ZT Real Estate Group's Development Strategy Research

As one of the most important industries in the national economy,the real estate industry plays an important role in Chinese economic development,which is related to the major growth of the state and people,so promoting the healthy and orderly development of the industry is such a crucial event for benefiting people's livelihood.This paper takes ZT Real Estate Group Company as an example,starting from the basic situation of the company,detailedly analyzes the aspects of the company such as the management mode,market layout,product development,marketing ability,brand construction,human resources and corporate culture,which focuses on the external environment that the company is facing from the policy,economy,society and technology.Competitive analysis methods like Five Forces are adopted to analyze the company's market competitiveness,and the SWOT method is chosen to study the company's internal strengths,weaknesses,the current development opportunities and threats.On the basis of these research results,combined with the related theory of strategic managements as well as the internal and external environments of the company,this paper also studies the domestic real estate industry development trend and enterprise development model,puts forward clear strategic goals for the company,determines the market layout,product strategies business operation and management of ZT Real Estate Group Company that it shall gradually implement the joint venture operation and the strategic choice of internationalization.In order to guarantee the effective implementation of its strategic targets,it must improve five mechanisms,namely the project coordination,cost control,incentive,supervision&accountability and risk,provide protection from fields such as the customer service,brand marketing planning,market development,capital,human resources,product development and corporate culture,in order to promote the obvious optimization of the enterprise management mode,business arrangement,marketing management,R&D and capital operation and customer service,so that even in an intense competition from the industry and a complex policy environment,the development direction of enterprises can be established to enhance the business towards bigger and stronger.