Research On Competitive Strategy Of Dongguan Guangda Real Estate Development Co., Ltd.

With the government’s further regulation of the real estate market,the sales price of the real estate market has gradually stabilized,and the sales volume has gradually stabilized after a sharp decline.In recent years,after several rounds of policy control,the real estate market in Dongguan has gradually shown that the supply exceeds the demand,and the competition of major real estate companies has become increasingly fierce.Dongguan local real estate companies represented by Dongguan Guangda Real Estate Development Co.,Ltd.are going to the fourth and fifth tier cities for the development of real estate projects due to the decline in real estate sales in the first and second tier cities and the shortage of real estate projects to be developed.Although this development path can temporarily alleviate the development bottleneck of local real estate companies,it cannot fundamentally form the advantage of sustainable development.This paper takes Dongguan Guangda Real Estate Development Co.,Ltd.as the main research object.First,after sorting out the company’s development process and development status,the PEST tool and the five-force analysis model are used to analyze the external environment from the macro environment and industry structure to clarify the opportunities and threats faced by the company.By analyzing the internal resources and capabilities of the company,the company’s strengths and weaknesses are clarified.Second,SWOT tool is used to analyze opportunities,threats,advantages and disadvantages faced by the company,and to choose the most suitable strategy for the company.After the company’s vision,mission and strategic objectives are determined,the company’s overall competitive strategy is formulated through the company’s total cost leadership strategy,differentiation strategy,and centralized strategy analysis.Finally,after clarifying the company’s competitive strategy,determine the basic principles and steps for the implementation of the company’s competitive strategy.Through the establishment of an organizational structure that adapts to the competitive strategy,optimization and adjustment of the supporting organizational system,effective allocation of human resources,shaping of corporate culture and other measures to ensure the implementation of the company’s competitive strategy can effectively achieve the company’s established business objectives.This paper studies the selection and formulation of competitive strategy of Dongguan Guangda Real Estate Development Co.,Ltd.in order to improve the core competitiveness of the company,break the limitations of local real estate enterprises,and achieve sustainable development of the enterprise.At the same time,this study can provide some reference for regional real estate companies in a similar situation in terms of competitive strategy formulation.