ABSTRACT
As the accelerating economic development and improving of people's living standards,
the process of urbanization in China is growing year by accelerated. The real estate industry
as a pillar industry of the national economy in China has played a pivotal role in China's
economic development. The real estate industry is showing rapid development, high-profit,
low degree of market discipline, intense competition overheating phenomenon, in order to
control the excessive development of the real estate industry, the government unveiled a
number of regulatory policies to regulate the real estate market order. For the real estate
business, in the face of national policy changes and fierce competition in the marketplace,
whether competition in the market to get rid of the crisis of survival, continue to maintain a
competitive advantage, invincible, must develop their own internal and external environment
system, the science of sustainable development strategy and implemented in its own
operations and timely adjustment.
N real estate company as the research object, using a combination of qualitative and
quantitative method, the relevant policies, laws and regulations from the real estate industry,
Jilin Province, the regional economic situation, as well as N real estate companies are facing
the external environment and the internal resources and enterprises the ability start the
analysis, SWOT analysis, a detailed analysis of the N real estate company in its own
advantages and disadvantages, there are opportunities and challenges. According to the
actual situation of the N real estate company, with corporate strategic management theory, a
clear differentiation strategy, positioning strategy development, supplemented by low-cost
strategy and decentralization strategy. Worked out according to the strategic positioning of
the grand goal of the strategy for the future development of the N real estate company. In this
study, in actual depth N real estate companies, their operations management analysis, and its
problems, in accordance with the guidelines of the strategic objectives were developed to
improve the organizational structure, strengthening internal management, optimization of
human resources management strengthen the corporate culture to maintain brand image and
establish strategic evaluation system initiatives, N real estate company to ensure the smooth
implementation of the sustainable development strategy, and giving impetus to the
sustainable development of the real estate companies of N.
Key words: Real estate Competition strategy Development strategy
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