The Cultivation Strategies Research Of Market Competence Of Mileage Properties Limited Company

Mileage Properties Limited Company is a private real estate company and has acquired great achievements after more than ten years of development. The company is facing new challenges due to the impact of macro real estate adjustment policy in recent years. The corporation need s to make the appropriate adjustment and transition so that the market competitiveness cultivation is the primary goals of company strategic development.Based on the cutting-edge concepts, ideas and methods of modern real estate enterprise development and according to environment analysis of corporate development, the study builds the SWOT model of corporation to ascertain the advantages, weaknesses, opportunities and threats, and thus raises the cultivation strategies of market competitive and elaborates its application value under the premise that the market and corporation are in a transition period.The corporation advantages includes:consistent goal, rich professionals, significant regional brand, accurate market positioning and market segmentation capabilities, excellent public relations and crisis treatment abilities, continuous technological innovation awareness and capabilities; the corporation disadvantages includes:shortage of own funds, weak financing channel, weak internal control ability, low pay incentive, inefficient human resource development model, lagging management concept; the corporation opportunities includes:upward of demand trend in estate market, the high visibility of E-Mei natural and cultural resource in the world, the increasingly improving of traffic situation; the corporation threats includes:real estate control policy being severe increasingly, the consumer confident being still insufficient, the rising of protection building and entering of national enterprise real estate.The cultivation strategies of market competitiveness includes:nurturing corporate culture deeply, implementation of financing channels diversification, optimizing financing structure, strengthening internal control, focusing on human resource development, improving compensation management mechanism, deepening market segment, establishing diversified product development objectives, adhering to fine operation, increasing strategic transformation from residential real estate to commercial real estate.