Research On The Competitive Strategy Of Company M

Since the housing reform in 1998,the real estate industry has experienced a golden development stage,and the related system is relatively mature.Since 2016,the growth rate of the industry has continued to slow down,and the negative growth trend in 2022 reflects the peak of the industry scale.At the same time,industry profits continued to decline,especially after the outbreak of the Coronavirus in 2019,profits showed negative growth.Real estaterelated policies have been stepped up layer by layer,"Housing is not frying" and "Three red lines" have made the development of real estate enterprises worse.Real estate enterprises have frequent thunderstorms,Vanke shouted that "the real estate industry has entered the black iron era".The industry is so pessimistic.With the shift of the economy from high-speed development to high-quality development,most enterprises have changed development logic and abandoned the illusion of "high turnover" and gradually turned to the path of steady development.JM,a national benchmark real estate enterprise,entered Jinan in 2018 and established M Company,gradually opening up the high-tech residential market.In the face of the change in supply and demand,M’s advanced technology housing system has brought development opportunities to the company to demand some improvement customers for beautiful homes.Although Company M’s natural background as a central enterprise and its unique technological housing system provide it with the support of relevant policies and financial resources,it still faces many challenges in the red sea competition in the sales market and land trading market.In order to expand the company’s better-quality development and gain more advantages in the fierce competition,it is necessary to formulate a matching competitive strategy according to the company’s current business status.This paper analyzes the external environment and industry environment faced by Company M by using PEST analysis method and Porter’s five forces model analysis method.It concludes the opportunities and threats faced by Company M in the real estate market competition.Then,based on the current situation of the company’s operation,the internal environment analysis is carried out in terms of the main activities and auxiliary activities of Company M,and the advantages and disadvantages of the internal operation of Company M are obtained.Finally,the SWOT analysis method is used to analyze the internal and external environment of Company M.The feasibility of four strategic models of cost leading strategy,differentiation strategy,centralized strategy and diversification strategy is judged,and finally the differentiated competitive strategy that is most suitable for the current development of Company M is selected.Specific safeguard measures have been formulated in terms of human resources security.With the gradual return of the industry to residential attributes,real estate definancialization will become inevitable.The scale of the industry will continue to decline from a high level.The industry will continue to clear and the market concentration will gradually increase.And major real estate enterprises will face fierce competition for a long time.This paper research has important practical application value for the strategic planning and implementation plan of Company M.It also provides reference for the formulation of competitive strategies of other benchmark real estate enterprises.Last but not least,it also provides a theoretical reference for the development of the real estate industry.