Research On Development Strategy In Optimizing Hunan Longchen Real Estate Company

In recent years,with the continues develop ing and chan ging in domesti c real estate industry,the market competition is increasingly fierce.Small and medium-sized real estate development enterprises must have a certain ability to adapt to market challenge.In order to keep enterprises from being eliminated,dynamic adjust ing strategy should be developed.There are inevitable choices for enterprise to maintain a healthy and sustainable development,including(1)analyzing the internal and external developing environment for the real estate industry,(2)scientifically diagno sing and exploring the problems existing in the current development strategy,optimize the development strategy and management path of the enterprise,and formulate the correspon ding strategy o ptimization implementation methods.The thesis selects Longchen Real Estate Development Co.,Ltd.(hereinafter referred to as Longchen-Real-Estate)as a representative case for small and medium-sized real estate company in Yuanling County,H unan Province.In this study,we use the methods of literature review,case an alysis,practical investigation,SWOT analysis,pest macro analysis to study the development status of Longchen-Real-Estate,and analyze the current strategic development of the company.The key problems involved following: serious fund backlog,financing difficulties,flase-high profits of real estate industry,poor marketing performance,and poor human being management.The causes of the above problems in the company’s strategic development ar e explored as following:(1)the lack of strategic planning con cept and awareness of the management;(2)weak business decision-making ability,which affects the strategic system;(3)the strategic sustainability is too much relying on the t raditional mark et,and is too insufficient to form core competitiveness,Based on the above analysis of the internal/external environment,we believe that the development opportunities of Longchen Real Estate are greater than the threats.It was advised t o dynamically o ptimize the company’s development strategy according to the cur rent situation,and clarify the guiding ideology,market positioning and strategic objectives of the company’s strategy.According to the research,it is urgent for the company t o take advantag e of the development opportunities,gather the internal advantages of the company,and form a "stable and gradually exploring" growth strategy;secondly,in the face of the natural weakness and external threats of small and medium-sized real estate enterprises,the company should change the original single residential market business strategy,positioning as "diversified business management strategy".This means to consolidate the transmission Unify the "Red Sea" market business,and to grasp and seize the emerging "blue sea" market business,gradually expanding releva nt auxiliary project business.Finally,in order to assist the development of the company’s overall strategy and business strategy,we need to further improve the company’s financial,human-being resources,marketing and other functional strategies,and th us to enhance the role of guarantee.