Study On The Development Strategy For Real Estate Business Of Xiamen East District Investment Company

Enterprise's development strategy, called corporate strategy too, concerns the existence of organizing and long-term development,plays a decisive role in the flourish and decline of enterprises, therefore it is unusual importance. Strategic management rose in western business administration in the seventies of the 20th century, and westerners formed a common understanding quickly: While running any enterprises, the one that is in the centre position should always be the development strategy.Xiamen East District Investment Company is one of the oldest state-owned real estate company of all the real estate investment enterprises in Xiamen, it once enjoyed a brilliant history of growing up in the eighties of the 20th century, after entering into 1990s, its developed stagnantly, lost the good development opportunities, until recent years, it adjusts again, begins to step to the healthy development track. But at this time, the internal and external environment of the company has already changed enormously, and the company faces the problem of changing its strategy. Based on the analysis of its internal and external environmental, combining its own strength and weakness, adopting macroscopic and microcosmic, qualitative and quantitative research approach, attempts to make a kind of feasible development strategy of real estate for Xiamen East District Investment Company.On the basis of theoretical research, firstly the present development situation of Xiamen East District Investment Company is analyzed concretely. Then the thesis focuses on the external development environment of real estate business of the company, using external factor evaluation(EFE) matrix method to estimate the effect of external environment, and makes a conclusion that the company faces with good external development environment. Secondly the thesis analyzes internal resource and the strategic ability of the company, and its four kinds of important internal resources according to the characteristic of the real estate industry, adopts the analytical method of the value chain to analyze its strategic ability, uses internal factor evaluation(IFE) matrix to evaluate the competitive strength of the company, and makes a conclusion that the resources and the strategic ability of the company are in inferior position on the whole, and the core competitive ability of the company is not formed. And then confirms development position and three stage strategic objectives of the company according to the internal and external environment analysis result, utilizes SWOT tool to analyze the company's optional development strategy scheme, choosing different development strategic for different periods, and considers that the company should need to catch the advantageous external environment, accelerate development, and train the core competitive ability. In the part of development strategy implementation, propose that the strategy should be made to ensure an efficient implementation by building up institutional framework and procedure optimizing, manpower resources management tactics, land tactics, financing tactics and brand tactics, etc.