Study Of The Development Strategy Of Beijing China Railway Hua Sheng Real Estate Company

With the fast development of China's economy in recent years, the real estate market shows extraordinary vitality, such as the quickened pace of urbanization course, people's brisk demand for personalized and high-quality houses, and so on. However, with the strengthening of state macro-control, situation of 2010 indicates an increase of marketing degree of the real estate industry. Risks emerging from macro environment, market demand, global competition and new technology, are threatening the normal development of many real estate companies. As to Beijing China Railway Hua Sheng Real Estate Development Co.,Ltd., a special state-owned real estate development company, how to establish its development strategy and certain its functional strategy in a long run, has become the key to victory in this keen competitive environment. Thus, this study has important realistic significance.Based on the basic theory of strategy management, combing the real condition of Hua Sheng, this study analyzes the inside and outside environment of Hua Sheng, concludes its development condition and existing problems, and certains the opportunities and challenges of its development, using strategy analysis tools such as PEST analysis, Michael Porters Five Forces Model, Core Competence and SWOT analysis. This paper would also elaborate the company's strategic positioning, strategic objective, and strategy choosing, and raise suggestions of its development strategy and implementation measures, hoping to have some reference significance for the development of Hua Sheng. This paper holds that Hua Sheng should take development strategy, specifically,·enlarging market share, enhancing brand value, establishing company culture and improving organization structure. At meantime, the company should ameliorate its shortcomings quickly, heighten its management level, absorb and nurture experts, and set up brand strategy, so as to reach a stable development. To prop up the implementation of the overall strategy, functional strategy is also proposed in this paper.