Or-sun Real Estate Project Management-strategic Management

Standing in the angle of supervisor, this thesis conducts a comprehensive study on theenterprise strategy management of Or-Sun Century Real Estate Co. Ltd (hereafter referred to asOr-Sun Company) by utilizing modern enterprise management knowledge combined with ayear’s practical experience. Relevance theories on strategic management and real estatedevelopment enterprises are introduced first, based on these theories, the thesis analyzes the corecompetence, and internal resources of real estate development enterprises according to theexternal environment real estate enterprises encountered and internal conditions of themselves.Specifically speaking, start with the long-term goals of real estate enterprise, this paper expoundsthe real estate enterprise’s strategic choices based on value chain respectively; then, studies theformulation of real estate enterprise strategy on this basis, meanwhile, analyzes its enterprisestrategy implement from the aspects of consummating enterprise organization structure,reinforcing the internal management, surmounting the resources bottleneck, improvingprofitability and shaping brand etc.Or-sun real estate companies as a starting point, select the company’s strategic managementmodel used in project management and control methods, in-depth research paper work andresearch results as followsthe first part analyzes the market environment of real estate enterprises, as well as the history,current condition and prospect of real estate industry along with the impacts of real propertyterrain to real estate industry; figures out the favorable and negative factors.The second part is a strategic analysis of Or-Sun Company by analyzing resource audit andvalue chain in which indentifies the core advantage and disadvantage and provides basis fordecision making.The third part proposes the principles of the enterprise strategy choice, formulates a generaldevelopment strategy and specific management objectives, figures out the course of action toimplement the development strategy at the same time, and makes a discussion on strategy controland revolution at last.The fourth part is On the development of a performance incentive system and scientificmanagement to the company’s strategic objectives are achieved.