| After the real estate industry has experienced explosive growth,the state and local government introduced a series of policies to continue macro-control of the real estate industry in 2010.Suning Universal Since the backdoor listing in 2005,influenced by the industry and the economic environment changes,the traditional development mode of obtaining profit by land value-added has disappeared,and the profit has been greatly reduced by scale and region,the company gradually loses their competitive advantage in the field of real estate,strategic transformation is in urgent need.As our country urbanization rate gradually increases,the new development strategy of urbanization was put forward in the 18 th National People’s Congress,develop the "The Belt and Road" real economy cultural exchange channel,build "Internet plus" virtual economic exchange channel,forming pattern of the network Belt and Road Initiative,and a series of policies issued to encourage and support the development of the new type of urbanization,which brings Suning Universal business opportunity for the transformation.This paper from the real estate industry development process research,through the five forces model,PEST model,SWOT model,frst analyzes the operating conditions and core competence of Suning Universal.According to its condition,comparing the transformation of the industrial park property strategy with the strategy of urban life services platform,a conclusion comes to is that it is more suitable for the company’s transformation because the single project investment risk is small,and it’s easy to copy.The paper also focuses on the implementation of the transformation,and it can be divided into three stages,which are benchmarking building,the layout of Yangtze river delta,the implementation of national development.It implementation includes project development,fund platform,business operations and technology platform.This paper also gives an analysis on the possible difficulties during the process,such as the ascending of business management abilities,the short board of platform of science and technology talents,the balance between short-term and long-term benefits,so some proposals are proposed to solve these difficulties.Suning Universal is a representative of the second and third tier real estate enterprise,facing the challenges of the industry regulation and the change of economic environment,which means the transformation is the new normal situation for the real estate enterprise.This paper analyzed the process of seeking transformation,how to make use of their own advantages,overcome the obstacle of the transformation and carry out the implementation of strategic transformation,which is of great referencing significance for the same type enterprise to make their own development transformation. |
