Research On The Development Strategy Of Chunhua Property Company

Chunhua Property Management co., LTD. is a state-owned property management company with business scope covering both real estate and property management. On the basis of strategic analysis and business model analysis, practical business models and strategic objectives are designed, which consider the actual situation of the company as well as key factors. Finally, in order to achieve the objectives, this paper proposes solutions from aspects of enterprise reform, institutional restructuring, human resource management and information management system.In general, based on a contrastive analysis of domestic and overseas property management, Porter five forces analysis, PEST analysis and value chain analysis, this paper puts forward the following conclusions. First, presently, the overall domestic property management industry develops rapidly, which inevitably brings a huge market with imbalance in regional development, diversified management and various obstacles. In the future, with an increasingly fierce competition, the industry will present features involving marketization, specialization, brand orientation and intellectualization. Second, with the preferable external policy support and the external pressure to transit and upgrade, Chunhua Property Management Company is facing both challenges and prospects. Third, the vision of Chunhua Property Management Company is presented as "more beautiful environment, more convenient life", which is consistent with the trend. In order to achieve the ultimate goal "to become a first-class comprehensive service provider", the company would focus first on expanding business then orient strengthening its footstand. At different stages of its development, the orientation of the company would shift (e.g., shift from a subordinating property management company to an independent service provider adopting market principles), and the business strategy would shift as well.(e.g., traditionally, the company profits from providing-basic service such as cleaning, greening and housing maintaining; while in the innovative business model, income including assets management commission comes from services such as offering advisory on real estate, playing the role as a medium which provides various services and information exchange between business and clients.) To achieve the strategic objectives, the company would transit from the traditional property service provider to information provider, which follows a "1+N" Business model and centers traditional service meanwhile reinforces diversified services. Fourth, to achieve the strategic objectives, Chunhua Property Management Company should take timely and effective measures on aspects of company system, organizational structure, human resources and information technology. Finally, the innovative business model and sustainable development will be realized through innovation in system, management and information technology.