Research On The Strategic Transformation Of Luneng Group's Real Estate

With the rapid development of the real estate industry in recent ten years.Now,under the environment of the national policy regulation and the cooling of the market,the profit level of the real estate industry is returning to the average level of the society.In the industry turning point and downtrend period,poor management,poor business capabilities of housing enterprises will withdraw from the market,the others must to be transform business model and refined upgrading.At the same time,with the accelerated trend of industry integration,industry concentration is further improved,mergers and reorganization is increasing,the scale of large housing enterprises expand rapidly,medium-sized housing enterprises development space will be squeezed,small housing enterprises are on the verge of elimination.At this stage,the strategic transformation of housing enterprises,theoretical circles have not yet formed a complete system of research results,the real estate industry is also groping in shallow water areas,diversified development or extend to the upstream and downstream of the industrial chain.There are no really successful cases and relatively mature business models to learn from.In the course of research,I adopted literature research,investigation and case study.Review the national and local governments in the last two years of real estate-related regulation and control policies,I got national policy direction.Through the domestic and foreign real estate transformation research,explore the real estate industry business opportunity and the business model.Depending on land sale to increase local fiscal revenue,real estate development to promote local economic growth has gradually come to an end.The model of industry-driven and stock-upgrading will become the new driving force of local economic development.Therefore,I believes that industrial real estate and stock real estate will become the future development direction of the real estate industry,and focus on research.In the research,it is found that there are essential differences between industrial real estate and residential real estate in the business model.The core of residential real estate is sales,and the core of industrial real estate is self-sustaining operation.Therefore,I proposes that housing enterprises from residential real estate to industrial real estate,the first is to change ideas.According to the business logic and business model of industrialreal estate,establish a new organizational structure,performance appraisal and management system.In the course,I extensive access to enterprise information,interviewed internal personnel,collected and grasped the objective situation of the enterprise as far as possible,and analyzed the Luneng real estate by SWOT method.On the basis of my research on industrial real estate and stock real estate,I focuses on the projects suitable for the strategic transformation of Luneng real estate.Under the guidance of theory,I formulated strategic transformation plan,implementation and safeguard measures.In the case of less research on industrial real estate stock,the research results of this paper has some inspiration and reference significance.