随着我国社会经济的不断发展，房地产行业作为我国国民经济发展的支柱 产业之一，一直以来受到社会各界的关注。从前几年房地产市场的不断升温， 到近两年房地产市场泡沫化，市场竞争不断加剧，房地产企业，尤其是国有房 地产企业如何在激烈的市场竞争中保持发展优势、解决发展瓶颈引发笔者的思 考。 在此背景下，本文以YD置业公司为研究对象，首先通过PEST环境分析 法对YD置业发展所处的宏观环境中的政治、经济、社会和技术环境进行了分 析；其次，通过竞争五力模型对整个房地产行业竞争状况进行了全方位的剖析； 通过SWOT分析，虽然YD置业资质较高，具有良好的社会资源，且资金雄厚、 财务状况良好，以往项目业绩较好，在行业内和市场中有较高声誉，企业管控 体系完善，组织机构相对健全，但是公司多年来一直进行单一住宅产品线开发， 多元化开发经验明显不足，加上国有企业管理体制不灵活的突出特点，管理创 新力、融资创新力不够，没有合理的利用外部资金实现企业利润最大化。本文 根据外部环境分析、YD置业内部环境分析以及YD置业“规模化发展，跨区 域发展，立足绿色开发与技术创新，覆盖河南省，走向全中国”的发展愿景， 对YD置业的发展战略进行了设计，选择多元化战略作为企业发展战略。并对 多元化战略制定实施方案，从人才、制度和资金方面为其提供保障。 本文的研究成果一方面为YD置业指明的战略发展方向，另一方面也对国 有房地产企业战略调整有一定借鉴意义。 关键词：YD置业；发展战略；PEST；SWOT II Abstract With the continuous development of China's social economy, the real estate industry, as one of the pillar industries of China's national economic development, has been attracting the attention of all sectors of society. Once upon a time a few years the real estate market growing to nearly two years real estate market bubble, increasing market competition, real estate enterprises, especially state-owned real estate enterprise how to keep development advantage in the fierce market competition, resolving the development bottleneck of the author's thinking. In this background, this article to YD real estate companies as the research object, first of all, through the PEST environment analysis method for YD real estate development in the macro environment of political, economic, social and technical environment are analyzed; Secondly, the competition of the whole real estate industry is analyzed through competitive five-force model. Through the SWOT analysis, although YD home buyers qualification is higher, has the good social resources, and abundant funds and good financial condition, past project performance is good, have a high reputation in the industry and market, the enterprise control system perfect, the organization is relatively sound, but the company over the years has been for a single residential product development, diversification development experience, combined with the outstanding characteristic of state-owned enterprise management system is not flexible, management innovation, innovation of financing is not enough, not reasonable use of external funds to maximize corporate profits. In this paper, based on the external environment analysis, YD internal environment analysis and YD buyers "large-scale development, cross-regional development, development and technology innovation, based on the green coverage in henan province, to the whole of China," the development of vision, YD real estate development strategies for the design, choose diversification strategy for enterprise development strategy. And to formulate the implementation plan for the diversification strategy, and provide guarantee for it from the aspect of talent, system and capital. III On the one hand, the research results of this paper are the strategic development direction indicated by YD, and on the other hand, it has certain reference significance to the strategic adjustment of state-owned real estate enterprises.。。。。。。以下内容略