Analysis On The Strategic Transformation Of State-owned Real Estate Companies Under The New Normal

In 2014,Xi Jinping proposed that China's economic development has entered the "new normal",and China's economic development model,growth pattern,and economic structure have undergone profound changes."Accelerating the establishment of multi-subject supply,multi-channel guarantees,and the simultaneous acquisition and rental of housing systems" as well as the macroeconomic control policies under the "new normal"all require the transformation and development of realestate enterprises,which are involved in the national economy pillar industry and also the city-level participant in real estate and urban construction platform.Quanzhou Housing Construction Development Co.,Ltd.(hereinafter referred to as Quanzhou Housing Construction Co.,Ltd.)was established in January 1996.It is jointly funded by the Quanzhou Finance Bureau and the Quanzhou City Housing Development Office(hereinafter referred to as the office).Development companies are typical municipal state-owned enterprises.Since its establishment,the company has built several affordable housing and commercial housing units in Quanzhou,and has achieved a series of fruitful results.However,under the new normal social and economic development,Quanzhou Housing and Construction Co.,Ltd.is facing the challenge and impact brought by the continuous changes in the external market.Its management mechanism is rigid,its efficiency is low,its profitability is not high,its cash flow cannot be effectively covered,and the market as a whole competes.Problems such as lack of capacity are highlighted,especially the lack of compliance with the actual strategic goals and plans of Quanzhou Construction Co.In the face of new situations and new issues that have arisen during development,how to objectively and calmly analyze the development of the real estate market,the construction of new-type urbanization,and the new situation of the rapid development of central cities in Quanzhou,how to formulate a strategic transformation in line with itself,accelerating the realization of Quanzhou City Government's request for its rapid construction as a large-scale state-owned enterprise,urban construction,people's livelihood projects,and the sharing of city-level fiscal revenue are the important and severe tasks that now the company is facing with.This paper evaluatesthe existing development strategy of Quanzhou Construction and Construction Co.,Ltd.,and based on this,it formulates a near-and-long-term strategic plan for Quanzhou Housing Construction Company,clarifying the future development goals and objectives of Quanzhou Housing Construction Company and working out ways to explore and study the transformation and upgrading strategies and safeguard measures of the development strategy of Quanzhou Housing Construction Company.