沈阳中铁置业有限公司是中铁置业集团的全资子公司,是一家专业房地产幵发企

业,主要面向东北地区进行住宅、公寓、商业等多种类型的物並开发。面对房地产市场

巨大的发展潜力,各类企业纷纷投资地产行业,市场竞争越来越激烈。沈阳中铁置业有

限公司在东北三省市场所受的竞争压力也越来越大。因此,如何巩固并扩展市场,提高

市场占有率以及竞争优势,是公司面临的主要问题。

本文应用市场营销学的基本理论,对沈阳中铁置业有限公司的竞争战略进行了实例

研究,提出了公司参与市场竞争的基本思路。

在简要介绍沈阳中铁置业有限公司的情况以及存在的问题之后,论文首先从公司的

现状及环境入手,对企业所处的宏观环境,包括政治环境、经济环境、技术环节和社会

文化环境进行了分析。其次,论文分析了公司的行业环境,如竞争对手、供应商、顾客、

潜在竞争者等,并分析了公司内部环境及所面临的市场环境。进而通过SWOT分析,明

确公司竞争的优劣势以及面临的机会和威胁,基于公司经营环境,选择竞争战略,确定

公司竞争的战略目标,并根据战略目标从产品、品牌、人力资源和客户关系四个方面制

定了竞争战略。最后,提出了竞争战略实施的保障措施,如改进企业组织结构、完善服

务体系、加强营销团队建设、加强企业文化建设、构建企业信息门户等。

本研究课题及其研究思路和方法旨在对沈阳中铁置业有限公司制定和实施竞争战

略起到参考作用。

关键词:中铁置业有限公司;房地产行业;市场;竞争战略

Competition Strategy of China Railway Real Estate Group Co., Ltd. in

Shenyang

Abstract

Shenyang China Railway Real Estate Co., Ltd., which is the wholly owned subsidiary of

China railway real estate group,a professional real estate enterprise,develops Residential,

apartments, commercial and other types of property for the northeast region. With the huge

development potential in real estate market, all kinds of companies invest in real estate inustry,

and the real estate market competition is becoming more and more fierce. Shenyang China

Railway Real Estate Co.,Ltd. is facing the increasing pressure from the Northeast three

provinces .Therefore, how to consolidate and expand the market, improve market share and

competitive advantage, are the main problems which the company facing with.

This thesis uses basic theory of competition, studies the case of competition strategy of

Shenyang China Railway Real Estate Co.,Ltd. and puts forward to the basic idea that the

enterprise take in market.

After introducing the Shenyang China Railway Real Estate Co.,Ltd. ‘s situation and

problems,the thesis starts with introducing the company's situation and environment. It

firstly analyses policy environment, economic environment, technology and social culture

environment. Secondly, by analyzing the company's industry environment, such as

competitors, suppliers, customers, potential competitors, the thesis analyses the advantage and

disadvantage of the enterprise, as well as internal and markket environment.And then through

the SWOT analysis, it makes the advantages and disadvantages of competition and the

opportunities and threats which the company facing with clearly. Based on the company's

business environment, we choose the competitive strategy and determine the strategic goal of

company competition. And according to the strategic goals, from four aspects including

product, brand, human resources and customer management, we make the competitive

strategy. Finally, we put forward the implementation safeguard measures for the competition

strategy.At the end,the thesis confirms the specific measure in implementation of the strategy,

such as setting up a comprehensive organization system, improving service system,

strengthening the construction of marketing team, strengthening corporate culture, and

strengthening the construction of company information portals.

The idea and method in this paper will be used in the wok for making and taking out of

the competition strategy in Shenyang China Railway Real Estate Co., Ltd..