摘要
A企业是一家以房地产开发经营为主,集物业服务、土建施工、装修装饰等综合业
务的中小房地产公司,在房地产行业的快速发展时期通过第一代创始人独到的眼光和魄
力,从无到有迅速发展起来。近几年来伴随着中国的城市化进程,中国房地产行业发展
的不和谐和不平衡,导致房地产发展进入到了一个调整期,本文通过分析我国房地产业
目前的宏观环境及未来发展的趋势,针对A房地产企业自身的情况,为A企业找到应对
危机,实现可持续发展的道路,对于类似A的中小型房地产企业具有可借鉴的重要意义。

论文采用了实地调研、比较研究、定量和定性分析、问卷调查等方法,运用分析法
分析了宏观环境,采用PEST和产业模型分析了行业的竞争环境,利用SWOT分析了公
司的内部情况,然后综合分析并最终确定了公司的发展方式和目标,最后使用简单的价
值链分析从四种不同的发展模式,为A房地产企业提供了多样性的选择和发展方式。

关键词:房地产房地产企业发展战略
ABSTRACT
A enterprise is a real estate with industry integrated company, A Company's main business
areas include real estate development and sales, property management and so on. During the
rapid development of real estate industry, the first generation of founder established the
company and Sprung Up depend on the founder original vision and energy. In recent years,
along with China's urbanization process, Chinese real estate industry the disharmony of
agriculture development, resulting in real estate development has entered into A setting, an
analysis of the real estate industry in our country at present macro environment and future
development trends,in A real estate enterprise own situations,for A enterprise find deal with
the crisis and make the path of sustainable development, for the similar A real estate
enterprise of small and medium-sized has important significance for reference.
The thesis combines with the field research methodology,comparative methodology,
qualitative and quantitative analysis methodology and survey and interviews methodologies.
And the thesis analyzes the macro environment by the PEST analysis, the industry's
competitive environment by the industry structure model, A company's strategy by planning
of land reserve, emphasizing business management, providing comprehensive marketing
services, strengthening the corporate culture, optimizing the company's organizational
structure improve the company's financial management and the integrated management.
KEYWORDS: real estate real estate company development strategy