Research On Strategy Scheme Optimization Of Zibo HY Real Estate Development Limited Company

In 2013 the government had a concentrated Land supply in Zibo land market, the totle amount of the year is almost equivalent to the sum of the past three years,it means that the real estate market supply will also be much in the next three years.In 2014,the supply of Zibo real estate market will increase about thirty percent.The goverment’s regulation to the real estate market of Zibo city is to built affordable housing,capped-price housing,public rental housing,and this kind of housing is usually located remote,will only have a direct effect of the customers who have absolute demands.In 2014,first-line real estate enterprises as China Resources Land,Country Garden,Evergrande,China Overseas Property;and second-line real estate enterprises as Guosen,Mingfa Group,SD-gold,and many local real estate enterprises,will fight in the market of Zibo.Concentrated land supply,saturated commodity housing market,stable floor area sold and transactions,means that the Red Sea market of Zibo real estate market is coming.Zibo in 2014 will have the most intense competition market since the formation of the real estate market,and the competition will also accelerate the differentiation of real estate enterprises.The era of competition,is a fight based on enterprises’ comprehensive strength,professional ability,integration ability, product ability and marketing ability.Under the condition of the increase in real estate risks,for the small and medium-sized real estate enterprises,to have the ability to resist risk are relatively weak,so finding a suitable way for their own development during the recession is particularly important.Zibo HY real estate development co., LTD. is a typical small-sized real estate enterprise,facing the current tougher competition,it needs accurate strategic orientation and market positioning,and reasonable uses the business opportunities brought by the changes of external environment,avoids the risk,improves its ability,and goes to open up new market spaces.This article will analyze Zibo HY real estate development co., LTD.,from its external factors(including macro environment, industry environment,competition environment)and internal conditions(including overall level,operation,resources),and analyze the current strategic plan,look for its deficiencies, put forward reasonable optimization suggestions in order to strengthen the competitive power of the enterprise.