Research On Commereial Real Estate Development Model Of Friendship Hualian Ltd

With the rapid economic growth in China, the modern service industryis booming, the residential property is strictly controlled by the country; they all provide fast development space and chances for the investment of commercial realestate development. On the other hand, the present situation of our Commercial real estate is "late start、rapid growth and lack of the theory and practical experience", there also cause lots of problems such as huge amounts of blind investments and homogeneous competition. Commercial real estate is regarded as one of Chinese most important industries. Specialized management ability and good business model are the necessary factor of its success. Friendship Hualian Ltd. ("YouHua Ltd." for shot) is one of the earliest companies which engaged in operation of commercial real estate in Nanjing; started with Commercial property, then transformed into Residential property, finally return to the original. This company lacks in development mode such as those of increasing land reserves planning design、project financing、project investment and operation management, there remains a significant gap between successful domestic Commercial real estate enterprises and YouHua Ltd.Under the guidance of strategic and operation management theory; start with the Commercial real estate’s development laws and characteristics, compare with successful domestic Commercial real estate companies and their development modes, combined with the present development situation of Youhua Ltd. and apply SWOT and BCG Matrix Analysis to make systemic arrangement and research on all the projects of commercial real estate since its established, the problem is in development goal、area selection and land acquisition and other modes during the selection and transformation in the real estate between residential and commercial; to go into and optimize those involved development mode in development goal、 product system、planning stage、mid-term、investment and later operation.This paper evaluates the core competence、resource industry and industry experience of Youhua LTD. according to the development tendency of Commercial real estate and combining with its existing problems in development orientation、commercial mode and operation management; raises new suitable mode for future development of its Commercial real estate, also provides guidance basis for transformation and improvement of core competence.