Kunlun Group Real Estate About Agent Construction Development Innovative Strategic Thinking

Currently, high housing prices have become a hot topic, and the regulation of the real estate industry has become the main tasks of successive governments, but the indisputable fact is that the regulation failed since house prices were increasing through these years, and almost no possibility of decline could be seen. The general public has gradually accepted, or passively accepted the fact that decline of house prices is impossible, and formed the goal consistently with the government(but whether it could be realized is still unknown by far)-controlling the speed of rise in house price, at least maintaining it consistent with the GDP growth rate.Regardless of the causes of the high housing price, its harm to society is beyond doubt, whether in terms of social stability or economic development, the most direct consequence is that young people are burdened with it and could not be able to have higher pursuit; with the slow process of urbanization, migrant workers are hindered from entering the city; even indifference to a certain extent were found in their affection due to the high housing price. So we can foresee the determination of the government to control the house prices rise, and the measures to be taken will be more tough and more comprehensive. The development trend of the real estate industry now is that the concentration degree improves rapidly, with the industry profit decreasing year by year, and for the small and medium-sized enterprises, financing channels are single but financing costs are high. For Kunlun Estates Group, one of the medium-sized industries, should have a sober cognition of its situation. Actually for a certain degree of obstacles in development, some adjustment of the direction in development have been made by the company, since a clear strategy can guarantee the enterprises moving towards the correct direction, and some specific requirements will also be proposed to strengthen the company’s management measures.Zhejiang Kunlun Estates Group was established in 1993, with qualified of first-level property development, after more than a decade of development, has become one of the top ten city operators in Hangzhou. Involved in promoting healthy and humane urban construction, the company tries to promote everyone to fully participate in the rapid development of urban construction. At present, the Group has projects in cities of Hangzhou, Tianjin, Anhui, Guizhou, Shandong, Nanjing, Danyang, Wenzhou, Huzhou, Shaoxing, and will have more than 20 projects countrywide. The SWOT analysis of this paper will rely on strategic analysis tools, the analysis by the Kunlun Estates Group’s external environment and its resources capacity, then make strategic options of the company, and on this basis to determine the strategic direction of the Kunlun Group. On this basis, construct the Kunlun Group’s functions and strategies to support the implementation of the strategy of the Group. We also hope that through the analysis and summary of the company’s agent construction mode to provide a reference for the development of small and medium-sized real estate companies.