Research On Development Strategy Of Suning Real Estate Group Co. Ltd. Based On The Background Of Housing Purchase Restriction

In recent years,due to the rapid rise in urban housing prices in China,it has seriously broken out of the reasonable range of the ratio of house prices and wages.The central government and local government have issued a lot of measures to regulate and control,which may affect the strategic development of the Real Estate Company.On the basis of the study of the theory of supply and demand,the theory of macro regulation and the theory of strategic management,the methods of literature research,description,statistical analysis,comparative analysis,inductive reasoning and so on have been used to make a thorough study of three aspects.First,elaborate the history and present situation of the development of urban real estate in China,put forward the important problems in the development of urban real estate,and analyze the causes of the formation of the problems in a more comprehensive and thorough way.Second,policy and effect of restriction policies of China's resident house-purchasing are analyzed.Restriction policies of resident house-purchasing include limiting buyers,restricting trading house,the proportion of down payment and loan,house transaction prices,the time of new house transaction in secondary market.The expected effect of reducing house prices,reducing state-owned land sale price,reducing investment ratio and vacancy rate do not come true.Unexpectedly,the actual effect is pushing up the house price in the area of non restricted resident house-purchasing.Third,on the basis of introducing the organizational structure and business structure of Suning real estate company,the negative effects of Housing Limited purchase on the commercial real estate,residential real estate and business town are limited.There are advantages of brand,the full operation system and the Internet.The external opportunities include the urbanization process,the universal two child police,the old city reform programs and the consumption upgrade,the Yangtze River economic belt construction and the new household registration policy of Nanjing city and so on.There arte scale disadvantage and the land reserve disadvantage and economic growth decline threat,national policy threat and the new invader threat.Through the SWOT matrix comparison,finally selected the diversification expansion strategy of SO combination.Finally,it summarizes the two aspects of the purchase restriction policy and Suning real estate strategy.The house purchase restriction policy did not achieve the expected goal,and the three major businesses of Suning Real Estate Company are complementary.Under the background of purchase restriction policy,Suning Real Estate Company still has rare opportunities for development.The SO combination plan is the expansion and development strategy,which is the first choice of the company.