Research On The Development Strategy Of YX Company

Real estate industry plays an important role in the national economy and is an important industry to strengthen the national economy and improve people's lives.The real estate industry has become an important industry of the national economy because of its high degree of relevance and strong driving force.In the past few years,the real estate industry has provided tremendous help for the rise and take-off of China's economy.However,with the transformation of the direction of national economic development,the government's macro-control of the real estate market is becoming more and more powerful.Since the Nineteenth National Congress,the government has put forward the general tone of "no speculation in housing".The crackdown on speculative speculation has been further strengthened.Real estate regulatory policies continue to actively suppress irrational demand.In addition,the general trend of financial leverage,the financial pressure faced by real estate enterprises has become more prominent.After a series of policy regulation and control,the market differentiation is obvious.The large-scale real estate enterprises,which originally occupied the leading position in the market,not only actively strive for land resources in the first and second-tier cities,but also continuously layout into the third and fourth-tier cities.Small and medium-sized real estate enterprises have more and more obvious disadvantages in capital and land,and their living space is cruelly squeezed.In this paper,the author's unit Linyi YX Real Estate Development Co.,Ltd.(hereinafter referred to as YX Company)as the research object,YX Company since entering Linyi,the development has not been smooth.In the current situation of more and more severe regulation and market competition,how to make use of the favorable situation in Linyi,customer service its own shortcomings and weaknesses,and implement the strategy in line with its own situation has become the most urgent problem for the company to solve.The purpose of this paper is to analyze the internal and external environment of YX Company by using PEST analysis,Porter's Five Forces Model and other strategic management theories.Starting from Linyi's local macro-environment,Linyi's real estate industry environment,internal resources and capabilities of YX Company,the external opportunities and challenges YX Company is facing are identified.It shows the advantages and disadvantages of YX company,then uses SWOT analysis to help the company to make strategic positioning and selection,and concludes that centralized differentiation strategy should be implemented.Based on the situation of YX Company,this paper puts forward four ways to implement the strategy:product differentiation,service differentiation,brand strategy enhancement,marketing mode innovation,business thinking improvement and organization improvement.For this purpose,it designs an improved organizational structure and management system,strengthens human resources construction and strengthens enterprise culture construction.Several safeguard measures,such as exploring brand value and constructing information platform,provide organization,system and talent guarantee for YX company's strategic implementation,thus overcoming its own disadvantages,seizing opportunities,and providing ideas for similar enterprises to enhance their competitiveness.