Study On Development Strategy Of Changsha Guanghui Real Estate Company

The real estate industry is the basic,leading and pillar industry of the current national economy,and plays a vital role in the national economy.Since 2013,the competition in this industry has become more and more fierce,the real estate prices in major cities have risen sharply,the government's regulation of the real estate market has become increasingly stringent,and real estate enterprises are facing new opportunities for development and transformation.Changsha Guanghui Real Estate Company,as a small and medium-sized real estate enterprise in the development stage,is facing unprecedented pressure and challenges.It is urgent for the company to formulate a strategy that is realistic and in line with future trends,and to enhance the competitiveness of the enterprise from the strategic core level.The research object of the paper is Changsha Guanghui Real Estate Company.Under the guidance of several theories of enterprise strategic management,the specific operating status of Changsha Guanghui Real Estate Company is contacted.First,this paper uses the Porter Five-Force Model,PEST Analysis Method,SWOT Analysis Method and research methods to analyzes the competition environment,macro environment,internal development environment and other factors it faces.In a comprehensive sense,Changsha Guanghui Real Estate Company should mainly adopt SO offensive strategy at this stage——taking advantage of market development opportunities,making up for disadvantages in multiple ways,and strengthening the foundation for development.On the one hand,it is necessary to formulate a clear,reasonable and maneuverable strategic plan for development.On the other hand,with the help of urban development opportunities and the increasing trend of Changsha's population,it will establish its own core brand advantages and make up for the weak marketing ability brought about by the lack of brands.Second,based on the SO strategy,the relevant development strategy of the enterprise is formulated,including the overall strategy and the business strategy,in which the overall strategy mainly includes the company's positioning and goals,while the business describes the core content of the company's development strategy.The details include cooperation strategy,land strategy,marketing strategy,product strategy,investment and financing strategy and brand strategy.Finally,the steps of the implementation of the company's development strategy are described in three stages: the initiation and introduction of the strategy,the implementation and effectiveness evaluation of the strategy,the feedback of the results of the effectiveness evaluation and the adjustment of the strategy.And from the organization,human resources,financial management,system,informatization,enterprise culture construction and other dimensions of the design of targeted safeguard measures.In general,this article closely combines the ability of Changsha Guanghui Real Estate Company and enterprise resources,carries out relevant research and strategic analysis,and draws up a targeted development strategy for it,which can not on ly enrich the development strategy theoretical research content of the real estate industry,but also,It is beneficial for Changsha Guanghui Real Estate Company to optimize and promote its own development and help the enterprise to develop better.