Research On Business Strategy Of Shenyang Huaqiang Real Estate Company

With the development of Chinese economy，the disposable income of residentsincreased，and people living standards improved，their requirements for the quality oflife and living environment become higher．In addition，urbanization in our country isstill in rapid promotion，a large number of rural population are poured into the cityevery year；urban residents gradually realize the change from basic demand housing toimproved housing; Urban development needs remake and remove the old buildingsconstantly．The above three main factors offer a rich space for the development ofChina’s real estate market．The development of the real estate market also presentssome new features，such as the increase of market concentration，competition，homogenization of products etc．Shenyang as a central city in the three northeasternprovinces，has a very important influence，and shows a rule that it develops moreslowly than the other second line cities，so by in-depth investigation and analysis ofthe Shenyang real estate market，enterprises can grasp the market situation，getestablished in Shenyang， and build a well-known brand gradually． ShenyangHuaqiang Real Estate Company was founded in2009by its headquarter to capturethe three northeast provinces，benefited from the rapid development of the real estateafter the financial crisis and carried out several large projects quickly in Shenyangsuch as Huaqiang Town, Huaqiang Plaza, etc．Chinese real estate industry has entereda period of adjustment and the state are introducing new regulatory policy constantly，the tightening of monetary causes rise of financial cost, intense competition results inindustry mergers and enterprise alliance. Against the background of new urbanizationafter the18th CPC National Congress, choosing a suitable business strategy forHuaqiang company is the best way to achieve the company’s mission that captures the market of the three northeastern provinces by achieving the long-term development，facing the changing market environment．The paper quotes field research，literature analysis，qualitative and quantitativeanalysis method，and by reviewing the relevant literature of strategic management itgets a theoretical basis，and then uses the strategic analysis model to analyze theexternal and internal environment of Huaqiang company．The process of analysis is：Firstitanalyzes the existing problems in the process of company management and itscauses．Second, it uses a series of strategic analysis model to analyze Huaqiang’sexternal environment，including PEST analysis model to analyze the external macroenvironment of Huaqiang company, and uses Potter’s five forces model to analyze theexternal environment of the industry, and analyzes the company’s internal financialenvironment. Then it uses the SWOT analysis model to get the strategy for Huaqiangcompany to choose，including SO strategy, ST strategy, WO strategy and WT strategy.Also it establishes a long-term development strategy and a short-term developmentstrategy for Huaqiang company，then gets an overall strategy that is based on WOstrategy，including differentiation strategy，overall cost leadership strategy，focusstrategy and the joint management strategy in commercial real estate to reduce thebusiness risk for a fast and steady development. Third, it makes a series of strategicimplementation safeguard measures for Huaqiang company, which include theoptimization of the organizational structure, strengthening and improving of thehuman resource management, improving of the company management level, theinnovation of marketing management, improving of the company brand image, etc.We hope that the strategy and implementation of security measures put forward in thepaper can provide a reference for the development of Huaqiang company.