| Since reform and opening up30years of time, China’s real estate industry has experiencedfrom the initial development, rapid growth to the process of gradually mature. In1998the statecouncil after canceled the welfare housing distribution system, With the deepening of thehousing system reform, Full implementation of the policy, the housing assignment currency,Domestic macroeconomic situation is good, Income growth of growing demand, residents’consumption structure upgrade, improve the internal motivation to housing conditions, housingconsumption credit support power, external driving force of accelerating urbanization process,these factors promote the real estate market an unprecedented prosperity, the real estate industryhas become one of the pillar industries of national economy. The rapid development of the realestate industry, Promoted the rapid growth of national economy, improve the living quality ofresidents; However, as the prosperity of the real estate market is the rise of house prices, in viewof the real estate regulation and control of land policy, fiscal policy, monetary policy, denseindustry also becomes more and more fierce competition, coupled with land, raw materials andartificial cost rise, the real estate enterprise profit space is greatly compressed, competition isbecoming increasingly fierce. This competition will be a process of ebb tide, the threshold of thereal estate industry will gradually raised, comprehensive strength and effective strategicpositioning will determine whether a real estate enterprise can walk how far.Shandong Jincheng Rongji estate company founded in1993, is a major business is realestate development co., LTD., The company launched units Zibo Jincheng industrial co., LTD isa nearly50years development history, the annual output value of more than3billion yuan,across the medicine chemical industry and building of real estate industry large-scale privateenterprise group of the plates. In recent years, The company has development and constructionthe Xinyuan Community, Xilingyayuan Community, Jinxiuhuayuan Community residentialprojects such as, Have achieved good economic and social benefits. At present, The company isdeveloping construction " Cambridge Mingjun" and "Chuntianli" two projects, The company’sbusiness has achieved rapid development, in the regional market have certain fame and influence; But there are also strategic system lacks, land acquisition ability needs to improve, unreasonablestructure of human resources, planning and marketing work needs improvement.This paper related theories of strategic management and the knowledge about thedevelopment of the real estate industry analysis and research, and combining the reality ofJincheng Rongji estate company’s enterprise, discusses the development strategy of the company.Author of Jincheng Rongji estate company internal and external environment facing theenterprise to carry on the analysis, And SWOT model to Jincheng Rongji estate company’s ownstrengths and weaknesses, and analyzes the opportunities and threats faced, And then combinedwith the pattern of development of the real estate industry at home and abroad in recent yearsand related background, Zibo city real estate market macro environment, For the company in themanagement of the existing problems are discussed in this paper. Finally, the author based on therelevant theoretical knowledge of strategic management, the company made an objectiveevaluation of the strategic development present situation, and through the company’s externalenvironment and internal resources analysis and evaluation, combined with the company’smanagement ability and development needs, Discusses the strategic direction of the enterprisedevelopment in the future, and from a strategic system, strategic resources integration ability,enterprise culture construction, enterprise internal management, enterprise brand constructionfive aspects which guarantees the implementation of the strategy of enterprise. |
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