Research On The Development Strategy Of Rizhao Licheng Construction Development Co.,Ltd.

In recent years,China's real estate market has gradually cooled down under the intervention of state policies.The market tightening has directly led to some of the less competitive small and medium-sized housing enterprises,and the continuous improvement of the concentration of the real estate industry is constantly squeezing the living space of small and medium-sized housing enterprises.Rizhao Licheng Construction and Development Co.,Ltd.Due to the increasingly fierce competition in the real estate market in recent years,the industry concentration of leading real estate enterprises has been continuously improved.As a small and medium-sized real estate enterprise living in the local area,it faces many operational problems,the company has tight liquidity and brand influence.Poor,the company has gone to an important juncture in life and death.The development of an effective development strategy for Belvedere will not only help companies understand the market,but also clearly define their position in the industry,and provide experience for other small and medium-sized housing companies.This paper deeply analyzes the macro environment,industry environment and company status faced by the company's development,sorts out the theoretical basis and literature review,and analyzes the political,economic,social and technological environment in which the company is located through PEST analysis.The current situation of the company,using SWOT analysis to find out the advantages and disadvantages of the company and the threat of opportunities.The company has advantages such as superior geographical position,rich experience in real estate development,and reasonable housing layout,but it also restricts the disadvantages of poor brand influence,difficult financing,weak strategic management,and poor management of human resources.At the same time,the company also has Certain opportunities and challenges,the macro environment of our country is relatively stable,the real estate investment in the third-and fourth-tier cities where the company is located is stable and value-added,and the development of the old-age community is promising.These are beneficial to the company to attract consumers and improve competitiveness,while the real estate industry is accelerating.The acceleration of the construction of the housing rental market and the imminent introduction of the property tax will further reduce the living space of small and medium-sized housing enterprises.After comprehensive analysis of environmental impacts,this article selects WO strategy for the company,and develops on the premise of stable development,using better external opportunities,and exerting advantages to avoid its own disadvantages to stabilize the company's development.Specifically,the implementation of the forward integration strategy and the centralized development strategy,through the provision of quality property services and the development of professional retirement communities to ensure the rapid return of housing sales promotion funds,and focus on the main business of real estate development and management,not to diversify The business is broadened.In order to ensure the smooth implementation of the strategy,the company needs to improve its marketing capabilities,improve human resource management and improve risk control capabilities.