Ampang Property Company's Strategic Research

Property management is the activity for the management of the building,places and facilities according to the service contract with the owners.As a new service industry in recent years,property management industry produced good economic and social benefits,fit the the demand for the development of the market economy,and therefore recognized and welcomed by most people.As the main body of the contract contractor,the property company has shown a good momentum of development with the rapid development of the real estate industry.With the improvement of the residents self-protection awareness and legal awareness,their property management activities of enterprises is required higher and higher.The contradictions and conflicts are becoming a common social phenomenon.The low entry threshold for the property management industry aggravates the competitiveness of the industry.As a management experience with 12 years of property management companies,Anbang property company has been tepid today.The scale of operation has been steadily developing,but it is not consistent with the rapid development of the local real estate industry.While the company has avoided many risks during its steady development,it has missed many opportunities.If Anbang property company want to grow rapidly,it should have a strategic vision,analyze the company’s internal strengths,weaknesses and external opportunities,threats.According to the company’s future development direction,it need to determine long-term goals and develop a suitable development strategy for their own.The paper makes a brief analysis of the internal environment of Anbang property company as the research object.By using PEST analysis method,the four external factors,such as political law,economy,social culture and science and technology of anbang property company,are analyzed and the macro environment is grasped in general.The analysis of the industry environment was carried out by using Micheal Porter’s five-force model analysis.By using SWOT analysis method with the thought of system,the author analyzes the advantages,disadvantages,opportunities and threats of the company’s existing development,and analyzes the possibility of choosing the growth strategy.Through the construction of strategic form model,the strategic choice of growth strategy select the integration strategy.Through the analysis of competitive strategy,the choice of centralized strategy determine to focus on the development of residential areas such as markets.The strategic decision-making for the company’s various functional departments is determine to develop brand strategy,marketing strategy,financial strategy and human resources strategy respectively.According to the strategic plan,the paper gives the policies and suggestions.It respectively gives suggestions such as company organization structure,human resources management system,performance appraisal,brand which can ensure that the company maintain strong competitiveness in the process of development.This article is an analysis and research on the development strategy of Anbang Property Company.To a certain extent,it points out the direction for the future development and provides reference for other property companies.