Study On The Competitive Strategy Of Shanghai Meikailong Brand Management Co. Ltd.

Along with the regulation of China’s real estate industry will continue to strengthen, consumers of real estate investment is becoming increasingly rational, real estate transactions increasingly depressed, as associated with numerous furniture building materials sales management industry also entered the "cold period". Traditional furniture building materials stores open non promotional activities appear to be no passenger door of the phenomenon, promotion costs are also increasing, coupled with the electronic commerce of effective flow divide makes a lot of stores appear dismantling, empty shop area increased, rent collection difficulty increases, a rapid rise in operating pressure, part of the store had to choose close or even bankruptcy. In the face of such a harsh environment for development, red star Macalline took what competitive strategy to achieve rapid development also stand out from the home building materials sales management industry in many enterprises, the strategy in the implementation process and what problems, these problems and the how to optimize and solve will be the focus of this paper. Hope that through this paper in-depth study of Redstar competition strategy, Redstar competitive strategy optimization put forward countermeasures and suggestions, at the same time for domestic other traditional building materials furniture sales management business in the competition strategy formulation and selection and execution to provide effective reference.The first chapter of this paper puts forward the background of the topic, the purpose and significance of the study, research methods and the framework of the thesis. The second chapter introduces the related theory and literature review. Main research present situation and the development trend of domestic and foreign home building materials circulation industry is introduced, the article analysis the theory used are outlined; the third chapter Redstar external environment were analyzed. At home and abroad to home building materials circulation industry development and the domestic home building materials circulation industry external forms of economic and industrial policies of the state were analyzed, using Porter’s five forces model has carried on the analysis to the internal environment of the Red Star Macalline; in the fourth chapter, the internal environment of Redstar were analyzed. First mode of operation of Redstar company and star of simple introduction, then red star to find out the advantages and disadvantages, opportunities and threats through SWOT analysis. At last, a brief analysis of the main competitors in the industry; chapter five of Redstar six competition strategy implementation are introduced. The sixth chapter summarizes the existing Meikailong in competitive strategy and optimization countermeasures. At last, the conclusion is summed up.This paper belongs to the application of basic research, theoretical significance: to enrich the traditional building materials home sales management enterprise competitive strategy system. Practical significance:the combination of Redstar competition strategy formulation and implementation of the actual situation, study Redstar competition strategy formulation and implementation of the effectiveness and the competition strategy were for the improvement and optimization, it is easy to operate, for other traditional building materials furniture marketing sales management enterprises to provide a reference.