Research On The Development Strategy Of Y Company' White-Collar Apartment Business

With the large floating population in one and two-tier cities,and people's higher requirements for residential quality,white-collar apartment enterprises are facing unprecedented opportunities.At the same time,since the 19 th Communist Party of China National Congress,the leasing industry has received plenty of policy dividends at the national level and thus we could foresee a rapid development in the industry.Y company has conducted white-collar apartment business since October 2016,but only open up the first four branches in two years.Compared to other white-collar apartment enterprises starting at the same period such as Vanke Port and Country Garden BIG+,Y company has fallen into a passive position in the aspects of market share,development speed and scale.The research is contented on the development strategy of Y company's white-collar apartment business.With analysis of interviews with Y company‘s director and related executives and its operating data,we could conclude the major problems facing Y company.Compared to other companies in house leasing industry,Y company developed rather slowly and has the following problems including lack of quality property resources,lack of advantage in core business,conservative investment strategy and immature management system.Secondly,the research uses SCP model and Porter's Five Forces Model to discuss the fierce competition among the industry.The research also points out Y company has the advantages of high-quality apartment management and service as well as sufficient client resources.Combining with Y company's business capability as well as internal and external business environment through SWOT model,the research puts forward a strategy combination of growth,diversification,reverse and austerity.Thirdly,by using the QSPM matrix analysis method,these four strategies were scored by the members of the expert group,and it was found that the growth strategy scored the highest.In combination with its five-year strategic goal and positioning as well as its problems,the research draws the conclusion that Y company should adopt the "stable growth strategy".To ensure its sustainable development,the research puts forward the following advice for Y company including giving full play to the core competitive advantages,actively expanding property information channels,improving the investment strategy,perfecting the management system and promoting asset-light model.Last but not least,there are also safeguards of its development strategy,including implementation of measures from the aspects of talent,capital,housing resources,internal management and so on.