Research On Competitive Strategy For China Resources Land (Changchun) Co.,Ltd

With the rapid development of the domestic economy,all industries are adapting to the times and opening up new directions for development.At the same time,with the continuous improvement of people's quality of life requirements,housing is not only a place to live,but also a space that can reflect the quality of life.For this reason,housing problems have been a hot topic in real life in recent years,and the real estate industry has received wide attention.The development of the real estate industry is not only related to people's lives,but also an important part of promoting economic growth.In recent years,China's industrial optimization results have been remarkable.All walks of life are gradually improving the system construction.The state strictly controls the real estate industry.After a series of regulatory policies have been promulgated,the real estate industry has basically stabilized.In the past few years,the demand and demand for commercial housing were stable.Nowadays,the level of national consumption is constantly improving,and the demand for home purchases is constantly changing.The majority of market users gradually rely on their own purchase intentions instead of advertising to make choices.The housing needs at all levels are gradually filled,and the market segments are gradually In saturation,in this situation,how to express its own uniqueness has become an important factor that can occupy more market share.This paper makes a detailed analysis of the development history,achievements and existing problems of China Resources Land(Changchun)Co.,Ltd.,and providesa theoretical basis for more clearly defining the brand positioning of the company.Using PEST analysis method,it analyzes the macro environment of enterprises from the perspectives of politics,economy and society.With the help of Porter's five-force model,it effectively analyzes the industrial environment of enterprises;through corporate culture,organizational structure,human resources,etc.In the aspect of the company's internal environment research;using SWOT analysis,analysis of the internal strengths and weaknesses,external opportunities and threats,and the establishment of China Resources Land(Changchun)effective company SWOT analysis matrix.According to the comprehensive analysis,the company should seize the market opportunity,give play to its own advantages,and choose the SO strategy—the growth strategy.Then,according to the company's own characteristics and development trends,the company sets reasonable strategic goals,and combines the company's own situation,through the research and comparison of the three competitive strategies,choose a differentiated competitive strategy suitable for the company's future development.Finally,combined with the influencing factors inside and outside the enterprise,through the analysis of the route of differentiated competitive strategy,the specific implementation plan is formulated.The plan will be optimized from five aspects: brand promotion,land acquisition,product design,marketing planning and service management.Construction.At the same time,in order to ensure the effective implementation of the strategy,this paper also formulated the safeguard measures for the implementation of the strategy,which mainly includes the following aspects:(1)professional skills of the enterprise;(2)human resource management and(3)financial management.This paper strives to consolidate the theoretical foundation and analyze the comprehensive and effective,so that China Resources Land(Changchun)Co.,Ltd.can fully utilize the advantages of the enterprise,make up for the shortcomings,seizemarket opportunities,provide differentiated products and services to customers,and improve products under the implementation of the competitive strategy.The quality and satisfaction of consumers have paved the way for sustainable development.