Research On GaoTian(Dong Guan) Real Estate Company Development Strategy

In recent ten years, because of the development of the nation macroeconomy, the domestic real estate industry investment grows quickly and obviously higher than the average level of the whole industry. During 2000—2009 year, the national investment in real estate development is above 20 percent year-on-year. The domestic investment of real estate market scale to 43065 billion yuan in 2009 year, and year-on-year growth 19.9 percent. The Domestic real estate enterprises is developing by a large quantity every year. Meanwhile, in order to keep the real estate industry health steady and continuous development, in recent years, the government has strengthened the macro-control of real estate industry, the local real estate business enterprise was widespread to be subjected to not small of pound at.Along with the national macro-control policies introduced gradually and perfect, the real estate industry in our country faces more intense competition, the real estate enterprise how to formulate feasible development strategy and how to play enterprise competitive advantage, it is urgent need of survival and development for China's real estate enterprise.In this paper, with GaoTian real estate company for research object, by Chinese real estate industry status and developing trends are analyzed, use the enterprise strategic management theory and strategy model, analyze the GaoTian real estate company locates the external macro environment, industrial competition situation, at the same time, to evaluate the enterprise internal resources, using SWOT comprehensive analysis method to find out GaoTian real estate company external opportunities and threats, internal advantages and disadvantages, to company facing opportunities and threats, advantages and disadvantages for matching, and find out the company strategic objectives and the strategic positioning. Using quantitative planning evaluation matrix, selective analysis of corporate competition strategy, to establish the concentrated actualizing strategy primarily, and differentiation strategy as the auxiliary development strategy combinations. In the implementation of the strategy of developing, proposed company organization structure reform and strengthening human resources management, strengthen brand management, strengthen financial operation, to ensure the effective implementation of enterprise strategy.