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摘要
摘要
我国房地产市场随着市场经济的快速发展迅速成长。现今，房产行业对整个国
家经济的发展都有举足轻重的作用，是增强国民经济和改善人民生活的重要产业，
对国家财政收入、产业结构、消费结构等方面影响深远。在中央坚定要求“房住不炒”
的政策形势下，各部门不断出台防止房地产市场过热的政策，努力推动产业结构优
化，房地产市场深度调整不可避免。受此影响，传统房地产企业发展压力增大，经
营风险与日俱增，房地产企业转型迫在眉睫。转型的前提是制定出适合企业自身的
转型战略。
本文运用文献综合分析法说明了与战略管理相关的理论知识；以 QC地产集团
为实例，运用 SWOT分析法、PEST分析法对案例企业所面临的战略环境进行了深
入分析，认为当前 QC地产集团在战略转型上主要存在市场竞争压力加大、宏观调
控力度增强、经营领域单一、市场需求发生改变、融资困难等情况，得到 QC地产
集团必须进行战略转型的分析结论；通过对万科、万达和碧桂园这些龙头房地产企
业战略转型的真实案例，采用案例分析法进行逐个分析，结合前文的分析结果，综
合得出 QC地产集团的战略转型方向应为多元化战略；最后，本文从人力资源体系、
企业文化建设、内部审计、融资渠道和服务创新这五个部分描述战略转型的保障措
施。本文希望能够通过本次研究，为 QC地产集团的转型制定出合适的战略，帮助
QC地产集团获得长远的发展；同时，为其他房地产企业的经营与发展提供有价值
的参考借鉴。
关键词：房地产；战略转型；战略管理
I

Abstract
Abstract
China's real estate market is growing rapidly with the rapid development of market
economy. Nowadays, the real estate industry plays an important role in the development
of the whole national economy. It is an important industry to enhance the national
economy and improve people's life. It has a far-reaching impact on the national fiscal
revenue, industrial structure, consumption structure and so on. Under the policy situation
that the central government firmly requires "no speculation in housing", all departments
have continuously issued policies to prevent the overheating of the real estate market and
strive to promote the adjustment of industrial structure. The in-depth adjustment of the
real estate market is inevitable. Affected by this, the development pressure of traditional
real estate enterprises is increasing, and the operation risk is increasing day by day. The
transformation of real estate enterprises is imminent. The premise of transformation is to
formulate a transformation strategy suitable for the enterprise itself. This paper introduces
the relevant theoretical knowledge of strategic transformation in detail by using the
method of literature comprehensive analysis.
Taking QC real estate group as an example, this paper makes an in-depth analysis of
the strategic environment which the case enterprise is facing；SWOT analysis method，
PEST analysis method will be used in the paper to finish the analysis above. It is
considered that at present, QC real estate group mainly has increasing market competition
pressure, strengthening Macroeconomic regulation and control strength, single
management field, changing market demand, financing difficulty and so on, It is
concluded that QC real estate group needs to carry out strategic transformation；By
enumerating the process of strategic transformation of real estate enterprises such as
Vanke, Wanda and GreenLand, and using the method of case analysis, it is
comprehensively concluded that the strategic transformation direction of QC real estate
group should be diversified strategy；Finally, this paper describes the safeguard measures
of strategic transformation from five parts: human resource system, corporate culture
construction, internal audit, financing channels and service innovation.
Key words: Real estate；Strategic transformation；Strategic management
III
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