A Study On The Development Strategy Of Evergrande Group

As the pillar industry of the national economy, the real estate plays an important role inthe national economy. There are thousands of existing real estate enterprises in our country,but they differ from different specifications, levels, regional differences, obvious gradingprofits and short-term profits. The reason is that these enterprises lack of long-term strategicplanning, while Evergrande Group, starting with real estate, illustrates the importance andnecessity of strategic management for enterprises.Based on the background of development orientation in China’ real estate，the theory ofstrategic management and the enterprise development strategy and the universality of thestrategy, and combined with the core competence factors for real estate enterprises and thedifferent stages of the enterprise development, this paper constructs a theoretical mode ofmacro enterprise development strategy which is suitable for most enterprise. At the same time,this paper combines the rapid development of Evergrande Group and concludes the mode ofdevelopment and strategy characteristic of Evergrande Group by deep research and analysisand theoretic ascension of the mode development in Evergrande Group to verify thetheoretical mode. The research of this paper is divided into five parts: Chapter one is theintroduction. It mainly introduces the backgrounds, the significance of the research, theresearch situation at home and abroad, creative viewpoint and the framework. Chapter2is theexplanation of basic theory of strategic management. It mainly introduces the emergence anddevelopment of enterprise’s strategic management theory, the process and levels ofenterprise’s strategic management and the tools for strategic analysis. Chapter3is the analysisof real estate market and the design for the strategic mode of the enterprises. It mainlyexplains the market situation and the framework for the enterprise’s strategic mode. Chapter4is the analysis of the development strategy in Evergrande Group. This chapter takesEvergrande Group as an example and pays more attention to the analysis of developmentstrategy in Evergrande Group. Chapter5is the evaluation and suggestions for the developmentstrategy in Evergrande Group. This chapter makes a short evaluation toward the developmentstrategy in Evergrande Group and gives suggestions for its future’s development strategy.