Shandong Xingsheng Real Estate Limited Company Development Strategy Study

In recent years, as the real estate industry develops fast and the national macro-controlpolicies introduces frequently, the financial crisis of2008has brought bad impacts to to thereal estate industry. The national policy adjusted and the real estate industry policy relaxed asthe result of the financial crisis, the real estate industry is in the vigorous development in2012.Xingsheng estate industry has owned assets amounting to billions of dollars with the rapiddevelopment of it in more than three years, becoming a strong competitive strength of the realestate enterprises star in Zouping. The issue of attention focus macroeconomic control policy,fierce competition in industries, good market opportunities, enterprises’ strength limitationsand what kind of development road enterprises choose.This article analysis the company’s internal and external environment firstly, usingstrategic management theory, enterprise resource theory, enterprise core competence theory,marketing theory, then discusses strategic management concepts carried out in the enterpriseto seek effective competition strategy method, combining with the industry characteristics. Itputs forward the development train of thought about product difference and the brand, usingSWOT analysis, Michael Potter’s five competitive forces model and real estate basic theoryand thinking macroeconomic environment, industry environment and enterprise oneselfcompetition ability. Finally the enterprise focus on product differentiation, brand building,improving management, enhancing the quality of human resources management andestablishing the enterprise culture strategy.