Research Of The Business Strategy From WG Property Management Company

Under the effect of the real estate market destocking policy,investment in the shopping mall,office buildings,sports and cultural venues,school,hospitals continuously grows,which leads to further expansion of property mamagement services' outsourcing in the government,enterprises and institutions sectors emerged,as well as the rapid development of property management market.In recent years,leading enterprises of real estate market have also made efforts in property management industry,split the property management sector and seek larger of its scalization,and industry concentration is continuously increased.At the same time,high technology such as mobile Internet,AI,big data,and cloud computing has been continuously iteratively updated,breakthroughd,and matured,and Informatization has become a new "kinetic" energy for economic and social development.Guangzhou WG Property Management Co.,Ltd.(referred to as "WG Company")encountered a development bottleneck under the strong impact of industrial reforms within 20 years of development.WG Company expects to achieve "Enterprise Transformation and Upgrading" through clear strategic direction,technological integration acceleration,and service quality improvement.Under this background,this thesis uses WG company as the example,based on the company's internal and external environment.Applying the SWOT analysis method to analyze the advantages,disadvantages,opportunities and threats of the company's operations from the aspects of business expansion,internal management and control,human resources,and technical support.At the same time,this thesis also analyzes the trend of the property management industry development from international perspectives.Moreover,it analyzes and compares the advantages,disadvantages and strategic focus of different companies,thus to propose new business strategies that suit the actual needs of the company.Through this research,WG has outstanding advantages in the aspects of organisational appearance,basic services quality,and customer resources from government.However,WG is still falling behind in the aspect of technological development,site management and human resources.Based on the analysis of internal and external environment,WG selects Guangdong province as targeting regon and the areas of government public service,office buildings,industrial parks,and urban services and maintainance as its continously development.WG also is positioned as "integrated service provider for urban service platforms" strategically,which differentiates and reconstructures the company's value chain,relying on technology-based construction,and using Operational Service Platforms to create a new value chain of "1+4+N".At the same time,WG will ensure strategic implementation based on organizational managing approaches,human resources,customer relationship management,incentive mechanisms,and risk management.This study not only may deepened the understanding of senior management on the development direction and strategic layout of the enterprise,but also finalise the enterprise's vision of "becoming an innovative urban service enterprise for sustainable development" of WG.