Research On The Development Strategy For Jinshi Real Estate Company

As an important part of the national economic development activities,the development of the real estate industry has an increasingly serious impact on the national economic development.With the rapid development of China's economy and the acceleration of urbanization,the per capita disposable income of the country has been increasing year by year,and people's requirements for living conditions and their pursuit of quality of life have been improved.With the convening of the 19 th national congress of the communist party of China,the positioning of "housing not speculation" was emphasized.Meanwhile,strict policy regulation measures were adopted to cool down the hot real estate market,which also affected the living environment of existing real estate enterprises.From the financing side to limit the financing of real estate enterprises,and from the sales side to control the policy,leading to a large number of real estate enterprises are faced with capital shortage,real estate enterprises have to abandon the high debt,high turnover of the operation mode,in order to adapt to the new interest pattern.As a small and medium-sized private real estate enterprise in jilin province,jinshi real estate company.has maintained a steady development strategy since its establishment ten years ago.The company has a relatively complete organizational structure,covering the entire real estate development business process,and has partners in the local market,with social resource advantages.However,with the development of the company,some problems have been exposed,such as: the company has a single profitable project,backward management mode,and insufficient financing capacity.These problems directly lead to the lack of core competitiveness of the company,affecting the development of the company.In this macro policy is adverse,the company's internal environment is not good,thecompany must take the road of strategic transformation,seeking to adapt to the current and future market environment,so that the company to get more development opportunities.Taking the current situation of the real estate industry as the background,this paper applies the theories and knowledge related to strategic management,analyzes the current situation and existing problems of jinshi real estate company,as well as the operating environment of jinshi real estate company,formulates the development strategy of jinshi real estate company,and puts forward the strategy implementation guarantee measures.When analyzing external environmental factors,PEST analysis method is adopted to analyze the company from political,economic,social and technical aspects.Porter's five forces model is used to analyze the industry environment from the perspectives of the bargaining power of suppliers,the bargaining power of buyers,the entering power of potential competitors,the substitution power of substitutes,and the current competitive power of competitors in the industry.In the analysis of internal environmental factors,mainly on the company's organizational structure,human resources,financial resources and other aspects of the analysis.Finally,the SWOT model is used to integrate the strengths and weaknesses of jinshi real estate company and its opportunities and threats,and the SWOT matrix is constructed.According to the analysis results,the company should implement diversified development strategy.The main goal of the development of jinshi real estate company is to reduce inventory and introduce funds,lay a foundation for the diversified development of the company,at the same time,solve the existing management problems of the enterprise,formulate a standardized enterprise management system,adjust the internal organizational structure,and strengthen the sales capacity of the enterprise.The company should carry out new geographical area expansion,broaden the scope of business,the jinshi real estate company will become a national top 100 real estate enterprises.In order to achieve the company's strategic development goals,it is necessary to establish a jinshi real estate company,an independent research and development company,a diversified financing channel construction and a strategic alliance.Through improving the management system,strengthening the human resource management,perfecting thesalary appraisal system and building the strategic alliance platform to promote the technical innovation,we can ensure the implementation of the company's diversification strategy.