Development Strategy Research Of HS Real Estate Company

With the development of the real estate industry and the gradual normalizednational management, the real estate industry market structure has changed fromseller’s market to buyer’s market, and the concepts changed from the house into theliving space. The excessive profit era has gone, and the development profitsgradually closer to the society average profit. At the same time, the domestic realestate enterprises carry out a full range of competition from cost to the product itself,and also have to cope with the international competition. As the second national realestate development enterprises, in order to change the single business structure andoperate region, avert the national investment system risk changes periodically, planto make the real estate business bigger and stronger, firstly, to contend with theentering large real estate enterprises in the regional market, secondly, and seek thedevelopment space outside the area. Therefore, to re-examine the marketenvironment and its own conditions, and formulate the development strategy, showthe direction for the HS development.Firstly, giving a brief description of the background, meaning and purpose ofthe research. Summarizing the development and genre of enterprise strategymanagement theory, introduceing several common strategic analysis model.Sencondly, analyzing the external environment of HS Company according fromfour dimensions such as macro environment, industry environment, market andcompetition, then give a suggestion. PEST is used to analyze the macro environment;the four dimensions such as development cycle, concentration, the value chain andthe key success factors are used to analyze the environment trends; the other fourdimensions such as the industry market capacity, market level of the product structural capacity, purchasing motivation are used to analyze the market; andaccording to analyzing the industry competition, competitive structure, competitionpattern and trend analysis, make it clearly that HS company’s competitiveenvironment.Thirdly, analyzing HS company’s internal environment according from sevendimensions such as the credit and performance of resources, relationship resources,land resources, brand resources, financial resources, human resources and corporateculture, then proposed changes that needed at this stage.Fourthly, useing SWOT to sort out HS’s opportunities, challenges, advantagesand disadvantages, and then make its development strategy clearly, based on the itsexisting regional brand resources advantage, specialization as its support,commercial real estate and endowment real estate as its opportunity, differentiationand focus as its feature, to build a diversified product line, a standardized operationmode, become a regional most outstanding real estate enterprises, to extend theoutside region, enter Wuhan estate market in five years, and made breakthroughprogress, including the brand introduction, project management, team building,multi-regional business management and so on. Then give the suggestions of how tocreate the product line, how to select the target market, and the new market entry andcompetition strategy.Last, briefly put forward some measures to ensure the implementation of thedevelopment strategy according from four major dimensions such as human resourcemanagement, financial support, strategic control, and learning and innovationculture.