| This thesis uses the theory of enterprise's development strategy, combining some quantitative concrete methods , to develop strategy of Shandong ZR real estate co., Ltd.The thesis is divided into six chapters , starting with development background of the real estate , which introduces the current situation of SDZR and existing problems, and ideas .Theoretical system and concrete methods are proposed to work on the thesis in the first part.Secondly, this thesis has explained the basic theory of enterprise's strategy.Moreover, this thesis carries on analysis of external environmental factors , such as politics , law , economy , technology , industrial policy , industrial structure , market competition ,etc.; Meanwhile , analysis of an all-round way about inside conditions , such as enterprise's human resources , material resources , technological resources , institutional framework , efficiency , intangible assets ,etc. is made, and, thus, opportunity and challenge, advantages and weaknesses that the enterprise is facing in the external market competition and internal operational state are fully identified.On this basis, AHP method is used to appraise the business situation faced by the enterprise by setting up EFE matrix, and IFE matrix. Then, SWOT method is employed to analyse the strategic schemes for the enterprise. Finally, QSPM matrix is used to quantitatively determine desired development strategy for SDZR company.Some desired strategies are put forward and relevant measures are propesed to realize the desired strategies proposed.
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