Write a strategic positioning report for the company.

Diagnostic analysis and suggestion report of enterprise strategic positioning

I. General situation of the enterprise

Anhui ruitai Demobilization Co., Ltd. was formally established, and began to operate the "ruitai City Garden" project, and began to set foot in real estate, taking root in the real estate development between Hefei and Feidong County. After two years of development and accumulation, the company has adapted to environmental changes and set foot in many industries. In 20 10, Anhui Wen Yi investment group was formally established, with an accumulated registered capital of10.20 billion yuan to establish a new Wen Yi enterprise. The company has transformed into a diversified group company dominated by real estate development, and its business scope covers real estate development, property management, construction and installation, building materials production, catering, coffee club, express hotel, advertising planning, warehousing and logistics, ecological farm, leisure and holiday and other industrial modules.

Second, the status quo of enterprise strategy

1, overall enterprise strategy

In view of the current operating conditions of our company and the changes in the external environment of the senior management, after conceptual thinking on the future development direction of the enterprise and full discussion by the management of the group and its subordinate units, we entrusted Anhui Avenue Boyi Management Consulting Company to design the official text of the strategic planning and design scheme, and finally determined the overall development strategy of Wen Yi enterprises in the next three years as follows: focusing on real estate development, specialized one-stop and diversified operation; Based in Anhui, radiating the whole country; Steady expansion. Of course, unpredictable market changes will lead to the deviation of enterprise strategy from strategic objectives in the implementation process, which requires us to adjust enterprise strategy in stages, constantly revise and improve it, and make it more suitable for the reality of enterprise development.

2. Publicity and promotion of enterprise strategy

Clear the overall strategy of the enterprise, it is necessary to publicize and promote, and ultimately serve the development and competition of the enterprise. First, it is the fundamental way to solve the problem by ensuring that the company strategy is truly understood and accepted by managers through the system, which stipulates that managers should participate in the design, formulation and implementation of the company strategy; The second is to formulate corresponding publicity plans; The third is to publicize the company's strategy through company training, publicity column, OA system (in preparation), meetings and activities; The fourth is to strengthen the construction of corporate culture. Corporate culture is a concept, which is dissolved in enterprise management. Through various mechanisms, it is officially transformed into the behavior of each employee, so that employees can implement the company strategy more accurately and form a sense of identity.

Third, the implementation of corporate strategy.

1, enterprise strategy implementation

The company is currently adopting a growth strategy. The so-called growth strategy refers to the strategy that enables enterprises to develop to a higher level on the existing strategic level. It takes development as the core orientation, guides enterprises to continuously develop new products, explore new markets, adopt new management and production methods, expand the scale of production and marketing of enterprises, and enhance their competitive strength. In practice, growth strategies can be divided into intensive growth strategies, integration strategies, diversification strategies and other types. Enterprises in Wen Yi are developing diversified management strategies of woody industries based on herbaceous industries and making steady progress. A few days ago, it successfully won 240 mu of high-quality land in Feidong for 570 million yuan, opening a new journey of high-end property. Jian 'an upgraded the first-class qualification of general contracting of construction; Expand the building materials base and set up the second building materials factory; Comprehensive coverage and upgrading of property services; Hotel catering is fully upgraded and ready to go; The logistics industry set sail; Show the prototype of Wen Yi International Farm. Tourism real estate will become the main business growth point of the company's future development in the next stage, and it is also another bright spot of the group's industrial transformation.

2. Implementation of competitive strategy

After seven years of development, the real estate sector of Wen Yi enterprises has formed a unique market competitive advantage. In terms of competitive strategy, we chose the combination of differentiation strategy and cost leadership strategy, successfully developed a number of real estate projects, and cultivated and built a stable and high-quality development team internally. Externally, it has become the first brand in Feidong County, Yaohai, Longgang, Feixi County and East Hefei. At the same time, it has further expanded and formed a rich social resource network, which is difficult for other small and medium-sized real estate developers to form in the short term, and it is a unique competitive advantage for Wen Yi enterprises to gain market. In the future, we need to further build teams, brands and resources. At the same time, with the macro-control of the real estate industry by the state, the market competition is extremely fierce, and the era of low profit rate in the real estate industry has really come. If the company wants to keep a place in the region or expand to a wider external region and get development opportunities, it must practice its internal strength from now on. By learning, drawing lessons from, digesting and absorbing advanced real estate management concepts, optimizing the internal development process, shortening the development cycle, controlling operating costs and improving production quality, so as to create "cheap and good quality" products and services with certain price advantages among similar products, which has become the most effective way to achieve customer satisfaction and enterprise profit balance.

Fourth, the risks and countermeasures in the process of enterprise strategy implementation

At this stage, real estate development is still the only core industry of the group, and the investment in real estate is relatively large. Because of the characteristics of large investment, long cycle and great influence by market factors, it has high market risk. Looking at the 20 10 China real estate market, under the "strong pressure" of government departments, real estate enterprises have chosen strategic adjustment to avoid risks, which seems to be the "most effective" response to the strong pressure of state machinery. Facing the uncertainty of policy regulation and future market, Wen Yi enterprises mainly realize strategic adjustment and avoid risks through the following ways:

First, optimize the industrial structure, the industrial proportion tends to be reasonable, start the tourism real estate project as soon as possible, and participate in the restaurant chain operation in tourism real estate and hotels; Second, strengthen the construction of human resources strategic team, cultivate and improve the comprehensive quality of employees; Third, broaden financing channels and choose advantageous industries to integrate and list; Fourth, further improve the company management system. Through the above measures, we will further improve the ability of enterprises to resist risks and strive to become the "king" of avoiding risks and sustainable development in the industry.

With the change of market environment, the enterprise strategy needs to be adjusted accordingly. Only by systematically evaluating, diagnosing and controlling the implementation process of the strategy can enterprises achieve their strategic goals more scientifically and maintain the benign development of enterprises.

Five, enterprise strategic environment analysis and competitiveness improvement direction

Macro environmental analysis

1. Political factors: Since 20 10, the State Council has introduced a series of real estate control measures, from the "National Eleventh" in June with 5438+0, the "National Tenth" in April, and then the "New Deal" on September 29th. Three waves of regulation and control throughout the year, the policy shifted from previous support to curbing speculation and curbing the excessive rise in housing prices, including land. In 20 1 1 year, China's macro-control policies on real estate showed a tightening trend again, and topics such as the pilot implementation of real estate tax, the promulgation of "Measures for the Administration of Real Estate Brokers", local purchase restrictions, the construction of affordable housing during the two sessions and a new round of property market regulation were widely discussed.

2. Economic factors: Since 20 1 1, the economic policies that have affected the real estate industry market have included: raising the RMB deposit reserve ratio of deposit-taking financial institutions for three consecutive times; Policy guidance documents such as Notice of the General Office of the State Council on Further Improving the Regulation of the Real Estate Market, Notice on Adjusting the Business Tax Policy of Individual Housing Transfer and Notice on Adjusting the Deposit Interest Rate of Housing Provident Fund have been issued one after another.

3. Social factors: From the age structure of the population, the group aged 25-45 is the main group buying commercial housing. People aged 25-35 are at marriageable age, and the demand for housing is rigid, and the elasticity of housing demand is small; People over the age of 35 buy houses mostly to improve housing conditions, and housing demand is more elastic.

4. Technical factors: for example, the innovation of planning and design: the modernization of indoor layout and outdoor environment design, the broadband access of optical cables to households, and the formation of network communities. The resource-saving housing supported by high technology has the characteristics of water saving, electricity saving, environmental protection and intelligence, thus improving product quality and investment efficiency. Architectural technology innovation: adopt new structural system to create more comfortable living space, adopt combined, standardized and complete assembly technology to ensure product quality, improve construction efficiency, reduce material energy consumption, and popularize energy-saving and environmental-friendly architectural technology, thus reducing development cost and increasing added value of products. Product sales innovation: shorten the supply chain, establish a residential online information trading platform and realize network management, thus improving the competitiveness and brand of enterprises. Property service innovation: building an information-based and intelligent building, realizing the networking and closing of property management, thus improving the competitiveness and brand of enterprises.

Comprehensive analysis of the above factors: Recently, with the introduction and implementation of a series of macro-control policies for real estate, Wen Yi Group has also brought a certain degree of impact on real estate sales, and sales have declined. After the "two sessions", Wen Yi enterprises should pay close attention to the next policy direction of the country, adjust marketing strategies in time, and broaden financing channels to cope with the next round of macro-control of real estate. In the long run, as the real estate industry belongs to the pillar industry of the national economy, in the foreseeable future, the overall real estate industry in Hefei will maintain an upward trend, and the real estate business will remain the most important industry for enterprises in Wen Yi. Considering that every industry has its inherent life cycle characteristics, Wen Yi enterprises must optimize their investment structure in advance, reduce the proportion of real estate business, and ensure the healthy and coordinated development of enterprises.

(B) Analysis of industry environmental factors

1, the threat of new entrants

In recent years, some large enterprise groups engaged in manufacturing, transportation, department store retail and even catering services have also entered the real estate industry, which has also brought great impact to the industry development in this region.

2. The bargaining power of suppliers

As the sole land supplier, the government is in an absolute monopoly position and has strong bargaining power. The land market can be regulated from both supply and demand. When the economic growth is weak and the market is in a downturn, measures such as reducing the proportion of developers' own funds to encourage investment and liberalizing the second home loan are taken to stimulate the economy. When the investment is overheated, measures such as reducing land supply and raising mortgage interest rate should be taken to curb real estate investment. Real estate is a capital-intensive industry, and development loans and consumer loans account for a large proportion in bank loan business. As banks and other financial institutions are the suppliers of funds, fluctuations in the real estate industry will also directly affect the profitability and capital security of these institutions. Therefore, for the sake of their own interests and national control, banks and other financial institutions will also comprehensively evaluate the strength of developers to provide financial support for the market and actively cooperate with the implementation of national real estate regulation, which shows that they also have strong bargaining power.

3. The bargaining power of the buyer

As suppliers, developers always try their best to raise prices, while buyers will try their best to lower prices. Due to the characteristics of income distribution of residents in China, the wealth distribution is far from rich and poor, and most of the wealth is concentrated in the hands of a few people. In Hefei, many developers are constantly providing high-grade housing to the market, just to meet the needs of these people, while the market supply of low-grade or affordable housing is very small. However, due to the rapid development of urbanization in China, it is inevitable that a large number of low-and middle-income families will go to the city to buy houses, coupled with a large number of speculative demand already existing in the market, resulting in the buyer's bargaining power is relatively weak compared with developers.

4. Competitiveness of current competitors

Looking at the real estate market in Hefei in recent years, the competitive pressure of the industry has increased compared with the past. On the one hand, due to the participation of large foreign-funded groups such as Vanke, Wanda, Evergrande and Greenland, these enterprises have very strong market competitiveness; On the other hand, small and medium-sized real estate enterprises are gradually emerging in some places, with expanding scale and relatively weak market competitiveness. On the whole, there is great market competition pressure in this industry, but in some business areas, different enterprises will also have the desire to cooperate with each other to achieve * * *.

Comprehensive analysis of the above factors: In the near future, Wen Yi enterprises should optimize the investment structure, reduce the proportion of real estate business in the overall business of the group company, and reduce operational risks; Continue to position products at middle and low-end consumers, build affordable houses for ordinary people, and gradually expand the market scale in this market segment; In terms of regional positioning, we will continue to take Hefei and three counties as bases, give full play to our own resource advantages, and strive to consolidate the relationship between local governments and banks and other financial institutions, so as to lay a solid foundation for the next leap-forward development of the group company.

In the long run, enterprises in Wen Yi should rationally distribute high-,medium-and low-grade products to make their products cover different levels of consumers; If conditions permit, actively expand business to other areas of Hefei, and at the same time pay attention to brand promotion to improve consumers' brand loyalty, thus driving the development of other business sectors of the group company; Now is an era of competition and cooperation in the same industry. In diversified business fields such as real estate, Wen Yi enterprises can timely consider introducing some constructive strategic partners to create a win-win situation.