Study On The Development Strategy Of Media Real Estate Hunan Regional Company

After the "destocking" policy stimulus in 2014,China’s real estate industry started a continuous increase in volume and price.Many investors joined the army of real estate speculation,resulting in the real estate bubble.In recent years,in order to prevent the real estate market speculation behavior,guarantee the demand of people in need of housing,maintain the stability of the real estate market,from the central government to local governments have introduced a series of tightening control measures.In the context of the severe COVID-19 pandemic and the rapid downturn of the world economy,the overall competition in the real estate industry is becoming increasingly fierce,and many large real estate companies are even facing a serious credit crisis.Midea Real Estate Hunan Regional Company is a regional private real estate enterprise,which is mainly engaged in real estate development and operation in Hunan Province.The complex and changeable external environment has brought great pressure and challenges to it.In the face of declining business performance,the company urgently needs to find its competitive advantages and formulate development strategies in line with the future development trend of the industry based on reality.With the help of literature research,this paper sorted out relevant researches on the development strategies of real estate enterprises at home and abroad,made comparative analysis of important industry data,and made a profound study on the status of Midea Real Estate company in Hunan Region.Under the framework of strategic management theory as the guidance,using PEST analysis and Porter’s five Forces model as research tools,firstly find out the influence of external macro environment and industry development trend on the company.Followed by using SWOT matrix,to find the specific development direction that the company should make full use of its strengths and avoid its weaknesses and seize external opportunities.Then the development strategy planning and implementation content of Midea Real Estate Hunan Regional Company are discussed and designed from the company level,business level and functional level,and the strategic choice of the company level is determined as "stable growth strategy".The competitive strategy selects the "low-cost differentiation strategy",and according to the six aspects of land expansion,product research and development,production and operation,marketing and promotion,customer service,financial management and so on,the functional strategy is planned and designed in detail.Finally,it puts forward the effective implementation steps and implementation plans for the above strategies,and expounds the guarantee measures to promote the effective implementation of corporate strategies from five aspects of organizational structure,talent management,financial management,operation management and corporate culture.This paper makes a systematic discussion on the current situation and development strategy planning of the company by using relevant strategic planning model.In view of the actual situation of Midea Real Estate Hunan Regional Company,combined with the characteristics of the industry environment,this paper explores the development strategy theory of enterprises in China’s real estate market from the theoretical level,and puts forward the development strategy planning scheme and implementation strategy from the realistic level.Meanwhile,it also hopes to provide certain reference for similar companies in the industry and promote the healthy and stable development of the industry.