Research On Strategic Optimization Of JT Real Estate Company

Development strategy is a key influencing factor for the success or failure of business activities and an important guarantee for the long-term efficient development of an enterprise.The real estate industry is one of the pillar industries of China’s national economy,and its healthy development is of great significance to promote the sustained growth of the national economy.In the process of rapid development of the real estate industry,problems such as excessive price increases and inflated speculative demand have emerged.For this reason,the state has strengthened the regulation and control for the unreasonable phenomenon generated by the overheating of real estate and introduced a series of regulation and control policies.In this context,real estate enterprises can only ensure sustainable,stable and healthy development by adjusting and optimizing their own strategies in conjunction with macro policies and the market environment,and by providing long-term guidance for the enterprises in this way.JT Real Estate was established in September 1992 in Ningbo,China,and its main business involves real estate development,leasing and its related business areas.Based on the transportation-oriented development(TOD)model,the company transforms subway parking lots or maintenance sections invested by the government into buildable land resources and carries out integrated development and construction of railroad vehicle bases.This paper firstly describes the existing strategy of JT Real Estate Company and its problems,and then conducts a comprehensive and in-depth analysis of the company’s macro environment and industry competition using PEST and Porter’s five forces model respectively.Then,based on the questionnaire survey implemented to the company’s middle and senior management and external consultants,the internal and external factors affecting the company’s strategy are identified,and the internal advantages and disadvantages,external opportunities and threats of the company’s development are evaluated through EFE and IFE matrix.Then,using SWOT analysis tools,the growth strategy was selected from four overall tier strategies,and the QSPM matrix was used to score the company’s three competitive tier alternative strategies,and finally the differentiation strategy was selected,achieving an effective combination of qualitative and quantitative analysis.The core of this strategy is that JT Real Estate’s business is mainly TOD track property development,and it creates its own operational characteristics by implementing product differentiation,service differentiation and brand differentiation to provide more diversified services to customers and enhance corporate brand effectiveness.Finally,this paper develops recommendations and safeguards for the implementation of the company’s functional strategy.Suggestions for the implementation of the functional strategy are made in four aspects: strengthening network and brand marketing,improving human resource management,financial strategy,and reorganizing operation management with digitalization.The guarantee measures for the implementation of the company’s strategy are proposed in four aspects: improving rules and regulations,perfecting financial management,strengthening human resource management and shaping corporate culture.