| China’s real estate industry has experienced rapidly development for many years and now is gradually entering a stable and mature stage step by step. With the improvement of national macro-control policy,China’s real estate industry will face more intense competition. As the general manager of Guizhou Industrial Investment Real Estate Company, a small size country owned company manager, have to think about how to survive from such complicated business environment and to explore practical development strategies to gain competitive advantages. It is not only the company’s urgent need for survival and development, but also has practical and significant meaning. The author will choose his own company as research subject and hope that through this thesis applying the theories and methods learned on the EMAB into practice. It is a way to test learning and also is a reference for the company’s development and decision-making.First of all, this paper analyzed the internal and external strategic environment of Guizhou Industrial Investment Real Estate Company. Through the analysis of the national real estate situation, development trend, Guiyang and Anshun City real estate conditions and other external factors, looking for future business opportunities inherent in the market. Meanwhile, by using the five forces model, analyzed the threat of the industry’s new entrants, bargaining ability of suppliers and buyers, the level of competition between current competitors and proposed to improve the product structure, to introduce advanced concepts and to improve their own power. Secondly, this paper explored the products, internal organization and human resources, operation management, tangible and intangible assets, financial situation and other internal environment factors of Guizhou Industrial Investment Real Estate Company. Considering the company’s problems such as less land reserves, weak financial ability, poor financing and low brand recognition, the author using SWOT method to find out the company’s strengths, weaknesses, opportunities, threats and main direction of development. After analysis, the author clearly put forward that the measures such as differentiate products, functional real estate, branding, integrated development will be taken.Based on the analysis, the author proposed a strategic guiding ideology for Guizhou Industrial Investment Real Estate Company, which depends on innovation, differentiation, specificity and sticks to excellent service and promises. The company will treat real estate development as main business and provide differentiated products to gain competitive ability. Beside focusing on the areas that the company is familiar with,it will pay more attention to cross-reginal development. At the same time, optimizing the internal management mechanism, improving the human resource structure, strengthen technological innovation, increasing capital management capabilities and focusing on brand building.Turning the company from labor-intensive to capital-management type, from using talent type to talent development model, and from operation and management model to technological innovation type.Considering the company’s actual situation, Guizhou Industrial Investment Real Estate Company set its strategic objectives:as long as the stable economic growth of China, taking advantages of the company and strive to looking for the market opportunities. Taking challenges to achieve a size of1000,000square meters develop index,300thousand square meters completion of work and300million yuan real estate selling record. Guizhou Industrial Investment Real Estate Company is a real estate-based, related industries developing medium-sized company. From the perspective of strategy planning, the company set up three stages planning for the next five years and clarify the specific tasks of each stage. Finally, at the strategy choosing part, Guizhou Industrial Investment Real Estate Company has refined its six strategic choice, including competition strategy, regional development strategy, talent development strategy, financing strategy, corporation strategy and brand culture strategy.At last, in order to make sure the implementation of these strategies, the author gave some suggestions, including innovation, reforming property rights and distribution policy, strengthen supervision, improving human resource management ability, creating and spreading brand culture, increasing information system construction and other specific protective measures. |
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