Study On The Differentiation Competitive Strategy Of Qingjian Real Estate Enterprises

Since entering the new century, with the accelerating process of urbanization and the country’s housing system reform, China’s real estate industry has entered a rapid development period. Various real estate companies have sprung up, real estate has become a stimulating national economic development pillar industry. However, as the real estate prices soaring in recent years, the central and local governments frequently introduced a number of regulatory policies which aims are suppress overheated investment in the real estate industry to suppress excessive growth of house prices, such as in the implementation of the key cities for the restrictions, the limit of credit policy, vigorously develop the affordable housing policy, as well as the real estate tax policy.Faced with a complex market situation, choosing the right competitive strategy is particularly important if the real estate enterprises to obtain the survival and development opportunities.In Qingdao local real estate companies, for example, the choice of competition strategy pattern mainly divided into low-cost competition strategy, centralized competition strategy, differentiation strategy. The difference lies in:the small real estate enterprises generally choose low cost competition strategy of enteiprises; the corporate which concentrate resources human, financial and others and the main one or a group of real estate products business generally select centralized corporate competitive strategy; the enterprises which strength of the relatively strong select the differentiation strategy of enterprises.For the low-cost competitive strategy:as a business in terms of cost savings is necessary, but the unduly potential of cost savings aspect is not unlimited. We can not unduly save the costs, otherwise it will affect the quality of housing. For decentralization strategy:because of the real estate is an industry that needs large scale, many resources and capital-intensive, its limitations are obvious. The enterprise simply produce a product does not meet the real estate principle of risk diversification. Compared with the previous two competing strategies, for the current trend apparent homogeneity in terms of real estate, the enterprises which select differentiated competitive strategy are better than the others.CNQC has involved in real estate since 1983.CNQC is the top 500 enterprises of real estate of China and the top 10 enterprises of the overall strength of the real estate development of Qingdao. Qingjian Real Estate Enterprises has developed million square meters every years as the sub-Group of the CNQC. Its products include large residential quarters, office buildings, commercial buildings, villas, apartments. CNQC has formed the strategic layout that its products spread from Qingdao to Shandong Province and further to the whole country after years of development. Qingjian Real Estate Enterprises advance Singapore real estate market since 2008.Differentiation strategy of real estate companies are discussed by combining the case of Qingjian Real Estate Enterprises.