我国的房地产行业在经过了二十几年高速的发展后，行业的黄金时期已经渐渐过 去。尤其在现在这个时期下，消费者需求与市场的供应关系逐步发生变化，供需关系逐 渐达到平衡，卖方市场逐渐转变为买方市场，房地产行业正在告别“粗放、高利润”的 高速发展阶段，回归到理性的中速发展阶段，行业竞争愈加激烈；同时政府对房地产行 业不断加大宏观调控，进一步加剧了房地产企业外部环境发展的不确定性。房地产企业 为了应对环境变化逐渐开始转型，开始更加注重客户需求，注重提升产品的品质与质量， 提高服务能力，房企开启了探索多元化、高质量经营的道路。 本论文试图从对房地产行业发展影响较大的国家调控政策，以及行业所处的环境进 行分析，通过分析来得出房企已到了发展战略转折的关键时期。并以DX集团为例，通 过对国家政策和房地产行业内市场竞争环境的分析，显现出房企战略调整的紧迫性；运 用SWOT理论分析工具全方位，多角度的对DX集团内部环境与外部环境进行研究与分 析，得出集团在当前背景下，想实现持续发展，就不能单纯依靠开发主业这部分来获得 利润，还需要提高自身核心竞争力，坚持在巩固主业的前提下，积极进行多领域的发展， 及时进行战略调整，以适应当前复杂多变的房地产市场环境，同时要更加注重产品质量 的提升，积极向高质量方向发展。重新定位与选择DX集团的发展战略，确定出适合在 当前背景下集团发展的战略目标，总体战略以及具体的方案；最后，为了实现DX集团 的战略目标，制定了实现战略目标的保障条件及对策措施。本文的研究具有较大的现实 意义，研究结果可以为其他房地产企业进行发展战略制定及调整提供参考。 关键词：房地产；战略调整；SWOT分析，DX集团 DX集团发展战略研究 Abstract China'srealestateindustryaftermorethan20yearsofrapiddevelopment,theindustry's goldenagehasgraduallypassed.Especiallyinthisperiod,theconsumerdemandandmarket supplyrelationshipchangesgradually,graduallytobalancesupplyanddemandrelations,a seller'smarketintoabuyer'smarketgradually,therealestateindustryisfarewell"extensive, high-profit"high-speeddevelopmentstage,areturntorationalintermediatestageof development,theincreasinglyfiercecompetitionintheindustry;Atthesametime,the governmenthasbeenincreasingmacro-controlovertherealestateindustry,whichfurther aggravatestheuncertaintyoftheexternalenvironmentofrealestateenterprises.Inorderto copewiththechangesintheenvironment,realestateenterprisesgraduallybegantotransform, begantopaymoreattentiontocustomerdemand,paymoreattentiontoimprovethequality andqualityofproducts,improvetheserviceability,realestateenterprisesbegantoexplore theroadofdiversified,high-qualitymanagement. Thispaperattemptstoanalyzethenationalregulatorypoliciesthathaveagreatimpact onthedevelopmentoftherealestateindustry,aswellastheenvironmentoftheindustry,and throughtheanalysis,itcanbeconcludedthattherealestateenterpriseshavereachedthe criticalperiodofdevelopmentstrategytransition.TakingDXgroupasanexample,through theanalysisofthenationalpolicyandthemarketcompetitionenvironmentintherealestate industry,itshowstheurgencyofthestrategicadjustmentofrealestateenterprises.SWOT analysistoolall-round,multi-angleofDXgroupinternalenvironmentandexternal environmentforresearchandanalysis,drawagroupunderthecurrentbackground,toachieve sustainabledevelopment,cannotsimplyrelyonthedevelopmentthisparttomakeaprofit, youalsoneedtoimprovetheircorecompetitiveness,insisttostrengthenbusinessunderthe premiseofpositivedevelopmentinmanyareas,timelyadjuststrategy,toadapttothecurrent complicatedandchangeableenvironment,realestatemarkettopaymoreattentiontothe qualityofproductsatthesametime,activelytodevelopinthedirectionofhighquality. RepositionandselectthedevelopmentstrategyofDXgroup,anddeterminethestrategic target,overallstrategyandspecificplansuitableforthegroup'sdevelopmentunderthe currentbackground;Finally,inordertorealizethestrategicgoalofDXgroup,theguarantee 哈尔滨工程大学硕士学位论文 conditionsandcountermeasurestoachievethestrategicgoalareformulated.Theresearchin thispaperisofgreatpracticalsignificance,andtheresultscanprovidereferencesforother realestateenterprisestoformulateandadjusttheirdevelopmentstrategies. Keywords:realestate;Strategicadjustment;SWOTanalysis,DXgroup DX集团发展战略研究 目录 第1章绪论...............................................................................................................................1 1.1论文的研究背景、目的和意义.......................................................................................1 1.1.1论文的研究背景.........................................................................................................1 1.1.2研究的目的和意义.....................................................................................................2 1.2国内外研究现状..............................................................................................................2 1.2.1国外研究现状.............................................................................................................3 1.2.2国内研究现状.............................................................................................................4 1.2.3国内外研究现状的评述.............................................................................................5 1.3论文研究思路及主要内容与研究方法..........................................................................6 1.3.1论文研究思路及主要内容........................................................................................6 1.3.2论文研究方法............................................................................................................8 1.4论文创新之处..................................................................................................................8 第2章DX集团发展现状分析..............................................................................................10 2.1DX集团总体概况..........................................................................................................10 2.1.1集团概况...................................................................................................................10 2.1.2组织机构...................................................................................................................10 2.1.3财务状况...................................................................................................................11 2.1.4人员状况...................................................................................................................13 2.2集团发展经营状况.........................................................................................................14 2.2.1经营状况..................................................................................................................14 2.2.2投融资状况..............................................................................................................15 2.2.3业务介绍..................................................................................................................15 2.3DX集团现行战略及运行效果分析..............................................................................17 2.3.1DX集团现行战略....................................................................................................17 2.3.2DX集团现行战略运行效果分析............................................................................17 2.4DX集团存在的问题及原因分析..................................................................................18 2.4.1DX集团存在的问题................................................................................................18 2.4.2DX集团存在问题的原因分析................................................................................20 哈尔滨工程大学硕士学位论文 2.5本章小结.........................................................................................................................20 第3章DX集团发展战略环境分析......................................................................................22 3.1宏观环境分析.................................................................................................................22 3.1.1政治环境分析...........................................................................................................22 3.1.2经济环境分析................