The Development Strategy Research Of Hunan Xinyuan Investment Group

Since the end of 20th century, the real estate industry in China has ushered the period of renaissance and prosperity with the trends toward management legalization, hierarchy diversification, framework perfection, trade publicity, construction modernization and profit rationalization. In our country, the real estate industry is still under development with relatively high profit, which spurs other industries' investment on real estate industry. It is very important for real estate enterprises to choose the suitable development strategies with the keen competition and the gradual growth of private economy in real estate industry.In this thesis, the exterior conditions of the company followed by the general economic environment are analyzed at first. It adopts the methodology of combing theoretical analysis and empirical research. After clearing up the opportunities and challenges of the exterior environment of the real estate industry, a detailed analysis and a scientific evaluation are done on the interior resources and capabilities of Hunan Xinyuan Investment Group Limited Company. Based on the above, the thesis decides the development strategy for Hunan XinYuan Investment Group Limited Company by using the theoretical tools of strategic management as well as the countermeasures to carry out the strategy.After the study, the thesis draws the following conclusions: on the one hand, the real estate industry at Changsha is currently at the growing stage of its industry life cycle, among which the short term and long term development are optimistic but the market competition is getting fiercer; on the other hand, Hunan Xinyuan Investment Group should make sure the path to diversification and vertical incorporation and endeavor to achieve the cost leadership and differentiation advantage. In the meanwhile, in order to ensure carry out the strategy, Hunan Xinyuan Investment Group, by taking the current situation of the company into account, must establish the mechanism matching the company strategy in terms of core competence, human resource management, brand management, risk management and organizational reconstruction and so forth.