The Choice Of Competitive Strategy Of Real Estate Enterprises Based On Competitive Intelligence Analysis

With the rapid development of China's social economy,China's real estate enterprises ushered in the golden development stage in the first 15 years of the 21 st century.But then the global economic growth momentum weakened.Around 2015,China's national economy experienced a slowdown in growth,and real estate enterprises also experienced a decline in profit margin and other phenomena.The trend of recovery appeared under the influence of macro-control and self-regulation during 2015-2017,after the real estate market has experienced a sharp shock.The 19 th National Congress of the Communist Party of China put forward the idea that "houses are for living,not for speculation",which set the tone for the follow-up development of China's real estate market.In such a market situation,it is more and more urgent for real estate enterprises to break through the traditional development and management mode and adjust their own competitive strategies in combination with the development of the times.The success of the development strategy of real estate enterprises is not only related to the enterprise itself,but also affects the lives of the relevant residents and the social stability problems caused by it.At present,with the fierce competition in the real estate market,how to choose the market strategy which is suitable for the competitive environment and its own resources has become the first problem that real estate enterprises must face.Based on this thinking,this study introduces the theory of competitive intelligence and competitive strategy into the research of real estate market strategy,and analyzes the competitors and competitive environment of real estate enterprises through the establishment of analysis framework,and then educes its market development strategy.The research results can provide some reference for the theoretical and practical research in the field of real estate.This paper first expounds the background and significance of the research on the competitive strategy of real estate enterprises from the perspective of competitive intelligence,and then makes a literature review on the theoretical research in this field at home and abroad,briefly summarizes the research methods used in this study and the research framework of the full text.Secondly,it introduces the theory of real estate industry,competitive intelligence environment and competitors,cost leading strategy,differentiation strategy and concentration strategy.Thirdly,under the guidance of the development characteristics of real estate enterprises,this paper expounds the construction principles of the competitive intelligence analysis framework of real estate enterprises,and constructs the competitive intelligence analysis framework of real estate enterprises,which includes the competitive environment analysis module,the competitor analysis module and the competitive strategy selection module.Fourthly,taking China Resources Land as an example,this paper analyzes its competitors and competitive environment in Shenyang area by using the competitive intelligence analysis framework of real estate enterprises proposed by this study,and selects the market competition strategies that meet the development needs of enterprises based on the analysis results.Finally,this paper summarizes the innovation and deficiency of this research process,and puts forward the prospect.