Research On The Comprehensive Competitive Ability Of Teal Estate Enterprises

Recently,China's real estate industry has developed rapidly,but there are still a number of litters real estate enterprises have not been well developed.At present,the competition in the real estate market has become increasingly fierce,then,the government has put forward a series of macro-policies to regulate it.The development of real estate enterprises is facing an important turning point.The external and internal competitive environments of real estate enterprises are analyzed in order to explore the comprehensive competitiveness of real estate companies.The improvement of the companies' comprehensive competitiveness is helpful to realize the sustainable development of real estate company,and can effectively respond to the increasingly fierce market competition at home and abroad,and to some extent,provide scientific and effective reference suggestions for the government to formulate sustainable development policies of real estate industry.First of all,this paper reviews the basic competitiveness theory of the real estate industry,and then based on empirical research,reviews the comprehensive competitiveness of real estate companies,market specialization and macroeconomic development environment.On this basis,it puts forward the relevant countermeasures to enhance the comprehensive competitiveness of real estate enterprises from the aspects of organizational structure,competitive strategy,competitive system and so on.Then,through the existing research results of real estate competitiveness,combined with the characteristics of the real estate industry from six aspects of debt paying ability,scale strength,operation ability,growth ability,profitability,stock price analysis,23 representative indicators are selected to evaluate preliminarily.Next,we collect the annual reports of Listed Companies in 2016 through official websites such as Sina.Com,and construct an evaluation index system of comprehensive competitiveness of real estate industry.Combining with the actual situation of the development of Chinese real estate industry,we select 16 representative listed real estate companies in China.We use factor analysis and cluster analysis methods,and SPSS21.0 software was used to process the data of annual report of listed companies,calculate the comprehensive score,and rank 16 enterprises.Finally,based on the evaluation results,the existing problems of China's real estate industry are analyzed,and according to the actual situation,specific opinions and suggestions are given to improve the overall competitiveness of China's real estate enterprises.