Research On The Development Strategy Of 1+2 Lionful Real Estate Group

In the 21st century, with the prosperity of commercial housing market and rapid development of tertiary housing market, it has become the reality that the sales of second-hand houses surpasses that of the new houses. In the expectable future, the economic pulse of housing market will be mastered by the realtor industry. In this background, it is important for the operation of relevant companies to analyze the developing history of China's realtor industry, to make research on the industry's developing rules and to explore the development strategy and pattern of relaters industry. Such researches can also provide some reference for the industry's healthy development.This paper discusses systematically the theories of strategic management by studying the development history of realtor industry and following the ideas of modern management. And the study emphasizes the process and method of carrying out strategic management and the function of strategic management. By using the model of"PEST"and"Five Forces", this paper analyzes comprehensively the inside and outside environment and competitive factors of 1+2 Lionful Real Estate Group, and by using"SWOT", analyzes the company's advantages and disadvantages compared with competitors and the company's chances and threats under target market environment, makes a package of developing strategies benefiting the enterprise practically, and puts forward specific strategies to carry out and related supporting measures.Based on the research, the author concludes the three strategic elements—"Scale, Chain Operation, Human Resource", two key elements in operating aspect -—"Products, Customers"and five core competitive elements in management aspect—"Brand, Service, Training, Information System, Risk Control". The paper puts forward creatively the assumption that the strategic union with the net information company, bank and housing managing departments should be established. Furthermore, the paper also gives prospective thinking from the customers'aspects on the development of e-commerce in realtor industry.