Competitive Intelligence Research On Real Estate Project Development

As the development of economy internal, the brand recognition of real estate has been widely accepted. A bit of bigger real estate enterprises is developing aging communities. Along with the mergers and acquisitions of smaller ones, oligopoly is gradually forming. New York Times has reported that the Ordos as "ghost town". After that, the bubble of this industry is raising concern. Many problems are emerging, such as overheated investment. Meanwhile, the housing prices artificially high, and the vacancy rate is also increasing. The real estate industry has decisive influence on many other related industries such as the cement, which will face the problem of the loss of the entire industry this year.Confronting with this situation, it is very necessary to analyze and evaluate the quality of a real estate project by collecting information through a variety of ways. This paper is written from the point of view of competitive intelligence, using existing intelligence analysis and theories of information science.Taking example of Nanjing R&F City developed by Guangzhou R&F Properties Co., Ltd., this paper focuses on the competitive intelligence on the development of real estate project and a set of analysis system is constructed including DuPont analysis, five forces model and SWOT analysis.DuPont analysis analyses the profitability, operational capacity and solvency of three typical enterprises by net profit margin, total assets turnover and equity multiplier through datas from annual reports. The analysis result of this case study can also show us how to recognize the management policy and financial leverage of an anterpnse.As for the real estate industry, the immproved five forces model takes the external factors into account. SWOT analysis, within the company’s core competitiveness, lists the strengths, weaknesses, opportunities and threats. At the end of this method some improving strategies are put forward. The paper also has analysed the feasibility of SO, ST, WO, WT strategies from a financial point of view.This case study can contribute to real estate enterprises both theoritically and practically.