Research On Differentiation Competition Strategy Optimization Of Y Real Estate Group In East China

On January 1,2021,the People’s Bank of China and the Ministry of Housing and UrbanRural Development began to implement the policy of limiting developer financing,known as the three red lines,in order to control the growth rate of interest-bearing debt of real estate development enterprises.This also reflects from the side of the present real estate project development speed too fast,a long time to remove inventory,the use of financial leverage is too aggressive and so on.As the real estate market increasingly fierce competition,more and more strict,a second-tier cities of regulation policy of real estate industry has to shift from "profits" to "small profits",especially in Shanghai,nanjing,suzhou,hangzhou is located in the east China regional hotspot cities,more and more enterprise,has realized the competition has not only confined to the geographical position,marketing strategy,product quality,etc.,If you want to stand out,you must consider the competitive strategic level.Based on the severe competition environment faced by the real estate industry,this paper takes Y Real Estate Group’s differentiated competition strategy in East China as the research object,and analyzes the current situation of the real estate industry in East China by PEST analysis,value chain analysis and other methods based on the relevant theories of competition strategy.It includes the status quo of regulation and control policies,land market and sales market,financial supervision and financial status,and competitors,and analyzes the resources and capabilities of Y Real Estate Group in East China.Then,based on the above analysis,this paper studies the existing problems of differentiation competition in East China region of Y Real Estate Group,analyzes the causes of the current problems,defines the optimization measures of differentiation competition strategy in East China region of Y real Estate Group and puts forward safeguard measures.Based on Y real estate group of east China regional differentiation competitive strategy study found that the current differentiation competitive strategy exists serious product homogeneity,the client’s marketing experience,realty service differentiation is not obvious,and the problems such as low financing costs did not translate into profit advantages,the main reason for the focus too competing goods for standard and standardization,lack of experience marketing elements marketing scene,The concept of property service is outdated,and the management mode is too heavy on assets.Therefore,Y Real Estate Group in East China region can comprehensively focus on building health through product development,promote marketing by enhancing customer experience,improve property service level through digitalization,and explore and try the agent construction mode to optimize the differentiated competition strategy.At the same time,in order to ensure that Y Real Estate Group’s regional differentiation competition strategy in East China can be effectively implemented,it is necessary to formulate safeguard measures in human resources,organizational structure,standardization iteration and other aspects.The conclusion of this paper has certain guiding significance for optimizing the company’s differentiation competition strategy,improving the company’s competitive ability in East China,and has certain reference significance for other enterprises to improve the competitive strategy.