Strategic Change Of Chinese Real Estate Enterprises Of Multiple Constraints

In recent10years, the real estate industry and real estate market is always the key topic which the people from all circles willing to discuss, and is also the key field of the research which economics researchers pay special attention. For two reasons: one is the housing price is sustained rise, not only produced a certain degree of social contradictions, but also has many economists worried about the risk of China’s property bubble. Second, the government constantly control the market directly or indirectly in a variety of means, but it is often not ideal; It is seems that China’s real estate has become a blind spot of policy and a hot potato which the government difficult to eat.In fact, the study of these problems has been immense, many views are quite convincing. But even so, I still believe that when we discuss how China’s real estate industry is distorted,the macro analysis of the system and environment is necessary, but we must also return to the micro basis of the industry ultimately, that is real estate enterprise. Especially for the real estate industry of China, these enterprises which always work on getting access to land, obtaining a loan, developing and selling, how they run? How is the business’effects? And in the current, whether the survival and development environment of enterprise are undergoing some irreversible changes? And for the future, how these companies create the new development miracle?In this article, the author attempts to answer the above question, and focus on strategic change path of China’s real estate enterprise. For three reasons:firstly, the inertial thinking of business, if not a sudden external shocks, it is difficult to realize this idea’s mistake, and China’s property developers are facing this problem. Secondly, the real estate industry is a strong industry relevance and strong impetus to the national economy. Although China’s real estate enterprises have maintained a high profit return of prosperity, it does not show that the international competitiveness of enterprises is already high. On the contrary, compared with the international counterparts, China’s real estate developers have these feature:their management ideas have been a little backward and their development mode have been very extensive, so they are likely to be deadly threat to the sustainable development of China’s real estate industry. Thirdly, as a insider of real estate management industry, I’m deeply realized that the former’s enterprise development mode has reached at the end of history in the tough pressures of market and policy in the present. But many developers have been not aware at all, or at a loss, so, it is necessary to conduct a comprehensive analysis for China’s real estate enterprise’s operating condition, the implementation of characteristic of business model, environment of survival, development trend and its strategic change path and so on.Based on these, this paper attempts to study from three aspects:the first level is that we use DEA model to evaluate objectively the management efficiency of the real estate listed companies, and found that many of the company have the problems of lacking of operating efficiency and scale efficiency. The second level is based on the current macro background, we constructed triple constraints framework which is based on the enterprise itself, the development environment of industry and based on the stress of policies from the perspective of enterprise development constraints. Then we found that China’s real estate enterprises under the triple constraint have a hard time. The enterprise is difficult to continue to develop if would’t change the strategy in time. The third level is by drawing from Hong Kong and the United States real estate enterprise business model, and combined with the actual situation of our country, put forward the development strategy of real estate enterprises in our country is a composite property strategy:namely, through the integration of enterprise resources, developing multidimensional products according to the different regional, the different level of economic development of the city, and different demand of real estate market. And on the basis of persisting in residential real estate as staples, increase to develop composite products such as the commercial real estate, industrial real estate, tourism real estate and so on.Undeniably, although I had many discussions with the insider and tried to reach a consensus with the strategic change real estate enterprise, but,actually, it was really hard, and the study on the basis of the above ideas are also preliminary, many ideas are not mature. Especially, China’s real estate industry has multiple properties such as economy, social and political which requires comprehensive argument based on the multi-disciplinary perspective. But I didn’t not made an in-depth research from a wider field of vision limited to the author’s ability. It is therefore, this will urge that I will continue to think and improve in the future work, in order to contribute to the health development of the real estate enterprises in our country.