The Research On HG Real Estate Company’s Strategic Transformation

In recent years， the booming develop of Chinese real estate industry has driven thedevelopment of related industries such as cement， steel and home decoration materialsindustry and promoted the rapid growth of China’s economy. But in the long term， thereal estate industry is a capital-intensive enterprise， rather than the industry， thedevelopment of the real estate industry will make the funds flow to the real estateindustry resulting in adverse effects on China’s economy as a whole. So， macro-controlpolicies by country introduced several times restricting the scale， financing，customer qualification of the real estate industry. Influenced by these real estatemacro-control policies， China’s real estate company is facing the industrial adjustmentand for those small and medium-sized real estate company， strategic transformationwill be imperative. And the fundamental of the transformation is to improve the corecompetitive ability， so that they can survive and develop when the real estate industryis in low tide.In this paper, by way of case study, based on the theory of enterprise strategicmanagement and strategic transformation, combined with the company’s actual situation,we use the SWOT matrix analyzing the company’s external environment and internalconditions, use the BCG analysis method to study the company’s existing business, useSPACE matrix to evaluate the full range of the implementation of the company’soriginal strategy and put forward the company’s strategic transformation of ideas underthe new environment. Concrete research Conclusions: As a member of the small andmedium scale real estate companies, HG Real Estate Company should analyze theinternal and external environment it faces, make orientation again from strategic height and put forward a new strategic target if she wants to be bigger and stronger, so that thecompany could move in the right direction. To seize developing opportunities of the realestate, one must create its exploiting capacity and build its own brands. The essence ofstrategic transformation is the continuous and further reform on the company’s strategicorientation, organizing structure and system and operating system. To implementcompany’s strategy according to the strategic essence tightly so as to make sure of thecompany’s healthy develop continuously. This paper provides the thought of strategictransformation, aim， scheme, assurance measures and the main implement point of HGReal Estate Company. These have some forward-looking significance to the nexttransformation of HG Real Estate Company.