| With the vigorous development of China's real estate market for nearly 20 years,tourism real estate,as a new industrial model,also ushered in a wave of large-scale construction trend in the rapid development of the real estate industry that the tourism city and the surrounding areas have become fertile tourism project field that the developers wrestled for developing.However,with the rapid development of new business model,the traditional real estate business environment is full of complexity and uncertainty and its living space has been greatly challenged because of the cross-border of competitive market,the gradual confusion of business boundary,tourism real estate products and consumer expectations of the single change.MJ Real Estate Development Co.,Ltd.(hereinafter referred to as MJ real estate)meets with many deficiencies in the current business strategy,the difficulties of the main business,sideline dispersed and integration,the insufficiency of core competitiveness on the main and sideline.This paper do a research on the transformation thinking of MJ real estate,which is based on the "common economy" mode,to further analyzes the opportunities and challenges faced by the transformation strategy in MJ real estate.This article consists of two parts,which is case text and case analysis.The main body of the case mainly introduces the current situation of domestic tourism real estate and the basic situation of MJ real estate,and puts forward the difficulties and challenges currently faced by MJ real estate in enterprise development and project operation.Case study focuses on the in-depth analysis of the enterprise's internal and external relations and capabilities under the circumstance of the MJ real estate market changes and competitive environment,through the analysis of MJ real estate secondary transformation strategy and a comprehensive study of MJ real estate into the "common property rights" tourism real estate market strategic objectives,which is combined with strategic management theory and business research.Giving on this basis,the paper firstly analyzes the current macro environment of tourism real estate through the "PEST" analysis model.In addition,with the "six force competition analysis model",it evaluated its market competitiveness and a comprehensive assessment of MJ real estate in the tourism real estate market facing the competitive situation.Afterwards,it deeply analyzed how the enterprises went out of the "Red Ocean" to open up the "Blue Ocean” through the "Blue Ocean strategic action model".Finally,it aims to formulate the transformation strategy,emphasizing on the market selection,business model,product integration,and personnel optimization to improve the proposal,to ensure that the transition strategy can be effectively implemented.This paper analyzes the implementation steps of MJ real estate transformation strategy,discusses and seeks an effective solution to the problems faced by enterprises in the process of transformation,and systematically expounds the development significance of the development of blue sea market to enterprises,which aims at probing the enterprise strategic planning while updating the internal management and control level,creating a competitive business model,and achieving long-term stable development and sustainable business vision. |
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