Study On Small And Medium-sized Real Estate Enterprises' Survival And Developing Strategy In Guangdong

Small and medium-sized real estate enterprises play an important role in the national economic development, urban construction, prosperity of the real estate market and prevent monopolization of the market. In recent years, with the rapid development of the real estate market and the implement of the series of macroeconomic policies and measures, the survival and development of small and medium-sized real estate enterprises are facing severe challenges. So, it is significant for them to make out the development strategy according to themselves.This paper focuses on the analysis of the present condition and developing strategy of the medium and small -sized real estate enterprises in Guangdong Province based on the inspection of the large number of domestic and foreign literature and the deep investigation of real estate enterprises. The author applies the relative knowledge of economics, management, real estate economics, and integrate qualitative and quantitative analysis; Combine theory and practice, and use other theories such as empirical analysis to study on the present situation and development strategy of Guangdong small and medium-sized real estate enterprises. Firstly, the author gives a definition to the medium and small -sized real estate enterprises according to the national standards and the actual situation in Guangdong. Secondly, through the investigation, the author makes a detailed analysis of the development, the external environment, and the living space in Guangdong small and medium-sized real estate enterprises, at the same time, pointing out that comparing with the big enterprises, there are many disadvantages in management, estate and finance. These kinds of enterprises are facing tough challenges in survival and development, but at the same time, with the accelerates process of china's urbanization and the diversity of market demand , small and medium-sized real estate enterprises market face many opportunities of development. Thirdly, the author gives some strategies based on the successful experiment of Hong Kong small and medium-sized real estate. It is considered that they need land and financial support from the Government and created a favorable external environment for small and medium-sized real estate enterprises; what is more, the enterprises themselves should adopt Specialization strategy, differential strategy, land strategy, brand strategy, strategic alliances, financing strategy, regional development strategies in light of its own reality; fourthly, the author tries to prove his point by the case of Aoyuan Limited Company.