Research On The Development Strategy For Changchun Chengfa Real Estate Company

In China’s economic development,many industries play a leading role.Among them,the real estate industry plays a decisive role as a pillar industry,which not only effectively promotes economic growth,but also improves the quality of life of the people.In addition,the real estate industry also drives the construction industry,service industry industry,etc.,and promote employment.Therefore,the development of the real estate industry also directly affects the people’s livelihood.With the rapid development of the real estate industry,many problems in the industry are gradually exposed,such as the obvious trend of bubbles and excessive occupation of financial resources.In view of this,the government has continued to carry out macro-control,with "housing,not speculating" as the general keynote,and by adopting methods such as guidance,coordination,management and control,so that the real estate industry can keep pace with the development of the national economy and enter a healthy and stable optimal development state,which makes the development of the real estate industry show regular fluctuations.In such a macro environment,opportunities and challenges coexist for the development of real estate enterprises.Changchun Chengfa Real Estate Company,as a wholly state-owned real estate enterprise under the municipality,has been developing continuously since its establishment 7 years ago.The company has the background of state-owned assets,obvious capital advantages and resource advantages.The company has a high quality reputation and has many excellent intentional partners in Changchun.However,with the development of the company,problems such as lack of profitable projects,backward management models,and insufficient asset operation capabilities have gradually emerged.These problems directly lead to the weak market-oriented operation ability and lack of core competitiveness of Changchun Chengfa Real Estate Company,which seriously affects its future development.Under the circumstance that the macro policy is difficult to predict and the company’s own shortcomings are obvious,the company urgently needs to explore a strategic development path that can not only rely on the advantages of government resources,but also be market-oriented and sustainable.Develop in the current and future market environment.Based on the environment of the real estate industry and the reform of state-owned enterprises,using strategic management knowledge,combined with relevant theories,to analyze the problems existing in Changchun Chengfa Real Estate Company,as well as the operating environment of Changchun Chengfa Real Estate Company,on this basis,formulate the company’s development strategy and safeguards.In the analysis of the external environmental factors of the company,the PEST analysis method is used to analyze the company in detail from the four aspects of politics,economy,society and technology.Porter’s five forces model analyzes the industry environment from five aspects: the competitiveness of existing competitors,the entry ability of potential competitors,the substitution ability of substitutes,the bargaining power of suppliers and the bargaining power of buyers.Then,from the main aspects of the company’s organizational structure,human resources,financial resources and project construction capabilities,it analyzes the company’s internal environmental factors.Finally,using the SWOT model,integrating the strengths,weaknesses,opportunities and threats of Changchun Chengfa Real Estate Company,and listing the SWOT matrix,the company should choose the SO strategy as its future development strategy.On the basis of the analysis results,combined with the actual situation of Changchun Chengfa Real Estate Company,set short-term,medium-term and long-term development goals respectively.Complementing management services and innovative businesses,it has become a large modern group enterprise with five segments,striving to enter the top 500 national real estate companies and successfully listed the company.In order to achieve the company’s strategic development goals,it adopts the establishment of an investment development department,promotes the upgrading of the operation model,establishes an asset operation company,establishes and improves the company management system,and realized the company’s transformation and upgrading,explore new methods of business development,and deeply explore corporate culture with the help of external brain.Finally,the company’s development strategy can be implemented by strengthening financial security,management improvement,team building,and party building guidance.