自上世纪九十年代我国住房制度改革以来，伴随城镇化的发展，我国房地产 行业得到长足的发展，并逐步成为我国经济增长的支柱性行业之一。经过 二十多 年的发展，金侨集团近五年连续入选中国房地产百强企业。近年来，国家出台了 系列政策对房地产进行调控，房地产行业增速放缓，中小房地产企业大量破产或 被大型房 企兼并，房地产行业的集中度不断提升。随着房地产行业竞争激烈，资 源整合正在加速，行业内企业面临转型升级的压力和需求。房地产企业如何调整 其发展战略及进行战略转 型，实现更高水平的可持续发展，这是本文研究问题。 本文基于多元化战略转型理论，通过PEST、五力模型、SWOT、波士顿矩 阵等方法对企业内外部环境进行分析，探讨房地产 企业多元化转型路径。本文以 金侨集团为例，对其多元化战略定位和多元化战略实施措施进行系统地分析和总 结，分析其多元化战略转型取得的成果和存在的不足，并总结了金 侨集团多元化 战略转型成功的经验。本文首先阐述了企业战略转型理论以及相关分析工具；然 后重点介绍了金侨集团战略转型发生的背景与条件等，为分析金侨集团多元化战 略 转型提供依据；接着探讨了金侨集团多元化战略实施过程及其效果；最后归纳 总结出金侨集团战略转型的经验与管理启示。本文研究发现：金侨集团通过大力 培育企业核心竞争 力，注重各业务间内在联系以及变革财务职能等，较为成功地 进行了多元化战略转型。其他房地产企业集团通过增强企业品牌价值，充分评估 企业内外部环境以及合理选择业务 领域，适时推进企业战略转型。 本文以金侨集团为例，分析民营房地产企业的战略调整和转型，一定程度上 丰富了多元化战略转型理论，具有一定的理论意义。本文关于金侨集 团战略转型 的分析对其他房地产企业进行多元化战略抉择提供了较强的借鉴意义。 关键词：房地产；多元化战略；战略转型 II Abstract SincethereformofChina'shousingsysteminthe1990s,withthedevelopmentof urbanization,China'srealestateindustryhasmadegreatprogressandgraduallybecomeoneofthe pillarindustriesofeconomicgrowth.Aftermorethan20yearsofdevelopment,JinqiaoGrouphas beenselectedasoneofthetop100realestateenterprisesinChinaforfiveconsecutiveyears.In recentyears,thestatehasissuedaseriesofpoliciestoregulateandcontroltherealestateindustry. Asaresult,thegrowthrateoftherealestateindustryhassloweddown,alargenumberofsmall andmedium-sizedrealestateenterpriseshavegonebankruptorbeenmergedbylarge- scalereal estateenterprises,andtheconcentrationoftherealestateindustryhasbeenincreasing.Withthe fiercecompetitionintherealestateindustryandtheaccelerationofresourceintegration, enterprisesintheindustryarefacingthepressureanddemandoftransformationandupgrading. Howrealestateenterprisesadjusttheirdevelopmentstrategiesandcarryoutstrategic transformationtoachieveahigherlevelofsustainabledevelopmentistheresearchissueofthis paper. Basedonthetheoryofdiversificationstrategytransformation,thispaperanalyzestheinternal andexternalenvironmentofenterprisesthroughPEST,FiveForcesmodel,SWOT,Bostonmatrix andothermethodstoexplorethepathofdiversificationtransformationofrealestateenterprises. TakingJinqiaoGroupasanexample,thispapermakesasystematicanalysisandsummaryofits diversifiedstrategicpositioningandimplementationmeasures.Inadditiontoanalyzingthe achievementsandshortcomingsofitsdiversifiedstrategictransformation,thispaperalso summarizesthesuccessfulexperienceofJinqiaoGroup'sdiversifiedstrategictransformation.This paperfirstexpoundsthetheoryofenterprisestrategictransformationandrelatedanalysistools; thenfocusesonthebackgroundandconditionsofJinqiaoGroupstrategictransformation,which providesthebasisfortheanalysisofJinqiaoGroup'sdiversifiedstrategictransformation;andthen discussestheimplementationprocessandeffectofJinqiaoGroup'sdiversifiedstrategy;finally summarizestheexperienceandmanagementenlightenmentofJinqiaoGroup'sstrategic transformation.ThispaperfindsthatJinqiaoGrouphassuccessfullycarriedoutdiversified strategictransformationbyvigorouslycultivatingthecorecompetitivenessoftheenterprise, payingattentiontotheinternalrelationsamongvariousbusinessesandreformingthefinancial functions.Otherrealestateenterprisegroupspromotethestrategictransformationoftheenterprise byenhancingthebrandvalueoftheenterpriseandfullyevaluatingtheinternalandexternal environmentoftheenterpriseandreasonablyselectingbusinessfields. TakingJinqiaoGroupasanexample,thispaperanalyzesthestrategicadjustmentand transformationofprivaterealestateenterprises,whichenrichesthetheoryofdiversifiedstrategic transformationtoacertainextentandhascertaintheoreticalsignificance.Inthispaper,the analysisofJinqiaoGroup'sstrategictransformationprovidesastrongreferenceforotherreal estateenterprisestomakediversifiedstrategicchoices. Keywords:RealEstate;DiversificationStrategy;StrategicTransformation III 目录 摘 要...............................................................................................................................I Abstract........................................................................................................................II 第1章导 论................................................................................................................1 1.1研究背景及意 义..............................................................................................1 1.1.1研究背 景................................................................................................1 1.1.2研究意 义................................................................................................2 1.2文献综 述..........................................................................................................2 1.3研究思路与研究框 架......................................................................................6 1.4研究方 法..........................................................................................................7 1.5研究创新 点......................................................................................................7 第2章战略相关理论基 础........................................................................................9 2.1战略相关理 论..................................................................................................9 2.1.1战略基本理 论........................................................................................9 2.1.2战略类 型................................................................................................9 2.1.3竞争优势理 论......................................................................................11 2.1.4核心能力理 论......................................................................................11 2.2战略转型相关理 论........................................................................................11 2.2.1战略转 型..............................................................................................11 2.2.2战略转型的影响因 素..........................................................................12 2.2.3战略转型方 式......................................................................................13 2.2.4战略转型评 估......................................................................................14 2.3分析工 具........................................................................................................14 2.3.1PEST分 析.............................................................................................14 2.3.2五力模 型..............................................................................................15 2.3.3SWOT分析 法.......................................................................................16 2.3.4波士顿矩 阵..........................................................................................17 第3章金侨集团多元化战略转型的背景与条件分 析............................................19 3.1金侨集团概 况................................................................................................19 3.1.1金侨集团简 介......................................................................................19 3.1.2金侨集团组织架 构............................................................