.Confronted with this new environment, real estate enterprises, both large and small ones, must adjust their strategies to guarantee their survival and further development. The author of this thesis has devoted to real estate industry for about fourteen years. The enterprise which he is working with is also faced with such a situation without any exception.In this thesis, the author probes into the differences between different real estate enterprises in adopting their own competition strategies, through the analysis of the necessity of taking such strategies in the new competitive environment under national macro-regulation in accordance with those relative theories of real estate economy, macro-regulation and competition strategies. The author concludes that small-sized real estate enterprises should turn to differentiation development while large-sized ones development of large-scale. At last, the author takes the practice of a small-sized real estate enterprise to demonstrate how to draw one's own competition strategies.