Shanghai Greenland Group, The International Strategy

Along with the deepening situation of all countries' economy development and economical exchanges, economy globalization trend becomes more and more obvious. The globalization trend brings not only the opportunities, but also challenges to China's economy development. At the same time, it raises a major strategic question to China's enterprises that how to adapt the globalization trend and how to actively participate in the international competition. In order to adapt the trend and to deal with the foreign multinational companies' rapid worldwide expansion, the Chinese government proposed to implement the "going out" strategy. To achieve the internationalization of the real estate business it's necessary to establish the strategic thinking of international operation, expand the scale and level of international operation, and make full use of both domestic and overseas resources and markets, and make us participate in international cooperation and competition in a larger scope and at a deeper level.Under such a background, it mainly discusses the necessity and feasibility of Greenland Group's international operations in the paper. And it introduces the general theory of international operations in order to try to find a theoretical basis to guide the international operations practice of Green Group.This paper is divided in to five parts:PartⅠ: The significance of the topics, the ideas of the paper and the methodology, and the significance of the paper.PartⅡ: Review the international operations theory, and the overview of the international operations theory.PartⅢ: Analyze the necessity to Greenland Group to develop the international operations.PartⅣ: Analyze the feasibility to Greenland Group to carry out the international operations. Analyze the enterprise's external environment, the advantages and disadvantages, and the macro-environment. Through SWOT analysis, point out the feasibility of Green Group to implement international operations.PartⅤ: Analyze the implementation of the Green Group's international operations. Work out the real estate industry's value chain model, the market choice and business model etc. And analyze the process risks of internationalization.Through multi-directional and multi-angle analysis and research on Green Group's international operations, the paper does a useful exploration in the areas of international real estate. And it has certain reference to Chinese real estate enterprises who want to explore foreign estate market.