Research On The Development Strategy Of Tianjin East Real Estate Development Corporation

With the development of urbanization in our country, the real estate industry hasdeveloped rapidly and vigorously in China. And it is not only confined to the pull onthe development of economy, but has been deep into the national economic structure,urbanization, people’s living environment, income distribution, resources andenvironment. Compared with the western countries, the real estate market in China isan emerging market and a sunrise industry. Along with the socialist market economicsystem has gradually established and the accelerating process of the urbanization, thereal estate industry has been rapid developed. However, in the process of thedevelopment of the real estate industry, not only the foundation, but also the internalinnovation ability, profit model, anti-risk ability, as well as industrial organizationstructure are weak and at an early stage. At the same time, in order to guarantee thehealthy development of economy, the control of the real estate industry has also beengradually increasing. So among the fierce market competition, how to survive anddevelop has become the key issue for all the real estate companies.Based on the related theory of strategy, the paper chose Tianjin East Real EstateDevelopment Corporation as the research object. In this paper, we analyze the internaland external environment of the company at first, concluding the macro environmentand the industry environment of the real estate industry, then analyze internalenvironment, concluding the history, the ownership structure, the managementstructure, business ability, human resources and financial conditions of the company.Then in turn, the paper use the SWOT analysis to formulate a related diversificationdevelopment strategy for Tianjin East Real Estate Development Corporation and putforward the complementary measures in implementing the strategy.