| A City Real Estate Guarantee Co., Ltd. was established in2001with registered capital of10.17million Yuan, approved by municipal government, jointly established by Real Estate Trading Center and Mr. L to provide loan guarantees for the majority of buyers, belonging to the Real estate and Urban-Rural Construction Bureau. It is the first and only real estate guarantee company in A city. The company is special. Firstly, because of its government background, the corporation mostly belongs to the local real estate administrative departments; secondly, it only operates real estate guarantee business.In recent years, the state has increased the real estate macro-control efforts to further control the size of the mortgage. And the real estate guarantee market is no longer a monopoly market. Traditional real estate guarantee companies due to a single variety of businesses, facing a huge dilemma。In the upscale residential hot, and Shandong Province vigorously promotes financial innovation, to bring new business development opportunities to the corporation, A company is looking for new breakthroughs imperative.In this paper, to focus on financial strategy, the status of real estate guaranty industry and financial strategic management theory are outlined. Integrated use the strategic management tools, such as PEST analysis, competitive five forces model, the industry characteristics analysis, come to the opportunities and challenges that the company facing. Through the internal environment and resources analysis, come to the company’s strengths and weaknesses. Through the comprehensive analysis of the company’s internal and external environment, the use of the corporate life cycle theory, the Boston matrix and SWOT analysis, opinion that the company must implement a diversification strategy, the formation of real estate financial services as the core competitiveness, real estate guaranty company, real estate agency and capital management Company linkage development pattern.By analyzing the current situations of the company’s financial management and the requirement of the diversification strategy, the company had to implement the financial strategy. To propose the company’s financial strategy, including corporate investment strategies, financing strategies, budget management strategy, and capital intensive strategy. To ensure the smooth implementation of financial strategy, combined with management, corporate finance, human resources management knowledge to formulate appropriate safeguards, including optimization of the organizational structure, restructuring the business processes of financial management, allocate of the company’s human, financial and other resources reasonably, establish and improve control system and achieve financial goals through effective implementation of the strategic management of financial strategy.Through research, we found that the company’s financial activities have an important supporting role for the strategic management of enterprise development. Enterprises, regardless of size, type, must implement financial strategies suited to their own situations. Competition is not just technological competition, human resource competition; it is the capital competition. Enterprises, to achieve sustainable development, must attach great importance to the financial strategy management. |
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