The Diversification Strategy Of Small And Medium-sized Real Estate Enterprises

Since 2013,China’s economic environment has changed,the economic growth rate has slowed down compared with the previous.By 2015,China’s GNP growth rate has been only up to 6.9 percentage points,which was weakest for almost a quarter of a century.China Academy of Social Sciences released a report that the national urbanization rate was lowest in 20 years during the 12th Five-Year.It was estimated that urbanization rate will continue to decline during 13 th Five-Year.Economic growth rate is slacken.Urbanization rate is gradually slacken.As far as property development is concerned,it is faced with the new situation of the development of the industry:Industry scale ceiling,high inventory,profits continuing to decline,housing enterprises accelerating the transformation and the other new market environment.How to realize sustainable development in the new environment of market competition enterprises,the property industry is the key problem to be solved.Combined with the development process of the enterprise,putting forward a plan that China’s property industry needs transformation and is based on enterprise perspective to study the changes and trends of the current property industry.In the situation of property industry growth rate slowing down,how to seek a new breakthrough is the key to development.Diversification strategy is an important way of enterprise transformation.The diversification strategy is a kind of strategic thinking of enterprise development.It is generally refers that enterprises take measures to seek to expand the scale,obtain the market,create benefits of a long-term business principles and ideas in many related or nonrelated fields.In other words,diversified business can create more profit space for enterprise development and provides more opportunities for gaining profit.In this paper,by using the theory of enterprise strategic management,taking YC property group as an example,this paper applied the method of enterprise strategy management to the diversification development strategy of property enterprises.In this paper,it firstly defined the basic concept of strategic transformation,putted forward the related theory and analysis methods,and introduced the basic situation of the YC group,and analyzed,judged the internal and external environment enterprises were facing systematically and scientifically.Finally,the compatibility between the parent organization and the critical success factors,as well as the parent organization and the opportunity it selected property industry,property services,pension industry,youth apartments and commercial operations as a strategic matrix of diversification strategy and carried out system analysis for the development and protection of professional diversification strategy.In this paper,through the study of the YC group’s diversification strategy and carrying out the actual investigation of the enterprise operation,contacting property business,in matrix selection and management innovation,it actively explored how to promote enterprise transformation,achieve the transformation and upgrading of enterprises and provide a suitable solution for the transformation and upgrading of the enterprise,also provide a valuable reference case for the transformation of the same industry.