The Research Of Strategic Planning Of The Development Of The Urban Renewal Business Line Of HDI

With China’s economy entering an era of New Normal,urban development has entered a new stage.Architectural design industry is playing an important role in the wave.HDI is one of the earliest state-owned design firm.HDI has been actively involved in the development,built its product.Urban renewal has been one of the most important strategy to the company.This paper hopes to study the development opportunities of urban renewal through the market analysis from macro to micro.First of all,to sort out the concept of urban renewal and development characteristics.Under such a trend,the architectural design company will be faced with new challenges and opportunities in urban renewal,such as design capability,industrial chain layout,coordination ability among the main participants,and overall ability to operate projects.After reviewing the macro environment and opportunities,this paper has done the outer environment analysis.This paper attempts to analyze the possibility of urban renewal through various dimensions such as economic data,planning policy and so on,namely,the possibility of urban renewal in different regions and cities.Based on the analysis,the cities are categorized into four echelons: Beijing,Shanghai,Guangzhou and Shenzhen are the first echelon,with the most urban renewal opportunities.From the type of property of city renewal opportunity perspective,through the development of relations between each city land and GDP,and taking Shanghai as an example,the characteristics of various types of property of city renewal are analyzed,the conclusions of industrial transformation is still the mainstream,and industrial upgrading to dual purpose and political and market.Business class should make good use of incentive policy,and more consider the positioning of the property function.Residential property renovation is less,usually for profit developers demand,should be appropriate to reduce reconstruction,java process,risk control.After that,the paper analyzes the inner environment of the company.From the business capacity,customer resources two main perspectives were analyzed.Overall,the city’s urban renewal business has developed rapidly,but it is still in the early stage.In the regional distribution,most projects are concentrated in Shanghai and other traditional advantage cities.As for property types,comprehensive,office and hotel are the most popular categories.Government clients account for the bulk of the project’s sources.Combined with the outer and inner analysis,the paper makes a SWOT analysis of the development of urban renewal design,and makes the corresponding development strategy for HDI.On the product,pay close attention to the comprehensive office type and hotel type.Focus on high-end projects,build brands.The industrial chain extension and complement,introduction of new technologies such as VR and BIM,to create the ability to provide one-stop solutions for the city renewal product line.On the place,establish professional sales team in cities in the first echelon.Strive for more project opportunities,achieve project experience,technology and data accumulation.In other cities,wait for opportunities.Take advantage of the advantages of HDI’s own government resources to obtain more project opportunities.To make concessions on price.On promotion,forming a multiple customer channel to obtain projects.In the implementation of strategy,we should set up leaders and business teams,establish business processes,initially cultivate product lines,create leaders,carry out brand packaging,and create independent sub brands.