Study On Small And Medium-sized Real Estate Enterprises' Development Strategies Under Macro-control Policies

As housing system reforming,the real estate marketization degree is improving; the real estate industry has been rapidly developing in China.The real estate industry has become one of the most important mainstay industries of national economy, especially more than eighty percent of the small and medium-sized real estate enterprises which have made tremendous contributions to our national economic and social development.In recent years,our real estate is extremely strong;the house price is rising,in view of the overheated real estate market the state has issued a series of finance policy and land policy to carry out macro-control.At present,due to the influence of the international financial crisis and the State macro-control policy,and the real estate industry has entered a period of industry adjustment.So the small and medium-sized real estate enterprises which are lack of competitive advantage in terms of land,capital,management and personnel and many other aspects are threaded and faced with severe challenges.In this context,in order to obtain the opportunities for sustainable development,these enterprises must establish and implement a strategy or strategic portfolio which is suitable for their own developing features and development trend in accordance with the external business environment and their own situation of limited resources.This article introduces the research purpose and significance,research status at home and abroad,as well as research topics and methods of study,followed by analysis the defined standards and existence basis of the small and medium-sized real estate enterprises,and then analysis and evaluate the country'S macro-control policies in the past three years.In addition,in order to understand the changes of the importance degree of the small and medium-sized real estate companies' capacities in the pre-and post the national macro-control policies,this article designs a questionnaire from the real estate value chain perspective.Survey results show that macro-control policies have had seriously effect on the future development direction of small and medium-sized real estate enterprises,and impels a number of small and medium-sized real estate companies to have changed some of the previous non-standard mode of operation,and fully realizes that the strategic management thinking play an important role and significance in the enterprise development,followed by studying the current development status and problems of small and medium-sized real estate companies in detail.At last,this paper applies with the SWOT matrix analysis tool to carry out systematic analysis for the opportunities and challenges of external environment and the strengths and weaknesses of internal condition of small and medium-sized real estate enterprises under the macro-economic control,and then puts forward several typical development strategies for enterprises which are the differentiation strategy,the regional strategy,the cooperative strategy and the specialized strategy available to choose for small and medium-sized real estate enterprises.In the end,proposed policy suggestions which government supports small and medium-sized real estate enterprise development on the land and finance,which has a very important positive significance in creating a good living space and fair competition environment for small and medium-sized enterprises.