Kaixiang Group Development Strategy

Strategy is the guiding principle of enterprises during decision-making and other activities in a certain period. And it's also an important planning about the overall development of enterprises in this guiding principle. Enterprise's strategy is the significant preparation and planning in order to seek and keep lasting competitiveness in the future. Survival and development in the future is the starting point and goal of making strategy. Strategy should determine a simple consistent and long-term target for enterprises. And it also should accept and adept to the challenges of environmental variation. The essence of strategy is to build and maintain continuing competitiveness of enterprises. Related research found that it's easier to success for enterprises with strategy than those without it. Because the internal and outside environment varies day by day, and the competition intensifies unceasingly. Enterprises could implement strategy to adept to all environmental variation. By this way enterprises could build up core ability and competence step by step by centralizing limited recourses. And then it will get good competitive and operating results.Now Kaixiang group is in the rapid expanding stage of development. If holding the strategy direction not so well, it is easy to increase the operation risk of enterprise, even miss the following opportunity of development. So it is necessary to make foresight strategic planning of the whole group.Firstly, the paper looked back the developing history of the Kaixiang group. And find out main problems of the group. Then it analyzed the macro circumstance and the industry structure which the enterprise faced, as well as the development trend of the real estate. In addition, the resource of internal enterprise and the management capability was analyzed in the following aspects, capital strength, manpower, technique, management, trademark, material and networks and so on.Based on the analysis, the paper analyzed the group by SWOT method and made a strategic combination. Combining the mission of enterprise and the orientation of strategy, the whole strategy aim of civil engineering and real estate is put forward. Meanwhile, the aim of 10-year operation, management and grading management are brought forward. To make sure that these strategy plans will be successfully taken out, business strategy is constituted, the flow of strategy estimation and control is designed. And the analysis method of the effect and the control measure of the error analysis in the actualization are proposed.