| With the slowdown growth of China economic development in recent years,the downward rising rate of GDP effect the real estate industry so much.From year of 2014 on,the real estate industry was in continuing downturn status.Some large enterprise occupy absolute advantage in competition market with strong finance and strength,cost control ability,brand influence,high rate in market and little effect by policy.While for some small companies which founded in recent years,they are beset with difficulties for several factors such as unstable policy,downward market,press from large enterprises,finance and destocking press.The priority for start-up real estate company is to capture market with suitable development strategy to avoid to be eliminated in the competition.This article choose a typical start-up company named Xiamen Xin-yuan-sheng Investment Development Co.,Ltd.which was founded on 2010.Article will take it as the research object,using Strategic Management Theoryto make clear and insist that the company will focus on Residential Projects after analyze the macro economy status and the trend of real estate,after that,the company will take the differentiation and centralizationcompetitive strategy base on the current status.at last,to guarantee the strategy will be carried out smoothly,company will expand the strategy by planing properly for the land stock,focus on human resources construction,structure diversified financing channel,strong the enterprise culture and brand construction and so on.The development strategy’s formulation and implementation for the company in the article was made basing on its’ current status.It will be value reference for the development of the company and so does to other start-up companies in the real estate industry. |
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