Study On Development Strategy Of Cultural Tourism Town Of Evergrande Group Ningbo Company

With the increasingly fierce competition in traditional real estate enterprises,real estate companies generally survive under the pressure of high cost,high leverage,high debt and low returns.More and more real estate companies are questing transformation.It has been pivotal for these companies to consider where to procure a brand new profit growth point.Nowadays,China is vigorously supporting the characteristic towns through various policies,hoping to construct an innovative regional economic upswing mode so as to provide a better living environment for the broad masses of people.These series of policies also provide contemplation for real estate enterprises.Whether the traditional residence development schema should be modified,creating a new direction through the development of characteristic towns are becoming an important content of the general holding on the wait and see attitude of real estate enterprises..As a regional company under the Evergrande Real Estate Group,Ningbo Company inherits the first-class corporate culture,high-quality talent team,comprehensive business layout,standardized operation management and rich brand resources of Evergrande.It has a natural advantage in innovating and developing a distinctive town business.Nowadays,the Governments' policies on the real estate industry such as restricted,limit loans and other regulatory policies is increasingly grim.Financing channels for housing enterprises,especially private housing enterprises are increasing tightening.With the increasingly fierce competition in the regional market in Ningbo,Evergrande is also facing the situation of land acquisition difficulties and tight capital.Therefore,seeking transformation is an inevitable requirement and an important step to promote sustainable development of enterprises.On the basis of comprehensively introducing the current development situation and the actual problems of the business development of Evergrande Real Estate Group Ningbo Company,we discuss the internal and external environment of the development of cultural tourism town of Evergrande Real Estate Group Ningbo Company.In the meantime,we use the SWOT analysis method to carry out a comprehensive analysis of the advantages and disadvantages of implementing this strategic transformation and the opportunities and threats currently faced.Finally,through comparing four types of selectable strategies including advantage-opportunity,advantage-threat,disadvantage-opportunity and disadvantage-threat,we concluded that Evergrande Group Ningbo company should actively use its own advantages and seize market opportunities,and choose to develop local cultural tourism towns in Ningbo.Although currently the market competition is fierce,and the state has strict control over the real estate market,this strategic adjustment can help Ningbo to break through this bottleneck and create a new situation.Of course,Ningbo company does not have enough experience in the construction of characteristic towns,but this can be compensated by the efforts.In general,this paper believes that to Evergrande,it is a correct and reasonable choice to develop cultural tourism towns in Ningbo.In order to better implement this new strategy,we put forward several suggestions from the aspects of project development,project scale establishment,project planning,construction and popularization of towns.And then we come up with the corresponding safeguard measures from the communication with the group,the construction of the team,the operation of the town,the stability of the capital chain and so on,striving to create a cultural tourism industry with the core of Ningbo culture and originality,meanwhile,creating a more tasteful and quality living environment for local residents.In the realization of social benefits,but also for the enterprise to create higher economic benefits,so as to strike out a new road for the development of Ningbo company.