Study On The Development Strategy Of YJ Property Company

Property management is based on the management of all kinds of houses.Over the past 30 years in mainland China,with the improvement of national economic level and the rapid development of real estate industry,the property management industry has witnessed a rapid growth in market scale.The scope of management and service includes not only traditional residential buildings,commercial buildings,office buildings,public buildings,industrial parks and schools,but also various fields of social public services,such as comprehensive social governance.Old residential areas,large-scale conferences,exhibition management and other aspects,while providing various kinds of property services,have become important service providers for social order,public management and people's life;especially in recent years,because of its stable,sustained cash flow,good customer resources,community operating space that can be further excavated,it has become various types of capital and external enterprises.The object of pursuit.Under the impetus of capital,property enterprises are changing from traditional property management services to customer demand-centered housing asset management,and at the same time to information,intelligence,specialization and customization.The development of the industry has ushered in new opportunities.Opportunities and challenges coexist.With the rapid growth of the industry,the property companies and many enterprises in the industry are facing various challenges,such as the dislocation of customer's recognition of property management and the characteristics of industry and enterprise,the contradiction between the rapid rise of labor costs and the lagging or even imbalance of the price adjustment mechanism of property service fee caused by the disappearance of population dividend,the profit-seeking nature of capital and the enterprises in the current situation.The contradiction between the sustainable profitability of the year,the unreasonable talent structure of the existing industry and the urgent need of new business and new development for all kinds of new talents,how to build the business model of main business to ensure the sustainable operation of enterprises,etc.,are not only related to the development of the industry and practitioners,but also to the present situation of the government,the competent departments and even the whole society.Real problems.In this context,this paper takes YJ Property Company as an example.First of all,in the introduction,the research background,significance,methods and ideas of the paper are summarized as a whole.In the second part,the main theoretical concepts,literature and research methods involved in the subject are sorted out.Whether an enterprise can really develop depends on the development space and market capacity of its business.So the third part analyses the general environment of the enterprise.Firstly,it uses the "PESTLE" analysis method to analyze the external macro-environment of the enterprise from the aspects of politics,law,economy,social culture,technology and so on,to determine the space and conditions for the development of the industry,which is whether the enterprise is or not.The foundation of long-term development;then,through the "Porter Five Forces" model,the overall situation of the industry,the competitors,suppliers,buyers,namely customers,potential entrants and alternatives are analyzed,the competitive environment in the industry is determined,and the strengths and weaknesses of the industry are clarified;the fourth part is from the enterprise's own human resources,financial management,technology.This paper analyses the resource situation of enterprises from aspects of financial operation,business management operation,marketing and market expansion,team building and organizational ability,finds out the advantages of enterprises,and then finds out the core advantages and capabilities of enterprises through SWOT analysis and combination method,and finally determines the core competitiveness of enterprises.After the above analysis and research,and in-depth communication with the senior leadership of the company,combined with the strategic orientation of the group,the fifth part of the enterprise diversification strategy positioning is finally formed,that is,based on customer service ability,vigorously develop the main line of property management business,from the perspective of management scale and business scale,continuously improve the sustainable profitability;at the same time,take the initiative to attack.We should deeply analyze and tap the needs of customers,actively promote community business and expand the scale of community business.We should make use of collaborative resources within and outside the group to effectively enhance the magnitude of professional service business and integrate resources to enhance the ability of continuing to serve customers.Next,the company has formulated the phased development strategic objectives for the next three years,namely: to achieve the company's overall operating income of 3 billion yuan by 2021,with the management area exceeding 100 million square meters;to achieve 18% of the community operating income and 40% of the net profit contribution,to become a leading friendly community life service provider in the industry,with a customer satisfaction score of 85 points.Thereafter,the overall strategy is decomposed,and the sub-strategies of market and business combination strategy,operation management strategy,organization management and human resources strategy are determined and elaborated respectively.In order to ensure the implementation of the strategy,the sixth part decomposes the strategic objectives from the perspective of business income and management scale,and divides and defines the two implementation stages of business consolidation and business development.In the first stage,the main tasks are to improve the quality of customer service,expand the management scale rapidly,accelerate the construction of information technology,and open up the business management platforms.The second stage is mainly to deepen the business layout and business model,examine the business development as the work focus,and the core goal(to 2021)is to achieve the overall strategic target.Thereafter,in order to ensure the realization of the results,management arrangements are given from the aspects of management structure adjustment,management system improvement and enterprise culture construction.Through the above comprehensive,objective and rigorous discussion and analysis,it finally shows a clear and clear conclusion,which is also in line with the actual development needs of enterprises.Therefore,the company's next step in development in accordance with the firm implementation of the identified strategy,to achieve the goal is expected.