Research On The Development Strategy For Country Garden Property Management Co.,Ltd

The property services industry in China started in Shenzhen.Based on the development of Internet plus and intelligent property management,many excellent property service enterprises in China were beginning to integrate the community resources and to grow continuously.The property industry has the characteristics of asset light operation.By the beginning of 2022,51 leading property management enterprises had been listed in Hong Kong.Thus,the competitive environment has become increasingly fierce.According to the performance in 2021,90% of the listed property management enterprises have achieved a considerable growth of revenue and management scale.Regarding the peer group,the performance of Country Garden property management company is far ahead.However,in order to realize the rapid expansion of scale,some problems within the company began to appear gradually.Country Garden property management company thus urgently needs to carry out transformation and upgrading-and define a scientific enterprise development strategy to ensure the core competence composition and sustainable development of the enterprise to maintain its leading position in the industry.Country garden property management company was founded in 1992 and officially entered the Hong Kong Stock Exchange on June 19,2018.Today it is the property management enterprise with the highest market value and the strongest profitability in China.After 28 years of steady development,the company’s business covers residential and commercial affairs of office buildings,industrial parks,schools,parks and public construction.Combined with the current situation of the property service industry,using the theory and application of enterprise strategic management and taking Country Garden property management company as a case study,this thesis analyses the enterprise development strategy in line with the enterprise strategic objectives.The thesis also provides reference for the strategic selection and implementation of the development of enterprises in the peer group.Firstly,the paper deeply analyzes the development status of the enterprise as well as existing problems and their possible causes,comprehensively analyzes the external macro environment by using PEST analysis method,studies the current market situation and then derives the development status of the property industry with Porter’s five forces analysis method.Also the current competitive environment faced by the industry is combined with the above analysis,using SWOT model as a tool.The thesis expounds the advantages,disadvantages,opportunities and risks of Country Garden property management company,scientifically derives a SWOT matrix and carries out strategic combination.It is preliminarily concluded that the company should combine the enterprise advantages,seize the industry opportunities and promote the stable and high-quality development of enterprise scale.Secondly,in the process of strategy selection and formulation,this paper analyzes the strategic objectives of the company’s development,combined with the enterprise’s own situation.As a result the strategy suitable for the current situation for the enterprise can be selected.With the help of brand advantages,it will strengthen market expansion based on the development mode of "service + technology" and "service + ecology",with professional facilities and equipment management services as well as community integrated marketing services as the core.focus on the development of large property management business and large community service business.The targets are realizing the enterprise vision of the international leading new property service group,deriving services for achieving a better life and finally realizing the strategic goal of the enterprise.Finally,the paper formulates the scheme and safeguard measures for the implementation of the enterprise development strategy.At the strategic implementation level,combined with the mission and vision of the enterprise,it confirms four effective strategic measures: Obtaining the project scale from the real estate developers,meeting the replacement needs of the owners’ committee by virtue of brand advantages,establishing equity cooperation with competitors in the industry and professional service providers in various vertical fields and establishing strategic cooperation with local governments to expand urban service business.At the same time,it also puts forward reasonable suggestions from the aspects of the company’s organizational reform,human resources,cultural construction and brand construction,which provides an effective guarantee for the strategic implementation of Country Garden property management company.