| Since 2013,China's economic development has entered a new normal.Economic growth has slowed.At the same time,also experience the real estate industry development investment growth decline,prices return to rational process,along with the economy development together into the new normal,this marks the prelude to the real estate market will enter a rational stage of development.In the future,real estate enterprises should take a look at the changes in the real estate market,adjust their thinking,adjust measures to adapt to the new normal,and promote the sustainable development of enterprises.Xi 'an real estate as a second-tier city in the whole country,the development of the real estate industry cannot be the only one,must be affected by the environment.The real estate market in xi 'an has entered a period of steady growth and structural adjustment.In the past 2016 years,xi 'an real estate market has experienced a frustration twists and turns of change,is not jing,during the first half of the second half of the wind and cloud suddenly,some real estate enterprises the plight of the transformation of management problems,but big property of the large number of commercial projects are concentrated in the market at the end of the year,the difficulties and the market should double pressure situation.Property of the enterprise to plan for the transformation and upgrading,which as a medium-sized enterprise,xi 'an real estate industry H real estate enterprises met with similar enterprises encountered the same problem: sales fell,prices,costs,profits fell sharply,bad financing and the increased competition.Under the new normal,the company has to reorient itself and change its strategic direction.In this method is not suitable for real estate enterprises in the traditional market,H real estate enterprise decision-makers began to explore the importance of strategic transformation for enterprises to develop.On the basis of summarizing the predecessors' research,this paper summarizes the content of real estate enterprise transformation,and through the analysis of the various factors influencing the H real estate enterprise strategic transformation,trying to explore a variety of strategic transformation path,and its path is how to play a role in the H real estate enterprises are analyzed.This paper is divided into six chapters.The first chapter is the introductory section,which mainly introduces the background,purpose,meaning,domestic and foreign research,research and research methods.The second chapter the basic theory of strategic transformation for the enterprise,this paper introduces the concept of enterprise strategy,enterprise strategic transformation turning point,the concept of strategic management theory,edge competitive strategy theory,enterprise development strategic transformation theory.The third chapter for the real estate industry development present situation and problem analysis,elaborated the our country real estate industry development present situation and problem analysis,xi 'an real estate industry development present situation and problem analysis and H development of real estate enterprises under the new normal environment and challenge.The fourth chapter to the new normal H the SWOT analysis of real estate enterprise transformation,through analyzing the real estate industry in our country and the SWOT analysis of the real estate enterprises in xi "an H,analyzes the facing opportunities and challenges,their own advantages and disadvantages.Chapter 5 is the basis and path of the strategic transformation of H real estate enterprise under the new normal,and puts forward the path of strategic transformation of H real estate enterprise.Chapter 6 provides the conclusion and Suggestions,analyzes the strategic transformation of the H real estate enterprise,and puts forward some Suggestions for the conclusion.In this paper,based on the real estate industry environment,xi 'an real estate market policy environment and H of the real estate enterprise internal and external environment,after a detailed analysis of some conclusions are drawn:1,H real estate enterprises of different real estate market using different strategies,the strategy of product diversification,horizontal development,hard development suitable for the development of other areas,will be in the field of real estate brand control experience is copied to the other,looking for new profit point.2,H real estate company to emphasize its advantages,by differentiation through internal related department to cooperate,intervention from the project of supporting facilities,perfect the real estate projects supporting facilities,in which the consumer perception of the most obvious is property management,so H real estate company attaches importance to the construction of its subordinate property management company,strengthen service and management,improve customer satisfaction.3,pay attention to brand publicity and promotion,through the focus of the individual project recommendation,highlight the characteristics and connotation of enterprise and to keep positioning in front of consumers,form a kind of meet the cultural characteristics of the development of its own,set up its own brand,for the long-term development of real estate development enterprises in H.4,hard skills,in order to ensure the enterprise development strategy implemented smoothly,H real estate company should be to improve the organizational structure,shape the real estate enterprise brand,improving the core competitive power,strengthening the cost control and improve enterprise profitability,establishing the excellent staff team,cultivate the excellent enterprise culture to ensure. |
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