Research On RH Group's Corporate Strategic Transformation

In recent years,with the influx of a large number of rural residents in the city,a new round of real estate investment has promoted rapid development of urban construction in China.However,due to the differentiation of market supply and demand,the real estate market has taken on new features.On the one hand,the concentration of the real estate industry has further increased,and the industrial competition has become fiercer;on the other hand,due to blind expansion,it has caused a large inventory of inventories.The problems of “empty cities” and “ghost towns”,frequent mergers and acquisitions and restructuring,supply and demand conflicts,and financing difficulties have brought strong market impact to domestic small and medium-sized real estate companies.Transformation has become a new topic and choice for most real estate companies.This article is precisely in this new normal economy,through the analysis of national real estate policies and regional market environment changes,to illustrate the real estate companies have entered a new turning point.As a well-known local real estate enterprise in Xi’an,the development model of the RH Group’s transformation enterprise has become an inevitable choice,but there are still many perplexities in the choice of the transformation path.The internal views of the enterprise are not the same.It is in this context that the author tried to The methods and ideas for the strategic transformation of enterprises are proposed for reference by enterprises.This article first elaborated the concept of strategic transformation of enterprises,product life cycle theory,supply and demand theory and other strategic transformation theoretical basis,established a preliminary basis for the theoretical basis of real estate strategic transformation,and through the analysis of the real estate development status,confusion and difficulties,from the macro and The SWOT analysis method is used to analyze the reasons for the existence of the current situation and the preliminary solutions.From the perspective of the external environment of the real estate supply and demand market and the analysis of the internal transitional dynamics,this paper illustrates several issues that RH Group should focus on in the transition period.Combining the financial,land,and planning policies under the new national economy and increasingly fierce competition in the market,the urgency of real estate transformation is proposed.Through the grasp of national policies and the understanding of supply-side reforms,the logic of strategic transition for RH Group is proposed.Basic strategic transformation features.It is clear that real estate development still has more room for development under the new normal.The government’s policy orientation will directly affect the trend and direction of real estate development.Vertically it will be real estate + finance,real estate + internet economy,etc.The pension industry,education industry and other aspects of development.Finally,through the overall research of the RH Group,a transformation plan is proposed,and the purpose of upgrading its core competitiveness is achieved through the promotion of internal management and asset-light operations;through the enhancement of human resource management,the expansion of financing channels and the integration of the “Belt and Road” countries Strategic concept,integration of the development of their own industries,enhance their core competitiveness,and ultimately achieve a successful transformation and upgrading of the company.