Research On Strategic Management Of Shandong Daotong Property Investment CO.LTD

Great changes have taken place in China’s real estate market since the housing system reform in China from 1978. Real estate is an important part of national economy. It plays an important role in the economic system. As the important carrier of the economy, real estate is gradually mature after has experienced ups and downs.With the mature of the real estate market environment and increasing competition in the market, a single resource advantage will no longer be the decisive factors in competition. If the real estate enterprises want to survival and development in the fierce competition in the market, they must fully realize the role of strategic management and using the theory of strategy to guide the work of the enterprises. In general, large real estate development enterprises usually have a clear strategic planning. But many small and medium-sized real estate development enterprises often lack the necessary strategic guidance. So how small and medium-sized real estate enterprises choose the appropriate development strategy is a problem worthy of studying.First of all, this paper introduces the basic theory of strategic management and the present situation of the real estate strategy management research. Then the paper analyzes the current situation of our country real estate market. It select Shandong DaoTong property investment CO.LTD as the research object, using the method of PEST analysis, SWOT analysis to analysis a variety of environments which the company’s facing. Trying to put forward a development strategy which suitable for this company. This paper reached a conclusion that the small and medium-sized real estate enterprises should take a development strategy which conform to their own actual development path.Shandong DaoTong property investment CO.LTD is one of the best real estate enterprises of jinan local real estate enterprises. It can be served as a typical representative of the small and medium-sized real estate development enterprises. So this paper research on the development of small and medium-sized real estate enterprises in our country mode, development strategy formulation and implementation has certain model function.