| China's real estate market has a development history of over thirty years,experiencing some stages including beginning,exploring,turmoil,and adjustment,and gradually becoming mature.According to the State Statistic Bureau,the proportion of real estate to GDP increased by 6.5% in 2016,and has become a pillar industry in Chinese economy.However,government has taken many measures,including monetary policy,industry control,land control and cracking down on speculation,to strengthen macro-control over real estate market since 2013.At present,the adjustment on real estate has entered into a substantial stage,in which need for housing will gradually transfer from rigid demand of urban residents to that of new citizens,requirement for improvement of indigenous people and demands for maintaining and increasing the value of the asset of investment institutions.In this context,the competition will become fiercer in the market,which means that only those real estate enterprises with competitive advantages will survive and have promising future,otherwise they will be forced to exit the market.In future's real estate market,it will become increasingly outstanding that only the fittest survive.Therefore,the development strategy the enterprises adopt plays a vital role to survive in this kind of development trend.The ways they show their professionality and specialty,they produce high quality goods,and they manage capitals,assets and resources will have great influence on their future's development.HRZD Co.,Ltd,owned by China Resource enterprises,is a property developer,major occupied in real estate development,commercial real estate development and operation,property service and other business.The major development strategy is to meet high-quality house demands of consumers with high incomes,to offer business sites to retailers for rent,and to provide office buildings to enterprises for rent.The company will adopt bidirectional development model of combining development and sale of housing property with operation of commercial property.Chengdu HRZD Real Estate Development Co.,Ltd.a subsidiary company of HRZD Co.,Ltd,is established in September,2002,and mainly engaged in development and sale of real estate,operations management and other business in Chengdu.Thanks to solid strength of the parent company,it has managed to complete over ten projects since its foundation,such as Feicui City,Twenty-four City,Phoenix City,Xiang Shuwan,Gingkgo City,Jin Yuewan and Mix City,and ranked top three in Chengdu's real estate market with its expanding scale and growing strength.However,being in an awkward situation with superfluous supply and inventory,Chengdu's real estate market is still in a state of high commercial risk.Therefore,this thesis focus on how Chengdu HRZD Co.,Ltd.develop strategy to evade risks,seize opportunities,maximize strengths whilst minimize weakness,reduce the unstable factors in the process of development,and develop rapidly and sustainably.This paper will discuss this goal from the perspective.As for research methods,the author has collected primary data by literature research,case study,interview and other methods in the process of writing,so the research result is very practical as well as operable,and it is also significantly helpful for Chengdu HRZD Real Estate Development Co.,Ltd to gain sustainable and rapid development as it points out development methods,planning and strategies in such serious situation.Moreover,it offers new ideas on development for other companies and promotes stable and orderly development of real estate market.There are six chapters in this paper: The first chapter talks about the research background,values,methods and contents;the second one introduces relevant theories and review previous researches,including strategic management theory,major tools used in strategic analysis and current status of relative research at home and abroad;the third part illustrates the external environment the company is facing with using PEST analysis,containing political environment,economic environment,technological condition and social environment,and analyzes industrial competition condition with help of Porter's Five Force Model;the next chapter introduces the general situation of the company,points out its strengths and advantages,and finds out existing strategic problems by interviewing staff to make investigations and evaluations on the company's resources and capacities;the author formulates development strategy based on previous researches and analyses in the fifth parts;and the safeguard measures are put forward to ensure implement of the strategy in the last part.Following conclusions are reached in this research:(1)the development strategy should be “ focusing on housing market + steadily development commercial market + slightly develop asset operation” based on systematically research of HRZD's development strategy and external and internal market;(2)the company need to adjust organizational structures and optimize allocation of resources and strengthen construction of talents to enhance competitiveness;(3)it should develop emerging industries with plans and goals,such as cultural tourism industries,and comprehensively connect real estate development with Internet to boost company's development;(4)it should make innovations in business model by gradually transforming the role from a developer to a capital operator,expanding business area,and making good use of inventories.The innovations in this thesis exist in research perspective and research methods.As Chengdu HRZD Co.,Ltd is an independent company and has its own characteristics in development strategy,this thesis makes research on enterprises in Chengdu and HRZD Co.,Ltd,probes into the development trend of Chinese real estate market,and provide guidance for real estate enterprises to formulate development strategy. |
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