| This dissertation is on the topic of ZOSCO's real estate development, in accordance with the course of the company's real estate development during the past six years, and the problems arising therein as well as the new condition occurring both internally and externally, it has carried out theoretical analysis and contrastive research, and comes up with strategic location, strategic objective and development tactics. The theoretical analysis and contrastive research made by this dissertation will have operation significance for ZOSCO's real estate development steady and durative as well as enrich the research technique for the domestic real estate industry.This dissertation first of all summarizes the definition and characteristics of real estate, gives a brief description of the current situation of the domestic real estate enterprises, the real estate developments and the current situation and characteristics of Zhejiang real estate, emphatically commenting on the current situation of ZOSCO's real estate development. It puts forward a tentative idea of suitability for real estate development in Zhejiang province owing to the characteristic of "more people less land with well-developed economy" in the area, and some conceptions and strategy adopted during the company's real estate development.Subsequently, the author refers to Jindi (Group) Co. Ltd, making a contrastive research between the two companies' real estate developments from different aspects such as strategic objective, strategic selection, environment development and efficiency development etc. While making contrastive research, the author verifies the leading competitive superiority of the company's real estate development and its location in the real estate, and suggests that ZOSCO should follow the example of Jindi (Group) Co., Ltd during thereal estate development and make use of Jindi's successful experience.Additionally, the author applies SWOT theory to the analysis of internal superiority and weakness as well as external opportunity and threat if ZOSCO takes up real estate development, ascertaining that ZOSCO has the leading competitive superiority of "good relationship with the government", and thus coming to the conclusion that Zhejiang province is suitable for real estate development owing to the characteristic of "more people less land with well-developed economy". The author then reaches a conclusion that ZOSCO should choose the decentralized management strategy, sensibly starting with "third-grade country or country-level city" because of the state macroscopic readjustment and control.Finally, according to the theoretical analysis and contrastive research in previous passages, the author finally establishes the strategic location, strategic selection and strategic objective for ZOSCO's real estate, and comes up with the development strategy in order to reach the strategic objective. The author believes that ZOSCO's real estate should be located as a medium-small sized enterprise, in strategic selection, ZOSCO should make the utmost of the leading competitive superiority of good relationship with the government, starting with the third-grade country or country-level city, following the rule of the low cost expansion, trying to occupy the market by creating "competitive well-known buildings", forming "ZOSCO" brand real estate during development. Making the utmost of "the good relationship with the government" strategy, "consolidating at every step" strategy, "professional brand" strategy and timely choosing decentralized management strategy or boldly developing strategy according to the changes of the external situations, while going steadily up, finally reach the strategic objective of "becoming the famous Zhejiang real estate enterprise".The researches and conclusion made by this dissertation will have important guidance significance for ZOSCO's real estate development, and will surely help the company to take the healthy continuousdeveloping road in its real estate development... |
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