The Study Of Business Strategy Of Real-estate Leasehold For Shenzhen NKJ Company

With the real estate market warms up continuously, the price appears irrational trend, so the market risk is becoming increasingly prominent. In order to control prices, the government efforts to control real estate market strength. As result, the enterprise must to change the business concept to cope with the risk triggered by the policy. To maintain the sustainable development of enterprises, the developer will pay more attention to the real estate holdings, and manages the real estate leasing business carefully.In the original, Shenzhen NKJ's dominant was the real estate development and port construction, In 2007, the company reformed under the guidance of the government implemented a major restructuring of state-owned enterprises. The employee becalmed the shareholders of the company, and the port construction business was stripped. At present, the real estate market competition is intense; on the other hand, internal and external environment is changing, so the company must to face significant strategic transformation.Studding about the NKJ's leasing business in the dissertation by using of the strategic management theory and the analysis-method about SWOT. The base of the R&D is the company's macroscopically environment, chance, and analysis of the advantages and disadvantages, opportunities and threats to the company. Then, exploring the NKJ in the absence of state-owned enterprises background, how to develop the leasing business in complex environment. Make the NKJ's strategy which stress on the difference-strategy and some accessorial strategy such as brand, human resource and risk preventing. In the process of the strategy implement, confirm optimize the organizational structure, effective integration of internal resources, strengthen information management, the building of enterprise culture and strategy of safeguard measures and methods.