Competitive Strategy Of YMCI Company

To live is the People's Daily needs,since housing reform in 1998,our country gradually formed a commercial housing as the main trading products of the real estate market.In the guidance of urbanization,local governments make city as the focus of development,efforts to improve infrastructure,development of urban land,investment promotion activities.In Yunnan province,a large number of capital and talent poured into the real estate industry,such as Yunnan Metropolitan Construction Inverstmen group(Referred to as YMCI group),Yunnan Baiyao local companies real estate industry appears the phenomenon of homogeneity and increasing competition in the industry.Since 2010,the real estate industry in Yunnan province facing housing inventories continue to increase,the reversal of the relationship between supply and demand of buyers' willingness to buy and a hit from lending policies,the country's economic recession and a series of problems,at the same time,the government introduced a series of real estate regulation policy,also contributed to the company's operating risk.In the process of real estate development,YMCI company is facing the high cost of land and the construction,long development cycle and high cost of financing objective factors,which cause a greater risk of management and financing risk,the future will face a double pressure of management and sales.In order to the situation of the real estate industry faces many unfavorable factors to win the competition,get the best development,maintain long-term stable operation,so,what is the development direction of YMCI company?Based on the strategic management theory literature,this paper made the YMCI company as the research object,carried on the thorough research of competitive strategy of the company.Firstly,by analyzing the direction of macroeconomic policy and real estate regulation policy,as well as the analysis of Kunming city,and key cities in southwest China's real estate market conditions,combined with the advantages and disadvantages of YMCI company competition ability,the analysis of the real estate market pattern,combined with the internal and external environment,the enterprise target customer groups positioning to create one-stop service experience,meet the diverse needs of consumers.Secondly,in this paper,based on Michael porter basic competitive strategy,cost leadership strategy,differentiation strategy and centralization strategy,through the design and application of quantitative planning matrix(QSPM),making questionnaire,expert grading method,choose the highest score.of differentiation strategy as a competitive strategy of the enterprise.Thirdly,through the analysis of theory combined with the actual,this paper argues that in the next five years if YMCI company want to obtain competitive advantage and stand out in the real estate industry,it should concentrate on perfecting industrial linkage innovative business model,branding and human resources to make their own characteristics,and can stick to.Enterprise strategy is a dynamic and complex problems,in this article,only real estate business in YMCI company has been analyzed and described,there are many aspects that not fully considered.In the real estate industry is currently faced with the big background of the "Reforming on The Supply Side",most of the real estate enterprises began to transform from pure residential developers grim reality,enterprises in the process of actual operation,also need to consider other factors,hope to have certain reference value for other real estate enterprises.