| Real estate industry occupies an important position in our national economy.In recent years,the real estate industry has developed rapidly,and the overheated development momentum has prompted the frequent introduction of national macro-control policies.The implementation of these policies has brought a great impact on the real estate industry,and the growing market competition has brought greater pressure to the development of the real estate industry.With the adjustment of national macro-policy and the constant change of real estate policy,real estate companies are constantly adjusting their own development strategy to meet the development needs.Since 2015,new changes have taken place in the operation of the real estate market,which has gradually formed a prosperous trend with the first-tier cities as the main body,and real estate prices are also rising actively.At the same time,the real estate market in the third and fourth-tier cities is sluggish,and inventory is gradually increasing,resulting in excess capacity of the real estate market.The real estate companies participating in the market competition are gradually stratified.The profitability of large real estate enterprises is getting stronger and stronger.The scale of small and medium-sized real estate enterprises is getting smaller and smaller,even to the point that there is no project to develop in the follow-up.According to the current real estate market,the state has intensified the structural reform of the supply side,actively guided the real estate enterprises in areas with excess capacity to carry out supply-side targeted transformation.Therefore,real estate enterprises actively explore new business models,such as pension real estate,tourism real estate and other new models have emerged to enhance their competitiveness in the market.This paper takes Anhui Huaye Real Estate Company,the author's unit,as the research object.After nearly eight years of adjustment and rapid development,Anhui Huaye Real Estate Co.,Ltd.has become a real estate enterprise in Hefei with over 100 million yuan in assets and strong competitive advantage in the real estate market.Faced with the government's macro-control policy and the fierce competition in the real estate industry,how to make use of good market opportunities,how to circumvent the limitations of its own strength,and how to achieve strategic transformation have become the main concerns of Huaye Real Estate Company.Based on the theories of enterprise strategic management and strategic transformation,this paper analyses the internal and external environment of Huaye Real Estate Company from four aspects:the internal environment of Huaye Real Estate Company,the relevant factors of Hefei Real Estate Industry,the consumption market of Hefei Real Estate Industry and the competitors of Huaye Real Estate Company,introduces the background of strategic transformation of Huaye Real Estate Company,and expounds the necessity of strategic transformation of Huaye Real Estate Company.Subsequently,based on the analysis of the background of strategic transformation and the operation status of Huaye Real Estate Company,the orientation,objectives and implementation path of the strategic transformation of the company's development are determined.In the implementation of strategic transformation,this paper puts forward six ways to implement strategic transformation:diversified development,product differentiation,brand management,transformation of operation mode,sales mode and financing mode.Through optimizing organizational structure and enterprise management mode,strengthening enterprise culture construction and system construction,building talent training mechanism and risk prevention and control mechanism.On the one hand,it provides organizational,personnel and institutional guarantee for the implementation of the company's strategic transformation,gives full play to the company's own advantages,effectively copes with market challenges,and achieves sustainable development. |
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