Research On The Development Strategy Of H State-owned Real Estate Companie

Chinese real estate industry has undergone several stages of rapid development since the beginning of planned economy.In order to maintain the healthy and orderly development of the industry,the government has also ushered in several controls in recent years.With social progress and economic improvement,the consumption concept of home buyers has gradually changed,and the real estate industry has gradually shifted from the incremental era to the inventory era.Meanwhile,due to the impact of uncontrollable factors such as the COVID-19 pandemic,the real estate industry has suffered a cold winter.At present,about 95% of our real estate enterprises are small and medium-sized.Compared with large real estate enterprises,their market shares are far behind,and stateowned real estate companies,as special market players,also bear some political attributes.Therefore,in order to survive and develop,they need to constantly change their thoughts and actively adjust their development strategies in order to make breakthroughs and innovations.This paper takes H Company,a district-owned state-owned real estate company in third-tier cities,as the research object.It has the common problems of small and medium-sized state-owned real estate companies: small market scale,unclear development strategy,inflexible employment mechanism,etc.Therefore,in the face of the current situation and trend of market development,it is necessary to analyze the situation of enterprises,find out the positioning of enterprises,and formulate strategies in line with the development of enterprises.This paper takes enterprise strategic management and development strategic management as the theoretical basis,and combines literature analysis,case analysis,analytic hierarchy process and other methods to deeply study the internal and external environment of H state-owned real estate company.Firstly,the PEST model is applied to analyze the macro environment,and then Porter’s Five Forces model is used to analyze the industry environment through the development status of the industry.Through combing research and analysis,it is found that in the face of the continuous introduction of real estate regulation policies and the occurrence of uncontrollable factors,buyers’ enthusiasm for consumption drops sharply.Meanwhile,too many competitive products lead to the continuous improvement of buyers’ bargaining ability.H state-owned real estate companies should seize the aging industry and health industry,seize the lease market of urbanization development,and seize the house purchase need to develop improved housing.Secondly,by analyzing the resources and capabilities possessed by H state-owned real estate company in its internal environment,it can be concluded that H state-owned real estate company should combine its geographical advantages,make use of its status as a state-owned enterprise,strive for policy support,obtain sufficient funds through its high credit and expand its self-supporting marketing and property team to guarantee its development Promote the internal system and mechanism reform,enhance the training of middle and senior personnel,increase the real estate operation business,expand the visibility.The use of EFE matrix,IFE matrix,SWOT matrix,QSPM matrix for quantitative and qualitative combination of the way to determine the H state-owned real estate companies should adopt a diversified strategy to develop,the overall idea is to real estate development as the main line,the layout of multiple business,collaborative development.While expanding and innovating the existing core business,it also develops industrial real estate by utilizing high-tech industrial parks,large health industry construction and location advantages,and on this basis,continuously carries out comprehensive real estate operation service business.At the same time match the corresponding human resources strategy,financing strategy and brand strategy.Finally,the strategy implementation is guaranteed from four aspects,which are promoting the reform of corporate system,strengthening the construction of corporate culture,adjusting the organizational framework of the company,and strengthening the construction of Party conduct and clean government.Based on the above analysis of H state-owned real estate company,the strategy in line with the next development of H company is selected and formulated,which has certain practical significance for H company and also provides certain reference for small and medium-sized state-owned real estate companies of the same type.