Research On The Development Strategy And Development Model Of Wanda Group

China real estate rapid start from 1988, dating back nearly 30 years of development, Developed cities commercial real estate over developed. But less developed cities commercial real estate excess inventory, Wanda enterprise is one of them, because commercial real estate is neither commercial nor pure the real estate, more than simply the commercial+real estate together. According to the real estate development experience of western enterprises to define, commercial real estate is the long-term real estate investment in retail property rental income for the purpose of the development of the domestic real estate enterprises is not good after sale, far from the essence of this approach with commercial real estate. At present, the commercial real estate industry is facing a fast shuffle, a second tier cities " The most expensive land " frequent, companies compete to grab, four tier cities in the property market risk is the continuous brewing, various factors and risk co fermentation, making real estate enterprises no longer simply to land, capital resources competing for the center into from the strategic height, brand economy, customer group polymerization, market and product line reconstruction, capital operation and business model of competition era. Since 2014, China’s real estate industry is entering the peak period of consolidation, volume up, volume of investment down, before the 50 strong real estate enterprises accounted for national market share is rising rapidly, a large number of small and medium-sized real estate enterprises due to the competitive advantage of the absence or to achieve a strategic transformation or eliminated. By using the benchmark commercial real estate very forward-looking strategy and development mode, some of China’s real estate counterparts began to test the waters of the commercial complex development and Wanda enterprise development strategy and development mode is suitable for China’s commercial real estate, commercial real estate in our country in the future direction of development is really led by Wanda mode, these problems also needs to be resolved.In view of the above problems, the basic process of the concept and characteristics of enterprise strategic management, strategic management of the system and the nature, the strategic management are summarized, in-depth understanding of the mainstream of enterprise strategic management research direction and content, sums up the real estate enterprise strategy management theory domestic and foreign research results lay a theoretical foundation for the following research Wanda complex case. Again, from the angle of enterprise strategic management on the Wanda business development strategy do in-depth analysis, carries on the analysis from the perspective of Wanda development status, strategic business ideas, business layout and product features, achievements and the creation of value, enterprise in the face of internal and external environment,, in this based on the use of SWOT analysis tool to identify the strengths and weaknesses of Wanda, opportunities and challenges, in order to the strategy defines, namely by Wanda enterprise strategic positioning to clear the development direction in the future. Then, analysis of the enterprise strategic target positioning in Wanda development mode, including with location, planning and design, project positioning, business management, marketing, brand culture and other aspects of analysis and exposition, combined with the current mainstream products--a case of hot commercial real estate Wanda cultural tourism complex, based on value chain analysis from the recognition of the value chain, determine the angle value chain, value chain, dig the value part of Wanda cultural tourism complex project, and to analyze the various kinds of products and services in a variety of mixed formats in one of the projects using the Boston matrix analysis, to determine the future development trend of Wanda cultural tourism complex and promotion strategy, provide reference for counterparts in other enterprises. Finally, summarized and extracted from Wanda enterprise has core competition ability, in the internal and external dynamic environment can be exploited or grafting resources, enterprises can give full play to its advantages, avoid the disadvantages and to deal with all kinds of opportunities and challenges, to tease out the key points for other enterprises and use for reference.Through the research of this problem, in theory, hopes to attract more attention from the academic circles to the development strategy and business model, and further improve the theory of the strategic research of China’s commercial real estate business. Practice and through the analysis of its flagship product Wanda cultural tourism complex project, in order to can to silver age under the competition intense determined to engaged in commercial real estate business counterparts to provide a reference to the ideas, can be used to benchmark corporate best practices to achieve its healthy and rapid development, in order to promote the overall efficiency of the industry.