| Since the reform of China’s housing system in the 1990 s,with the development of urbanization,China’s real estate industry has made great progress and gradually become one of the pillar industries of economic growth.After more than 20 years of development,Jinqiao Group has been selected as one of the top 100 real estate enterprises in China for five consecutive years.In recent years,the state has issued a series of policies to regulate and control the real estate industry.As a result,the growth rate of the real estate industry has slowed down,a large number of small and medium-sized real estate enterprises have gone bankrupt or been merged by large-scale real estate enterprises,and the concentration of the real estate industry has been increasing.With the fierce competition in the real estate industry and the acceleration of resource integration,enterprises in the industry are facing the pressure and demand of transformation and upgrading.How real estate enterprises adjust their development strategies and carry out strategic transformation to achieve a higher level of sustainable development is the research issue of this paper.Based on the theory of diversification strategy transformation,this paper analyzes the internal and external environment of enterprises through PEST,Five Forces model,SWOT,Boston matrix and other methods to explore the path of diversification transformation of real estate enterprises.Taking Jinqiao Group as an example,this paper makes a systematic analysis and summary of its diversified strategic positioning and implementation measures.In addition to analyzing the achievements and shortcomings of its diversified strategic transformation,this paper also summarizes the successful experience of Jinqiao Group’s diversified strategic transformation.This paper first expounds the theory of enterprise strategic transformation and related analysis tools;then focuses on the background and conditions of Jinqiao Group strategic transformation,which provides the basis for the analysis of Jinqiao Group’s diversified strategic transformation;and then discusses the implementation process and effect of Jinqiao Group’s diversified strategy;finally summarizes the experience and management enlightenment of Jinqiao Group’s strategic transformation.This paper finds that Jinqiao Group has successfully carried out diversified strategic transformation by vigorously cultivating the core competitiveness of the enterprise,paying attention to the internal relations among various businesses and reforming the financial functions.Other real estate enterprise groups promote the strategic transformation of the enterprise by enhancing the brand value of the enterprise and fully evaluating the internal and external environment of the enterprise and reasonably selecting business fields.Taking Jinqiao Group as an example,this paper analyzes the strategic adjustment and transformation of private real estate enterprises,which enriches the theory of diversified strategic transformation to a certain extent and has certain theoretical significance.In this paper,the analysis of Jinqiao Group’s strategic transformation provides a strong reference for other real estate enterprises to make diversified strategic choices. |
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