：随着房地产行业新时期的到来，房地产市场已从初期的粗放 式发展向集约型、专业型方向发展，竞争空前激烈。在这样的背景下， 从2017年起，我国大部分房地产企业开始逐步转型。湖南湾田集团 作为一家综合性房地产开发企业，如何紧随房地产行业的变革和转型 态势实施战略转型是其必须要面对的重要问题。 本文从企业战略概述出发，对企业战略管理的理论、研究方法进 行回顾，为课题开展奠定理论基础。然后，在对我国房地产行业整体 发展现状进行讨论的基础上，根据湖南湾田集团的现状，分析湖南湾 田集团当前存在的主要战略问题以及实施战略转型的必要性。接下来， 运用PSET分析工具对湖南湾田集团外部环境，从人力资源、财务能 力、运营管理能力、市场开发能力以及融资能力等方面对湖南湾田集 团的内部资源进行详细分析，最后在湾田集团发展战略的制定过程中， 认为在总体战略上应当以快周转为核心战略理念，抓住当前经济稳步 增长的局面，发挥自身优势，主动参与到市场竞争中去；业务战略层 面，短期业务战略可选择多元化战略，中期业务战略可选择融合战略， 而远期业务战略可选择专一化战略；职能战略上，可以从组织战略、 品牌战略、财务战略以及人力资源战略方面展开。 本文将企业战略管理基本理论与房地产行业特征相结合，对湖南 湾田集团新时期发展战略进行了规划和研究，对湖南湾田集团战略转 型具有重要指导意义，为实现湖南湾田集团长远发展具有重要现实意 义。 关键词：房地产行业；湾田集团；发展战略；SWOT分析 ? RESEARCH ON THE DEVELOPMENT STRATEGY OF WANTIAN GROUP Defeng Wang(Business administration major) Directed by Jianxin Zeng Abstract:With the arrival of the new era of the real estate industry, the real estate market has developed from the initial extensive development to the intensive and professional development, with unprecedented fierce competition. In this context, from 2017, most of the real estate enterprises in China began to gradually transform. As a comprehensive real estate development enterprise, Hunan Wantian group has to face the important problem of how to implement the strategic transformation following the transformation and transformation trend of the real estate industry. Starting from the overview of enterprise strategy, this paper reviews the theory and research methods of enterprise strategy management, which lays a theoretical foundation for the development of the subject. Then, based on the discussion of the overall development of the real estate industry in China, according to the current situation of Hunan Wantian group, the paper analyzes the main strategic problems existing in Hunan Wantian group and the necessity of implementing the strategic transformation. Next, use pset analysis tools to analyze the external environment of Hunan Wantian group, and analyze the internal resources of Hunan Wantian group from the aspects of human resources, financial ability, operation and management ability, market development ability and financing ability. Finally, in the process of formulating the development strategy of Wantian group, the author thinks that the overall strategy should take fast turnover as the core strategic concept and pay ? attention to In terms of business strategy, short-term business strategy can choose diversification strategy, medium-term business strategy can choose integration strategy, and long-term business strategy can choose specialization strategy. In terms of functional strategy, organizational strategy, brand strategy, financial strategy and human resource strategy can be selected Surface unfolding. This paper combines the basic theory of enterprise strategic management with the characteristics of the real estate industry to plan and study the development strategy of Hunan Wantian group in the new era, which is of great guiding significance to the strategic transformation of Hunan Wantian group and has important practical significance for the long-term development of Hunan Wantian group. Keywords: [Real estate industry] [Wantian Group] [Development strategy] [SWOT analysis] ? 目 录 摘要 ........................................................................................................... I Abstract. ................................................................................................... III 第1章 绪论 ........................................................................................ 10 1.1 研究背景和意义 ..................................................................... 10 1.1.1 研究背景 ....................................................................... 10 1.1.2 研究意义 ....................................................................... 14 1.2 国内外研究现状 ..................................................................... 14 1.2.1 国外研究现状 ............................................................... 14 1.2.2 国内研究现状 ............................................................... 15 1.2.3 文献评述 ......................................................................... 16 1.3 我国房地产行业整体发展现状分析 ....................................... 42 1.3.1 房地产调控政策现状分析 ............................................. 42 1.3.2 房地产行业集中度情况分析 ......................................... 43 1.3.3 房地产行业发展趋势分析 ............................................. 44 1.4 研究思路与技术路线 ............................................................. 16 1.4.1 研究思路 ....................................................................... 16 1.4.1 技术路线 ....................................................................... 17 1.5 研究方法与研究内容 ............................................................. 18 1.5.1 主要研究方法 ............................................................... 18 遠 1.5.2 研究内容 ....................................................................... 18 1.6 研究的创新点 ......................................................................... 19 第2章 企业战略研究相关理论 ......................................................... 20 2.1 企业战略概述 ......................................................................... 20 2.2 企业战略管理理论 ................................................................. 21 2.2.1 企业战略管理的内涵 ................................................... 21 2.2.2 企业战略管理的过程 ................................................... 21 2.2.3 企业战略管理的层次 ................................................... 22 2.3 企业发展战略理论 ................................................................... 23 2.4 竞争战略理论 ........................................................................... 24 2.5 企业战略研究方法 ................................................................... 25 2.5.1 PEST分析法 .................................................................. 25 2.5.2 SWOT分析法 ................................................................ 26 第3章 湾田集团发展现状与战略问题分析 ..................................... 28 3.1 湾田集团简介 ........................................................................... 28 3.2 湾田集团发展现状 ................................................................... 29 3.2.1 组织结构现状 ................................................................. 29 3.2.2 人力资源现状 ................................................................. 30 3.2.3 公司经营现状 ................................................................. 30 3.2.4 市场营销现状 ................................................................. 32 3.2.5 技术水平现状 ................................................................. 32 ＠ 3.3 湾田集团发展存在的战略问题 ............................................... 33 3.3.1 长期战略规划与新时期不适应 ..................................... 33 3.3.2 盲目多元化倾向明显 ..................................................... 34 3.3.3 企业的核心竞争力没有形成 ......................................... 35 第4章 湾田集团战略环境分析 ......................................................... 36 4.1 基于PEST的湾田集团外部环境分析 ..................................... 36 4.1.1 政治环境分析 ................................................................. 36 4.1.2 经济环境分析 ..................................