Real Estate Development And Corporate Strategy Into The New Situation

There is a series of macro adjustment and control policies in real estate trade about land, financing, etc. in our country, flourishing development and keen competition day by day of the domestic real estate trade, and gradual entry and fighting for the market of real estate of our country of big enterprise and investment funds of foreign real estate, make our country 's development environment of real estate, market development mechanism, operation mode, product development, marketing plan, administrative skill and method, etc. have all changed very greatly, outmoded management mode and development approach can' t already adapt to the environmental change of the new situation, a lot of real estate development enterprises face the difficult problem of survival and development. Enterprises of development of real estate must come out from the past outmoded operation and management mode, should carry on strategy change and development choosiness actively in order to adapt to the change of the new environment and find out new countermeasure, seek one healthy, sustainable development and new strategic development thinking and mode that strengthen constantly for enterprise.In the second part of the article, the macro adjustment and control policy current to our country has been explained, have analyzed its impact on real estate of our country, and has also analyzed the impact on real estate of our country of entering the WTO and economic globalization. Then analyzed and researched the current situation of the development , trend and direction of the present market of real estate in our country, the current situations and existing problem of enterprises of development of real estate, and have pointed out the new development characteristics and new problem faced by enterprises of development of real estate of our country under new situation.And then, strategy changing and strategic turning point theory have been summed up in the third part of the article, it is analyzed the strategy changes frame and the characteristic of strategic thinking, and has used and developed this theory in real estate development enterprises, the judgment condition of the business strategy turning point and strategic change procedure of real estate development enterprises have been set up.Fourth part in article, it pointed out the main judgment basis and facing strategic change that the real estate development enterprises need to carry on under the new situation, and set up the strategic change model that enterprises of development of real estate to promote the key competitiveness. Some main countermeasure and suggestion to deal with new situation are brought out under the frame of strategy change, since strategical plan, institutional framework innovates, human resources strategy, marketing strategy , land store and financing strategy,development and management mode, etc.Finally, this article carried on case study from the current situation of the development of Yunnan HEXY real estate Co., Ltd. In the study, the puzzles, problems and restrictions in the process of project have been analyzed faced by in the situation that country' s macro adjustment and control policy and market development environment have been changed. The case studied the development strategy of Yunnan HEXY real estate Co. , Ltd. in new situation, put forward some development countermeasure.