Research On The Competitive Strategy Of The Jinan Company Of Greentown

Real estate as an important industry in the national economy, is more and more attention. Also due to the "huge profits" era, more and more enterprises in the process of continuous development and expansion, or continue to have new business into. However, due to the continuous changes in national policy, and the growing competition between real estate enterprises, the real estate industry gradually from the "golden age" to "Silver Age", the real estate market is from "the saler’s market" to "buyer’s market".That property buyers become the dominant market, this is the real estate business to put forward higher requirements, how to attract buyers, how to ensure that the reasonable profit, and how to compete in the same industry, the company has become a common issue of real estate companies.Through the research on the advantages of the national real estate development company and the choice of its competitive strategy, we find that different enterprises have different characteristics and different development strategies, and the choice of the competitive strategy is different, so the speed of the development of enterprises is also different. A lot of companies are developing fast, while some companies are still remaining stagnant. So recognize the core strengths of the enterprise, and combined with market demand, to find the most suitable for their own competitive strategy, becomes a very important issue for the development of enterprises.So, through the analysis of the national famous developers, summed up the characteristics of different real estate developers, analysis of other developers how to use their own advantages in the development of Ji’nan Province, the reasons for the rapid development of Ji’nan city itself, and combined with the development of green city, find the current development of Ji’nan Greentown, and compare with other developers to find out the case and direction, to develop a suitable competitive strategy.Paper mainly uses comparative research method and case analysis method, standing in a nationwide perspective bench marking competitors, in the fall to regional companies, by comparison with other developers, and combined with the successful case in the course of its development, and other developers with a high degree of relevance and with reference value of successful cases as a reference. In the analysis process, using PEST model, Porter’s five forces model, SWOT analysis and other tools of strategic analysis, carries on the analysis of internal and external environment of the enterprise, draw the corresponding conclusion.Finally, through comprehensive analysis of the Jinan real estate market research, the development of Jinan Greentown research, the development of other models and competitive strategy for the development of strategic choice, find a suitable strategy for the rapid development of Jinan Greentown.