Research On The Development Strategy Of ZL Real Estate Company Under The New Policy

The continuous development of the real estate industry has driven the market economy,and the development of real estate enterprises has improved the living environment in China,and driven the sustainable development of a series of industries such as building materials,construction,home decoration and home appliances.It is an important benchmark for China’s social and economic development.With real estate only live not fry the implementation of the series of regulation policy,the real estate market supply and demand has changed,especially at the end of August 2020 and the ministry of the People’s bank of the new real estate enterprise capital monitoring and financing management rules,namely "three line",make the whole real estate industry or enterprises face the plight of capital chain,reduce the debt ratio.In the second half of 2021,the central government put forward the policy of deleveraging and light assets of real estate,and the survival pressure of real estate developers is also increasing,which makes enterprises affected by the issuance of bonds,especially US dollar bonds,and greatly affected by funds.The 20 th report of the Party in 2022 describes the direction of real estate development under the framework of "improving people’s livelihood and improving their quality of life".We will ensure that housing is for living in,not for speculation,and accelerate the establishment of a housing system that provides supply through multiple sources,guarantees through multiple channels,and encourages both renting and purchasing.According to the statement of the 20 th report,the reform of the housing system in the next five years will be consistent with the thinking of the 19 th National Congress and the general direction.Therefore,the real estate enterprises in the growth stage should formulate scientific development strategies,firmly seize the policy opportunities,obtain a good development position in the market,and then promote the sustainable long-term development of enterprises.ZL Real Estate Development Company’s main business is real estate development and property management.Relying on the national market scale,it has accumulated complete project development experience after four years after listing.At the same time,its market positioning is in line with the development characteristics of regional economy,and has a wide range of consumer market and development prospects.But along with the continuous development of the company,its existing problems have become more and more obvious.In this study,with the strategic research of ZL Real Estate Company as the main line,combined with the strategic research theory,the external macro environment and competitive environment of the company,and the external environmental factors of the company.Next,the internal resources and capabilities,and the internal factors to evaluate the internal environment,providing scientific basis and decision basis for the development strategy in line with the development characteristics of the enterprise.Then,using SWOT integrated matrix and QSPM matrix,lists the advantages and disadvantages of company development strategy,opportunities and challenges,through the logical analysis,the strategic choice,strategic framework and strategic implementation path,concluded that ZL company should be given priority to with SO strategy,ST strategy is complementary,timely use WT defensive strategy,pointed out the direction for the company competitive strategy,and put forward the strategic safeguard measures.It will not only provide strong help for the future development of ZL company,but also provide reference for other similar real estate enterprise strategies.