中国企业战略管理所处商业生态系统的动态转变性对组织经营活动的契合度要求 日渐增长，中国房地产企业在较短的时间里即实现了组织形态和战略定位的有效发展， 但是，关于其战略转型共演机理及演化机制的研究仍较匮乏，因此，对房地产企业战略 转型的分析研究迫在眉睫，且其研究结果对未来企业战略转型相关的学术研究发展及实 践操作具有重要指导意义。 本文基于企业转型事实及理论发展现状对组织战略转型进行关联分析，建立适应商 业生态系统和企业自身动态发展的转型战略以及实现企业持续性发展的必然路径，本文 从战略转型的相关理论开始研究，梳理前人的文献资料，从组织发展动态能力理论和知 识理论视角，建立了有关组织战略转型的共演机制。首先，在对文献综述的梳理与相关 变量的提炼过程中，整理出影响组织战略发展的相关变量，其次，对变量自身发展及相 互关系进行关系论证，寻找有关目标案例的资料与数据，通过编码和证据举例对变量关 系进行事实支持，经过对变量之间共同演进的研究分析提炼出新的变量关系，展现转型 经济环境下房地产企业知识和动态能力共同深化作用形成房地产企业战略转型的共演 过机理和路径。最后，通过分析得出组织战略的成功转型依据于万达集团自身的动态能 力和知识的条件支持，并建立了有关动态能力和组织知识两个变量之间全新的共演框 架。并以万达集团为目标案例，通过对中国民营房地产企业（万达集团）的纵向案例研 究将战略转型的共演过程进行深刻机理刻画，对万达集团近20年来的战略转型各个阶 段的路径和机理分别进行了分析与讨论，探讨动态能力在转型进程中识别机会、选择决 策及整合重构的形成和破茧进化路径及知识理论在转型过程中知识需求、知识筛选及整 合创新发生转移的重要路径。 本文的分析表明：第一，在战略转型初期，企业基于固有知识域的整合运用，采用 业务聚焦的方式有助于组织进行区域性战略布局；第二，企业知识融合发展为运营模式 的迭代更新提供助力，促进企业成功实现战略转型；第三，组织知识联结的运用及企业 业务延展的相互共演作用，给企业多元化战略结构的布局提供能力基础；第四，知识摒 弃与筛选与业务摒弃相互作用、共同发展促使企业形成能力重构，进而进行全局性战略 转型；第五，高层管理者认知的正确性、准确性贯穿于组织的每次转型分析期，在组织 战略转型中起到重要作用。 关键词：共演模型知识联结能力重构 Abstract Thedynamictransformationofthebusinessecosysteminwhichthestrategic managementofChineseenterprisesislocatedrequiresanincreasingdegreeofconformity withtheorganizationalandoperationalactivities.Inarelativelyshortperiodoftime,Chinese realestateenterpriseshaverealizedtheeffectivedevelopmentoforganizationalformand strategicpositioning.However,thereisstillalackofresearchontheco-evolutionmechanism andevolutionmechanismoftheirstrategictransformation.Therefore,theanalysisofthe strategictransformationofrealestateenterprisesisstilllacking.Theresearchisimminent, andtheresearchresultshaveimportantguidingsignificancefortheacademicresearchand developmentrelatedtothefuturestrategictransformationofenterprises. Establishinganorganizationalstrategyadaptedtothebusinessecosystemandthe dynamicdevelopmentwithintheenterpriseisanecessarywayforthesustainableandhealthy developmentoftheenterprise.Thispaperstartswiththerelevanttheoriesofstrategic transformation,combstheliteratureofpredecessors,andestablishesaco-performance mechanismoforganizationalstrategictransformationfromtheperspectiveofdynamic capabilitytheoryoforganizationaldevelopmentandknowledgetheory.TakingWandaGroup asthetargetcase,throughthelongitudinalcasestudyofChina'sprivaterealestateenterprises (WandaGroup),theco-evolutionprocessofstrategictransformationisdeeplydepicted.The pathsandmechanismsofeachstageofstrategictransformationinWandaGroupinthepast20 yearsareanalyzedanddiscussedrespectively,andtheperceptionandinsightabilityof dynamiccapabilityintheprocessoftransformationandtheabilityofchoosingadaptability arediscussed.Andtheimportantprocessoftheformationandtransformationoftheexecutive abilityandknowledgetheoryintheprocessofknowledgedemandrecognition,knowledge screeningandintegrationinnovationtransfer.Firstly,intheprocessofcombingtheliterature reviewandrefiningtherelevantvariables,therelevantvariablesaffectingthedevelopmentof organizationalstrategyaresortedout.Secondly,therelationshipbetweenvariablesandtheir owndevelopmentisdemonstrated,andtherelevantdataanddataoftargetcasesaresearched. Thefactualsupportfortherelationshipofvariablesisprovidedbycodingandevidence examples.Throughtheresearchandanalysisoftheco-evolutionofvariables,thepapermakes aconclusion.Refininganewrelationshipofvariables,showingtheco-evolutionprocess ofrealestateenterprises'strategictransformationundertheenvironmentoftransitioneconomy, whichdeepensthemutualinfluenceofknowledgeanddynamiccapabilitiesofrealestate enterprises.Finally,itisconcludedthatthesuccessfultransformationoforganizational strategyisbasedonWandaGroup'sdynamiccapabilitiesandknowledgesupport,andanew co-actingframeworkbetweendynamiccapabilitiesandorganizationalknowledgeis established. Theanalysisofthispapershowsthat,first,undertheconditionofunchangedcore business,theintegrationandapplicationofinherentknowledgedomainscanhelp organizationstoachieveregionalstrategiclayoutquickly.Second,thestrongerthe organizationalinertiaandtheworsethematchingwiththedevelopmentoftheorganization, themoreinclinedtheorganizationistocarryoutpatterniterationmatchingonthebasisofits inherentbusiness.Third,theethnicdevelopmentbasedontheoriginalbusinessmodelcan acceleratethetransformationoforganizationalstrategyandimproveorganizational performance.4.Thehighertheaccuracyofseniormanagers'cognition,thehigherthe reliabilityofsuccessfulstrategictransformation. Keywords: Co-performancemodelknowledgelinkageabilityreconstruction 目录 一引言...........................................................................................................................1 二文献回顾与理论基础.................................................................................................3 2.1房地产企业战略管理文献回顾...................................................................................3 2.2动态能力文献...............................................................................................................5 2.3知识理论文献...............................................................................................................7 2.4共演理论研究...............................................................................................................8 三研究设计与案例选择.................................................................................................9 3.1研究内容.......................................................................................................................9 3.2研究思路和方法.........................................................................................................10 3.2.1研究思路..................................................................................................................10 3.2.2研究方法..................................................................................................................11 3.2.3技术路线..................................................................................................................12 3.3案例选择.....................................................................................................................13 3.3.1案例企业背景..........................................................................................................13 3.3.2案例企业描述..........................................................................................................14 四案例研究与主要发现...............................................................................................16 4.1案例企业的数据编码.................................................................................................16 4.1.1案例数据来源及收集方式......................................................................................16 4.1.2数据整理与开放式编码..........................................................................................17 4.2案例分析与主要发现.................................................................................................22 4.2.1第一次转型：住宅专业化全国布局（1988-1997）............................................22 4.2.2第二次转型：住宅地产转