中文摘要
房价节节攀升使得房地产行业发展成“双刃剑”局势，随着房地产行业政策收紧及
全方位宏观调控政策的出台，地产行业的高速发展被按下暂停键，行业由此拉开全面
整顿的序幕，身处漩涡中心的房地产企业整合进一步加剧，在这种环境下，企业的战
略创新能力与综合营运能力需不断提高，这要求企业需结合自身特点和发展阶段，在
战略导向、业务规模、开发效率、财务管理等方面进行战略完善，以适应市场的快速
变化，在激烈的竞争中立于不败之地。
本文通过研究房地产行业的相关背景，以 PL公司为具体的研究对象，结合公司
发展实际情况，运用战略管理和企业发展战略相关的理论知识，结合宏观环境及行业
趋势，明确 PL公司目前战略存在的问题，在新时代新阶段要求高质量发展的大背景
下，分析企业自身优略势，提出企业目前需完善混合多元化发展战略为主差异化竞争
战略为辅的企业战略，并从聚焦多元化业务、提出差异化对策、提升核心竞争力、加
强品牌建设方面提出具体实施措施。最后从体制机制保障、市场营销保障、人力资源
保障、信息技术保障、财务管理保障、品牌宣传保障、风险防范保障等七个方面提出
战略实施的保障措施，帮助 PL公司战略高效执行落地。
本文的研究是针对 PL公司所面临问题，对其现有战略进行合理性可行性的完善，
以期对 PL公司有现实意义的帮助，同时对同类房地产公司发展提供借鉴意义以及实
践操作意义。
关键词：房地产公司；战略完善；SWOT分析

ABSTRACT
The rising housing price makes the real estate industry develop into a
"double-edged sword" situation. With the tightening of policies in the real
estate industry and the introduction of all-round macro-control policies, the
rapid development of the real estate industry is suspended, and the industry
starts the prelude of comprehensive rectification. The integration of real estate
enterprises in the vortex is further intensified.In this environment, the
enterprise's strategic need to constantly improve the innovation ability and the
comprehensive operation ability, which requires enterprises should be
combined with the characteristics and development stage, the strategic
orientation, business scale, development efficiency, financial management
strategy, to adapt to the rapid change of the market, in an impregnable
position in the fierce competition.
In this paper, through the research of real estate industry background, PL
company as the specific research object, in combination with the practical
situation of company development, using the knowledge of strategy
management and enterprise development strategy, combined with the macro
environment and industry trends, and problems existing in the present strategy,
clear PL company in the new stage of new era for development under the
background of high quality,By analyzing the advantages and disadvantages of
the enterprise, the author puts forward that the enterprise needs to improve the
enterprise strategy which is mainly based on the mixed and diversified
development strategy and supplemented by the differentiated competition
strategy, and puts forward specific implementation measures from the aspects
of focusing on diversified business, putting forward differentiated
countermeasures, enhancing core competitiveness and strengthening brand
building.Finally, it puts forward the strategy implementation safeguard
measures from seven aspects, including system and mechanism guarantee,
marketing guarantee, human resources guarantee, information technology
guarantee, financial management guarantee, brand publicity guarantee and

risk prevention guarantee, to help PL company to implement the strategy
efficiently.
Based on the research background of real estate industry to PL company
for specific research object, in combination with the practical situation of
company development, using the knowledge of strategy management and
enterprise development strategy, combined with the macro environment and
industry trends, clear PL company problems existing in the present strategy,
when the new problems facing the research of this paper is aimed at PL
company,To improve the rationality and feasibility of its existing strategy, in
order to have practical significance for PL Company to help, at the same time
to provide reference and practical significance for the development of similar
real estate companies.
Key Words： Real Estate Company;Strategic improvement;SWOT analysis
。。。以下略