The Research On Shanghai FD Company Developing Strategy Of City Real Estate

With the increasingly economic globalization and the development of socialism market economy, the boom of the real estate in China has upsurged, leads to the increase in national economy and possesses an important role among various fields. Having studied the external and internal environments and conditions of FD Group, this paper aims to establish new development strategy to increase the management efficiency and to draw up the targets, principles, and measures of development according to the reality of the real estate in second-tier cities.Presently, the real estate market in the first-tier cities such as Beijing, Shanghai, and Guangzhou has saturated gradually and the profits room has become smaller. When governments strengthen the forces of macro-control, the competition of real estate in first-tier cities is becoming fiercer. As a result, most of the real estate companies have changed their focus to the second-tier cities. FD Real Estate Group has been developing for more than 20 years from 1992, during which FD Group set up the large private real estate company. The foundation of this company is real estate development and the growth point is property management and tourism real estate. Through the constant adjustments and improvements of strategy, FD Group has owned high brand awareness and won pretty high market share in the fierce competition. Turning the focus to the second-tier cities is a necessary choice in development strategy for FD Group under the present situation of real estate.This paper combines theory and examples with the analytic method--PEST and the analysis of politics, economics, social and technological environment. According to some theories such as Five Forces Model as main basis and the analysis of SWOT, this paper has brought about SO Model as development strategy and outlined the overall development and fundamental competition strategies. Having assessed the internal resources and capability of FD Group, this paper studied the current development plans and expertise of the second-tier cities at home and abroad, and further researched some relevant issues to theoretic basis and reality of real estate markets development in the secondtier cities. Strategic management and other relevant theories are applied to the analysis of current external environments and internal conditions, strengths and weaknesses in the real estate market strategy of FD Group. FD Group should put the focus of development on the second-tier cities and formulate the suitable aims, principles, and policy of the real estate development in the second-tier cities for FD Group.Regarding the villa-type residences and international apartments as leading industries, the second-tier markets of FD Group strengthen the forces of developing tourism real estate, business real estate and other emerging industries, set up high-quality property management service, increase more cultural elements with more family contents, and expand the financing and investment, so the overall developing strategy is diverse. Meanwhile, starting with the reality of the company, this paper focuses on the improvements of structuring, human resources, information, company culture building, and market expansion, through which it perfects its guarantee measures. Hope this paper can offer favorable thoughts and ideas to the real estate markets of the second-tier cities in FD Group.