Research On Transition Strategy Of Small And Medium Sized Real Estate Enterprises

The real estate industry in China has developed for more than 20 years with the change of macroeconomic environment and policies guideline,which has already become the most important part of Chinese economy.Chinese real estate industry originated from the time when government allowed the land-use rights being transferred,sold and bought.This paper summarizes three stages of the development of Chinese real estate industry since 1988.With more and more government policies being announced and implemented,and due to the adjustment of the industry structure,the industry concentration ratio becomes much higher than before.And there are more and more big real estate enterprises in this industry.However,small and medium sized real estate enterprises face the challenging management problems,such as small scale,weakness in financing,low level of management and lack of brand.Thus,they are at disadvantage situation without the competitive ability of getting the land,project operation and business management.In the past,although most of small and medium sized real estate enterprises only operated single project,they could make a good profit because of good market environment.In all,small and medium sized real estate enterprises are in need of operating transition strategy and seeking for new development especially facing with pressure by big real estate enterprises.This paper is divided into six chapters to illustrate views.Chapter one is research review,which mainly introduces research background,research problem and significance.Chapter two is literature review,which mainly summarizes some relevant policies about Chinese real estate and views about the future of Chinese real estate.Chapter three is industry environment analysis,which mainly illustrates macro-environment analysis of real estate industry,the current development and the trend of real estate industry.Small and medium sized real estate enterprises face the challenges from policy regulation,slowing economy,tight financial support,housing demand change to the requirement of industry technology.Chapter four is the analysis of transition strategy,which mainly illustrates both reasons and methods of transition strategy for small and medium sized real estate enterprises.Chapter five is a case study,which analyze the development histcry and transition strategy of A real estate enterprise to get the feasible methods like industrial real estate and characteristic town.Chapter six is the conclusions and suggestions.This paper analyzes the current situation,tendency and problems of real estate industry,the internal and external factors influencing this industry,and summarizes the reasonable transition strategies for small and mediun sized real estate enterprises.Through the detailed case analysis of A real estate enterprise in Fujian,we summarize the importance and urgency of strategic planning about small and medium sized real estate enterprises and put forward some referable directions and approaches for them concerning about transition strategy.Last but not the least,this paper draws a conclusion that the transition strategy of small and medium sized real estate enterprises can be transferring to industrial real estate like logistics real estate and tourism real estate,and especially focusing on the exploration and operation of characteristic town,which should be cooperative with big real estate enterprises and integrate resources of other industries to get into the industrial real estate market for the common development.The study of this paper can make sense of putting forward some suggestive ideas for small and medium sized real estate enterprises'transformation and development under the background of macro-control.