房地产行业十年的黄金年代已经过去,已经走过躁动期,步入了新一轮的理性期,商业地

产未来仍有稳步的增长,整个房地产行业由于住宅部分的政策影响,大量房地产商走向商业地

产,在这样一个情况下,商业地产将会升级向精细化,高质量化发展。各大房地产企业需要真

正修炼内功、造就精品、融入创新理念才能够在新的形势下发展下去。

QH公司是国营旅游企业和民营投资企业合资成立的一家创新型地产公司,创立于2011

年,它依托于两个母公司强大的政治背景和优厚的资金实力,顺应经济大环境下成立,通过不

断的追求和与各界探讨咨询,将人文理念作为创新点与地产业相结合,将人文地产确定为公司

发展的主旨,将其作为公司初步的战略目标,通过项目方案确定、幵发建设、后期管理的全过

程管控,将人文理念落实于其中,主旨是要为中国乃至社会的房地产事业的更新换代开拓篇章,

为整个人类社会的进步与和谐发展添砖加瓦。

本文基于公开收集到的行业相关资料和对公司内部情况的了解,采用PEST、波特五力模

型和SWOT战略分析工具,对QH公司的企业战略进行了研究分析,再次确立了以“创人文

社区,传播人文精神”作为企业的公司战略,通过高品质开发管理、研发创新理念、创新运营

模式、品牌推广、整合营销等职能战略来确保实现”完成高品质的地产产品和实现人文共享

价值”的主业务战略,并进一步从生态系统、髙品质保障、共享价值、人力保障四个方面提

出了实现人文地产的具体实施策略,通过整合优秀行业、社会资源、整合创新理念来实现生态

系统,通过精细化管理、多级多维度质量管控、管理创新、适当的高成本来实现高品质的保障,

通过品牌推广创新、运营管理创新、开发理念创新来实现共享价值,通过组织架构的优化、人

力培养体系的建立、国际与本土化人才的融合来实现人力体系方面的强化,从具体的实施策略

方面提出了建议和策略,成为公司人文地产企业战略实现的强有力的保障。

人文地产的发展将推动整个城市的发展、它将提高全民幸福、社会和谐,对社会的发展和

人类的进步有着跨时代的意义。

关键词:人文,房地产,战略

Research on Humanistic Real Estate Strategy of QH Ltd

ABSTRACT

The industry of real estate gradually stepped off its boom decade and restlessness period but

entered a new round of rational period. As a result of the restriction policy in housing purchase, a

large number of investors turned to commercial property, which keeps a steady increase in

commercial property. Such case accelerates the development of high quality and refinement in tiiis

area, however, the real estate companies have to improve its ideas and techniques to integrate into the

new trend and promote a long-term development.

QH Ltd.,founded in 2011,is a joint venture enterprise created by a state owned tourism

company and a private investment company. Relying on the strong political background and solid

capital strength of its two parent companies, complying with the economic environment at the same

time,QH Ltd. combined humanistic philosophy with real estate and considered it as the keynote and

strategic target of the company. Though project plan, construction, property management, QH Ltd.

integrated the humanistic philosophy with real estate to open up a new chapter of Chinese real estate

industry and to contribute its share to the development of human society.

Based on the documents of the industry and the inner situation of the company, the article will

take analysis tools to study the strategy of QH Ltd and propose the scheme of the realization of

humanism. High quality management, innovative ideas,operation mode, brand promotion and

integrated marketing make sure the realization of high quality products and humanity value, further

improve the conduct of ecosystem, sharing value, human resource and also high quality. The

integration of industry resources,innovative concept,refining management and modest cost ensure

high quality of products, meanwhile reinforce human resource by professional cultivation and

compatibility of international and local professionals. Moreover QH Ltd proposes strategies and

advices for plan conduct to guarantee the realization of humanistic real estate.

The development of humanistic real estate will promote the progress of urbanization, enhance

human well-being, social harmony and play an important role in social development progress.

KEY WORDS : Humanism, Real estate, Strategy