| China’s economic development and the real estate industry have contributed a force that can not be ignored.With the continuous tightening of national real estate policies in recent years,real estate enterprises have been greatly affected.For local small and medium-sized real estate enterprises,their development road is becoming more and more difficult.This article selects F group,a representative enterprise in Dalian,and takes its real estate business as the research object.Using the method of strategic analysis,this article analyzes how to achieve the goal of strategic transformation under the challenge of internal and external environment.First of all,starting from the macro external environment faced by F group,this article focuses on the analysis of Dalian’s real estate policy,economic environment,social status and the current technical level of the real estate industry,summarizes the opportunities and threats faced by the enterprise in its own development,and believes that it has many opportunities to grasp in the market competition,the economic development momentum of Dalian is good,and the investment in infrastructure is increasing,The amount of land reserves in the new area is relatively stable,and under the three child policy,the new demand for house purchase begins to show.The threat faced by F group is that under the national high-intensity macro-control and purchase restriction policy,the competition in the real estate market is more intense than before.Secondly,it introduces the basic situation and operation status of F group,analyzes the current resources of F group,and analyzes its certain advantages.It has high popularity in the local market,perfect urban supporting living facilities,mature property management mechanism and price competitive advantage compared with competitive products.However,due to the constraints of scale and capital pressure,F Group has some problems in internal management,The product features are not prominent enough and the homogenization is serious.Through the analysis of F Group’s opportunities,threats,advantages and disadvantages,the author puts forward that the development strategy suitable for F Group’s real estate business is the centralized differentiation strategy,puts forward the specific implementation scheme suitable for the enterprise development strategy,and formulates the management methods for the enterprise in the future,so that the enterprise can give full play to its resource advantages in the local market of Dalian.In view of the current situation of F group,it puts forward strategic implementation plans such as withdrawing from the real estate market in first tier cities,deeply cultivating the local market and appropriately dividing its brand concept.At the same time,it defines the main target customer groups of F Group’s real estate business and makes targeted marketing plans for the target customers,For enterprises to develop a long-term development path in line with their own ability level.In the research process,this article focuses on the analysis of Dalian’s local real estate policy and market environment,re-examine the disadvantages of F group,formulate strategies in line with the company’s development,and put forward corresponding measures and guarantees to help F group quickly adjust its development objectives.At the same time,it has important reference significance for other small and medium-sized real estate enterprises to achieve sustainable development. |
