Garden Group Internationalization Strategy Research And Enlightenment

In the past ten years,China's real estate enterprises have witnessed rapid development.However,with the increasingly fierce domestic market competition and under the trend of capital globalization,in order to open up new markets,diversify risks and increase profits,Chinese real estate enterprises have to achieve internationalization.The internationalization of China's real estate has become an irreversible trend.At present,some real estate enterprises in China have embarked on an international platform and have achieved some success.However,Chinese real estate enterprises lack international experience and FDI is still in its infancy.Under the complicated overseas economic environment,how to make enterprises base their efforts on overseas markets is a topic that deserves further study.Country Garden Group as a leading real estate company in China has begun to expand overseas as early as seven years ago.Up to now,Country Garden has developed more than seven real estate projects overseas.Country Garden Group successful overseas expansion in the very representative of the research.This article first briefly introduces the general concept of real estate and the characteristics of the real estate industry.Then introduce the status of overseas investment of Chinese real estate enterprises in terms of investment scale and investment characteristics.Finally,the author analyzes the competitiveness of China's real estate overseas investment by SWOT analysis and draws relevant conclusions.The conclusion is that China's real estate enterprises have acomparative advantage in direct investment abroad,and the scale of overseas investment is constantly expanding.After analyzing the actuality of investment in real estate enterprises in China,this paper analyzes the internationalization of Country Garden.The main contents of the analysis include a brief introduction to the Country Garden Group,an introduction to the development of the Country Garden,the internationalization of the Country Garden,and the main factors for the success of the Country Garden Overseas Project.Based on the research on the internationalization of Chinese real estate enterprises and the analysis of Country Garden Group cases,this article concludes the enlightenment brought by the research on the internationalization of Chinese real estate enterprises.The main contents include six aspects:improving the financing strategy,choosing the appropriate target market,choosing a reasonable mode of entry,improving the management level of the enterprise,attaching importance to the construction of corporate culture and cultivating the core talents of the enterprise.On the basis of summarizing the above analysis,we put forward the prospect of the future research direction of overseas expansion of Chinese real estate enterprises.