Strategic Thinking On The Adjustment And Innovation Of CITIC (Fujian) Real Estate Company

With over twenty years’development of real estate industry in our country, the market has become more mature, and the system has been gradually improved. Recent years, as a result of the overgrowth in real estate investment, the market has become overheated. In order to regulate the market and stabilize the price, the government has issued a series of forceful macroeconomic control policies, which lead to the rapid decline of demand, and market environment has become more and more complicated, competition is getting fierce.Taken China Trust (Fujian) Realty Development as the object of study, this thesis starts at analyzing both macro and micro industrial environment of the real estate based on the classical analysis frame of strategic management theory. As the market environment is changing severely and the growth space over the whole estate industry is shrinking, this thesis tries to find out the core-competitiveness of the company and establish its competitive position on a basis of the company’s superior resources and capacity. Then it puts forward two strategy thinking. After serious analysis by QSPM model, it chooses the diversification development strategy in the related field of real estate industry namely to start business on Luxury European-style Indoor Lighting industry, and to establish detailed strategy implementation administrative mechanism according to new strategic objective.Linking theory with practice properly and through scientific analysis and demonstration, this thesis sets up a long-term strategy for the great-leap-forward development of China Trust (Fujian) Realty Development. Furthermore, it provides better theory reference and operation meanings to other real estate companies and instructs them to adjust corporate strategies and make practical measures to keep sustainable and steady development.