Research On TheLand Bank Strategy Of Sino-OceanReal Estate In The Context Of Macro-control

Land reservesis the source of the real estate business, and its importance is self-evident.Lack of land reserves, real estate companies will face a "make bricks without straw" situation; excessive land reserves, will enable real estate companies face a huge burden of funds.Only modest reserves of land, is the strong protection for the real estate enterprises to sustain and develop.In the period of rapid growth in the real estate market over the past decade, many small and medium-sized real estate companies aremaking a rapid expansion and becoming the large real estate companies layout of the countrythrough the constant "conquering".But along with the overheating of investment andthe price of real estate climbing higher and higher, the country’s macro-control policies have gradually overweight, especially Since the beginning of2011. Under the policy implications of "purchase-limit,credit-limit and price-limit", the real estate market’s environment has undergone drastic changes and will continuethe state of depressed.In this market, how will real estate companies to bank land resouces, either to grasp the opportunity of low land prices and low competition or tightening capital reserve for the winter?The land banking behavior is the result of both internal and external factors in the real estate enterprise, so different companies may have different land bank behavior. However, for the land banking strategy, there are rules or principlesenterprises must follow under the macro-control. In this thesis, Sino-ocean real estate company is selected as an object of study. By analyzing the gain and loss of its land banking behavior, the land banking strategy under the macro-control is extracted and studied. The strategy havecertain reference significancefor other real estate companies.The thesis starting from the analysis of the importance of land banking for real estate companies and the complexity of land banking under macro-control.put forwardthe necessity of researchof the land banking strategy under the macro-contronl. And then usingthe PEST analysis and Porter’s five forces model, analy on the macro environment of Sino-ocean real estate company facing, also the inner environment. On this basis, combined with the land reserves ofSino-ocean real estatecompany in recent years, usethe SWOT to conduct a comprehensive analysis. Finally, this paper summarize the key point of land banking.