Competitive Strategy Study For Wuzhou International Building Material Center

Since2010, the Chinese government has kept stricken the housing real estate industry more and more sharply. The property-purchasing limitations policy and the loan limitations policy have pushed the housing real estate sales into a trough. The real estate industry is now facing transformation and rectification after rapid development. The development of commercial property has sprung up while the huge unused social funds need to find a new way to go.As to the field of commercial property, there have been numerous research results concerning shopping centers both at home and abroad. As to the current situation, the research on housing circulation industry focuses on the top entrepreneurs’speeches at the annual convention and the newspapers and magazines which circulate in a small scope without any systematic research report.This thesis will include practical, valuable and authoritative research results according to referable literature and personal experience.Firstly, the brief introduction of the Wuzhoucheng Project provides the research background for the analysis in this thesis.Secondly, the external environment and the internal conditions will be analyzed. This thesis will then analyze the housing circulation industry in China and the market in Guangzhou, find the development trend and the competition law of the industry, and conclude the advantages and disadvantages of the Wuzhoucheng Project through comparison and analysis.Thirdly, this thesis will work out the strategy of "ready for option" according to the SWOT analysis and, on the basis of comprehensive consideration, select the strategy of differentiation increment for the Wuzhoucheng Project.Finally, in accordance with the comprehensive analysis of the planning, positioning, design, leasing, promotion, operation, and development for the Guangzhou Wuzhoucheng International Building Material Center, this thesis will completely expatiate the whole process from the planning drawing and the mature operation of the building material shopping center. The research results of this thesis are supposed to contribute to the research on the competition strategy of the enterprises of housing circulation and provide relevant references.