Development Strategy Research Of Henan Guangdian Real Estate Co. LTD

With the continuous development of urbanization in China and The real estate industry is maturing,Real estate industry has become the pillar industry of national economy,Real estate enterprises play an important role in the development of real estate industry.After decades of rapid development,China's urbanization rate is slowing,and at the same time by tightening real estate regulation policy,national macro economic cycle down,adjust the real estate industry itself,and received the influence of the international financial crisis,the real estate industry has entered the market adjustment.Meanwhile,some large real estate enterprises such as Vanke and Sunac have entered the real estate market in Zhengzhou,due to the shortage of land in the first-tier city real estate market.Under this situation of the real estate market,Henan Guangdian Real Estate as a small and medium-sized real estate enterprises,in the land,capital,management and personnel aspects and so on all have no competitive advantage,the survival of great challenge.Henan Guangdian Real Estate is in the increasingly fierce competitive environment,to achieve sustained development opportunities,must according to enterprise external environment and their own limited resources,formulate and implement strategy suitable to the development characteristics.Taking Henan Guangdian Real Estate for example,to the company's current external environment and management as the main object of study,systematic study of the current external environment and internal conditions,using the company's strategic management theory,put forward the strategic alliance,through the existing quality of land resources and large real estate enterprise realize the complementary advantages,through the winter market,at the same time take the differentiation strategy,using channel advantages and customer segments,enhance brand value,to obtain a stable market share.In this paper,starting from the situation of Henan Guangdian Real Estate at present,the analysis of the external environment,such as macroscopic,industry enterprises,to analysis the company have the resources and capacity of internal environment,realize that the present stage facing the opportunities and threats,advantages and disadvantages.Using SWOT to make strategic match,through analysis,comparison,research,finally form the enterprise's development strategyThe research contents of this paper mainly include the following aspects:Firstly,the development background of real estate industry is introduced.Secondly,this paper discusses the general situation of Henan Guangdian Real Estate and the problems currently encountered,and expatiates the significance of studying the development strategy of Henan Guangdian Real Estate.Finally,the research content and research methods of the theory and related literature are considered.Analyze the external environment and internal environment of Henan Guangdian Real Estate.Using PEST analysis enterprise's external environment,the enterprise,the current opportunities and threats by analyzing the enterprise's resources and capabilities,found the advantages and disadvantages,the deep thinking,it is concluded that to choose the strategic scheme.Build the development strategy of Henan Guangdian Real Estate.Using the SWOT analysis of the results form the vision and mission of the enterprise,can choose to analysis enterprise strategy,and discusses what strategy can seize the opportunity,eliminate the threat,and layer from the company strategy,business strategy,functional layer strategy three dimensions to prove the feasibility of this strategy.Implementing the strategy and its safeguards.The successful implementation strategy of enterprises needs to take a series of actions.Firstly,we should formulate detailed strategic implementation steps according to the enterprise situation,and take a series of safeguard measures in the process of strategic implementation.Around the company's strategy,adopt suitable organization structure,in the different stages of strategic execution rational allocation of resources,the company strategy according to the two dimensions of time and content elaboration to each department,forms the enterprise culture.By studying the external environment and industry environment of the Henan Guangdian Real Estate,and analyzing the internal resources and capabilities of the company,the development strategy of the company is developed.Due to the current stringent restrictions on the purchase of loans,the company can use the form of strategic alliance to cooperate with other real estate enterprises to form the organization of resource complementarity and risk sharing.At the same time,in the design,sales,publicity and other aspects to form a unique style,adopt differentiation strategy,establish corporate image.Within the company's internal management,each link and every department actively cooperate with the company's strategy to form a corporate culture that matches the overall strategy.Solve the problem of survival in the short term and lay a good foundation for the long-term development of the enterprise.