Study On The Development Strategy Of XY Company

Since 2003, government continued macroscopically controlling real estate, and the control is stronger and stronger year after year. Generally speaking, the series of macro-control policies have already changed the track of the development of the Chinese real estate industry. The real estate is changing to be on the harmonious, healthy and stable developing road. On the changing time, opportunities and risks co-exist; and the competition will become fiercer. Under this kind of situation, the real estate enterprises, especially those relatively weaker with little strength need to do more management work inside their entities. They should enhance the management and find a suitable road to get competitive advantage in the competition, which is the only way to exist and develop them.This article sets XY Company as the objective, firstly from the macroeconomic environment, industry environment, the trend of the development of this industry, and the competition in this market, analyzes the external environment of XY Company, then analyzes the inside environment of the company and advantages and disadvantages. Based on these analyses and with the real world situation, it also gives the doable strategies. At the end of this paper, it also discusses how XY Company should set up relevant system in technology, capital and management, and actualize its strategy. Through analyzing, this paper gets the conclusion: on one side, Chinese real estate industry is in the life cycle stages of growth, and will have nice future in both short and long periods, and the competition will be much stronger. On the other hand, if XY Company wants to get the advantages and keep developing in this competitive market, it has to definitude its strategy in competition and development, which should be on the way of energy-saving and environmentally friendly technology, expand geographically step by step, keep to be the leader in the technology in order to get core competitive strength. Thirdly, in order to ensure the implementation of the strategy, XY Company need conjoin the situation in the reality to set up relevant system and environment in technology, capital and management.