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西安房地产市场已进入稳定增长期、结构调整时期，提高了政策质量。在过去的 2016
年，西安房地产市场经历了一场顿挫波折的变化，上半年平淡不惊，下半年风云骤起，
部分房产企业出现了经营转型困境的问题，但是大牌地产的大批商业项目却集中在年底
入市，出现了困难与入市双重压力的冰火两重天的局面。房地产的大牌企业开始筹划转
型升级，这其中作为西安房产行业的中型企业，H 房地产企业遇到了与其相类似的企业
同样遇到的问题：销量下跌、价格回落、成本剧增、利润骤减、融资不善以及竞争加剧
在这种新常态下，H 企业不得不重新定位，改变自己的战略方向开始转型升级。在这种
不适合房地产企业以传统方法占领市场的情况下，H 房地产企业决策层开始探讨战略转
型对企业发展的重要性。本文在总结前人研究的基础上，归纳出房地产企业转型的内容，
并通过分析影响 H 房地产企业战略转型的多种因素，试图探索多种不同的战略转型路
径，并对其路径如何在 H 房地产企业发挥作用进行分析
本篇论文共分六章。第一章为导论部分，主要介绍本论文的研究背景、目的、意义、
国内外研究动态、研究思路与研究方法。第二章为企业战略转型的理论基础，介绍了企
业战略的概念、企业战略转型的概念、战略转折点管理理论、边缘竞争战略理论、企业
发展战略转换理论。第三章为房地产业发展现状及问题分析，阐述了我国房地产业发展
现状及问题分析，西安市房地产业发展现状及问题分析以及新常态下 H 房地产企业发展
面临的环境和挑战。第四章为新常态下 H 房地产企业转型的 SWOT 分析，通过对我国
房地产行业分析以及对西安市 H 房地产企业的 SWOT 分析，分析其面临的机遇与挑战、
自身的优势与劣势。第五章为新常态下 H 房地产企业战略转型的判断依据和路径，提出
H 房地产企业战略转型的路径。第六章为结论和建议，对 H 房地产企业战略转型进行分
析，并提出一些结论性的建议
本文基于房地产行业环境、西安房地产市场政策环境以及 H 房地产企业的内外环境
进行细致的分析后，得出了一些结论：
1、H 房地产企业对不同的房地产产品市场采用不同的战略，采用产品多元化战略，
努力横向拓展，开发适合发展的其他领域，将在房地产品牌控制的经验复制到其他领域
中，寻找新的盈利点。2、H 房地产公司通过差异化来强调自身的优势，通过内部相关部门的配合，从项目
的配套设施上介入，完善房地产项目的配套设施，在其中，消费者感知最明显的是物业
管理，所以 H 房地产公司重视其下属的物业管理公司的建设，加强服务以及管理，提高
客户满意度
3、注重品牌宣传与推广，通过个别项目的重点推荐，突出企业特点及内涵，将其
定位不断在消费者面前展示，形成一种符合自身发展的文化特色，树立自身的品牌，为
H 房地产开发企业的长远发展打好基础
4、苦练内功，为保证企业发展战略得到顺利实施，H 房地产公司应以完善组织架
构、塑造房地产企业品牌、提高核心竞争力、加强成本控制、提高企业盈利能力、建立
优秀的员工团队、培育优秀的企业文化为保障
关键词：新常态；H 企业；战略转型ANALYSIS OF THE TRANSITION PATH OF XI&39;AN H REAL
ESTATE ENTERPRISES UNDER THE NEW
NORMAL STATE
ABSTRACT
Since 2013, China&39;s economic development has entered a new normal. Economic
growth has slowed. At the same time, also experience the real estate industry development
investment growth decline, prices return to rational process, along with the economy
development together into the new normal, this marks the prelude to the real estate market
will enter a rational stage of development. In the future, real estate enterprises should take a
look at the changes in the real estate market, adjust their thinking, adjust measures to adapt to
the new normal, and promote the sustainable development of enterprises. Xi &39;an real estate as
a second-tier city in the whole country, the development of the real estate industry cannot be
the only one, must be affected by the environment. The real estate market in xi &39;an has entered
a period of steady growth and structural adjustment. In the past 2016 years, xi &39;an real estate
market has experienced a frustration twists and turns of change, is not jing, during the first
half of the second half of the wind and cloud suddenly, some real estate enterprises the plight
of the transformation of management problems, but big property of the large number of
commercial projects are concentrated in the market at the end of the year, the difficulties and
the market should double pressure situation. Property of the enterprise to plan for the
transformation and upgrading, which as a medium-sized enterprise, xi &39;an real estate industry
H real estate enterprises met with similar enterprises encountered the same problem: sales fell,
prices, costs, profits fell sharply, bad financing and the increased competition. Under the new
normal, the company has to reorient itself and change its strategic direction. In this method is
not suitable for real estate enterprises in the traditional market, H real estate enterprise
decision-makers began to explore the importance of strategic transformation for enterprises to
develop. On the basis of summarizing the predecessors&39; research, this paper summarizes the
content of real estate enterprise transformation, and through the analysis of the various factors
influencing the H real estate enterprise strategic transformation, trying to explore a variety of
strategic transformation path, and its path is how to play a role in the H real estate enterprises
are analyzed.
This paper is divided into six chapters. The first chapter is the introductory section,
which mainly introduces the background, purpose, meaning, domestic and foreign research,research and research methods. The second chapter the basic theory of strategic
transformation for the enterprise, this paper introduces the concept of enterprise strategy,
enterprise strategic transformation turning point, the concept of strategic management theory,
edge competitive strategy theory, enterprise development strategic transformation theory. The
third chapter for the real estate industry development present situation and problem analysis,
elaborated the our country real estate industry development present situation and problem
analysis, xi &39;an real estate industry development present situation and problem analysis and H
development of real estate enterprises under the new normal environment and challenge. The
fourth chapter to the new normal H the SWOT analysis of real estate enterprise
transformation, through analyzing the real estate industry in our country and the SWO
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