Research On The Competitive Strategy Of Residential Development Business Of Jinan Subsidiary Of A Land

The real estate industry is special and concerned because it has a significant impact on economic development and living conditions.In 1998,the process of housing marketization in China began.In this process,the Chinese government has regulated the domestic real estate industry for many times according to the actual situation.In December 2016,the Chinese government put forward the policy orientation of "housing,housing and non speculation",which brought strict regulatory policies.Under the influence of policies,the competition of real estate enterprises is increasing.More and more real estate enterprises pay more attention to survival methods than ever before.A Land,as the operating entity of the real estate business under Group A,a large central enterprise,has walked out of a competitive path with differentiated advantages with the help of the advantages of the parent company and its own business diversification.Jinan Subsidiary of A Land,as one of the subsidiaries of A Land,has obtained competitive advantages with the help of the headquarters,but it also faces risks and challenges.The study on this company contributes to academic and practical progress.This thesis takes Jinan Subsidiary of A Land as the research object.Within the theoretical framework of enterprise strategic management theory,competitive strategy theory and dynamic competitive strategy theory,through three different research methods,this thesis analyzes the competitive environment faced by Jinan Subsidiary of A Land,and uses the EFE matrix and IFE matrix to score.Based on the above analysis,this thesis uses SWOT analysis to summarize the opportunities and challenges faced by Jinan Subsidiary of A Land,and find out its advantages and disadvantages.Next,this thesis studies the mission and vision of this company,combined with the conclusions obtained by SWOT analysis,studies the feasibility of the company’s cost leadership strategy,differentiation strategy and centralization strategy,and then obtains the competitive strategy with the help of QSPM matrix.This thesis suggests that Jinan Subsidiary of A Land adopt the differentiated competition strategy,and tries to put forward the differentiated measures needed to implement this strategy.These measures involve four aspects:product,marketing,service and brand.This thesis puts forward a variety of guarantee measures,involving organizational structure,human resource management,corporate culture,risk management and so on.