Research On Development Strategy Of Shandong Haozhihua Company

China’s real estate has developed for more than 30 years,and in 2021,the sales of the real estate market will reach more than 18 trillion yuan.As the downstream industrial chain of real estate,the agency industry is also developing rapidly.The initial development of the industry was disorderly,and now the industry has begun to develop into a subdivision and digitalization model.In recent years,with the introduction of a series of control measures for real estate by the state,on the one hand,it has played a good role in promoting the sustained,healthy and stable development of real estate;on the other hand,real estate enterprises are also shuffling their cards to survive the fittest.China’s real estate industry has entered a period of stable development.After the annual sales volume has reached the order of 10 trillion yuan,the industry concentration has obviously increased,which puts forward stricter development requirements for the marketing services of agency companies.Market share continues to converge to the head,and some small and medium-sized real estate enterprises are constrained by negative factors such as unfavorable policies and their own conditions,and their living space is constantly compressed,and their living conditions are also difficult.Therefore,the agency company must upgrade its development strategy according to the change of environment,and build a new development path and living space.This paper analyzes the development strategy of Shandong Haozhihua Real Estate Consulting Co.,Ltd.(hereinafter referred to as Haozhihua Company).Firstly,this paper uses PEST research tool to summarize the macro-environment background of Haozhihua Company,and at the same time,it uses five forces model to study the competitive environment of Haozhihua Company,analyzes the competitive enterprises,and summarizes the external opportunities and threats of Haozhihua Company.The resource-based view is used to summarize the internal development conditions and present situation of Haozhihua Company’s resources and capabilities,and EFE matrix and IFE matrix are used to quantitatively analyze the internal and external environment.Based on this,using SWOT matrix analysis,combined with the research of Haozhihua Company’s vision,mission and strategic tasks,the intensive growth strategy is determined as Haozhihua Company’s development strategy.This paper puts forward the strategic framework of Haozhihua Company’s future development,as well as the guarantee conditions and countermeasures for the implementation of the strategy.According to the intensive growth strategy determined by Haozhihua Company’s development strategy research,this paper aims to achieve the short-term goal of doubling its performance in five years and the long-term strategic goal of becoming a top integrated service provider.The future development strategy of Haozhihua Company will make continuous market penetration through continuous market development,digital marketing upgrade and the promotion of partner system,promote cooperation with cooperative enterprises in various modes,and accelerate the extension of new service business.Finally,six safeguard measures are put forward to help and safeguard the development strategy.Through the perfect organizational structure and the coordination of enabling post-guarantee strategy;Relying on brand building and cultural construction to ensure that the strategy does not deviate from the track;Through the actual implementation of human resource guarantee and innovation,and the implementation ability guarantee strategy,the strategic goal of Haozhihua Company becoming a top integrated service provider is finally realized.