| In recent years, the trend of housing prices rose too fast has been curbed effectively because of the severe housing control policies which were conducted by government. However, the continuous decline in average profit margin of housing market makes commercial real estate gain more attention of real estate companies. Under the tough regulatory policy as well as the competitive environment, the difficulty of project management and capital operation for Real Estate Company has been increased, which raises higher requirements for medium and small real estate companies who want gain competitive advantage.ShenYang Z Commercial Real Estate Company is increasing business scale and the business focus is being shifted from residential real estate to commercial real estate. Firstly, the article uses PEST analysis to analyze the external political, economic, social and technical environment and internal human resource, financial and organizational management. Then use SWOT Model to find the opportunities and threats outside the company and the strengths and weaknesses inside the company. After that, the article presents five directions of competitive strategies for ShenYang Z Commercial Real Estate Company:the differentiation strategy, brand and cultural strategy, regional development strategy, financing strategy and personnel development strategy. To protect the strategies can be implemented smoothly; four safeguards should be paid more attention. They are avoiding risk reasonably, improving capital operation ability, strengthening human resources management and increasing efforts to protect the core resources. Through this study of the development strategy of ShenYang Z Commercial Real Estate Company, it is hoped that the article can offer certain references to the development strategy of commercial real estate company. |
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