| Since2010,the macroeconomic regulation of the Chinese government to residentialreal estate industry become heavier, especially for the property-purchasing limitation in2011, and the large number of affordable housing construction, the sales of commercialresidential product fell sharply, including the quantity and price. Residential real estateenterprises facing serious difficulties about their survival and development, in order tosurvive and develop，the enterprises have to make choice of transformation. The researchdirection of this article is transformation target of residential real estate enterprises inChina, taking Vanke Co. which is the leading enterprise of Chinese real estate industry asthe main research object.This article based on the theory of strategic management. Firstly, making a deepanalysis of the real estate industry by using PEST analysis and Five Forces Mode, findingout the change which the residential real estate industry faced with in present, consideringthat the survival of Chinese housing estate enterprise is very difficult. Comprehensiveanalysis to commercial real estate of China, describing development situation ofcommercial real estate, analyzing the reason of its rapid development, summarizing thenecessary conditions for developing commercial real estate industry; Secondly, carryingon the omni-directional analysis to Vanke Co. by using the SWOT analysis, analyzing theadvantage and the current market opportunity, concluding that commercial real estateindustry is the ideal transformation direction of Vanke Co.; Finally, analyzing the reasonof commercial real estate transformation of Vanke Co. and the reason of Vanke Co. stillinsists to choose the housing market as the key point in strategic, analyzing the strategicimplementation of Vanke Co. in business real estate and residential real estate area.Through the above analysis,this article concludes that commercial real estate is theideal transformation goal of Vanke Co. with the Severe macro-control.But Vanke Co. willstill take residential market as their strategic key area. |
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