中海地产公司竞争战略选择与实施研究

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1、AbstractWiththedevelopmentofRealEstateindustry,theChina’Srealestatemarketfaceswithincreasingcompetitionandhighspecializationlevel，enteringaperiodofmarket-orientationoperation．Howtoenhancethecompetitivenessisacoreproblemconcernedbyrealestateenterprises．Theu

2、rbanizationinchinaisstillinprogress，∞moreandmorepeoplewillchangefromruraltourbaninthefuture．Besides，varioustypesofcapitalwillalsoflowintotherealestatemarketwhichisheatingupcompetition．Undersuchenvironment，thekeyfactortobeatingthemarketforrealestateenterpri

3、seisimplementingproperstrategicdecisionsandconstructioncompetitiveadvantagesSOastoeffectivelyconfxontthehigherlevelcompetition．Thereisadisputeonconsiderationtobothlow-costanddifferentiationstrategy．T11isarticlemakesaresearchonChinaOverseasProperty’Sselecti

4、onandimplementationofcompetitivestrategyafter2003．ChinaOverseasPropertyhasdevelopedintoanextinctivedifferentiationcompetitiveenterprise，constructedcompetitiveadvantagesandestablishedpriorstatusinChina’Srealestateindustrybyacceleratingbothlow-coststrategyan

5、ddifferentiationcompetitivestrategysincethattime．撇istheCOrecompetitivenessof?Weconsidertherearetwoimportantfactors．Thefirstfactoristhatlowcostbringshighefficiency；thesecondfactoristhatdifferentiationstrategybringsoutstandingquality,innovationandcustomerres

6、ponse．Thisarticleanalyzesandconcludesthatlow-costisthestrategytohigh-speedexpansionofoperationscaleandprofit．11lemainpointsoflow-costarescalereplicationandtheaccelerationofcentralizedprocurement．ChinaOverseasPropertyimplementedthehighqualityofthefourgenera

7、tionproductsandprocesscontr01．，n圮searealestatethroughpropertydevelopment’Snumerousnon-standardization'sworklinks，theoperationflowstandardization,theinstitution,innovativelythestandardization，theinstitutionaswellasgreatlystrengthenedcarriesoutthestrength,th

8、ushasrealizedtheremarkableinnovation．ThroughⅡimplementationsofthecomprehensivecustomerresponseinpropertydevelopmentwithintheenterprise，ChinaOverseasPropertyCompanymanagestheideatorealizethesupeaorcustomerresp