| With the continuous development of China’s market economy,China’s real estate industry has ushered in a period of rapid development over 20 years.In recent years,China’s real estate market has continued to be hot.Among them,the prices of first-tier cities represented by the North and Guangzhou-Shenzhen continue to rise.The decoration industry closely related to the real estate industry has also achieved sustained and rapid development in recent years.According to the “13th Five-Year Plan” of the Decoration Association,the annual output value of China’s residential decoration and decoration will reach 2.4 trillion yuan in 2020,an increase of 44.57% compared with 2015..By the end of 2017,the total output value of China’s national installed industry has reached 1.78 trillion yuan.Relevant data show that the market prospects for new home decoration and second-hand housing renovation in China are still broad,and the development potential is huge.At the same time,from the current situation of China’s national loading industry,China’s home improvement industry is a highly fragmented industry at present,and there are many competitors in the industry.According to the statistical analysis of relevant data,as of the end of 2017,there are a total of 132,000 home improvement enterprises in China.Compared with 2010,the number of enterprises in the national assembly industry has decreased by 16,000.This indicates that the national equipment industry is gradually realizing the concentration of the home improvement industry.As a newly-renovated old house renovation company,the Biling Company has achieved rapid development in the fierce market competition.However,it still faces fierce competition.In order to further enhance the market competitiveness,this paper combines the actual situation of Biling Company,applies the theory of strategic management,and conducts in-depth research on the competition strategy of Biling Company.Based on literature review and theoretical research,this study clarifies the status quo of competition and the problems and causes of Biling Company through internal and external environmental analysis.On this basis,the SWOT analysis model is formed,and finally the competition strategy of Biling Company and safeguards are established.The relevant research conclusions are as follows.First,Problems in the market competition of Biling companies: After research,this paper finds that the Biling companies still have unclear brand positioning and unfavorable promotion in the market competition,neglecting market channel management and customer value mining,and the product line is single,which is difficult to satisfy the owners.Key issues such as diversified demand,the main reason for the lack of market competitiveness in Biling companies at this stage is that the development of Biling companies is late,brand building,channel management and customer management are still in their infancy,and relevant management systems and market strategies need to be further improved.Secondly,Analysis of internal and external environment competition in BilingXinwu companies: After internal and external environmental analysis,it is known that the development of BilingXinwu companies faces the following opportunities: second-hand housing transactions in Guangzhou,Foshan and Shenzhen continue to be hot,and the development potential of old housing renovation market is huge;The refurbishment industry is fragmented and has not yet formed a leading enterprise,which provides development opportunities for small and medium-sized old houses to be refurbished.Similarly,faced with the influence of real estate market regulation and control policies,second-hand housing transactions may have certain impact,and demand may exist in the short term.The risk of downturn,the fragmentation of the old house renovation industry,the fierce market competition,and the large number of competitors in the industry.At the same time,the Biling Company has stable company management team in the market competition,high overall quality,relatively complete internal management system,outstanding executive team ability,outstanding business development ability,high customer satisfaction,and the overall scale of the company’s business.Smaller,the existing resources and capabilities are more difficult to match the company’s rapid growth requirements,the customer base is still weak,the customer value is still lack of in-depth mining,the company’s business products are relatively single,it is difficult to meet the diversified needs of customers and other disadvantages.Finally,Market competition strategy of Biling Company: Based on internal and external environmental analysis,Biling Company can strengthen the construction of direct sales stores,enhance brand influence,standardization and individualization,meet the diversified needs of customers,strengthen Corporation,and strengthen designers.Construction team,supervision management,rapid promotion of franchise construction,and expansion of small and medium-sized cities.In order to ensure the smooth progress of the company’s competitive strategy,it is necessary to implement the construction of online network channels,enhance market channel capabilities,build employee incentive systems,enhance employee enthusiasm,people-oriented,and strengthen corporate culture.This paper provides a guiding significance for improving the market competitiveness of Biling Company.At the same time,it also provides important reference for the development of market competition strategies for related companies in the same industry. |
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