Zf Real Estate Companies, Blue Ocean Strategy In The Uncertain Market Conditions

After several years' bloom, the price of real estate increased sharply, is a signal of the overheat ? The macro economy has shown structure problem for example, too heavyinvestment, imp./exp. Has accounted for too much for GDP. From the last half of 2007, the state has tightened itsmonetary policy, and the policies showed its accumulated effect. At the end of 2007, the real estate developers who used to stock up the lands now face financial pressure, because of the banks' change of their ? credit policies. In 2008, the real estate developers in some cities struggled with the tough market. The supply and demand relation changes obviously, numerous pointviewspop out, such as "turning point theory", "one hundred days shake up" etc. Furthermore, the sudden international economic recession caused by subprime crisis put more weights on China' real estate market. How long this bad times will last? And how bad situation cold it could be? There are so many factors which are uncertain.ZF real estate Co. as a medium sized private company which is based on Shanghai, has experienced baptism of Chinese market for 15 years and been benefited from the environment that the industry is developing with high speed recently. Its strength increases exponentially. But compared with the top 100 Chinese real estate companies, it still has a long way to go. ZF real estate Co. has to confront with intense competition in the market. How can it survive and continue to develop in this background? And furthermore, how can it find out a suitable strategy and a way to create a "blue sea" for itself. Those are the core problems that we will analyze in this article.The essay begins from the three hypothesizes of strategy (environment,errand,strengh), describes and collects the interior and exterior factors of ZF Company; It makes the analysis and appraisement by using the tool "SWOT". Based on it ,the essay combines with using the tree effective tools to analyze the innovation of the "Blue Ocean Strategy".The tools are "the buyer utility map" "the price corridor of the mass" and "the business model guide'Mt is consistent with the creative ideas about the three way-out(characteristic,acception or rejection,combination) of ZF Company's strategy, and conceive a clear blueprint of the small-medium real estate company's strategy innovation..Furthermore, It comes up with the obstacles and problems perhaps will occure in the implementation stages. By this explication, it makes a better combination and enhance the operation degree between the strategy innovation and the fact.