Study On The Strategic Development Of Changchun Yatai Real Estate

Since2011, affected by the macro-control, the current real estate market is intotal flux, and the real estate industry pattern is moving from the development ofreal estate development pattern for the second-hand housing and property-basedcontinuing operations. Housing concept gained a deeper understanding, and Bigdevelopers are more attractive to the consumer. Real estate companies in recentyears, showing the degree of market concentration continued to significantlyimprove the characteristics of scale leading companies outperformed the overallmarket. Real estate industry concentration further increased, and the strong strongersituation further clear. The scale and profits of large enterprises rapid growth and theSME market share gradually shrinking with living space worrying.With the real estate industry as a whole declining margins, poor access tofinancing, financial pressure, relying on a small amount of project to maintain thesmall and medium enterprises, should clarify its competitive advantage, accuratepositioning of market demand, and improve cash flow efficiency. For ChangchunYatai Estate, a regional real estate company relying on the group brand also faces theproblem above. Changchun Yatai Estate affiliated with Jilin Yatai (Group) Co., Ltd.,established in1986, is one of the largest real estate development companies in JilinProvince. As a typical local development of small and medium enterprises, researchits local development strategy is a certain reference meaning.The author fully realizes the brutalities of market competition， hoping tohighly define the objectives from the perspective of long-term development strategy.This article analysis of the macro environment using PEST analysis, and then utilizes SWOT analysis to work out the strategic choice by overcoming thedisadvantages and grabbing the opportunities. Finally, the author recommends thatthe Yatai Estate use forward integration Strategy and brand development strategy.Safeguard measures is to broaden the financing channels for enterprises, andstrengthen human resources management, information systems applications.