Research On The Development Strategy Of BOE's Medical Real Estate Business

With the arrival of the large health industry,the state has issued a series of policies to support the development of the large health industry.As a part of the large health industry,health care real estate is increasingly concerned by the market.In recent years,many enterprises have begun to focus on the development direction of "health care + real estate" through the way of expanding strategy.At the same time,local governments are also actively attracting investment to build a healthy city in the form of health care industry.The demand of the government and the planning of the enterprises are consistent with each other and develop together.First of all,PEST analysis and Porter's five forces model are used to analyze the external macro environment and competitive environment of the company,and it is concluded that the development prospect of the medical and health real estate industry is good and the competition is fierce,but there are generally immature business models in the market,enterprises ignore the medical industry and pay attention to the characteristics of residential sales.Then,it analyzes the internal resources and capabilities from four aspects: business development,operation management,technology research and development,and talent reserve.Then it analyzes and combs the opportunities and threats faced by the company,the advantages and disadvantages,through the investigation of the company's senior executives,uses the expert scoring method to quantify the key factor indicators to find out the weight coefficient of the key factors,and uses the EFE and IFE evaluation matrix model to find out the total weighted score of the company.Finally,by using the SWOT matrix and IE matrix analysis,the paper determines the company's choice of growth strategy,that is,to adopt diversification strategy,horizontal integration strategy and strategic alliance as the direction of strategic development,and puts forward the development vision and strategic objectives.According to the above-mentioned strategies,the strategy of integrating the company's light asset business resources and investing in M & A enterprises is adopted in the strategic implementation stage.From the perspective of the overall concept,location,customer group and market of the project,the health industrial park project is positioned.According to the characteristics of the company,the business model and profit model suitable for the development of its own medical real estate business are formulated,as well as the diversified strategic alliance From the perspective of alliance to implement landing.Based on the mature strategic management theory,this paper uses a large number of data and charts to carry out strategic analysis and research on BOE health and medical real estate project.The research of this paper is closely combined with the actual situation,enhances the practical value of the research,and has guiding significance for other enterprises developing health medical real estate.