我国房地产经过二十几年的高速发展，在国民经济中所占比重越来越高，在稳增长 和地方政府创收方面发挥了独特作用，但地方政府对财政过度的依赖也造成房地产泡沫 日趋严重。伴随着供给侧改革的深入，政府不断对房地产业出台“因城施策、分类调控” 政策，抑制房价过快上涨。原有的房地产经营模式已经无法适应新环境的变化，房地产 企业均面临着生存与发展的抉择问题。本文试图通过分析现有国家调控政策对房地产的 影响和房地产行业所处的内外环境变化，来说明房地产企业已到了发展战略的转折点， 并提出战略转型的具体方法。 本文首先阐述了企业战略管理的概念和理论，建立了企业发展战略研究的理论判断 依据。再以LG地产为例，通过分析房地产业的发展现状和存在的主要问题，结合当前 国家的土地、金融、税收等政策的不断收紧，及行业内市场竞争环境的日趋白热化，显 现出房地产企业战略转型的紧迫性；同时提出未来我国的房地产业仍具有新的机遇与上 升空间；通过运用SWOT等多种理论分析工具对该企业外部环境和内部环境进行了全 方位、多角度的分析与研究，对其发展战略进行定位与选择，确定出适合该企业的战略 发展目标，包括未来5年的行业定位、市场定位、“地产+N”的多元化转型战略。最后为 保障该企业战略目标的达成，制定出战略实施的保障条件与对策措施。 本文通过对LG地产企业发展战略的深入研究，分析出该企业在当前的房地产市场 环境日趋复杂的背景下，在利用自身核心竞争力巩固发展地产主业的同时，必须向产业 多元化的道路转型，通过“地产+N”的转型战略寻求出一条可持续发展的道路。进而，也 为国内其他房地产企业提供了发展战略与战略转型的多种方法与思路，具有现实意义。 关键词：房地产企业；发展战略；战略转型；SWOT分析 II Abstract After 20 years of rapid development, the proportion of real estate in China has been increasing. It has played a unique role in the steady growth and local government revenue generation. However, the dependence of local governments on excessive finance has also caused the real estate bubble to become increasingly serious. With the deepening of supply-side reform, the government has continuously introduced a "city-by-city policy, classified regulation" policy to the real estate industry, to curb the excessive rise of housing prices. The original real estate business model has been unable to adapt to the changes of the new environment, and real estate enterprises are facing the choice of survival and development. This paper tries to illustrate that real estate enterprises have reached the turning point of development strategy by analyzing the impact of the existing national regulatory policies on real estate and the changes of the internal and external environment of the real estate industry, and puts forward specific methods of strategic transformation. Firstly, this paper expounds the concept and theory of enterprise strategic management, and establishes the theoretical judgment basis of enterprise development strategy research. Then take LG real estate as an example, through the analysis of the development status and main problems of the real estate industry, combined with the current tightening of national land, finance, taxation and other policies, as well as the increasingly fierce market competition environment in the industry, it shows the urgency of strategic transformation of real estate enterprises; at the same time, it puts forward the future of China's real estate industry. The industry still has new opportunities and rising space. Through the use of SWOT and other theoretical analysis tools, the external and internal environment of the enterprise has been analyzed and studied from all directions and from many angles, and its development strategy has been positioned and selected, and the strategic development goals suitable for the enterprise have been determined, including the industry positioning in the next five years. Market positioning, "real estate + N" diversification transformation strategy. Finally, in order to ensure the achievement of the strategic objectives of the enterprise, the guarantee conditions and Countermeasures for the implementation of the strategy are formulated. Based on the in-depth study of the development strategy of LG real estate enterprises, this paper points out that under the background of the increasingly complex real estate market environment, LG real estate enterprises must make use of their core competitiveness to consolidate and develop the real estate industry, and at the same time, they must transform to the road of industrial diversification, and find a way through the "real estate + N" III transformation strategy. The road of sustainable development. Furthermore, it also provides a variety of methods and ideas for the development strategy and strategic transformation for other domestic real estate enterprises, which has practical significance. Key words: Real estate enterprises； Development strategy；Strategic transformation；SWOT analysis IV 目 录 摘要 ....................................................................................................................................... Ⅰ Abstract .................................................................................................................................... Ⅱ 目 录 ....................................................................................................................................... Ⅳ 第一章 绪论 .............................................................................................................................. 1 1.1 选题背景及意义 ............................................................................................................. 1 1.1.1 选题背景 ................................................................................................................... 1 1.1.2 选题意义 ................................................................................................................... 1 1.2 LG地产企业主要发展历程 ............................................................................................ 2 1.3 文献综述 ......................................................................................................................... 2 1.3.1 战略管理理论概述 ................................................................................................... 2 1.3.2 战略管理的层次 ....................................................................................................... 4 1.3.3 战略管理的过程 ....................................................................................................... 5 1.4 研究思路和研究方法 ..................................................................................................... 6 1.4.1 论文的研究思路和研究方法 ................................................................................... 6 1.4.2 论文的主要创新点 ................................................................................................... 7 第二章 LG地产企业外部环境分析 ....................................................................................... 8 2.1 政治环境分析 ................................................................................................................. 8 2.1.1 金融政策 ................................................................................................................... 8 2.1.2 税收政策 ................................................................................................................... 9 2.1.3 房屋新政、土地政策 ............................................................................................. 10 2.2 经济环境分析 ............................................................................................................... 11 2.2.1 全国经济情况 ......................................................................................................... 11 2.2.2 珠三角经济情况 ..................................................................................................... 12 2.3 技术环境分析 ............................................................................................................... 12 2.4 社会环境分析 ........................................................................................................