| With the reform and opening up,the government carried out the urban housing system and the urban state-owned land use system,which stipulated the mode of transferring land use right and opening up the transfer market in China,and derived a series of trading markets such as commercial housing sales,leasing market,stock housing sales and real estate mortgage.After the establishment of socialist market economy,the government's favorable policies promote the rapid development of China's real estate enterprises.However,in recent years,faced with the continuous rise of real estate prices,the government has implemented the price limit policy on newly built housing prices,and the implementation of the price limit policy has brought uncertainty to the operation of real estate enterprises.Looking back at the glorious period of real estate enterprises before 2018,real estate enterprises have gradually become stable and stepped into the new normal of rational growth from the previous golden period of rapid growth.Under the increasingly fierce competition environment and in the face of the government's restrictions on the real estate price,the real estate enterprise has been developing slowly in recent years,facing the bottleneck of development.In order to get out of the current predicament,real estate enterprises try to find the development space beyond the existing business model.Based on A real estate enterprise as the research object,this paper comprehensively analyzes the operating conditions,to discuss in management pattern,financing way,problems of market orientation,etc,and then through the analysis of A real estate enterprise operating capacity,profitability and development ability,debt paying ability,such as financial indicators,based on innovation and stakeholder theory,using the SWOT analysis method,combining with A real estate enterprise research to the problem of analyzing A real estate enterprise is facing opportunities and challenges,and have the advantages and disadvantages,on this basis,determine its development strategy,put forward corresponding business strategies for A real estate enterprise to adapt to environmental changes and achieve steady development,and further analyze the necessary guarantee measures required by A real estate enterprise to complete the strategy implementation.Based on enterprise management theory and case analysis,this paper summarizes the following problems: first,the government introduces the policy of limiting purchase and price,which leads to the rise of comprehensive cost and decline of operating profit of A real estate enterprise;Second,the implementation of the government price policy,resulting in a second-hand housing prices "upside down" phenomenon;Third,A real estate enterprise issued bonds with high interest less than half A year after its listing,indicating that A real estate enterprise may be under pressure.Fourth,the business model is single.In view of this,this paper argues that real estate enterprises should adjust their business strategies from the following aspects in the face of the government's price-fixing policy: first,expand scale,increase market share and increase profits;Second,focus on project management to create quality products;Third,focus on transformation and upgrading,strengthen "marriage",break through the existing management bottleneck;Fourth,adjust the product structure and optimize the utilization of resources.According to the needs of the market customers,create products for customers and gain market share.At the same time,in order to promote the implementation of their business strategies,realestate enterprises should take measures to improve relevant financial indicators,reduce capital risks,focus on customers,and strengthen internal risk control,so as to break through barriers and achieve steady development under the government's price-fixing policy.The conclusions of this paper can provide reference for real estate enterprises to adjust their business strategies in the face of the government's price-fixing policy. |
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