| The real estate industry is an important part of socialist market system. In recent years, there are many changes in Chinese real estate market as a result of a huge number driving factors, especially the uncertainty change of price. Chinese government has taken many measurements to control the real estate market; at the same time, the business enterprise has been paying more attention to its developmental and competition strategy. In other words, business enterprise has to make such strategic decisions as what industry it wants to conduct in, and how to make the use of its resources, so that it can acquire higher profits in the industry than average level.Sea area real estate industry has different industry structures from those inland, because of its location and sea characters. The competition among real estate corporations are very strong, therefore, corporation strategy is more vital in these area. As an important port city standing at Shandong Peninsula and Bohai Sea economic cycle, the real estate industry of Yantai has its own differences and characters.As a result of state-owned corporation reformation, Yantai HuaYu Real Estate Corporation has been developing so many years that has become a well-known brand in Yantai real estate industry. HY has some competitive advantages and disadvantages, further more, there are many opportunities and threats around it. This paper takes HY Corporation as an example, after a field study and data collection, based on the combination of theory and reality, with the help of case study and literary analysis, applies strategic management tools, process, and methods, such as PEST analysis,five forces model, value chain methods, SWOT analysis. There is a research conclusion about HY strategy at last.There are 7 sections in the full article. Chapter 1 is prelude, presents the background, value and research concept of this study, this is the direction of the whole paper; Chapter 2 is basic theories, which are the foundation of thesis research, includes theory of real estate developing and management, and theory of strategic management. Then, chapter 3 is the surroundings and environments analysis of HY Corporation. Mainly including macroscopic surroundings analysis of Yantai, competition structure analysis of real estate industry in Yantai;, the trend estimate of real estate market in Yantai, after these analysis, the opportunities and threats of HY Corporation can be inferred; Chapter 4 is the analysis for the internal resources condition of HY Corporation, among them the corporation history, the organization structure and business project, the value chain and process ability of business activities and so on are studied deeply, this can present a overview of the competitive advantages and disadvantages of HY Corporation. At chapter 5, the developmental and competitive strategy analyzed and decided. In this part, the SWOT of HY is analyzed firstly, then concludes its proper developmental strategies such as business position, and its competitive strategies; Chapter 6 put forward a concrete implementation and control projection about the strategies, the main advices are the budget management and project management model. Chapter 7 is a summery.This thesis takes the development of HY Corporation as background, trying to provide some objective strategy thinking to enrich the real estate theory of Yantai. This thesis can do some good to HY Corporation, it can also give some help to policy-making decision of government. |
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