2 thoughts on “What business development strategies can real estate companies adopt”

  1. my country's real estate industry has developed rapidly, and domestic real estate companies are increasing, and competition is becoming more and more intense. If the majority of real estate companies want to survive and develop, they must establish the company's development strategy and implement it practically. This article takes a real estate company as an example to discuss the establishment of the development strategy.
    1 The basic situation of the enterprise
    . A real estate company was established in the 1980s, and was later transformed into a public listed company. It is a national real estate development first -level qualification enterprise. At present, it has developed into a total assets of 5 billion yuan and a net asset of 1.4 billion yuan, forming a large -scale comprehensive enterprise group integrating real estate development, hotel management, and warehousing and logistics.
    The largest shareholders of the company are government departments, the second largest shareholders are a private enterprise, and the rest are the public listing shares.
    The company's main business: Real estate development is the company's leading industry. The company has developed more than two million square meters of real estate. It has been at the forefront of the market in the ranking of real estate development enterprises for many years. The company has been rated as one of the top 20 real estate brand companies in China. At present, the company has expanded development projects to many cities in different places, and has basically formed a sustainable development pattern in real estate development and operation. Company auxiliary industry: property management, property operation, hotel.
    The company's total assets and net assets in recent years are increasing, but the yields of net profit and net assets have decreased year by year. In the two years of 2003 and 2004, the net asset yield is about 5%, which is lower than the bank loan in the same period. Interest rates; asset liability ratios increased year by year. In the two years of 2003 and 2004, the asset -liability ratio exceeded 70%.
    2 SWOT analysis
    The advantages of the company include: the ability to plan and build a large community environment; construction quality management and control capabilities; good reputation of the industry; for several years of real estate development Essence
    The company inadequate in the following aspects: land reserves; market research and product positioning capabilities; marketing and sales capabilities; engineering cost control capabilities; financing capabilities.
    The opportunities for the company to face are: consumers are increasingly inclined to buy a community with beautiful natural environment and noble cultural atmosphere; potential demand for the market; re -reshuffle of the real estate industry, providing a good platform for the rapid development of advantageous companies to provide a good platform Essence
    The challenges facing the company include: the entry of overseas large real estate developers may accelerate the integration of real estate market integration in economically developed areas, and the time for the development of the company to develop and grow is short; , To build a large -scale environmental community, becoming a strong competitor of the company throughout the country; real estate at this stage at this stage at a high level, and it is relatively easy to enter the market. Large -scale investors may continue to enter and exacerbate competition; real estate; real estate; real estate; real estate; Development is a capital -intensive industry. In the case of relatively single financing capabilities, the company has become a bottleneck that affects its real estate development; the rapid development of other real estate companies has accelerated the "differentiation" movement of real estate companies.
    3 The formulation of the development strategy of the enterprise
    If according to the current status of the real estate market in my country, combined with the actual situation of the company, the development strategy formulated by the company is as follows.
    3.1 Enterprise Positioning
    Corns business: With real estate as the core, real estate development is bigger and stronger.
    Counders: hotel operations to play the brand advantage of the hotel, further enhance the level of service, expand customer resources, maintain an advantage in the competitive hotel industry, further dig the potential in comprehensive benefits, and achieve the brand benefits. Management further enhances customer service levels, serves the added value of products, and serves real estate development; warehousing and logistics further integrates resources, enhances service grades, and builds a modern logistics base.
    3.2 Profit model planning
    In current circumstances, the company has gradually moved towards the country. For local projects, you can consider combining combination of combination of real estate sales, leasing and self -use; In terms of foreign projects, according to the development positioning, we do not consider entering commercial real estate for the time being. Instead, it is mainly residential and limited to sales. In this case, it is necessary to learn from the standardization model of other enterprises and bring the project development process. Management process, minimize risk and ensure the quality of the developed projects. Secondly, we must start with the "added value" of the project. Projects in different regions, combined with the actual situation of the local area, have a key system positioning to create an innovation point that can be perceived by consumers, so as to determine the position and product of the company in the industry and products in the industry The position in the market, the brand in society.
    3.3 The company's five -year strategic development goals
    In the next five years, with the core competitiveness of the real estate industry, focusing on the market space of the real estate industry, focusing on the real estate industry. It has developed into a well -known professional real estate service provider in China. Entering the forefront of national real estate development enterprises in total assets, net asset yields, and net profit. Develop in multiple cities to complete the national strategic layout. Ensure that the growth rate of net assets and net assets per year is at a good level; land reserves and real estate development plans are formulated according to the company's profit plan.
    4 Development strategy implementation measures and channels
    4.1 key cities layout, increased land reserves, annual development increases
    In the formation of multiple key cities development patterns to complete the strategic layout of national development; land reserves and and Annual development volume increases year by year: The company should continue to increase land reserves to ensure the annual land reserves.
    4.2 Design and planning leader
    The design and planning as the leader of real estate companies. For the company, the overall planning level is low. In the future, real estate development projects should be aimed at high -quality planning. It should be started from the following aspects: First, the processing process of the preliminary investigation, detailed and fine investigation in the early stage, and serving the accurate market positioning; the second is the planning and design of quality, the planning and design stage, except for strict selection of the selected design units to strictly select the selection of the selected design unit, , It should also be submitted to the detailed design task book for the design institute, and strictly reviewed the design results, and the requirements of the quality to avoid major design changes. Third, the design planning is customerized. Reasonable units, community environments, etc.
    4.3 Cost control optimization
    The cost control is one of the basic strategies of the enterprise. The core idea is that the enterprise must have the cost advantage, and the cost advantage is always the goal of the company's pursuit. Cost control should focus on the following aspects: cost budget; construction cost control; procurement cost control; management cost control; customer litigation cost control.
    4.4 The level of marketing management is improved.
    The company's marketing management level is relatively weak, and the level of marketing management needs to be improved: a high -level professional marketing planning team should be established; ; Maintain and strengthen customer relationships and enhance customer satisfaction and loyalty.
    4.5 Customer service level is first -class
    real estate companies not only provide a customer's residence, but also a lifestyle; service is the essence of the real estate industry. For the company, the following aspects should be strengthened to meet the needs of customer service: all employees' services; the whole process and one -stop service, across each link of real estate pre -sale, during sale and after -sales One -stop service; strengthen customer relationship management; conduct customer satisfaction surveys.
    4.6 Human resources management
    people -oriented attitude, responsibility and starting point of human resource management. In terms of human resources, the following measures are proposed: reasonable reserve talents; establishing a continuously incentive human resource management system; and strengthening internal employee mobility mechanisms.
    4.7 Financial strategy management
    The financial management strategies include: proper centralized financial rights, strengthen management; improve internal mechanisms, strengthen financial supervision; implement goals management, improve incentive mechanisms; open up multi -faceted financing channels.
    4.8 Business process efficiency
    A business processes are the most powerful driving factor for improving performance for the company. To achieve the development goals and lead the product, the company must pay attention to the company's key business processes and Activity. In terms of improving the efficiency of business processes, the following aspects are mainly done: First, the operation process of matrix structure should be implemented. The second is to explore the product standardization process.
    4.9 Strategic Alliance
    Moothing through a strategic alliance to promote multi -directional integration under the association structure of resources and capabilities, products, and market foundations. In the future development, the company should focus on the following alliances: First, the alliance of developing enterprises: the company should actively cooperate with major brands developers to reduce the waste of resources due to confrontation, and can learn advanced experience, improve their own themselves, improve their own themselves. Power; Second, the company's alliance with the financial institution: The company should explore the same to two financial institutions to build a mutually beneficial partnership to form a mutually beneficial relationship, which not only provides guarantee for the company's funds, but also brings benefits to financial institutions. Business Alliance: The company should gradually improve the supplier database, evaluate the supplier, select outstanding suppliers to form a strategic alliance, reduce costs, and ensure the quality of the product.
    4.10 Company system construction
    The company management institutionalization is a core of modern management. The work that strengthen the company's system construction is: First, the company should take the ISO9000 quality management system as the carrier, from the business process to the document of the management system into the quality management system; Internal audit, external trial and management review; third, according to the company's development speed and scale, formulate a practical management system in a timely manner to ensure the simultaneous coordinated development of scale, quality, efficiency, and management, so as to achieve orderly managing and controllable. The management of the company's project companies must be strongly monitored, the management is orderly, and the authorization is moderate.
    4.11 Corporate culture construction
    Corporate culture is the science of corporate management, the integration of economic and culture, an important manifestation of the economic and social benefits of the enterprise, and the soul of the development of enterprises. Enterprise culture must have the corporate spirit of their determination, concepts, goals, purpose, aspirations, and actions, and the group psychology of the majority of employees.
    The company should continue to implement the "three persistence", guide the behavior of employee group with three goals, strengthen the construction of corporate cultural systems, actively carry out employee cultural and sports activities, and strive to build the company into an adaptation to the market economy. Modern enterprises with technical leadership, excellent service, scientific management, outstanding benefits, and customer satisfaction. And this has a system of excellent corporate culture construction system, the spiritual culture, behavior culture, and material culture science of the enterprise, the requirements for the continuous development of the enterprise, the employee's professional ethics and the spirit of corporate spirit, and the corporate image and the strength of the enterprise.
    4.12 brand construction
    For real estate companies, the brand has the world. The establishment of the company's real estate brand should focus on the following points: 1), lay down the brand foundation with excellent quality 2), build a brand image with relationships with relationships 3), support brand positioning with project positioning 4) Consciousness 5), continuous brand communication.
    5 End words
    As China joined the WTO, the competition of my country's real estate industry is becoming more and more intense. If real estate companies want to survive and develop in fierce competition, they should establish long -term development strategies for the company in accordance with the domestic situation and the actual situation of the company to seek the development of the company and sustainable development.

  2. 1. Introduction of the content of corporate strategic management is divided into three parts. First, the formulation of strategy; second, the implementation of strategic implementation, that is, the implementation and implementation of the strategy; third, strategic control, that is, the effective evaluation and feedback of the implementation effect of strategic implementation, and adjust the original strategy accordingly. Most of these three are a whole, lacking one. Obviously, strategic formulation is the top three parts of the three parts. It is the foundation and dependence of strategic implementation and strategic control. Corporate strategic management can be done at the five levels. First, corporate strategy, that is, the survival and development strategies of the entire company; second, business strategy (Business), that is, the business module (or business department, etc.) operated by the company; third; third The scope of functional scope (), that is, the specific strategies of various functional departments, such as product strategy, human resources strategy, marketing strategy, financial strategy, etc. fourth, strategic management of Strategic Projects, that is, one specific item Strategic management of strategic investment and development projects; fifth, strategic management of a business topic, for example, strategic management targeting the goal of listing; strategic management of capital operation targets for mergers; for a group (group (group group (group (group (group (group (group ) Competitive strategy management made by competitors. Obviously, the company's strategic strategy is at the top, and its status is the most important. It is the foundation and basis of other levels of strategy. Therefore, how to formulate the company's strategy has become the most basic and important topic in the strategic management of real estate enterprises. Based on the theory and practice of the strategic management of Chinese and foreign enterprises, combined with our corporate management practice and consultation experience, the first step of formulating the company's strategy is to determine the vision and mission of the enterprise. Second, vision vision, is a free translation of English VISION. Cross -reference Chinese "Vision" and English "Vision" meaning helps better understand and grasp the word. "Vision" is a new word included in the latest version of "Modern Chinese Dictionary", which means "the prospect of longing for." In the authoritative English -Chinese dictionary, Vision -related words include "vision", "imagination", "scene" and "fantasy". In summary of these words, we believe that the word Vision (Vision) has three meanings in corporate strategic management: first, the vision is a subjective desire for the subject (individual or organization); second, the vision is the future of the subject imagined Scenery, or vision, the third, vision is a kind of ambition of the subject. Let us take a brief look at the "vision" of the familiar companies: ◇ The Ford Motor Company Vision is "to become the world leading consumer company For Prots and Services ". Ford's Vision:" Become the world's leading car product and service company "◇ Vision is to enjoy people and the world to realize their full portal. Can fully realize its potential. ◇ Vanke Enterprise Vision: Become a leader in the Chinese real estate industry ◇ The Vision of Guangzhou Poly Real Estate Company: The vision of creating the Great Wall of China is closely related to the vision of the boss, but the two are different. For enterprises with only one natural person boss, the vision of the company is often the personal vision of the boss. This vision reflects the boss's horizontal level, whether it is a brief or ambitious, or ambitious or ambitious. The corporate strategy based on the foundation of personal vision is full of the characteristics of the boss and personal legend. For enterprises with multiple natural person bosses, the vision of the company is often the result of the comprehensiveness and reconciliation of the personal vision of the bosses. Generally, it is proposed by the most important or powerful boss. Shared Visions. The formal form is formed by the board of directors after the board of directors is determined as the company's vision. The corporate strategy based on the common vision has more or less personal characteristics of the big boss (chairman), but it has mixed the will of other bosses and is a collective wisdom. The success or failure of this strategy reflects the collective level of the bosses. Henryfu's vision one hundred years ago was "to make everyone have a car". This vision is different from Ford's vision content, but it is essentially highly related. We believe that Vanke's corporate vision definitely represents Wang Shi's personal vision. Vanke's strategy affirms Wang Shi's strategy, but this vision and strategy should be understood as the common vision of Vanke's decision -making layer and a collective strategic decision. 3. Mission (Mission) is a abstract concept that everyone is familiar with. Examples such as: ◇ Complete the historical mission ◇ Perform God's mission ◇ shoulders the mission of the country ◇ The mission of the soldiers; : The subject is the messenger of a certain object, actively or passively assume important tasks or responsibilities given by the object. The interpretation of the concept of corporate mission in China is that the more popular version is: corporate mission is the reason and value of the existence of enterprises, that is, who to create value and what value is created.我们试图用另一种表述,以便对“使命”有更全面更清晰的理解和把握,有助于指导实际操作: “使命是某一主体主动或被动为某一个(些)信念或某一个( Some) major responsibilities of interest party. " To put it simply, the mission is a major event that must be done, and the task must be completed! As an autonomous business subject, its mission is generally actively undertake. The related interests are generally shareholders, employees, suppliers, consumers, society and society, and society and society and and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society and society. Community. For example, the mission of Beijing XX Group Corporation: "XX" is the common cause of all XX people, including strategic investors, franchise partners, shareholders, operators, and employees. The purpose of "creating a new life of high -quality", with the real estate industry and the catering industry as the leader, strive to create a centennial -branded company with a moderate scale, healthy development, and sustainable operation to return to shareholders, achieve employees, and dedicate society with excellent benefits! For example, the mission of Hangzhou Greentown Real Estate Group Co., Ltd.: "Create a platform for employees, create value for customers, create beauty for cities, and create wealth for society." They said at their mission: This is a company that is committed to turning thousands of Americans with real estate dreams into reality. Therefore, we strongly feel the responsibility of preservation, maintenance and development of the company. Few self -operating companies passively assume a certain mission, but some non -independent companies often passively assume a certain mission. For example, some state -owned enterprises need to assume the mission of employment; some foreign aid companies need to assume some diplomatic mission. Because the mission of the enterprise generally involves multiple interests, the primary weight of the interests of all parties must be clarified in the mission statement. If it is not clear, when the interests of all parties conflict, it will be confused. The important basis for enterprises to formulate strategies is a certain vision and a corporate mission that clearly states the relationship between the interests of all parties. A company with social responsibility and community interests will definitely not formulate a development strategy that will bring resource damage and environmental protection issues.

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