| What this article studies is how this region land development company carries on the real estate project in the current market environment the development strategy formulation and the choice.First this paper has analyzed the research background and the significance. By the land development company took this region just started the company, was just happening to meet our country urbanization advancement quickening, the country promotes the northeast old industrial city policy implementation, has provided the turning point to company's development. At the same time, the real estate already became the focal point which all the people pay attention, the commodity apartment development enhanced the altitude which constructs to the relational harmonious society, becomes the main livelihood of the people question which the current country must solve, the country new turn to the real estate industry macroeconomic regulation and control policy appears one after another, to promotes the real estate industrial structure to promote, the real estate market consummates the positive role gradually, but proposed to the real estate enterprise's development a higher request, by by the real estate company is the enterprise which develops under this big background. Under the current situation, how did the real estate enterprise comply with the market demand, seeks road of the development in the stern competition environment is this article starting point. Because population increase, economical development and land resource relatively scarce, the real estate supply and demand contradictory intensifies day by day, the real estate price level assumes the long-term rise tendency. On the other hand, the current world economics shape is making great strides forward by the industry economy to the knowledge economy, the new science and technology method and the management and operation thought emerges unceasingly, the modern management and operation thought has the more and more profound influence to the contemporary real estate entrepreneur's management idea and the operation pattern. The strategic plan, the core competitive power, the value chain management, the brand marketing, the market subdivide, the human resources management and so on the correlation theories are widely applied in the real estate enterprise, the more and more many real estate enterprise realizes to the modern management and operation thought to the enterprise survival and the development vital significance.These theory knowledge promotion to real estate industry overall level enhancement positive function, but simultaneously also intensified enterprise's competition. Therefore in by develops by the real estate company before project construction, first must study the specific market the supplies and the demand question, questions and so on macroscopic and microscopic question and total quantity and structure, development cost and price localization. Therefore this article elaborated the enterprise strategy management theory, the project management theory, the market marketing theory, the competition theory and so on the correlation theories knowledge. The paper adopts the method which the theoretical analysis and the thorough investigation research unifies, first from the analysis real estate industry macroscopic policy environment, the economic environment, the profession environment, the profession trend of development, market demand obtaining, analyzes by the external environment which locates by the land development company, pointed out explicitly develops the disadvantage factor to the corporate growth existence opportunity and the limit enterprise. Through the analysis, may see in the external environment, although opportunity and threat coexisting, but is as a whole advantageous to company's long-term development. Next, this article from company's development course, the company and project department aspects and so on organizations and agencies establishment, personnel condition, financial condition, progress, quality and expense control, purchase and marketing managed capacity analyzed the company interior environment, then discovers the competitive advantage and weakness which the company exists at present.Because the real estate industry chain development involves many procedure link.Behind each procedure corresponds or many specialties, like the administration, the law, the finance, develop consultant, the estimate, the plan design, the construction construction, the project management, the construction product, the building equipment, the building materials, the real estate broker, the advertisement media and the estate management and so on many aspects. Therefore the next real estate industry division of labor will be able to be more and more thin, various professions specialty both will divide the work strictly and cooperates closely. Facing the new situation, how interrogated discusses by should carry on the project by the land development company in the project operation the localization, the mold enterprise brand, the enhancement development product technical content, the grade of service and the product long period value and so on is restricting the question which the project and the enterprise developed.In to by the external environment and in copany's internal condition analysis foundation which locates by the real estate company, possibly adopts the strategy to the corporate growth to carry on the SWOT analysis, through the comparison, finally determined uses the SO strategy. Carried on the segmentation take this strategy as the principle, this article has discussed the total cost leading strategy, the differentiated strategy, the multiplex strategy, the integrated strategy and the specialized strategy, determined by walked the specialized developmental strategy by the company in certain stage planted agent. How finally discussed by by the land development company in aspects and so on core competitive power, internal management, brand management, marketing management has established the operational mechanism and the measure which adapted with the enterprise strategy, fruitful paid special attention to the strategic implementation.The science rational development strategy, is the enterprise the essential safeguard which is in an impregnable position in the market, also is an enterprise can obtain the survival and the development premise in the complex changeable environment. In order to realize this enterprise's sustainable development, the accurate assurance macroscopic situation development direction, this article has analyzed the related external environment change and the influence, tries hard the objective estimate, appraises own enterprise ability level, and draws up in this foundation conforms to the actual enterprise survival and the development strategic target, subsequently enables the strategic target to realize in the appropriate strategy measure implementation process.Through the research, this article draws following conclusion: At the same time, Chinese real estate industry at present occupies the profession life cycle growth stage, the market development space is very big, but competes can be extremely intense; On the other hand, in under the national new turn macroeconomic regulation and control macroenvironment, by is facing the very big challenge by the land development company, must want to win the superiority in the intense market competition and to realize the sustainable development, must formulate the explicit development strategy, walks road of the specialized development, realizes the region to expand gradually, cultivates oneself enterprise the core competitive power, makes the enterprise brand; Third, in order to guarantee decides the strategy the implementation, by needs to unify aspects and so on company actual situation enhancement enterprise internal management, brand management, marketing management by the land development company establishes the operational mechanism and the environment which adapts with the enterprise strategy.By faces by the land development company is one kind brand-new, the complex situation.Its survival development environment and the condition will have the very big change. Facing the stern market competition environment, the company will have to make sober, profound, the careful ponder and the research to the next developmental strategy, the accurate assurance reform macroscopic situation development direction, the precise analysis will produce from this the external environment change and the influence, the objective estimate, will appraise own ability level, and will draw up in this foundation conforms to the actual enterprise survival and the development strategic target, subsequently will enable the strategic target to realize in the appropriate strategic measure implementation process. The science reasonable enterprise strategy, is an enterprise the competitive advantage essential safeguard which is in an impregnable position in the market, guarantees continues, also is an enterprise can obtain the survival and the development basic premise in the complex changeable environment.This article through to by by land development company's strategic choice and the measure research, draws following conclusion: First, our country real estate industry at present is occupying the profession life cycle growth stage, in which short-term and the long-term prospects for development is extremely good, the housing market will enter continues the period of expansion; Second, by after the land development company enterprise remanufacture, must want to win the superiority in the intense market competition and to realize the sustainable development, must be clear about own competition and the developmental strategy, namely: The giving up multiplication, walks road of the specialized development, realizes the region to expand gradually, diligently realizes the cost in the middle-grade housing domain competition to be in the lead with the variation superiority, thus forms own core competitive power; Third, in order to guarantee strategic the implementation, by needs to unify the company by the land development company the actual situation diligently to establish the operational mechanism and the environment which adapts with the enterprise strategy.Mainly includes: The making company's core competitive power, the enhancement company internal management, consummates supplies the chain the management, strengthened brand consciousness and the brand management, raises risk aspect and so on guard consciousness and risk management contents. Through the discussion, we to by the external environment and the competition situation as well as company own condition, the superior inferiority which faced by the land development company had a more sober understanding, has been clear about company's developmental strategy initially in this foundation and from now on the diligently direction, hoped could to by have the help by the land development company. |
PDF Full Text Request