在“新国八条”的调整背景下,房地产行业现在正处于暂时的低迷状态,整个行业发

展的方向也扑朔迷离,因此,需要在这个关键时候,对企业的发展战略进行重新的评估

和制定新的适合当前宏观背景的战略。本文正是以JT投资置业公司为例,通过对JT公

司的战略制定,为类似JT公司的其他中小型房地产企业战略制定上提供一个可控参考

的实例。

文章在第一个部分阐述了本文的研究背景和研究意义,并提出了本文的主要研究框

架。第二部分从理论方面总结了当前企业战略研究的主要成果,也对本文采用的几种战

略研究方法集中进行了回顾总结。从第三到第六部分,完整的呈现了 JT公司的整个公

司战略制定过程、结果和战略实施保障。具体来说,首先利用PEST模型,对公司所处

的外部宏观环境进行分析;再根据波特的五力模型对行业的竞争形势有个总体的认识。

通过对外部宏观环境的分析,可以看出,虽然现在的房地产行业处于震荡调控状态,但

是房地产的刚性需求决定了房地产行业还有相当长一段时间的繁荣期。结合公司外部环

境的分析,我们对公司所拥有的资源和核心能力进行客观评价。在完成内外部环境分析

的同时,文章对公司面临的外部环境的机会和威胁,以及公司内部的优势和弱点进行了

关键因素分析和评价,建立SWOT分析矩阵,列出可能的SO、ST、WO、WT四种发

展战略。根据公司现在的情况,我们认为JT公司应该采取成长战略(SO战略),利用

自身内部优势抓住外部机会,实现跨越性发展。最后,文章指出了 JT公司战略实施所

需要的必要保障措施,保障战略的顺利实现。

关键字:房地产、战略管理、环境分析、SWOT矩阵

Abstract

In the New eight regulations of countryadjustment background, the real estate

industry is now in a temporary downturn. The whole industry development direction is also

bewildering. Therefore, there is a need to re-assess the company development strategy and

develop a new appropriate to the current strategy of macroeconomic background at this

critical time. This paper takes JT investment real estate Co.Ltd as an example, provide a

controllable reference instance by JT company's strategy formulation, strategy development

for small-and medium-sized real estate enterprises similar JT.

The first part of the article expounded the background and significance of the research,

and puts forward the main research framework. The second part summarizes the main results

of the research of corporate strategy, reviews and summarizes several strategic research

methods. From the third to the sixth part, the article presents JT company's entire corporate

strategy formulation process, results and strategies for the implementation of safeguards.

Specifically, firstly complete company external macro environment analysis by using PEST

model; overall understanding of the competitive situation in the industry based on Porter's

five forces model. Through the analysis of the external macro-environment, it can be seen that

the real estate industry is in a state of shock regulation, but rigid demands of the real estate

remains strong ,which decides there is a fairly long period boom of the real estate industry.

Combined with analysis of the company's external environment, we conduct an objective

evaluation of the company with the resources and core competencies. While the completion of

the internal and external environment, the article lists on the opportunities and threats of the

external environment faced by the Company, as well as the strengths and weaknesses of the

company's internal analysis and evaluation of key factors. Then establishes the SWOT

analysis matrix, lists the possible SO、ST、WO、WT four development strategy. According to

the company's current situation, we believe that the JT companies should take growth strategy

(SO strategy), to use their own internal strengths to seize external opportunities, to achieve

leapfrog development. Finally, the article pointed out that the necessary safeguards required

by JT implementation of the strategy of the Company, to safeguard the smooth

implementation of the strategy.

Key Words: Real State, Strategy Management, Environment Analysis, SWOT Matrix