Research On Competitive Structure And Operation Strategies For JZZY Company

The good development of enterprise needs correct strategic position and operation strategy .The operation strategy is served for the enterprise development strategy. The development strategy is the way that an enterprise create values at more markets activities through coordinate and arrangement or construction. The contents of strategies not only contain how to make development strategy, but also cover how to achieve operation strategy of the enterprise. At present, it is still many realty managers think that realty enterprises do not need strategy. That wrong concept is very worried. The wise managers of enterprises can make more clear descriptions to present and future, and make company strategic goals and operation plans in detail. It is predicted to future development as soon as possible. And they perform corresponding measures to adapt environment changes and trade competition.JinZuan Realty Company (JZRC) is situated in a high-stepping development period. It faces the chosing problems of development direction in exploiting real estate such as transverse spread for the outside of Changde district, and lengthways spread for accelerating relevant multi-aspect development and so on. Under the complex environment of market competition, JZRC hope to make strategic development planning and operation strategy, and take fully advantage of enterprise internal resources, make adjust competition structure, in order to maintain and enforce the core of enterprise competition capability. All of these should be the first consider problem of the decision people of JZRC.According to the model of making competition strategy, the paper firstly introduces basis situation of JZRC, business structure and development course, and it analyzes the internal and external environments of JZRC in detail. The analysis of external environments includes the environment analysis of country magnificent policy and analysis of five effect factors in JZRC. The internal environment refers to the enterprise culture, organization, human resource management, production development and so on. At the same time it makes SWOT analysis to the enterprise major business and sideby business. Secondly, it analyses company operation value chains in detail. On the base of environment analysis, it makes the orientation of the enterprise culture concept and value concept. Thirdly, it presents the company strategic position and goals, and makes the operation strategies of realty major business and relevant multi-aspect sideby business around the strategy. Finally, from the angle of strategy performance, it puts strategic performance structures and total performance steps, and makes necessary explanation to the major ensured measures.