Twenty-first Century Real Estate Intermediary Company Strategic Analysis

The real estate market of China is expanding rapidly. The number of the real estate corporations is increased by over 3000 in 2003, which is nearly 40 percentage of the number in 2002. For example, there are 8 new real estate corporations in Shanghai per day. Now there are more than 11,000 registered real estate broking organizations over the country. How to get ahead in this excessively competitive but fleetly growing market? Based on the status quo analysis of Century 21 Real Estate China, Stanford Realty Service Company and Shunchi Company, this thesis will put forward a whole development strategy for Century 21 Real Estate China by comparing these 3 companies' advantage and disadvantage. The thesis includes 4 parts as follows.The analysis of the market environment in China, including the macro-environment analysis, the real estate industry analysis and the real estate market analysis.Analyze the status quo of Century 21 Real Estate China, Stanford Realty Service Company and Shunchi Company, and find out each one's advantage and disadvantage from the perspectives of business scope, strategy and enterprise culture. Conclude the comparative advantage and core advantage of each company to bring forward the strategy well and truly.Based on the previous analysis, put forward the strategy of Century 21 Real Estate China by using the SWOT.To ensure the timeliness and the authenticity, most of the data and information in this thesis is from official organizations or authoritative websites, and the remaining is from the conclusion of over 80 questionnaires that the author designed and got back (refer to the part of brand awareness, the analysis of the real estate market in China).