Real Estate Enterprise Transformation Research Under The New Normal

Chinese real estate industry had a nearly three decades rapid development experienced and plays an increasingly important role in national economic development. As the real estate industry developing, it also led to the development of other related industries, There is no doubt that the real estate become one of the pillars in the national economy. But as the rapid development of real estate, many problems are coming. The high-speed price 、 irrational supply structure 、 housing vacancy serious waste 、environmental pollution and so make the real estate to being a target. The real estate industry had spend a most difficult and unusual year in 2014, the majority of the company’s sales target is not completed, so the funds of company do not have a smooth return, face of the increased competition in the market and the macroeconomic environment, many companies have played a "transformation" slogan.This paper summarized the course of China’s real estate development and focus on analyzing the characteristics of the real estate market in 2014 first。Then according to the changes in the real estate market and macroeconomic environment, summarized the reasons to promote the transformation of the real estate as follows: the macroeconomic changes; new urbanization the impact; the impact of the Internet;energy saving effects of the real estate industry and policy control on real estate development. Further detailed analysis the focal point of the real estate business transformation based on these factors, Author believe that the real estate business in the future will has those changes: the changes in the main business, the profit model transformation, change the modes of financing, changes in marketing mode and organizational structure, and the strong popularity among enterprises joint model, then combined with American history and characteristics of real estate development, analyze the specific trends of change. Finally, according the detailed analysis that a company may encounter during the process of transformation to make some number of safeguards. Just like human protection;Financial security;Standardize corporate governance and so on. Combined with the analysis of high-quality company- Wanda’s transformations and the new transition under this time, make the theory and practice combined to guide other businesses.