本文通过研究国内外城镇化及房地产企业的发展战略，系统科学的战略分
析国内房地产企业市场的外部宏观环境。通过介绍威海祥泰置业有限公司的基
本情况，回顾公司的发展历史，总结公司在发展过程中出现的问题和经验教训。
基于新型城镇化视角下分析相关数据，明确公司的战略规划选择，最终确立该
公司之类的小型房地产企业在今后房地产市场开发中的发展战略实施内容。
关键词：战略管理 新型城镇化 房地产 小型化企业ABSTRACT
It is inevitable to take a new sustainable-developed way to urbanization for the
future development of China. Under this circumstances, the domestic real estate
market is facing enormous challenges and opportunities. As a small real estate
enterprise, Weihai xiangtai real estate co., LTD., grasps the new opportunities in tune
with the trend and combined with the actual situation to establish appropriate
development strategies for the company, selects and adjusts enterprise development
strategic plans to find and strengthen the core competitiveness of small real estate
enterprises.
This paper studies the development strategies of urbanization and real estate
enterprises at home and abroad, analysizes the external macro environment of the
domestic real estate market scientifically and systematically. It introduces the basic
information of the Weihai Xiangtai Real Estate co., LTD., reviews the development
history of the company, and summarizes the experience and lessons based on the
problems arising from the development process of the company. By analyzing the
relevant data of the company, from the perspective of new urbanization, selects the
strategic plan for the company, and thus finally establishes the development
implementation strategies for such small real estate enterprises as this company in the
future development of the real estate market.
Key words: Strategic management; New-type urbanization; Real estate;
Small enterprise
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