Research On Diversification Strategic Performance Of China's Real Estate Listed Companies

The real estate industry has gradually entered the market saturation state after the development of the past two decades.In addition to the regulation and control of the current national macroeconomic policy,the profit margin of the real estate industry is gradually decreasing and the industry risk is continuously increasing.Therefore,real estate enterprises in China are seeking a new way of diversified development outside the main industry of real estate,hoping to broaden the profits of enterprises through diversified operation.Source channel,stabilize enterprise income,reduce business risks,and ultimately achieve long-term sustainable development of enterprises.Under this background,this paper chooses diversification in the real estate industry.EVERGRANDE Group,a typical representative enterprise,is taken as the research object to analyze the performance of diversification.It is hoped that through the analysis of EVERGRANDE 's diversified operating performance,it will be more and more realistic for China.Diversified management of Housing enterprises play a reference role.This paper starts from the concept,type and motivation of diversification,then makes a theoretical analysis of diversification,and then reviews and summarizes the current research situation of the impact of diversification on enterprise performance by domestic and foreign scholars.Thereafter,this paper introduces the case enterprises from the aspects of real estate cycle,diversified layout process,diversified background and motivation,which paves the way for the follow-up case enterprise performance analysis.In the part of case enterprise performance analysis,Event Research,Financial Indicators and Contrast Analysis are used to analyze the diversification performance of Evergreen University from the aspect of financial performance.This paper uses financial index method and comparative analysis method to analyze the financial performance of EVERGRANDE.The results show that diversification of EVERGRANDE is not conducive to the financial performance of enterprises,and its financial performance lags behind that of other enterprises in the same industry.Finally,according to the results of performance research,this paper summarizes the success and failure of EVERGRANDE's diversified operation,and deeply analyses the reasons why EVERGRANDE's diversified operation affects its performance.On this basis,it puts forward specific suggestions for EVERGRANDE's future diversification path,and provides a reference for more and more real estate enterprises that implement diversified operation.