Study On Small And Medium-sized Real Estate Enterprises' Developing Strategy

Small and Medium-sized Enterprises (SMEs) are an important factor in national economy and play a strategic role in the economic development of various countries in the word. It is generally agreed among international community of economics and academy that, SMEs will play the leading role in economic development of the 21st century. In China, the greatest developing country in the world, SMEs have a more prominent standing and role. Small and Medium-sized Real Estate Enterprises (SMREEs), as the most important section in SMEs, still have the most prominent standing and role. Especial at this stage that real estate industry grows by leaps and bounds, SMREEs are playing monumental roles at the number of real estate enterprises, the total investment, the revenue & tax, and so on. It is valuable and meaningful to study on how the SMREEs to establish and implement enterprise-developing strategies based on its internal resources and external environment. Making and executing the developing strategies is an effective way for SMREEs to strengthen their core competitive capacity and for the whole industry to upgrade its level in order to compete with foreign competitors. It is urgent and significant to do such a research work.With Reference to plenty of monographs, journals, thesis and other documents on SMEs' developing system, enterprise strategy management theory, real estate enterprises' management, and based on the actual research in some small and medium-sized real estate enterprises, this paper tries to do a deep discussion about both necessary of SMREEs' existent and development, and systematic methods to establish and evaluate the developing strategies. Much emphasizes were imposed on SMREEs' marketing external environment & their internal recourse analysis, strategies' selection & evaluation, and strategies' execution and control in this paper.Firstly, with stating current situation of the real estate industry and development of the SMREEs in China, motif of this paper was educed. After a general introduction about the existing study on this topic from both domestic and foreign scholars, this paper stressed the importance of the research on developing strategy for developing and strengthening this especial rank. Thereafter, combining the domestic and foreign study on SMEs' strategy with the characteristics of real estate industry and SMREEs of China, this paper brings forward the special phase developing strategies for SMREEs of China. At last, this paper illustrates the implementation of the selected strategy in planning and allocating resources. A case study about Fengdan Co. Ltd. also was provided based on the theories stated above. This case study ensures the practical value of this paper's theory.