Shenzhen C Group Real Estate During The Twelfth Five-Year Development Strategy Research

Property industry is a highly integrated domain that connects different businessareas and plays an important role in entire economic structure. In the background ofaccelerating the urbanization and the industrialization in China, the property industryhas been built up amazing quick and it is the direct result of the realization ofurbanization and industrialization.In this article, I firstly analysed the overall situation of property industry in China.Then by taking further analysis on the sales and marketing strategy, corporate strategydevelopment, property supply and demand relationship, current market competitionetc., I explained the present situation and further trend of property industry. And Iprovided the practical suggestion to the property development enterprise for theirfuture step.Secondly, I focused on enterprise “C Group” to find out where is its thread andopportunity by using PEST to analyse its internal environment, business model, macrofactor, competitive advantage etc.; I also analysed the industry structure and its majorcompetitors and I concluded that the opportunity is greater that its thread for “CGroup”.Thirdly, I used KSF to analyse its business structure (3major businesses),corporate competitive strategy, business situation and external environmental factoretc. to point out the critical issues of “C Group” and how to overcome these issues.Fourthly, I used SWOT to carry out internal and external analysis. I formulated9strategies as its development direction and emphasise the important of the realizationof housing development strategy. No matter about the sea area1,000,000square meterland reserves, the company going to be listed in the future several year, developingstrategy together with brother company and so on, All these strategies will need themajor controlling shareholder to give the support vigorously.Finally, we concluded what core work shall be the focus of and how to guaranteethe strategy can be implemented successfully. The procedure of the strategic implementation is important and it mainly includes planning, execution, appraisalfeedback, supervision etc. The core work including increases the registered capital,the establishment subsidiary company, the land reserve support, the company assetssecuritization, the stock option scheme and so on, these works are the key toguarantee the overall developmental strategy realization. If the core work were notdone, the end result of strategy will have very much negative impact.