本文从理论和实际两方面探讨房地产企业品牌扩张战略的问题，并通过广州
房地产企业在重庆的扩张为例，进行了风险的分析和总结试图得出相关理论与方
法。
首先，在绪论中根据房地产行业和企业发展的背景提出了研究房地产企业的
战略扩张风险的这一课题，强调了房地产企业进行扩张对于发展壮大这一支柱产
业的重要性。然后对课题的意义和课题的目的做了分析，进而鲜明的提出房地产
异地扩张风险的真正含义和构成要素，为我们深入探讨房地产企业战略扩张风险
打下坚实的理论和实践基础。
其次，通过对重庆房地产市场的分析和预测，提出广州房地产企业在重庆扩
张的风险识别，并创新性地提出了若干适合我国房地产企业异地扩张，其中针对
房地产异地扩张实施风险管理提出了一套科学的管理流程。应用风险管理理论对
房地产企业战略扩张的宏观风险和微观风险进行了分析和评价，以期得到适合企
业的备选战略。
最后，从实际案例入手，分析企业应对这些风险措施，并结合当今房地产企
业的实际经营状况，进一步提出了如何利用一些手段，实施战略扩张的合理分析。
关键词：房地产，异地扩张，风险
ABSTRACT
Necessarily, the future real estate market will develop into competition among the
minority excellent real estate business enterprises, but those which didn&39;t build up a
whole country strategic expand of the real estate business enterprise in time will be
expelled outside the first competition group. we can foresee that the real estate foreign
land expanding will become a profession development for a company to attain the
important means that can keep on a development necessarily. Along with China joining
WTO formally, through walking to an age which has more challenge meaning, real
estate companies face the challenge of market. We only can walk this road which
develops some strong real estate business enterprises .If there are some general risk in
the developing activity of the real estate business enterprise, the Chinese real estate
business enterprise carrying out the expanding strategy have the risk characteristics of
itself .Therefore it is necessarily to study on the expanding strategic risk of the real
estate business enterprise for the Chinese real estate business enterprise expanding.
This text studies the problem of real estate business enterprise brand expands
strategic from the theories and the actual, and takes the real estate business enterprise in
Guangzhou expanding in Chongqing for the example, carries on analysis and summary
risk ,tries to get some related theories and method.
First of all, this text puts forward studying a real estate business enterprise
according to the background of the real estate profession and the business enterprise
development in the introduction, emphasizes the importance that a real estate business
enterprise to carry on expand for the development strong this pillar industry. Then
makes some analysis to the meaning of the topic and the purpose of the topic, then puts
forward the real meaning and constitute main factor that the real estate foreign land
expands risk clearly.
Secondly, by the analysis and estimate of real estate market in Chongqing, it puts
forward the risk identify of real estate business enterprise in Guangzhou expanding in
Chongqing and the puts forward some suggestions creative which fit our country real
estate business enterprise the foreign land expanding the implement risk management to
put forward a set of management process of science to real estate foreign land. The
applied risk manages theories carried on analysis and evaluate to macroscopic risk and
tiny view risk of strategic expand to the real estate business enterprise, so it is suitable
for business enterprise to have a campaign slightly.
Last, by some actual case commences, it analyzes a business enterprise to reply
these risk measures, combines a real estate business enterprise of actual management
condition, then further puts forward how to make use of some means, implement
strategy expand of reasonable analysis.
Keywords: Real estate, Expanding in different areas, Risk
1 绪 论
1.1 研究的背景
我国宏观经济在 2003 年下半年开始摆脱经济紧缩的阴影，进入增长周期上升
阶段。近年来，我国的房地产行业一直在“快车道”上行驶，房地产投资额以每年超
出 20%的速度增长。房地产行业通过近几年的快速发展，已经成为国民经济的重
要支柱性行业，对我国经济快速发展起到积极地促进作用。但房地产在高速发展
过程中也暴露出许多的问题。
我国住房是在经验不成熟中摸索起步的，无论是房地产开发企业本身和政府
机关，对房地产的透析局限在国外的相关经验中，缺乏将房地产行业特性与中国
自身国情相结合来全面的考虑。开发商在要求自身持续发展的情况下，不断地需
要储备土地用以开发，同时房地产作为一种投资工具，在高风险的背后同样带来
的是相对较丰厚的利润。但是目前房地产市场已经从卖方市场转向买方市场，因
此房地产快速发展带来的众多社会经济问题不断凸现。同时，房价的不断攀升，
民间的不动产投资热、人民币的升值压力及境外热钱的窥视，导致国内地产行业
被推到了宏观调整的风口浪尖。2003 年开始，国务院及各部委相继出台了一系列
政策法规，对房地产开发的各个环节进行规范、清理、整顿。此外央行和银监会
也从 2003 年开始，出台了许多针对房地产的信贷调整及管理政策。从“国八条”到
“国六条”，再到土地增值税的清理，无一不显示出政府正在摸索中调整房地产行业
的政策导向。
房地产企业在自身发展的过程中，总会不断地要求扩大其市场占有率。甚至
想努力的将房地产开发这样一个具有较长周期性质的系统过程转化为现金流的快
速通道。但是由于房地产的地域特性，本地市场的逐渐饱和及在一个城市土地储
备的步伐跟不上发展的需要，特别是在房地产开发的一级城市，如北京、广州、
上海及深圳等城市，其房地产投资市场已经处于饱和状态，同时由于这些地区的
不动产的投资性置业相对集中，所有成为宏观政策的重点调整区域，因此异地扩
张几乎成为众多具有较强开发实力的企业发展的必经之路。就目前发展过程来看，
国内开发商的异地扩张可以分为两个阶段，第一个阶段是在近年来宏观调控之前，
以市场占有率为主导的扩张，其扩张步伐迅速，扩张范围涵盖了一、二、三线城
市，代表企业为顺驰；第二个阶段是在国家宏观调控持续的大环境下，银根不断
紧缩，土地价格不断上扬，企业为了达到持续发展的目的，从战略上考虑扩张的
必要性。
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