YD Corporation Pension Estate Development Strategy

In recent years, China’s aging population increase rapidly, the elderly life quality requirement also is increasing day by day. The contradictions, which are shortage of domestic endowment resources, environment facility backwardness, underserved service, are increasingly prominent. It is imminent to establish a high-end and well-equipped endowment project with the improvement of living standards. What’s more, the ministry of civil affairs proposed pension institutions to adopt the direction of combining the function orientation of development from pure support supply treatment to rehabilitation, education, entertainment. Endowment real estate is becoming the hot spot after commercial real estate, and the pioneer of endowment real estate is growing. To gain a competitive advantage in the competition in the industry, it is urgent for the real estate development enterprise to choose the correct development strategy, and develop and apply with the external macro-environment, to make strategy which meets its resources and capabilities, to change profit model with the changing external environment of ageing problem and real estate regulation policy, and so on.Thesis selects company YD, which is the pioneer of endowment real estate, as the research object. Thesis presents comprehensive analysis of the company’s strategic environment through the theoretical method combined with a case study. Using the SWOT model and strategic position analysis, I put forward the development goals, develop a competitive development strategy and the specific strategies to improve implementation measures, such as the implementation of brand marketing, differentiation market strategy, integration strategy, optimization of the organizational structure, industry strategic alliance and sustainable development strategy.