Analysis On Performance Of Synergistic Effect And Diversified Operation Of Greenland Group

In the macro background of the development of the real estate industry is going to the silver age,the development of the national economy is transfer to innovation elements driven,innovation is placed in the core of overall national development.If the real estate enterprises attend to achieve sustained and stable development,they should be market-oriented,take innovation as an opportunity,combined with their own development advantages and the upstream and downstream business chain of real estate industry,take the diversified strategic development path.Companies in many industries are exploring or acquiring ways to diversify and expand their operations.Real estate developers are no exception.As an important part of China's national economy,real estate development enterprises have created higher value in economic aggregate and tax revenue.After the "golden age" of real estate industry,house prices soaring,countries began to control the prices,which added"ceiling" to the profit level of real estate development enterprises.Therefore,the real estate development enterprises also began to explore diversification,some from the existing business,the development of relevant upstream and downstream industries,while others have nothing to do with existing businesses and explore non-related diversification in new areas.Greenland Group developed real estate business and capital construction ser vice since early stage of diversification,at present the strategy of diversifying ex plore "Real estate+infrastructure+finance+consumption" model of developm ent,the implementation of the strategy as related diversification strategy,is now in the construction of real estate industry has accumulated rich experience,has f onned the brand representative characteristic town,the financial industry and con sumer industries rising steadily,the coordinated development of industry more ef fective.Therefore,this paper will analyze the financial performance and synergist ic effect of the diversification of Greenland Group.At present domestic to diversification and financial performance evaluation of diversification are mainly on the empirical analysis.There are few study focused on the financial performance and synergistic effect of a specific enter:prise.Therefore,this paper will start from the case of Greenland Group,first of all,classify the related theories of diversified performance,and build the theoretical foundation for the article;Secondly,the general situation of the diversified operation of overseas Chinese city and the introduction of the two industries involved;Thirdly,through the selection of financial performance evaluation indexes,the indicators of Greenland Group and real estate development and capital construction industry are compared and analyzed;in addition,in-depth analysis of the influence of synergy on financial performance and the financial performance of Greenland Group;Finally,this paper summarizes the financial performance and synergistic effect of the diversified operation of Greenland Group,analyzes the risks that the industry and company may face in the future,and makes suggestions for the future development.In this article,through analysis found that the financial performance of Greenland Group indicators are more close to the real estate development industry,involved in the capital construction industry makes the assets constitute different integrated under the diversification of Greenland Group profit ability is stronger,the coordination effect of diversification,such as economies of scale,market power and internal capital market has been formed,but has not been the most effective.