Study On Competitive Strategy Of Z Real Estate Company In Xian

With increasingly fierce competition environment in the current real estate market, serious product homogeneity, higher demand for the quality of products, and unabated government regulations over the real estate market, many real estate companies are facing tough market survival pressure. Enterprises need to correctly grasp the new real estate product market situation and take proactive attitude to the challenges they face, and strive to develop new competition strategy to improve the market competitiveness of the products. Only in this way can the real estate enterprises achieve sustainable development, and be in an invincible position in the process of fierce market competition.This paper takes Xi’an Z real estate company competition strategy as the main research issue. On the basis of the relevant research literature review and combing, this paper uses the theoretical framework system of PEST to analyze the national, regional as well as the local real estate market’s macro-and micro-market environment combining with the enterprises’ own actual situation to identify potential markets and major competitors with respect to the company’s products. SWOT analysis method and questionnaire investigation are used to judge enterprises’ strengths, weaknesses, opportunities and threats. On this basis, the paper gets the following conclusions:(i) through integration with the external macro environment of PEST analysis and regional real estate market environment analysis, we conclude that the Z company is facing more opportunities than threats;(ii) based on the analysis of the firms’ internal environment, we believe that the Z company’s interior advantages exceed disadvantages it faces;(iii) SWOT matrix analysis suggests that the Z company should make a full use of its advantages by choosing SO strategy and growth strategy as well. Finally, to be consistent with the enterprise development goals, the company should carefully make for its new product competition planning.At last, this paper chooses product differentiation strategy, cost leadership strategy and concentrated production strategy for the company. To ensure successful implementation of those strategies, this study further puts forward resource integration strategy, financing strategy, marketing strategy and talent competition management strategy.