Research On The Development Strategy Of DS Real Estate Company

The real estate industry in China has made a big progress in recent years, and has drawn the most attention from both the government and the public. With the development of socialist market economy and the rapid expansion of the scale of urbanization,the past twenty years witnessed the rapid growth of Chinese real estate industry. However, it has entered a new era of regulation and adjustment. Accordingly, it meets the slowdown of the development. After seven years development, DS as a small-and-medium sized real estate company has established a set scientific and perfect modern managerial organizational structure and system. Building design, property development, property management services, business operations and other critical sectors are all involved in DS’s normal business and DS is trying to enter into a period of steady growth. However, in response to the current macro-environment, market conditions and struggle, as other enterprises of the same kind, DS also meets some problems, such as the unbalanced management and vague development strategy. We need to work out development strategies in accordance with our actual conditions.This thesis made PEST analysis of the external environment of DS Real Estate Company from four aspects: political environment, internal and external economic environment, social environment, technological environment. By applying the methods of Five Forces Model, the author explores the current environment of real estate industry. Moreover, the thesis analyzes the internal resources of DS from four aspects: human resources, financial management, marketing ability, enterprise culture; and with the analysis tool of SWOT, DS’s internal and external environmental resources are all analyzed. At last, through comprehensive summary and analysis, the author proposes the suitable development strategies--- specialized development strategy and horizontal integration development strategy for latter days, that is, in accordance with the current resources advantages, the company should foster strengths and circumvents weaknesses, seize opportunities, and improve the operation and management mode of construction. After Define the DS’s development strategy, market orientation, target customer orientation and product development orientation, the specific measures for the implementation are put forward, namely, specialized management, capital management, cooperative development, network marketing and brand development. And finally, the author also summaries the security measures of the implementation--- to strengthen human resources management, strengthen financial management, strengthen the management of land resources and create a good corporate culture.In this paper, the DS real estate development company’s development strategy has been explored, and its research results not only fit for the DS real estate development company, but also provide useful reference for the development of other similar real estate enterprises.