The Research Of Weifang DC Real Estate Company’s Development Strategy

The GDP growth rate in China has been declining since 2010, causing that real estate industry as a pillar industry in national economy is deeply influenced. Marketing environment changes bring even much fiercer competition, and the original sellers’ market is gradually turned to buyer’s market. With aggravation of real estate industry reshuffle, the whole industry is gradually turned to rationality. At the same time, the country will not forcibly suppress the market when it is promising and spare no effort to save market when it is depressed as before. On the contrary, it gives everything back to market, so the previous regulatory policies began to exit market in 2014 and paid more attention to play the regulating role of market. On this occasion, large-scale real estate enterprises have absolute predominance no matter in brand influence, financial strength, or management resource aspect. According to authoritative statistics, more than 80% real estate enterprises in China belong to middle and small-sized enterprises. The effects of real estate market need and policy supervision change on these enterprises are relatively greater. Middle and small-sized enterprises must make adjustment timely in line with market conditions, work out development strategy suitable for enterprises, and avoid exiting market no matter actively or passively in competition.Taking Weifang DC Real Estate Company as research object, this paper firstly elaborates research background, significance, method and theoretical foundation. Secondly, it analyzes external environment of enterprise with PEST analytical approach and Porter Five Force Competition Model, makes sure opportunity and threat the enterprise is faced with, and makes evaluation of opportunity and threat with EFE matrix analysis method. In addition, it analyzes the internal environment of enterprise from enterprise’s operation state and enterprise’s relevant abilities, finds out its advantages and disadvantages, and makes evaluation with IFE matrix. Through SWOT analysis, growth-oriented strategy, torsional strategy, diversified strategy and retrenchment strategy have been obtained. By analyzing four strategies with QSPM matrix, growth-oriented developing strategy has the highest weighted score and is the most suitable for the developing strategy of DC Company. Combing company’s actual situations, it also works out a growth-oriented developing strategy which takes standardization and refinement as basis, green real estate and real estate provided for the aged as core, and differentiation and capitalization as characteristic. In order to guarantee the successful implementation of DC Company’s development strategy, this paper finally sets out safeguard measures for strategy implementation. However, because of the writer’s limited knowledge, the analysis of many problems is still not so comprehensive, there exist many deficiencies in information collection aspect, and it is inevitable that there are careless omissions in this paper.In real estate enterprises of China, the amount of middle and small-sized real estate enterprises in third-tier cites is the largest. Almost every middle and small-sized real estate enterprise will face competition of local old brand state-owned enterprises and foreign real estate tycoons. The research results in this paper can also provide references for researches on middle and small-sized real estate enterprises’ development strategy in third-tier cites. In addition, the concepts of green real estate and real estate provided for the aged put forward in this paper conform to the current national situations like advocating green and low carbon, aging of population, urbanization process, etc, and can provide new development ideas for middle and small-sized real estate enterprises.