Under The Background Of Urban-rural Integration In Chengdu Second Circle City Real Estate Enterprise Development Strategy Research

The author in the study for a master’s degree period, actively participate in research studies, in the residential environment construction and its guidance, the integration of urban and rural areas and real estate development management and did a lot of data collection, field investigation, questionnaire design empirical research to work around degree thesis "under the background of rural-urban integration of real estate enterprise development strategy suburb of chengdu", first published a number of essays, for the writing of this paper laid a solid theoretical discussion and empirical research foundation.As China’s urban and rural areas as a whole the synthetical reform testing district, chengdu urban and rural integration have made the remarkable progress, walk in the front row. The development of rural-urban integration to the real estate industry has brought new opportunities and challenges. With the strengthening of macroeconomic regulation and control policy and market continues to mature, former real estate industry, highly profitable growth of age never to return, the real estate development of main battlefield also gradually from the big city and the city centre to the middle and small cities and the suburb of the city. In this case, all real estate enterprise face of the development strategy of the readjustment and transformation, the past extensive development mode and enterprise management way already can not adapt to the the demands of the new situation, must be forward-looking strategic management ideas to develop and implement the suitable for the development of the enterprise strategy can make the enterprise in market competition in an invincible position.This paper based on the suburb of chengdu "Xin Du" range, the selection of the area within a large real estate enterprise representatives of the "G group" and small and medium-sized real estate enterprise representatives of the "M company" for example research. First of all, the article to the "rural-urban integration theory" and "enterprise strategic management theory" is described; Secondly, the use of "PEST method" to "Xin Du" real estate enterprise from the political, economic, social, and technological four aspects, the exterior environment analysis. At the same time, the use of "potter five competitive forces model", analyzes the current real estate market competition of "Xin Du" structure, and to chengdu and "Xin Du" real estate market situation are briefly analyzed; Third, in the investigation based on "G group" and "M company" of the enterprise internal resources situation and capacity situation on detailed analysis, the use of "VRIO model" to find out the advantages and disadvantages of enterprise internal conditions; Fourth, with external factor evaluation matrix "EFE" and the internal factor evaluation matrix "IFE" lists the enterprise outside of the two specific opportunities and threats and the internal advantage and disadvantage, based on this, using a "SWOT matrix" and "SPACE matrix" draw two enterprise in the current situation should adopt strategic choice. Finally, based on a strategic choice made a detailed strategy implementation suggestion to step and control measures.At present, the factors affected the momentum of development of real estate industry stalled to slow, industry reshuffle aggravate; But in the long run, the real estate industry is still very broad market prospect, and finally in market competition of success will be appropriate, development strategy has long-term vision of the enterprise. Therefore, the enterprise should be to promote the management level, the implementation of the strategic management, make successful enterprise core competitive power, to the fierce competition in the market is in an invincible position. This research has a wider universal significance and certain application value, in the current China’s real estate enterprises have started to strategic transformation of big situation, for the domestic situation in similar to the real estate enterprise development strategy research provide the beneficial reference.