The Study Of Jinma Group’s Development Strategies

China’s real estate industry has had a great growth during the “11th five-year pan”,as many other companies are getting into the industry, which has caused the real estateindustry competition fierce because the national policy adjustment and market graduallyare becoming more and more mature. How to increase the chance of survival in the realestate market becomes an important subject to an enterprise. At the same time, the citysynthesis gradually shows its unique as a new type of the real estate operation mode inthis kind of situation. It is a success to get the favor of the real estate enterprise andenterprise who prepare to enter. As a furniture circulation industry pioneer, Jinma groupgets into the real estate market in recent years, and the Group has begun to get into thecity synthesis development construction as the boss understands the trends of thedevelopment of real estate. They set up its own unique system and mode in order to winthe market.In this study, I completed the research of Jinma group through three steps whichincludes strategic analysis, strategic choice and strategic implementation. First,the studychapter completed the strategic management phase relevance theory review, explainingthe relevant theory and methods.Then I completed the analysis of strategy includinganalysis of external resources and environmental, make the advantages anddisadvantages of the group clear. After that determined the strategic positioning and thedirection for the group. At last, I finished the design of the action, the business model;determined the measures of the strategic implementation safeguard.This study tries to prove that a practical strategy of the enterprise is not a simplekind of strategic mode, but adopt two or several kind of strategies according to their owncharacteristics. All the strategies must be a mode which based on the enterprise’sresources and characteristics whether using one or centralized mixed strategy.