A Study On Land Investment Strategy Of Y Real Estate Company

The full-cycle value chain of real estate development and management is: land investment—> planning and construction—> development and construction—> sales and operation—> capital return—> reinvestment.It can be seen that the land investment strategy is the first link and the most important link in the competition strategy of real estate companies.The success of the land investment strategy will directly affect the realization of the company’s overall strategic goals.This article takes Y Real Estate Company as the research object and formulates a land investment strategy for it.The competition in the land investment market in Guangzhou is becoming increasingly fierce.Y Real Estate needs to formulate a land investment strategy to cope with the fierce competition in the land market.There are three main channels for land investment: the government publicly sells land in the form of tenders,auctions,or listings,that is,bidding,auctioning and listing;private land use rights owners transferring land use rights,that is,second-hand land markets;An urban renewal channel that renews old towns.No matter which channel is used to obtain land resources,there are often dozens of real estate companies bidding for the same piece of land.The land price for the purchase of land use rights is very high,ranging from several hundred million yuan to as many as several billion yuan.According to policy requirements,the funds used to pay the land price must be owned by the enterprise.Enterprises will be forced to deposit a large amount of their own funds,which may even lead to the breaking of the capital chain and the closure of enterprises.Therefore,Y Real Estate Company must use the relevant theoretical logic of corporate competition strategy to formulate a land investment strategy that adapts to market competition.This article mainly conducts research from two directions.One is external factors,that is,the overall situation of the market.This requires the use of the theoretical knowledge system of management to address various aspects of market policy,economy,social culture,technical conditions,consumer behavior,etc.Research and judgment from multiple perspectives;second,internal factors,that is,the company’s internal impact,need to fully analyze the company’s internal resources,systems,etc.based on the company’s overall strategic goals and the use of management’s theoretical knowledge system.Therefore,this article uses modern enterprise strategic management theory as a guide to analyze the above two aspects,use the literature research method to sort out the previous literature records,use the PEST model and mathematical analysis method to analyze the external environment,and use the SWOT model and mathematical analysis method to internal The environment is analyzed to derive and formulate a land investment strategy that meets market needs and meets the company’s development strategy objectives,and formulates project type selection and investment area selection.In the conclusion part,Y Real Estate Company cannot adopt a certain project type unilaterally,and make specific choices based on the market conditions of the area where the land is located;in terms of investment area selection,it must also be integrated with internal and external environmental factors and the company’s competitive strategy Consider and make targeted investment region choices.The above general conclusions have reference significance for the realization of Y Real Estate Company ’s overall strategic goals and land investment work,and also provide a useful reference for the land investment work of other real estate companies in the same industry position as Y Real Estate Company.