Research On Development Strategy Of XX Real Estate Group Based On Core Competence

At present,the real estate industry has shifted from the golden age to the silver age.In the following 10-20 years,the real estate industry has become more competitive,the profit made by the company is very thin,the concentration of the real estate industry is increasing,and the Ma Tai effect on the market is becoming more and more obvious.However,these conditions are a rare opportunity for XX real estate group.In order to seize the opportunity,XX real estate group,according to the actual situation of the company,set up the company's strategy and work hard for the two time of the company.This paper starts from the introduction,and expounds the background of the development of the real estate industry,why the existence of the large Real Estate Company in the real estate industry has a difficult situation.In order to solve this problem,the purpose of this paper is to combine the theoretical research and practice,based on the core competence of XX real estate group,to analyze the internal and external environment of XX real estate group and the five force model analysis,and then design the development strategy of the XX real estate group.The main significance of the research is that through the implementation of its strategy,the results obtained can lay the foundation for the successful follow-up development of the company,and verify the validity of the theory,and can also be the reference development model for other Real Estate Company.Starting from the beginning of the theory,this paper analyzes and analyzes the relevant theories of strategy and strategic management,and also studies the core competence.According to the characteristics of core competence,the core competencies of other groups are set up and the relationship between core competence and company strategy is studied.The first chapters of the thesis are mainly closely related to the theory,and the development process of the theoretical aspects of strategic management is divided into three stages of the initial thought germination,the classical theory and the competition theory,and the core competence theory is produced in the period of the competitive strategy theory.The theoretical study believes that the company's strategy is a company in order to overcome the competitors in the competitive environment,and to set up a vision for the company,and to achieve the goal of a systematic plan,these belong to the macro management category,with guidance,competition,system,longterm and other characteristics.In the third chapter,the paper analyzes the competition environment from the macro environment and the industry,and analyzes the competition of the real estate industry by the five force model.On the basis of this analysis,the external environment of XX real estate group is evaluated.The research results are that most of the competitors in the real estate market are the Real Estate Company in the same region,but with the further development of the industry,the dual competition between local and foreign Real Estate Company must be faced.XX real estate group will meet the risk of land price soaring,policy uncertainty and lack of capital operation experience in the process of development,but the opportunity of XX real estate group is mainly to transfer the country's agricultural population to the city,improve the livelihood of the people and adopt the development model of "integration of production City" by the state.The existence of these conditions has enhanced the importance of the real estate industry and released a large number of market demand for real estate products.Therefore,from the mainstream of development,the external environment of XX real estate group is generally favorable.The paper also analyzes the internal environment of XX real estate group,such as the organizational structure,financial situation,value chain,product status,company culture and so on,and also makes an assessment of the internal environment of the company.The result of the study is that although the land reserve and scale standardization development model of XX real estate group constitute a strong competitive advantage,the defects of the company's system,culture and talent restrict the expansion of the group's operation scale.Therefore,the group has taken the local development and the development of multi region deep tillage to reduce the development of the group.The effects of these defects.The paper also uses SWOT analysis method,based on the core competence of the company,analyzes the advantages and disadvantages of XX real estate group and the problems faced in the internal and external environment.Research conclusions: Based on the core competence of the group,the development strategy of XX real estate group is formulated.The group has designed the strategy of "one axis,two belts" with the aim of five years.Among them,"one axis" refers to the main axis strategy;"two belts" is the strategy of "real estate +" and "real estate financing".The main axis strategy is to focus on resources and follow the path of specialization.The real estate + strategy is looking for new value growth points in the downstream of the real estate industry.The strategy of real estate finance is financial thinking,skilled use of financial instruments,and financial platform.Based on the core competence of the group,the safeguard measures adopted in the implementation of the group's development strategy plan and the implementation effect of the strategy are put forward.In the aspects of strategic implementation,the measures are carried out from the aspects of marketing,product,organizational structure and project layout,and the safeguard measures are put forward in the process of implementing the group strategy,respectively from the aspects of human resources,organizational structure,information technology and capital operation.The strategy of the group is implemented in one year.The effect has been achieved.At the end of the paper,the conclusions,implications and prospects for XX real estate group are put forward.The group's strategy of "one axis and two belts" is a strategy that conforms to the development of the group.The group has achieved good performance,but the group has also exposed some short boards in the course of the implementation of the designated strategy.For example,the rapid development of XX real estate group makes the problem of the shortage of talents,the increase of the quantity of projects and the quality of management.One step of the study.Individuals reflect on some problems exposed in the course of the implementation of the group strategy,and get some inspiration.The first is that the group should develop the product priority in order to win the market and the word of mouth quickly.Secondly,we should deal with the disadvantages of the diversification strategy and weaken the core competence to a certain extent,so as to reduce the core competence to a certain extent.The company loses its competitive advantage in the market.In order to form its own core ability,the core competence of talent can not rely on the talent of digging other companies for their own use,and it needs to establish a perfect talent training mechanism.Finally,some things will be predicted in the process of the group implementation strategy,which is mainly based on the expansion of the company's operating scale.The group will concentrate on the large-scale acquisition of other Real Estate Company and projects.The growth rate of the growth rate of the companies in each region is becoming bigger and bigger.The increase of the capital demand of the company is listed on the listed financing and all kinds of talents.Companies cooperate to ensure the supply of talents,while employing internal staff to attract talents.The main contribution of the thesis lies in the innovation of the topic first.From various papers and many newspapers and periodicals,there is no further research on the relationship between the XX real estate group and the company strategy.Secondly,the research ideas are novel.This paper is based on the analysis of the internal and external environment of XX real estate group,firmly withholds the key points of the strategic theory,and adopts the theoretical and practical cases.Combine,take the perspective of non ordinary people to think and analyze;again the innovation of the thesis point of view,through the study of the combination of real estate industry analysis and the internal and external environment of XX real estate group,the paper puts forward the strategy design implementation plan of XX real estate group,which are very innovative in the content and view;finally,the paper also has the The shortcomings are mainly due to lack of time and data,and lack of quantitative analysis and Research on the strategic design of XX real estate group.