As the competition in the real estate market becomes more and more intense, the strategic choice of housing companies has become a key factor affecting their survival and development. This paper discusses the strategic choice of YX real estate company in the market competition and its marketing path optimization. By using strategic analysis tools such as PEST analysis, SWOT analysis, Porter’s Five Forces Model, and combining the assessment of YX’s internal and external environments, a strategic plan to adapt to the market competition is proposed. In the data analysis section, the company’s strategic direction was quantitatively assessed through the Analytical Hierarchy Process (AHP) and QSPM matrix. The results show that YX company should enhance its competitiveness through differentiation strategy. According to the score of QSPM matrix, the differentiation strategy scored 7.39, which is significantly higher than other strategic choices. Through the hierarchical analysis method (AHP) and expert scores, YX Company scored 2.67 for external opportunities and 2.74 for internal advantages, both higher than the industry average. The conclusion of the study suggests that real estate companies need to choose suitable strategies based on continuous attention to market dynamics, combined with their own advantages, in order to cope with the ever-changing market environment and enhance corporate competitiveness.
