| The article first introduces the overall environment of the real estate industry and the industry background of real estate consultants.The domestic real estate market is affected by the downward trend of the domestic and international economic situation.On the other hand,it continues to encounter the government’s regulation and control weights,and the supply and demand sides are under pressure.There are many difficulties.HY Company is a professional agency that provides real estate related professional real estate planning services and sales agency services for real estate development companies.Its main business includes real estate product positioning,sales on-site packaging,advertising promotion,real estate sales agents and other marketing planning activities.Through this analysis,we can improve the degree of real estate specialization,help HY company to analyze the current business situation and competitive advantages,and formulate the appropriate company’s development strategy,so that the company can continue to develop healthily in a changing market environment.The second chapter mainly introduces the relevant theories of strategic management,and introduces the management analysis tools such as Porter Five Force,Boston Matrix and PEST Analysis.The third chapter explains in detail the current situation of HY Company.The mission of the company is to develop into "serving for urban construction and serving the better life of human habitation." Reviewing the development history of the company from 2013 to 2019,HY’s existing business includes providing urban renewal and old district renovation consulting,land development consulting,architectural planning advice,commercial property positioning and investment promotion,marketing planning,real estate sales agency,advertising promotion,etc.Series of services.Through the analysis of internal marketing capabilities,finance and human organization structure,HY has achieved certain achievements in the field of new housing underwriting,and has strong resource integration capabilities in the industry.Despite this,it still faces problems such as single business and serious homogenization of the industry.It is urgent to overcome the disadvantages of the company and improve its professionalism in the event of changes in the industry,and seize market opportunities to find growth points for enterprise development.In this context,it is extremely urgent to broaden the horizons of enterprises and develop a development strategy that meets their business needs.The fourth chapter of this paper analyzes the company’s external environment from the policy,economic,technical,social and cultural factors.On the social and cultural level,buying a house is the foundation of the people’s recognition of the family culture.At the same time,the property has investment attributes.The demand for housing is still very large.The agency service industry,the main technology for marketing and planning capabilities,big data empowerment,information development and the development of new media creates new opportunities for HY.At the same time,through a comprehensive analysis of the industry’s competition and the use of Porter’s five-force model for a typical analysis of the competitive situation faced by HY,it is known that the real estate sales agency industry in Jilin Province is highly competitive.At present,China’s real estate agency industry has matured,and because the real estate agency marketing industry has no trade barriers,the exit is more flexible.In the Jilin province industry,there are both the top ten private leading enterprises with certain dominance and strength,as well as strong local agency companies.At the same time,there are potential competitors and substitutes such as second-hand houses and network platform companies,facing such a highly competitive industry environment.The fifth chapter is based on the strategic analysis of actual analysis and strategy summary.HY Company faces the threat of stable real estate policy,the decrease of the number of real estate agents and the fierce competition in the real estate sales agency industry.The real estate policy in Jilin Province is still relatively loose.The local economic development in Changchun is in a rising period.People’s enthusiasm for buying houses is generally strong,and HY has good development opportunities.At the same time,HY has strong marketing ability,professional offline marketing channel team and expansion methods,long-term stable media cooperation resources and second-hand housing brokers to bring customers resources.However,there are problems in the application of information systems,the lack of standardized training systems,and the high mobility of employees.The SWOT analysis model is used to consider the specific strategy in detail,clarify the strategic objectives,find the SO development strategy suitable for the enterprise itself,propose the development strategy of brand,talent,customer,innovation,and plan the strategic layout of HY company.In the development process,HY Company pays attention to the formulation and implementation of brand strategy,maintains a forward-looking brand extension strategy with the leading domestic companies,and establishes a recent talent plan,medium-term talent plan and long-term talent plan,and the company’s strategic goals.Supporting each other to establish a fair,just and reasonable mechanism for selecting and employing people.Establish strategic alliances with customers and innovate business models.In terms of financial strategy,cost management,budget management and financing management are required.The sixth chapter provides specific safeguard measures for the implementation of the strategy,including company positioning and cultural construction,mode and business guarantee,and perfect system guarantee,and proposes specific safeguard measures from the perspective of information platform construction.Finally,combined with the full text analysis and planning factors,the article is summarized and forecasted.The discussion and practice of how to write a detailed scientific and practical normative strategic management,analysis of HY’s own planning can also play a guiding and leading role for the future related strategic planning.It is hoped that through the case analysis and research of HY Company,it will not only provide strategy and implementation assistance for the sample,but also hope to provide new analysis angles and change ideas for other real estate consulting companies that are also under the change of the industry,thus promoting industry reform and innovation.Better assisting the sound development of the real estate market. |
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