| The real estate industry chain is long, which play a decisive role in driving the national economic development. With the accelerating of urbanization and the effective release of residents’improved needs, the real estate industry continue to develop. With the overheating housing prices in some regions, housing problem have caused the attention of the whole society, our government has issued a series of real estate macro-control policies, the real estate industry are confronted new challenges. Under this circumstance, the middle and little real estate enterprises are in the period of transition.This paper combined the practical backrongd of The Xinxin real estate development Co., ltd., and the implementation of the project TianRunJiaYuan. Improving product quality, strengthen internal management and enterprise’s strategic management, etc., which carried profonud study to transformation of the enterprise management pattern and improvement of the enterprise comprehensive strength. The content includes the following parts: The first part, this part introive theory, summarizs the research ideas and purpose.The second part, including the second chapter to the fourth chapter, combining the implementation of tianrun jre project, we take a analysis of the possibility of real estate transformation, using the relative theory of real estate to analysis the macro, meso and microcosmic environment of program, putting forward the construction ideas which decided enterprise strategic shift. The fourth chapter of this part studies the competitive advantage and the product positioning of the program of development enterprise, Indicates the foundation of promoting enterprise comprehensive strength.The third part including the fifth chapter to eighth chapter.Combined with the product marketing, the financial management, and the project schedule in the process of real estate project development and construction, which provided the way of improving the project management, the financial management and marketing management of the middle and little enterpise.The features of this article are:l.The topic of this paper give prominence to the pratical of study by combining the macro environment of the real estate project location with the concret project.2. This paper put the essence of the theory on concret procedure and methods as much as possible.It not only have the statement of theory but also the analysis of contemporary situation, which show that the combination of theory and pratical.3. this paper, on the one hand through the previous development and construction experience to verify the management and real estate related theory, on the other hand, combined with the local actual and enterprise’s status to materialize the relating theory. By this realized the theoretical knowledge innovation and application. |
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