Research On Differentiation Competitive Strategy Of LS Commercial Real Estate Company

LS commercial real estate company was founded in2013June, a large-scalestate-owned holding enterprise in Shandong Province and a professional companyengaged in management development and commercial real estate business. The parentLS of the company’s Investment Company Limited registered capital of RMB1000000000yuan, with the22subsidiaries, nearly30projects developed are locatedin Shandong, Beijing, Chongqing, Liaoning, Heilongjiang and other provinces andcities, development business covers large shopping plazas, commercial walkingstreets, residential areas, offices, hotels, etc.. After several years of development, theLS property has grown into the development of the volume of4000000square meters,8000000square meters of land reserves. It has a great influence in Shandong and hasa "national strategy" of large integrated real estate development enterprise group.The LS commercial real estate company LS group has a large retail chainindustry for more than20years of operation and years of real estate developmentbackground, can use industrial synergy, government resources, brand advantage, scaleadvantage, business resources and other advantages, integration and utilization ofexisting stores, household electrical appliances, hotel and other activities, the rapidestablishment of the commercial real estate development, and operation platform. Thediversified development of LS group because of its various industries constitutes ashopping center, a complete industrial chain. From the real estate development to allaspects of department stores, supermarkets, hotels, fitness and entertainment areprovided with strong support for the product development of LS commercial realestate company.The main research topic of this paper is the difference between the LScommercial real estate company competition strategy. Through the study of domestic and foreign competition in the relevant theoretical knowledge and research results,combined with the LS commercial real estate company external macro environmentand industry environment analysis, based on the use of Potter’s five forces model,SWOT analysis and other analysis tools, the opportunities of the LS company ofcommercial real estate are: the loose policy environment, sustained, rapiddevelopment of the national economy, continuously improve the people’sconsumption level, Engel coefficient is maintained at the level of affluence, increaseof leisure time, experience consumption by city, the process of urbanization, the twoor three lines of the city have more opportunities, potential entrants and substitutesmall, weak competition. LS commercial real estate company’s threats are: the tightland supply, land costs, loans from financial institutions is not easy to obtain, buyershave strong bargaining power and electronic commerce on the real consumptionshocks in several aspects.Through the analysis of the LS commercial real estate company’s internalenvironment, the LS commercial real estate company’s own advantages are: withinthe regional market is relatively strong market position, relatively better humanresources, good financial conditions, strong working ability and brand resources, goodpublic relations ability and regional markets within the region is good in any and thedegree of brand awareness. The presence of LS commercial real estate Company’sweakness is: relatively weak capability of product design and development, the scaleof the company does not have the superiority, the national development and theenterprise culture lacks special characteristics.The above analysis provides the basis for the LS commercial real estatecompany’s competitive strategy. According to the comprehensive analysis, todetermine the LS commercial real estate companies should choose differentiationcompetitive strategy, and the implementation of measures, the strategy of LScommercial property differences of process control and risk prevention and controlthe security recommendations.Through in-depth analysis of LS commercial real estate company’s competitivestrategy, it provides theoretical basis and operation basis for setting up the enterprise to gain advantages in the competition within the market position of enterprises, a goodbrand image, and it provides references for other companies which are similar to LScommercial real estate companies.