The Study On Business Strategy Of IEC Real Estate Agency Company

IEC Real Estate Agency Company is a subsidiary of CG Group,which is one of the top three real estate companies in China.IEC was established in 2012 with the purpose of selling the CG Group’s first overseas project in China,mainly in the first and second tier cities.With the launch of sales for the project,F project of M country as the word-class level in 2016,the marketing of IECs has been expanded to more than 60 exhibitions in China since IEC mainly undertakes the sales of the project.With the business models of " remote customer sales experience" and " one-stop global asset planning service",it has become a highly competitive cross-regional agency sales company for selling overseas projects in the Chinese market.Affected by the adjustment of national foreign policies and the control of foreign exchange policies in 2017,IEC’s overseas sales business cannot continue to be developed on a large scale.IEC must shift its business to sell Chinese real estate projects for surviving.How to make strategic change and rebuild competitive advantages to meet the company’s future sustainable development has become an urgent problem for IEC to study and solve.This article carries on the thorough analysis to IEC by collecting and arranging the company’s related data and the industrial related secondary data comprehensively.Moreover,after using the strategy analysis tools such as PEST analysis method,five forces model,SWOT analysis,Porter general business strategy and strategic management theory to analyze the company’s internal and external environments,the strategy of becoming the sales agency of internal real estate projects has been concluded,the details are as follows: First,IEC’s business target would be selling cultural and tourism real estate projects.Second,adhering to the vision of " becoming a leading real estate cross-regional exhibition company in China",IEC adopts a differentiated business strategy.Through setting up competitive advantages of " customer experience"," product supply"," value-added services" and " regional layout" to build a highly differentiated agency company.Third,by optimizing the organizational structure,planning and implementing human resources,branding,channel management and other strategies as well as coordinating and cooperating with other businesses within the CG Group,it can actively promote the strategy and achieve the sustainable development of the company.The conclusion of this article will guide IEC’s strategic choice and sustainable development,and it will be helpful for other similar companies to develop similar businesses.