A Study On The Developpment Strategy Of Dong Feng Real Estate Co., Ltd.

This paper studies the strategy choices and the corresponding measures of Dong Feng Real Estate Co., Ltd. after having been peeled off from the main business. The author hopes that Dong Feng Real Estate Co., Ltd could determine its business alignment, the developing plans, the strategy choices and the corresponding measures after the peeling-off on the basis of a clear knowledge of the interior and exterior conditions. Theory analyses are adopted in the article combined with cases study. The exterior conditions of the company are analyzed at first by analyzing the macroscopical economic environment, the industry environment, the developing trend of the industry and the competition situation in the market. The author then expatiates basic theoretic knowledge of business strategy management, with which the interior conditions and the advantages as well as the disadvantages are analyzed in detail. On the basis of all these, the competition theories and the development strategy theories are studied thoroughly. The results of the analyses are combined with the present conditions of the company and then many practical strategy choices are offered. In the end, the article probes into the ways in which Dong Feng Real Estate Co., Ltd. sets up the operating system and measures in the aspects of core competitiveness, interior management, brand management, supply chain management as well as risk management which are suitable for the strategies of the company and the ways to implement the strategies successfully. The author gets to the following conclusions through study: First,the current real estate industry in China is at the growing stage of its industry life cycle; the short-term and long-term development prospect is optimistic. The competition in the real estate market is getting fiercer. Second, Dong Feng Real Estate Co., Ltd. is faced with great challenges after the peeling-off. To win in the fierce market competition and realize sustainable development, it has to determine its competing and developing strategies, that is, to quit disparate careers and concentrate on the career of its own specialty; then expand its territory little by little; try to establish cost advantage and highlight its service varieties from other companies and therefore create its core competitiveness. Third, To assure the implementation of the strategies, Dong Feng Real Estate Co., Ltd. need to establish the operating system and surroundings in the aspects of core competitiveness, interior management, brand management, supply chain management as well as risk management which are suitable for the strategies of the company with considerations of the actual conditions of the company.