| Real estate industry is the relationship between comprehensive industry of national economy and people’s livelihood, is the backbone industry of current our country economic development, as well as the nation most popular topic of industry, real estate in our country the development of national economy and social life is important, because real estate directly or indirectly for construction design, construction, finance, decoration, building materials, household goods, household appliances, such as more than 60 influence the development of related industries, tens of millions of jobs are directly or indirectly related to the development of the real estate industry, local fiscal revenue of 30% to 50%(individual regions or higher) from the real estate industry, representing a quarter of the total national investment in fixed assets of 2012 fund flows to the real estate industry, so the healthy development of real estate industry or not is directly related to a smooth and rapid development of the national economy. On the other hand, since 2012, our country real estate policy has had the fundamental change of direction, to prevent China’s real estate financial risks and suppress the real estate bubble has become the top priority of our country real estate macroeconomic regulation and control. Influenced by the international financial crisis and macro policy, the domestic real estate investment growth slow further, real estate development investment growth in 2012 than in 2011 dropped by 25.3%, real estate development investment growth in 2013 than in 2012 dropped by 15.7%, which is quite interesting residential development investment growth is a sustained slowdown phenomenon, investment growth in 2012 than in 2012 dropped by 32.8%, investment growth than in 2012 dropped by 29.2% in 2013,2013 commercial housing sales area of 1.01125 billion square meters, more than 2012 years of 121104 square meters,199.79 million square meters, housing sales area is decreased by 16.5%. At the same time, the momentum of rapidly rising prices of big cities also curbed.The experts pessimistic thinks, real estate in the cold winter has come, the development of real estate enterprises will be greatly suppressed. In spite of this, the author thinks that the current real estate industry is still a great opportunity to industry, now it’s just the challenge and opportunity coexist, to overcome the challenge, the key is whether companies will be able to comply to development strategies and measures for the establishment of science, in the context of the structure of the real estate market adjustment, achieve the smooth development of the enterprise. This article applies the relevant theories of strategic management, from the current macro policy environment and industrial development issues facing the start, with Daxin real estate development co., LTD., hubei as a case, the Daxin real estate internal and external management environment, such as SWOT, market strategy for system analysis, and on the basis of the development strategy of real estate company to select the suitable for Daxin, put forward the implementation of the strategic development target and specific measures, and the actual situation of the current development of the company strategic implementation safeguard measures, to ensure that all strategic target can be born to perform, to adapt to the trend of market adjustment and upgrade, build enterprise core competitiveness of sustainable development, for the long-term development of enterprises to open up new space. The author hope that through the study of large real estate company development strategy, can also face the transformation and upgrading of the real estate company long science to formulate and adjust development strategy, enhance core competitiveness, to implement the right marketing strategies, enhance ability to resist the market risk, seize the development opportunities, in the fierce market competition keep healthy development, have certain reference and reference. |
