The Research On Development Stratege Of Shenyang H Real Estate Corporation

With the national adjustment of real estate policies after the18th NationalCongress of the Communist Party of China, the risks from several aspects, such as themacroeconomic environment, the balance between supply and demand etc, have beenaffecting the evolution of the real estate industry. As one regional Real EstateDevelopment Company depending on the advantages of a group brand, Shengyang HCompany is encountering the same problems above, and desperately need to make thedevelopment strategies suiting its features.In this paper, the domestic and international research on enterprise strategymanagement is summarized, and then the conception and evolution of enterprisestrategy management are introduced. By combining the PEST analysis and five dintsanalysis methods, the internal and external environments are analyzed, involving thegeneral situation of company development, organization structure, status of humanresources, development status, finance condition, profitability, solvency, leadershipquality, the macro environment, industry competition and the status of Shengyang realestate industry etc. On the basis of constructed SWOT matrix and via employing thequantitative plan matrix analysis methods, several company strategies are proposed. Inthese strategies, the long-term one is that the main development direction should besocial service oriented leisure and endowment real estates, and the short and mediumones should focus more on the developing of general civil houses and urban functionallarge business streets. About the guaranteeing strategy, some key safeguards arepresented, such as the optimization principles of company organization, establishingefficient management architecture of human resources, strengthening the construction ofcorporate brand, setting up diversified financing ways and extending the majorbusinesses in real estates. The final target of this research is to help H company take itscurrent advantages adequately, resolve the problems affecting the directions of corporatesustainable development, and further guarantee its viability in complex marketcompetition and smooth development.