Research On The Strategic Positioning Of Shenzhen L Real Estate Company

After Since twenty-first Century,economic growth prompted China's real estate industry rapid development,which has brought new challenges and opportunities for China's real estate industry.In the context of socialism,the system gradually improved,at the same time,the old housing distribution model has got a thorough reform,these changes has opened a new door for the development of real estate.L Real Estate Company of Shenzhen in 2005 began to enter the real estate market,with three qualified real estate development,which is a typical small and medium-sized real estate enterprises in Shenzhen.Because in the beginning stage,so there are a imperfect organization,a single management mode,poor financing capacity and a series of problems.Facing the intense market environment,these problems are restricting the development and growth of enterprises.In this case,L Real Estate Company how to combine their strengths,seize market opportunities,to locate their own development strategies,to be in Shenzhen real estate market occupies a space for one person,to create their own brand that has become a pressing matter.Through PEST analysis,internal environment analysis,and SWOT analysis,the internal and external environment of Shenzhen L Real Estate Company's is analyzed,the company in the near future,the medium-term and long-term development strategy were selected.The strategic development of short-term professional strategy,taking the ordinary residential as the main product development;development strategy the middle is positioning the horizontal integration strategy,and striving to make the company become a comprehensive multivariate development.Developers can then start slowly,moderately reduce the development of residential business,and try to enter the hotel industry;strategic positioning is long-term cross regional horizontal integration of war Second,take the road of diversified development,innovation,business expansion to more areas,improve their overall competitiveness.Aiming at the problem of the strategic positioning of Shenzhen L Real Estate Company,we market positioning,market area of short and medium term should be put in Shenzhen area as the main target market,the long-term market area can spread to Shenzhen around the city,county market.In addition,some countries of concern policy issued by the support of the new rural the construction,later can also put some resources to the development and construction of new rural areas.Target location is just the first time buyers.After 80s product positioning is moderately priced,higher price in small communities.In the implementation of the strategy,the paper puts forward the strategy of brand development,capitalization management and professional management.Through the research on the strategic positioning of the L Real Estate Company in Shenzhen,it has certain theoretical significance to the development of L Real Estate Company and the development of other small and medium-sized Real Estate Company.