2016年12月中央经济工作会议首次提出“房子是用来住的，不是用来炒 的”，这就要求政府相关部门综合运用税费、信贷金融等手段，立足国情建立房 地产发展的长效机制，防止房地产市场大起大落。国家宏观政策的调控目的是将 房地产作为一个民生行业，降低其经济属性，让人们真正住得起房，买得起房。 我国房地产行业经过近十年的高速发展，房地产行业的利润水平正在向社会平均 水平回归。房地产企业转型是必然趋势，各大房地产企业积极进行转型，不断推 动自身战略转型，“地产+”、跨界合作等新兴模式不断涌现，因此对天山房地 产公司战略转型的研究存在重要意义。 本文以石家庄市本土房地产企业天山房地产公司为例，运用文献研究法和案 例分析法，介绍了战略转型的相关理论，首先对房地产行业以及天山房地产公司 的发展现状进行分析，运用PEST分析法对公司外部环境进行分析，再通过SWOT 分析其内部环境，得出当前天山房地产公司在战略转型上主要存在着创新能力较 弱问题、人力资源整合较弱、产业单一、融资困难等情况，得出其战略转型的必 要性；同时，通过列举万科、恒大、万达等知名房地产企业转型发展的经验借鉴， 综合得出天山房地产公司战略转型方向为业务发展多元化、促进跨界合作与发 展、加快重资产经营模式向轻资产经营模式转变、推进差异化服务；最后一章从 组织结构、营销策略、内部监管系统、人才管理机制以及企业文化五个方面简要 分析公司转型保障措施。 关键词：房地产；战略转型；天山房地产公司 II ABSTRACT InDecember2016,theCentralEconomicWorkConferenceputforwardforthe firsttimethat"thehouseisforliving,notforspeculation",whichrequirestherelevant governmentdepartmentstocomprehensivelyusetaxesandfees,creditandfinance andothermeanstoestablishalong-termmechanismforrealestatedevelopment basedonthenationalconditionstopreventtherealestatemarketfromupsanddowns. Thepurposeoftheregulationandcontrolofthenationalmacropolicyistoregard realestateasalivelihoodindustry,reduceitseconomicattributes,andmakepeople reallyaffordable.Afternearlytenyearsofrapiddevelopment,theprofitlevelofthe realestateindustryinChinaisreturningtotheaveragelevelofsociety.The transformationofrealestateenterprisesisaninevitabletrend.Majorrealestate enterprisesactivelycarryouttransformationandconstantlypromotetheirown strategictransformation.Emergingmodessuchas"realestateplus"andcross-border cooperationareconstantlyemerging,soitisofgreatsignificancetostudythe strategictransformationofTianshanRealEstateCompany. TakingTianshanrealestatecompany,alocalrealestateenterprisein Shijiazhuang,asanexample,thispaperintroducestherelevanttheoriesofstrategic transformationbyusingthemethodsofliteratureresearchandcaseanalysis.Firstly,it analyzesthedevelopmentstatusoftherealestateindustryandTianshanrealestate company,analyzestheexternalenvironmentofthecompanybyusingPESTanalysis method,andthenanalyzesitsinternalenvironmentbySWOTanalysistogetthe currentsituationofTianshanrealestatecompanyTherearesomeproblemsinthe strategictransformationofrealestatecompanies,suchasweakinnovationability, weakintegrationofhumanresources,singleindustry,financingdifficulties,etc., whichleadstothenecessityofstrategictransformation.Atthesametime,bylisting thetransformationanddevelopmentexperienceofVanke,Evergrande,Wandaand otherwell-knownrealestateenterprises,itisconcludedthatthestrategic transformationdirectionofTianshanrealestatecompanyisbusinessdiversification Thelastchapterbrieflyanalyzestheguaranteemeasuresofcompanytransformation fromfiveaspects:organizationalstructure,marketingstrategy,internalsupervision system,talentmanagementmechanismandcorporateculture. Keywords:Realestate;Strategictransformation;Tianshanrealestatecompany III 目录 摘要.........................................................................................................................I ABSTRACT.......................................................................................................................II 第一章绪论..........................................................................................................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............................................................................................1 1.2国内外相关文献综述...................................................................................2 1.2.1国外文献综述....................................................................................2 1.2.2国内文献综述....................................................................................3 1.3主要研究内容...............................................................................................5 1.4研究方法与技术路线...................................................................................6 1.4.1研究方法............................................................................................6 1.4.2技术路线............................................................................................7 1.5创新点...........................................................................................................8 第二章理论基础........................................................................................................10 2.1竞争理论.....................................................................................................10 2.2战略转型理论.............................................................................................11 2.3重资产运营理论.........................................................................................11 2.4轻资产运营理论.........................................................................................12 第三章天山房地产公司的现状和战略转型的必要性............................................14 3.1天山房地产公司的发展现状.....................................................................14 3.1.1天山房地产公司概况......................................................................14 3.1.2天山房地产公司企业文化..............................................................15 3.1.3天山房地产公司组织架构..............................................................16 3.1.4天山房地产公司近些年的财务发展状况......................................17 3.2天山房地产公司战略转型的必要性.........................................................19 3.2.1新型城镇化的发展刺激房地产行业发展......................................19 3.2.2国家政策调整迫使房地产公司业务转型......................................20 3.2.3低碳经济下促使绿色建筑的发展..................................................20 3.2.4单一银行融资不再适用新时期的融资需求..................................21 3.2.5积极拓展多样化“地产+”模式....................................................22 第四章天山房地产公司战略转型的内外部环境分析............................................23 4.1天山房地产公司PEST分析.......................................................................24 4.1.1政策因素..........................................................................................24 4.1.2经济因素..........................................................................................25 4.1.3社会因素..........................................................................................27 4.1.4技术因素..........................................................................................29 4.2天山房地产公司SWOT分析.......................................................................29 4.2.1优势分析..........................................................................................29 IV 4.2.2劣势分析..........................................................................................30 4.2.3机会分析..........................................................................................31 4.2.4威胁分析..........................................................................................32 4.2.5SWOT分析.........................................................................................33 第五章天山房地产公司战略转型策略....................................................................36 5.1国内房地产公司战略转型