Research On Development Strategy Of Jilin Branch Of Evergrande Real Estate

As the change of economic form,the arrival of new economy makes market competition fierce.The real estate industry is of great significance in the process of social and economic development,such as expanding domestic demand and improving people’s livelihood.To some extent,it has become an important pillar industry of China’s national economic development.However,with the introduction of relevant real estate policies,the government has become more and more strict on the regulation of the real estate industry.The real estate market is facing fierce competition,and its trading volume has declined.The industry is in serious turmoil.In this environment,real estate enterprises have begun to transform.The rapid development of China’s real estate industry makes many enterprises realize the importance of good corporate strategy for enterprise development.Managers need to integrate the internal and external environment and resources of the enterprise,determine the development goal of the enterprise,formulate the enterprise development strategy from the perspective of the long-term development of the enterprise,so as to keep the core competitiveness in the fierce market competition and maintain the competitive advantage in the dynamic environment.Evergrande real estate Jilin branch has accumulated rich experience in real estate development and management after nearly 8-year efforts,and has a good reputation in the industry.However,in the process of rapid development,the company’s development situation still cannot meet the current situation of the real estate development market.In order to adapt to the market development situation,real estate development enterprises need to formulate their development strategies,dig out and maintain their core competitiveness in the fierce market competition environment,and enhance their market adaptability and anti-risk ability.Taking Evergrande real estate Jilin branch as the research object,this paper studies its development strategy based on strategic management theory and combining with the actual situation of the enterprise.Firstly,this paper sorts out and summarizes the research literature of the real estate industry based on the theory of strategic management and the theory of strategic management;Secondly,the basic situation and development status of Evergrande real estate Jilin branch are understood,and the existing problems in its development are simply analyzed;Third,the company’s macro environment and micro environment analysis,and based on the internal and external environment analysis of the company’s SWOT analysis;Finally,this paper,combining with the basic situation of the company,as well as environmental analysis,points out that the development of the company strategic target,and selects growth strategy and diversification strategy for the company development strategy,differentiation competitive strategy and cost leadership strategy is chosen as the company’s competitive strategy,and formulate implementation strategy: actively promoting its transformation,deepening the product innovation and structural adjustment,vigorously promoting the text brigade project development,health,pension,high-tech industry and auto industrial park and other diversified development layout,at the same time during the transition,enhancing the company’s management efficiency,strengthening the company in operating,financing,marketing,cost management,the management of the brand construction,etc.To some extent,the research of this paper enriches the theoretical research of real estate theory and real estate strategy research.At the same time,the company’s strategic target selection,strategy formulation and strategy implementation have strong reference meaning and practical operation meaning to the development of real estate companies.