Development Strategy Study Of HaiNan X Real Estate Company

Hainan X real estate company was establised in early 90's, which had built nearly 500,000m~2commercial house items during ten-year-developmengt in haikou city and have good reputation in haikou real estate markets. X company faced serious challenge in the last two years, because of the real estate policy changing and the recovery of hainan real estate and the entrance of more and more big challengers. The old strategy cannot be suitable for the new situation, X company could get sustainable development only depending on advanced strategy management ideas.First,we elaborate the concept and the background including the evolution process of strategy management theory, then we introduce the develop background of real estate industry, including macroscopical economic policy and technology environment. next,we specialize the development process and the actuality of Hainan real estate market. Based on the groundwork, we use the Five competition forces model and CPM ,EFE matrix to analyse the position and competition power of X company, so X company can acquaint with the competition position clearly. After we analyse the interior condition of X company, we find out superiority and inferiority by use VRIO modle and IFE matrix.After combining the analysis of interior and exterior environment, we use SWOT and SPACE matrix to establish the strategy which X company should adopt at the present situation. Finally, we formulate detailed rules of the strategy to cayyr out.Although, the competition in hainan real estate market is serious, X company can be successful through its rich experience, good human resource and strategy management.