Development Strategy Of Chengdu YHZY Company

With the introduction of the policy that encourages industries' transferring, transforming and upgrading, and encourages the development of industrial agglomeration, with the advance of the Urbanization, China's industrial real estate is experiencing a period of rapid development, industrial parks across the country also have sprung up like mushrooms. This situation brings a new opportunity to the marketing and planning agency industry, which provides industrial real estate intermediary marketing link.As the study object of this paper, YHZY is an entrepreneurial company affiliated to a local real estate group. While faced with great development opportunity, it also has a variety of problems. YHZY needs to analyze the threats and challenges it has or will have, needs to combine with its own advantages and disadvantages to summarize, needs to make strategic plan about how to seize the chance for a better development.In this way, this paper analyzes the macro environment of the enterprise using PEST model, analyzes the industry environment using Five Forces model, and analyzes the advantages, disadvantages, opportunities, threats using SWOT model. After getting four overall strategies, this paper uses QSPM matrix model to analyze the repulsion strategy. Combined with the information about talent, brand and other advantages and disadvantages, this paper introduced an overall strategy for YHZY, which is Specialization strategy, and supplementary strategic alliance. Using QSPM matrix model to analyze the overall strategy, this paper summarizes a conclusion that the overall strategy is specialization strategy.In the specialization strategy, this company should use Focused strategy and Cost Leadership strategy. Focused strategy is mainly based on the limited resources of small and medium enterprises. For business development, Cost Leadership strategy is the best value strategy for individual projects. This paper tries to figure out how to realize the whole strategic target, with some analysis and research about marketing, brand, operation management, human resources, financial management.In the process of research on this type of entrepreneurial service organization like YHZY, the analysis of its development ideas provides certain thoughts for the companies in the real estate industry, especially for the real estate services enterprise who are in the transformation process, that is to say this paper can be used for reference and referenced for them.