Abstract
The rich strength group has been through repeatedly for more than 10years under the real estate market comprehensive booming background rapidly to develop, has developed into a large-scale real estate enterprise from large and middle scale real estate enterprises. In recent years, government macroeconomic regulation and control policy implement tation, real estate market not to consummation and standard. Will join the WTO other towns along with China to have the strength the development enterprise also to enter the market, the rich strength group will be facing the unprecedented challenge. Therefore, the clear market localization and the explicit competition strategy already became the enterprise to be able not but matter of concern.
This article take the rich strength group as the research object, first analyzes the rich strength group the present situation, pointed out it has the ability resources and has marketing ability. If rich strength group's human resources analysis, technological resource analysis, marketing network analysis, internal resources analysis, product income analysis, new project development ability analysis and so on. Then carries on the comprehensive analysis to the rich strength group's internal environment and the external environment, understood the Guangzhou real estate profession current situation, synthesizes the rich strength group the whole competition situation, discovers its suitable market localization and the competition strategy. According to the rich strength group's actual situation, unifies the meager knowledge and the opinion which I studies, carries on the ponder and the discussion from the market localization - competition strategy – competition strategy implementation these three aspects, proposes its suitable localization .
This article to the rich strength group's internal environment, the external environment has conducted the thorough research, establishes the effective competition strategy regarding the rich strength group ,promotes the market share, the foundation first-class real estate enterprise and the enhancement competitive advantage has the certain practical significance; At the same time, in apply theory to reality the foundation, proposed for the rich strength group a competition strategy, has provided the certain actual reference and the model for the next enterprise's competition.
Key words: Competition strategy, Market localization, Real estate