| Small and Medium—sized Enterprises(SMEs) are an important factor in national economy and play a strategic role in the economic development of various countries in the world. Small and medium real estate companies in the real estate industry accounting for about 85% or more, for the real estate industry also plays an important role. We can say that there is no Chinese real estate market boom without sustainable development of small and medium real estate companies. China's rapid economic growth in the process also stripped of important force. So, how small and medium real estate companies according to market changes and to make adjustments with their own conditions, for its own development strategy formulation has become a worthy of further study, the subject of practical significance.Chinese real estate market has got a rapid growth and development in the second half of 2009. Inhibition of high house prices housing consumption of the residents, and also posed a serious threat to the macro. In 2010, the State has introduced a series of macro-control measures to be contained. Stringent control measures on the real estate industry, especially the vast number of small and medium enterprise of real estate development has caused lots of difficulties.Same situation also occurs in Chongqing. As the only municipality in the West China in Chongqing, rapid economic development has attracted many investors to the real estate market, but for high house prices, the Chongqing Municipal Government also issued a series of local policies related to the control. Chongqing's small and medium-sized real estate company also faces macro-control, and foreign competition, and other great challenges. However, the opportunity and challenge are coexisting. As a national focus on the development of the Western City of Chongqing, has many opportunities for development, small and medium sized real estate enterprises to obtain better development, it must be adjusted according to the market changes its development strategy.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 the analysis and evaluate the country's macro-control policies in the past a few 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 small and medium-sized real estate enterprises. In the fifth Chapter, according to these difficulties, the authors put forward some combined with local actual development strategy for the implementation of the strategy is analyzed. Finally, in order to make analysis more specific, chose a small and medium-sized real estate enterprise in Chongqing as analysis object, through its five years of performance analysis, we find out the actual problem. 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 the puts forward several typical development strategies for enterprises which available to choose for small and medium-sized real estate enterprises. Results of this study for the majority of small and medium real estate enterprises also have universal implications. |
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