Real Estate Projects Strategy Planning Of TF Company

With the development of economic environment at both home and abroad,the real estate industry has developed to a new stage.For the project-oriented real estate enterprises,the development of the project business is a very important strategic issue.The environment factors such as real estate industry environment,competition pattern and so on change greatly,all the real estate companies face various opportunities,threats and challenges,these changes force companies to adjust to the changes of the environment through planning the project business strategy.This paper takes TF company's real estate project business strategy plan as the research content.TF company is a real estate company in Beijing,and is a small and medium-sized real estate company which core business is project development.the business of TF company is mainly based in Beijing area,mostly for civil and commercial real estate project development.This paper first introduces the background,significance,methods and theoretical basis of the study.Then,this paper introduces the development and operation dilemma of TF company project business,and puts forward the urgency and necessity of project business strategy research.Secondly,on the basis of PEST model and Five-forces model,the external environment analysis is carried out,including the environment and competitive structure environment of the property service and management industry related to the development of real estate project.At the same time,the internal resource capacity of TF company,such as land acquisition,financing,brand resources and so on,also made a comprehensive evaluation of strategic operational human resources,project management and management capabilities.Next,on the basis of strategic analysis,TF project business strategic planning has been researched to determine the strategic position of real estate project business through the business structure.based on SWOT analysis and QSPM quantitative analysis,the development direction of real estate business,such as stability,growth,or shrinkage is decided.Based on internal and external environment analysis,value chain analysis and core competitiveness evaluation,the papers puts forward the market strategy of real estate business,including target market,project location and category,competitive strategy,product function and so on.Finally,combined with the internal resources and capabilities of the company,the project management,operation,strategic resource management,property service business integration and organizational human and corporate culture management security are proposed..This paper believes that TF company is still typical one of the real estate industry development and must focuses on the development of related business.In the short term,in order to gain stable development,TF company should develop the estate business based on the regional advantages of Beijing and must develop the projects such as green real estate,pension real estate and tourism cultural property,educational real estate,etc..Of course,TF company should fasten the regional resources,and quickly seize and consolidate the regional market in the form of strategic alliance.As a real estate enterprise in Beijing,it is still small and medium-sized enterprises in the whole country.It hopes that the research methods and conclusions of TF real estate project business strategy can benefit for the research and practice of similar enterprises.