Ming Chun Home Ownership Strategic Change

The uncertainty that Chinese enterprises have faced the business environmental is more obvious, which economic fluctuant makes; and firm's environment tends to be complex, dynamic developing. Lockheed-Martin Corporation's chairman and chief executive officer Norman. Augustine said:"There is only two categories of enterprises:a constantly changing, and the other was eliminated." During the industry reshuffle, to analyse and timely adjust the strategic will determine the enterprises development or even the survival. The real estate industry has a capital-intensive, duality of investment and consumption, the strong influenced of financial markets, government intervention and other features, which make its reaction more sensitive to the market changes and regulatory policies,, As well, their own resources and capabilities are in place changes in the real estate enterprises increasingly recognize the relative nature of strategic planning,In order to ensure sustainable development of enterprises, the project successfully developed, based on internal and external environmental changes, the need for ongoing scrutiny of the original strategy and adjustment, if necessary strategic change.In this paper, per the study to strategic change under uncertain environment of Ming-Jun Company-one real estate development one, the study focuses on changes of corporate strategy under the climate change causes, diagnosis, change direction and implementation. And this paper widen& deepen the view of business environment form business external environment including the economic environment, policy environment, industry competitive dynamics, customer demand for four dimensions; the internal conditions including economic factors (financial status and financial status), non-economic factors (life-cycle stages of business development, core strengths and Management capacity) two dimensions; corporate mission; leaders of cognitive factors. SWOT analysis framework is used for the enterprise's strategic analysis and diagnosis, and proposed the need to change the conclusions. It is to put forward the corresponding proposal for change and countermeasures-brand strategy and specialization. Strategic positioning of the brand on the middle class in society and business philosophy and mission are:Build the harbors, fly the dreams. The CIS (Corporate Identification System)is suggested into brand positioning and its various elements are described:Concept identification system, behavior recognition system and the concrete steps of visual identification system built and improving the brand concept the specialization not covered:Professional division of labor and information system construction. The successful implementation of strategic change first need to change the premise of ideas and evaluate control as a guarantee. In order to get business survival and development per the corporate strategy, companies should address the uncertainty of the environment, bold innovation, building dynamic capabilities. This research and analysis is just one phase of a strategic business plan,; however, along with the strengthening of environmental uncertainty, strategic change should be a continuous, iterative process. This paper seeks to use the limited knowledge of strategic management theory to try to work out the enterprise develop the ideal model.