摘 要
1998 年，我国开始取消福利分房政策，从此房地产产品市场化、商业化进程
以及新农村建设等形成的住房刚性需求带动了全国的房地产行业迅速发展，造就
了房地产行业的一片繁荣。但近年来，“高房价”、“高空置率”、“激烈供需矛盾”
等不正常现象的广泛出现，房地产市场开始泡沫化;对此，为了抑制不正之风的发
展，政府先后在资金信贷、土地供应、开发规划等方面出台了一系列政策措施，
以求引导房地产业健康发展。但与此同时，严格的调控引发了房地产行业的大洗
牌，大部份中小房地产开发企业首当其冲，遭受重创，面临前所未有的挑战。挑
战的不可避免往往伴随着更多机遇的出现，国内房地产业正在走向成熟期，发展
空间巨大。与此同时，随着中国西部大开发进程的加快，西部地区成为中国新的
战略转移支点，“西部淘金”浪潮开始崛起，这为整个房地产行业尤其是中西部的
房地产开发企业创造了良好的发展契机。在这种行业大趋势,作为巴中房地产行业
的重要支柱的中小型房地产企业也不例外。

本文首先分析了全国中小型房地产行业的发展现状和存在意义，然后以巴中
中小型房地产业作为研究对象进行实际分析，能够采用 PEST、五力模型、SWOT
分析等方法进行深入剖析总结，最后提出企业相应的发展战略措施。最后本文对
全文主要观点进行总结，并对未来巴中中小型房地产开发企业的发展方向进行展
望。

关键词:巴中 中小房企 发展战略

ABSTRACT
In 1998,China began the abolition of welfare housing policy, since then,the rigid
housing needs from the market of real estate products, commercialization process, and
new rural construction formed driven the rapid development of the country's real estate
industry, creating the prosperity of the real estate industry. But in recent years, high
prices, the high vacancy rate, intense contradiction between supply and demand , these
unusual phenomenon appeared widely, the real estate market began to bubble. Therefore,
in order to inhibit the development of unhealthy practices, the government has
introduced in the capital credit, land supply, development planning, a series of policies
and measures in order to guide the healthy development of the real estate industry. At
the same time, the strict regulation triggered a major reshuffle of the real estate industry,
the majority of small and medium-sized real estate development enterprises bear the
brunt devastated, facing an unprecedented challenge. Inevitably, challenges often
associated with more opportunities. The domestic real estate industry is moving towards
maturity, which has a huge space for development. At the same time, with the
acceleration of the process of the development of western China, the region has become
China's new strategic shift fulcrum, the tide of western gold rush began to rise. It
creates a good development opportunity for the entire real estate industry particularly
for the companies in the Midwest. In this industry trend, small and medium-sized real
estate enterprises as an important pillar of the real estate industry in Bazhong is no
exception.
This article first analyzes the development status of the country's small and
medium-sized real estate industry and the meaning of existence; and then actual analysis
the small and medium-sized real estate ,which is the object of the study.We use PEST,
five forces model, SWOT and other analysis methods for in-depth analysis
summarizes ,Finally, we proposed the development of strategic measures for the
enterprise . In the end of this paper, we summarize the main points and prospect the
future direction of the development of small and medium-sized real estate development
enterprises in Bazhong.
Key words: Bazhong, Small and Medium Housing Enterprise Development
strategy