Research In Competitive Strategy Of Jinan High-tech Wanda Plaza Co. Ltd

The establishment of Jinan high-tech Wanda Plaza Co. Ltd. Company is due to the project of Jinan high-tech Wanda Plaza. The company is a city company belongs to Wanda Group. Wanda Group found Wanda Plaza in Jinan four road and Quancheng road. It obtained the Jinan citizens and government alike; this laid a good consumer foundation for Jinan high-tech Wanda Plaza Co. Ltd. Although the Wanda Group have higher brand awareness, the better reputation resources, but because of the real estate market ups and downs in 2014.This make Jinan high-tech Wanda Plaza Ltd. have to formulate their competitive strategies. The purpose of formulate competitive strategies in order to have a good development in the increasingly fierce competition real estate market.Firstly, using the PEST analysis method to analyze the macro environment of the company, Potter "five force model" analysis on the company’s industry environment to get the company’s opportunities and threats. The company’s opportunities include the high speed growth of the Shandong economy, national stimulating domestic demand, policy opportunities, the change of customer consumption concept, the high regional recognition, the perfect facilities; the threats are the growth rate down of China’s GDP, the real estate products competition, regional competition pressure, inadequate support of road. Then by using value chain analysis model to analyze the company’s internal environment to get the company’s advantages and disadvantages. The main advantages of the company are high brand awareness, good corporate culture background, scientific organization structure, stable foundation of human resource, the difference of distribution channels, the short development cycle, the diversified financing channels; the disadvantage include the higher product prices, the pessimistic traffic situation. Finally, through the QSPM evaluation matrix analysis to determine the company should choose differentiation competitive strategy. The company should fully tap their own internal resources and using all the external opportunity.The formulation of the strategy is to better implement, for guarantee the strategy effectively implemented, this paper put forward six aspects of safeguard measures, included organization function, professional skills, financing model, human resource management, innovation ability, the construction of enterprise culture. In particular to perfecting the strategy of organization function, security the strategy implementation; respect for the industry rules, upgrading professional skills; financing model innovation, reduce the capital cost; strengthen the human resources management, improve work efficiency; strengthen innovation ability, strengthen the construction of information; pay attention to enterprise culture construction, enhance the brand image.