Real Estate Macro Control Under The The Sichuan Blueprint Survival Strategy Research

The new round of macro control policies of real estate market, which is broader, more operational and higher degree of policy mix has been changed the environment of the real estate market. Compared to large real estate companies, a huge number of small and medium size enterprises in a disadvantage position in terms of financing, getting land management and construction concept, which making them to be one of the hardest group. Based on the analysis of national macro-control and used the economic and corporate governance theory connect with the actual situation of Sichuan Lantu Company, this article analyzes the blueprint for the company's survival.Based on the comprehensive analysis of Lantu Company, combined with the develop situation of projects in Daying county and Zhongjiang county, this article study the environment of small and medium size real estate enterprises, and then determine the overall framework of competitive strategy and planning. In this paper, Lantu Company are facing challenges, but there is also opportunity on the other hand, and the key lies in it is whether the company can find its own development strategies and financing strategies. Combing with the analyze the macro-policy and its impact on small and medium size real estate companies, this paper argues that, in the face of increasingly fierce market competition, the blueprint for the company should target concentration and differentiation strategies oriented; change concepts and choose the way of sustainable development; make resource-based strategies include develop system of ability and enhance the core competitiveness. On the financing strategy, against to the problem of financing in the contest of macro-control, the company should be take project trust, stock transfer and other measures to increase financing channels. While strategic alliance is a good idea to make the company bigger and stronger, and improve the ability of self-reliance.Now, the small and medium real estate companies are in the period of great changes( policy changes, product changes, management changes, market changes and environmental changes), facing the dual challenge of new policies and new markets, methods and conclusions of this study will actually be applies to small and medium real estate companies, while provide reference to the other real estate companies.