Study On The Competitive Strategies Of Real Estate Enterprises Under National Macro-control Policies

At present, Chinese real estate industry is developing in an unhealthy way, causing a wide range of social conflicts, which is not conducive to social harmony and to the sustainable development of the real estate industry itself. For this reason, the government has issued a number of real estate macro-control policies. As an academic research, this paper focuses on the functions and behaviors of real estate enterprises, study on the possible competitive strategies of real estate enterprises under national macro-control policies. It aims to give the real estate enterprises a reference to make their competitive strategies.Under the current real estate macro-control policies, which competitive strategies should real estate enterprises apply to win out during the intense competition have become the main concern of the paper. By using system analysis method, the paper first classifies the current real estate macro-control policies in three dimensions, which are regulatory level, control object, and control means. They are listed in a table in appendix one, which are the basis of this study. Second, through supply and demand analysis, the paper points out the serious problems that the real estate industry faces under a seller's market. Through contradiction analysis, it points out that the main contradiction in the real estate market is the conflicts between the strong housing demand and the limited housing supply. All these problems and contradictions naturally lead to the introduction of the targeted macro-control means. Third, the paper focuses on the possible business opportunities and effective competitive strategies of the real estate enterprises under the current macro-control policies, which include the existing business portfolio planning, new business planning, appropriate general strategies and necessary cooperation. Then, the paper makes a case study to provide evidence for the research, based on the data and information from a well-known real estate enterprise. Finally, the paper summarizes its contents and innovation points, and proposed suggestions for future research on the subject discussed.The research methods this paper applies include system analysis, literature research, descriptive research, quantitative analysis, interdisciplinary research, case analysis, and so on. The innovation points of the paper is to apply existing theories and research methods to study on new issues, which including the application of conflicttion analysis method, etc. .