The Research Of Transformation Strategy Based On The New-Type Urbanization Of K Real Estate Development Company

Since the 30 years of reform and opening up, China’s real estate market is booming, becoming the important driving force of urban economic deve lopment. Since the Eighteenth National Congress of the CPC, the central and local governments regard urbanization as the most important engine to promote the development of China’s economy, and all real estate companies treat new-type urbanization as orientation of business transformation. The signification of new-type urbanization instructs innovation of conception, system, technology and culture, and transformation of industry, economy, transportation and construction.K real estate company was founded in 1996 as a private enterprise group, with leaping development more than 10 years, whose business spans real estate development, construction and installation, photoelectric technology, large trade, catering and entertainment, logistics, warehousing, star h otel management. How K real estate company establishes a more sustainable development transformation in the market and how to find their own development strategy suitably is concerned as the core issue in this thesis.Firstly, we study the real estate and new urbanization theory. On the basis of this research, we find the necessity and significance of the new urbanization transformation strategy. Secondly, we analyze K real estate company’s external environment pest and internal resource core competence situation, using the SWOT matrix analysis tool to acquire the direction of the transformation of K real estate company. Thirdly, based on the new urbanization, we analyze strategic positioning and target of K real estate company, and design the strategic transformation. Fourthly, based on new urbanization strategy we study the implementation and guarantee. On the company level, it’s needed to integrate resources and establish the professional investment companies to finance all the sub-unites; On the business level, the strategy of K company should focus on marching the fields with good propects, such as indrustrial estate and tourism; On the function level, K real estate company should pay much attention on product development, human resources, marketing, information technology and other aspect. On the same time, we also supply a back-up strategy in case of the inefficiency of those upon strategies. Lastly, we conclude the significance of the development strategy based on the new-type urbanization for K estate company, and attempt to provide some reference for other estate companies which are under the process of transformation.