Research On Real Estate Enterprise Expanding Strategy

It is valuable and meaningful to study on how the real estate enterprises to establish and implement enterprise-expanding strategies based on its internal resources and external environment. Expanding is an effective way for real estate enterprises to strengthen their core competitive capacity and for the whole industry to upgrade its level in order to compete with foreign competitors. It is urgent and significant to do such a research work.With Reference to plenty of monographs, journals, thesis and other documents on enterprise strategy and based on the actual research in some real estate enterprises, this paper tries to do a deep discussion about both necessarity of real estate enterprise expanding and systematic methods to establish and evaluate the expanding strategies. Much emphasises were imposed on expanding approaches, external environment and internal resources analysis and expanding strategy evaluation and implementation in this paper. Firstly, with stating current situation of the real estate industry and development of the real estate enterprises in China, motif of this paper was educed. After a general introduction about the existing study on this topic from both domestic and foreign scholars, this paper stressed the importance of the research on expanding strategy for developing and strengthening real estate industry. General rules of enterprise expanding were pointed out from the aspect of enterprise's essences. Thereafter, combining the domestic and foreign study on enterprise expanding strategy with the characteristics of real estate industry and enterprises of China, this paper brings forward special enterprise expanding strategies for real estate enterprises of China. This paper innovatively applies strategy management theory, trading cost theory and industry organization theory to analyse and evaluate real estate enterprise's external environment and internal resources. This paper also uses three-stage strategy selection approach to work out possible expanding strategies for real estate enterprises. In order to select a best strategy for the real estate enterprise, systematic methods to evaluate the suitability, feasibility and acceptability of each possible strategy were discussed.At last, this paper illustrates the implementation of the selected strategy in planning and allocating resources and organization structure. A case study about Vanke also was provided based on the theories stated above. Some further study suggestions about realestate expanding were also brought forward.