Research On The Development Strategy For Qingdao Fushan Real Co.

Qingdao Fushan Real Co. is an enterprise being engaged in the development of real estate, which has developed many real estate items such as Fushanhou residential area. At present, it is developing at high-speed in the market filled with intense competition. How to select a correct development strategy and retain superiority is a very critical task for the Company. After studying and analyzing the present status of Qingdao real estate market and the advantage and disadvantage of Qingdao Fushan Real Co., a practical and prospective development strategy for the Company is made out in the method of combining macroscopic with microcosmic, qualitative with quantitative study.On the basis of theoretical study, the development and management present situation of Qingdao Fushan Real Co. are analyzed, and the macroscopic environment and industry competition situation for the real estate business of the company are analyzed and evaluated by using Porter's five kinds of competition force model and Ex ternal Factor Evaluation Matrix. It is considered that Qingdao Fushan Real Co. faces with many opportunities and threats. The internal environment of the Company is evaluated by using Internal Factor Evaluation Matrix. It is considered that the Company has many advantages and disadvantages. In the thesis, the orientation of scale, grade and area, target market and target client for real estate business of the Company is determined on the basis of internal and external environment analyses. SWOT analyzing model is constructed and Quantitative Strategic Planning Matrix are used to analyze and choose the competition strategy which Qingdao Fushan Real Co. may adopted.Finally, the competition strategy combination of taking focus strategy as main strategy and horizontal integration strategy as auxiliary strategy is determined for the Company. With regard to the implementation of development strategy, it is advised that the Company should commit itself to human resource management, brand construction, and financing channel exploiting, so as to ensure the strategy to be implemented effectively.