| The choice of real estate competitive strategy can help real estate enterprises resolve internal problems.At present,the choice of competitive strategy is an important issue that most real estate enterprises must face and work hard to solve,which is related to the steady and scientific development of real estate enterprises.By carefully studying and judging the political,economic and social environment of the country,and combining the internal factors of the company,the enterprise can find the correct position of the enterprise,and then formulate and implement favorable competitive strategy selection objectives,strategic implementation plans and safeguard measures.After the second half of 2021,due to the impact of policy regulation and enterprise thunderstorms,buyers are no longer only "more" is good,and their overall willingness to buy is declining.If real estate enterprises want to stand out,they must formulate a practical competitive strategy based on the current economic situation and their own actual situation.From 2005 to the first half of 2021,Company D enjoyed the dividend of rising housing prices in Linyi,and its scale continued to expand.From the second half of 2021,affected by the national economic situation and the real estate regulation and control policies,the project has problems such as small premium space,low de conversion rate and slow capital collection.To adapt to the current market,Company D cannot continue to implement extensive scale benefits and a single customer group oriented competition strategy.It must expand its enterprise development ideas,broaden its vision,face the market and seek new competitive development strategies.Based on the theory of competitive strategy selection,this paper adopts the methods of literature research,qualitative research and quantitative research to deeply study and analyze the competitive strategy of D Real Estate Company.First,it introduces the research background,research significance and research status at home and abroad,and expounds the research content and research methods of the paper.Secondly,it briefly introduces the relevant concepts of enterprise strategic management and competitive strategy selection,the basis for competitive strategy selection,SWOT,PEST and other competitive strategy selection research methods,laying the foundation for the following research.Then,on the basis of the introduction of D Company,PEST analysis method and Porter’s five forces model analysis method are used to analyze the macro environment of the enterprise’s competitive strategy and the industry environment,and then the internal environment of the enterprise is analyzed.On the basis of SWOT analysis,the weight of internal and external influencing factors is determined by using AHP,and then the implementation of differentiated competitive strategy is determined quantitatively by using QSPM matrix.Finally,on the basis of clear development vision and competitive objectives,the paper proposes a strategic plan to implement product differentiation and marketing differentiation,and also proposes safeguard measures and control evaluation plans.The research results of this paper on the competitive strategy selection of D Company can provide empirical reference for the research on the competitive strategy selection of the real estate industry,provide help for the competitive strategy selection of D Company,and also provide reference for the competitive development of other similar enterprises,which has strong theoretical and practical significance. |
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