| Previous years,as national economy changes from high speed growth to high quality development,the development of urbanization has emerged a new pattern,and the real estate industry has entered an unprecedented golden development period.The over-rapid development of the real estate industry has made a great contribution to the growth of our economy,but also brought a series of problems,such as "high housing price","speculation","one house is difficult to get","real estate bubble" and so on,which has brought a non-negligible impact on the national economy and people’s life.Therefore,Chinese governments at all levels have introduced regulation and control policies for the real estate market one after another.The normal,accurate and efficient regulation and control of the real estate market has played a considerable role in regulating the over-rapid development of the real estate market,so that the development of the real estate market gradually becomes stable.The regulation on the real estate market of all levels of government is not relaxed,coupled with the transformation of economic structure,the change of the principal contradiction of the society and the strict financial policy,the current real estate industry has entered the whole stage of profit reduction and competition intensification.For the large number of small and medium-sized real estate development enterprises,their contribution can not be underestimated,because of the backward development mode,traditional development objects,low degree of specialization of many factors,facing more and more severe challenges.Therefore,it is necessary to systematically analyze the opportunities and challenges faced by small and medium-sized real estate development enterprises in the new situation,and choose reasonable development strategies in order to maintain survival or further development in the fierce market competition.In view of this,this thesis takes Henan T Real Estate Development Company as an example to study the development strategy of Chinese small and medium-sized real estate development enterprises.First of all,based on the theory of enterprise strategic management,this thesis analyzes the environment of Henan T Real Estate Development Company and its own conditions,identifies 28 factors that affect the formulation of its development strategy,including external threats,external opportunities,internal weaknesses and internal strengths,and determines the weight and score of each factor through questionnaire survey.Combined with SWOT analysis matrix,the development strategy type suitable for Henan T real estate development company is obtained.Secondly,according to the determined type of development strategy,through screening and selection,design five development strategies suitable for Henan T real estate development Company.Thirdly,based on the five alternative strategies,the AHP hierarchical analysis structure model is established.Through the method of expert investigation,the pairwise discriminant matrix of each level is scored,and then the scoring data is statistically analyzed and sorted according to the weight of each scheme to select the optimal development strategy.Finally,according to the optimized development strategy,combined with the actual situation of the enterprise,from five aspects to formulate the effective implementation of the scheme safeguard measures.The research results of this thesis,on the one hand,provide reference for the formulation and decision of the development strategy of Henan T Real Estate Development Company,on the other hand,can provide reference for similar small and medium-sized real estate development enterprises in the development of transformation and upgrading,and to a certain extent,promote the application of strategic management theory in the development transformation and upgrading of small and medium-sized real estate development enterprises under the new situation. |
