Research On The Development Strategic Of Z Real Estate Agency

China’s real estate has experienced more than ten years of golden period,has always been the pillar industry of our national economy,but since the 19 th national congress of the communist party of China about the real estate industry "live not speculation" after the general direction of the government on the real estate industry policy regulation and control again and again,plus the trend of financial deleveraging,the development of the real estate industry environment has produced profound changes.Now countries if you continue to pull the economy through real estate,there will be house prices artificially high,real estate industry bubble and a series of side effects and negative effects,so in order to stabilize housing prices,meet the residents need and improve the housing,the government must introduce strict industry regulation policy,such as purchase limit price limit,increase the down payment ratio.So in a housing regulation policy,driven by the national property market cooling,the real estate companies commercial housing sales fell rapidly,and the domestic key cities of the real estate market has gradually saturated,which intensified the fierce competition in the real estate industry,more and more real estate enterprises,especially small and medium-sized enterprises are standing at the edge of bankruptcy,but also facing the double pressure-financing and capital chain.However,China’s economy is growing from high-speed to high-quality growth,and people pay more attention to the pursuit of quality of life.In addition,since this year,more favorable real estate policies tend to the city governments,local governments have greater autonomy.Local governments have relaxed weak second-tier and third-tier and fourth-tier regulation,and even in order to stimulate consumers’ desire to buy houses,lowered mortgage interest rates,relaxed provident fund loans and housing subsidies.Therefore,although China’s real estate industry is facing severe challenges,the local policies have also brought great opportunities to the real estate industry.Z Real Estate Company is a top100 real estate enterprise with a history of 25 years of development.It has also encountered a series of problems in the process of development,including tight cash flow,financing difficulties,declining sales volume,small profit margin and so on.If company Z wants to develop better,it must change its current development strategy and develop its own development strategies that can adapt to the environment.This paper adopts literature research,case analysis and investigation method,with the help of PEST analysis theory,five force analysis model,SWOT analysis theory,fully understand the basic situation,development,development status and the main problems,analyzes its external environment,competitive environment and its threats and opportunities,according to its own advantages and disadvantages of scientific lasting development strategy.First,PEST analysis was used to study the macro environment of Z company,and analyzed the external factors to deal with from four aspects of policy,economy,society and technology;Secondly,the five-force model is adopted to analyze the economic and industrial environment of the enterprise from the threat of potential competitors,the threat of substitutes,the bargaining power of suppliers,the bargaining power of the buyer and the ability of existing competitors;Finally,SWOT analysis was used to clarify the opportunities and challenges of Z company,showing the advantages and disadvantages of Z company,and has established the short-term and long-term strategic goals,formulate low cost strategy,tightening strategy,cooperation and acquisition strategy for the future development of Z company three strategies,and for the effective implementation of these three development strategies,put forward three aspects of financial,talent,system and other safeguard measures.Through the study of the development strategy of Z company,this paper can promote its dominant position in the fierce market competition,and to survive in the difficult policy environment,upstream,help Z real estate company to achieve healthy,stable and sustainable development,but also provide reference value for the strategic development of other real estate companies.