BGY Group Hunan Regional Real Estate Development Strategy Research

The central government has made a new scientific reorientation of the housing market through the practical experience of national conditions and housing policies.Around the new positioning and stable healthy development long-term effective mechanism of real estate market,and giving full consideration to the real estate market characteristics,government in-depth study long-term and short-term mechanism and basic system,perfect the package of policies,guide the investment behavior,expect reasonably,keep stable adjustment to real estate market and optimize medium and long-term supply system,to realize the dynamic equilibrium of real estate market.In the face of tighten government regulation goal and efforts,and maintaining continuity and stability of policy,many large real estate enterprises have start to formulate and perfect development strategy which will be more consistent with policy and its own characteristics and be able to seek new breakthrough and growth way.since its establishment,Hunan region company,as a wholly owned subsidiary of a large public private real estate enterprises,has been following the group strategy and China's new urbanization road,grasping the development opportunities and has achieved rapid development,and has become the industry leader in Hunan province.With the continuous expansion of the operation scale and the increasing sales performance,the strain capacity of the region itself has been required to be stronger.Under the new external macro environment,Hunan region firm should take great attention to the study of strategic development,make appropriate strategy,follow the policies,look for market opportunities,continuously take its own advantages,to resist risks,create a sustained development growth and to enhance the market appeal.This paper uses BGY as an example on the basis of enterprise strategy management to analyze the external environment and internal environment by using PEST and Poter's Five Forces model and conclude building new pattern of "Changsha+ province county" and setting the strategic target of "shareholder satisfaction,customer delight,process efficiency,outstanding achievement".Based on those,this paper also proposes further improvement of brand advantage,strengthening enterpriseoperation management,supporting marketing in all aspects,deep expansion in three,four,five-line city and layout strategy implementation measures in Changsha,to be as a reference for Hunan regional strategical development.