Study On The Development Strategy For Real Estate Business Of CITIC South China Group

In recent years, the investment in domestic real estate industry grows rapidly; its speed is higher than the average's speed of the industry. 2000-2006, development and investment in national real estate grew by more than 20% every year. The investment amount in the domestic real estate market reached 1.5 trillion Yuan in 2005, an increase of 19.8% than last year. The next five years, according to 8% growth of the real estate industry to estimate that the investment amount in the domestic real estate will reach 2 trillion Yuan till 2010. As an industry of initial market economy, real estate industry has broad prospects for development, and is a typical sunrise one.With the state's macroeconomic development and the state's macro-control policies being introduced and improved, China's real estate industry is facing more intense competition. It is urgent things that how to formulate strategies for enterprise development, and how to exert enterprise's competitive advantage.This dissertation uses the strategic theory of core competitiveness, and takes CITIC South China Group as an example to study and analyze China's real estate situation and its trend of development, also analyze and evaluate the macroeconomic environment, situation of enterprise development of CITIC South China Group for finding out its external opportunities and threats, internal advantages and disadvantages. Using SWOT method, matches opportunities and threats, advantages and disadvantages of CITIC South China Group, and identifies three alternative strategies of enterprise development. Furthermore, using QSPM method, analyzes development strategy of CITIC South China Group to determine the strategy of core competitiveness primary, and supplemented by a differentiated strategy. In implementing the strategy of development, this dissertation considers that CITIC South China Group should continue to implement its brand's strategy, meantime, strengthen development and management strategies of human resources and achieve the listing. Thus it can ensures that CITIC South China Group has a positive interaction with CITIC Group's other industry, and implement its enterprise strategy effectively.