Research On The Competitive Strategy Of Commercial Real Estate Of Vanke Group

With the improvement of social and economic development and national income and the quick increase of China’s consumer market, on the other hand, the government began to carry on the adjustment of industrial structure, economic development mode from stimulating investment gradually transition to stimulate consumption. The development model of the real estate industry has undergone great changes, commercial real estate became the new opportunity for the development of the real estate enterprises.In 2011, Vanke Group to enter the field of commercial real estate, construction of three product system:50000 square, Plaza, neighborhood home. The development of the commercial real estate business has become the Vanke Group, the formation of a new growth point.Based on large amounts of data in the search, learning, combined with the actual development of the current commercial real estate industry, the first commercial real estate concept, characteristics and main categories were described from theory, introduced China’s commercial real estate business development and Vanke Group in the development of commercial real estate and the problems faced by then; analysis of the external environment for the development of the Vanke Group environment around the macro environment and industry, as well as internal resources Vanke Group analysis, provide a reliable basis for the formulation and choice of competition strategy; through the SWOT analysis, find out the existing Vanke Group’s own advantages and disadvantages, opportunities and threats, results show that Vanke Group should adopt the SO strategy and the ST strategy, put forward on the basis of Vanke commercial real estate development business should adopt different competition strategy and brand strategy, the Vanke Group commercial real estate business differentiation competitive strategy put forward the implementation conditions and put forward specific ways and means of implementation of the competition strategy, to provide valuable suggestions for the development of the commercial Vanke Group the real estate business.