Research On The Competitive Strategy Of F Real Estate Development Corporation

After more than ten years of development,our country’s real estate industry has grown rapidly.In order to develop and seize the market,Company F has adopted a large-scale development strategy in recent years.However,due to the lack of optimism in the real estate market,the company’s debt has risen and it has not brought rapid development to the company.Moreover,it has also led to the company’s low growth rate.Especially after the COVID-19 outbreak,the company’s sales have shown a weak state.At the same time,company F’s asset turnover rate has been at a relatively low level and the net debt ratio has been higher than 100% in recent years.So that has led to a lack of optimism in performance.In order to seize market development opportunities,Company F needs to formulate appropriate corporate competition strategies to further develop and grow.Firstly,this thesis sorts out the concepts of corporate strategic management,corporate competitive strategy and basic theories,such as SWOT analysis,PEST analysis and Porter’s five forces model.Secondly,this thesis combined with domestic and foreign research status and took F real estate development company as the research object and analyzed the internal environment and external of the enterprise in detail.In the environment,the company had problems such as lack of product differentiation,inadequate marketing and deployment and insufficient strategic operation guarantees.Subsequently,the thesis carried out SWOT analysis throught combining with the actual development of the company.It is proposed that the company is suitable for development with a differentiated strategy.Finally,in accordance with the company’s competitive strategic objectives,the thesis formulated four safeguard measures.One is the implementation of talent strategic guarantee,including strengthening the construction of the staff team,strengthening staff training,optimizing the salary system and salary incentive mechanism.The second is implementing resource strategic guarantee,including broadening the sources of funds and rationally controlling land reserve resources.The third is strengthen enterprise service guarantee,including establishing staff team work mode,strengthening enterprise culture construction and optimizing enterprise organizational structure.The fourth is strengthen brand strategy and marketing guarantee,including establishing professional brand positioning team and strengthening marketing ability.This thesis uses company F as an example to analyze the way and it uses their own advantages to overcome the obstacles to strategic transformation in the process of seeking strategic transformation.So it will provide some reference for other companies of the same type.