摘要
改革开放三十年的发展历程表明房地产欧亿·体育（中国）有限公司作为国民经济发展中的一个重要产业,
在促进经济增长、拉动内需的过程中发挥着重要作用。但是随着市场经济体制的进一步
健全和完善,房地产发展过程出现的问题也随之凸现出来,逐渐影响到国民经济的长期
平稳发展。在这样的背景下,党中央、国务院以及地方政府连续出台多项调控措施,规
范房地产欧亿·体育（中国）有限公司的发展,同时房地产欧亿·体育（中国）有限公司内部的激烈竞争,也使得房地产企业必须重新考
虑自己的战略选择问题,以适应当前的市场发展趋势。本文试图通过对荣华集团发展战
略的分析,探寻房地产企业如何应对当前低迷的房地产市场。研究过程中,首先是对现
有战略管理理论的进行分析,寻找合适的战略管理理论作为本文研究的理论基础,然后
运用“五力”竞争模型和PEST分析方法对荣华集团面临的内外部环境进行分析,在此基
础上结合SWOT矩阵、SPACE矩阵制定符合荣华集团未来发展的战略方案,同时结合
荣华集团具体实际,对发展战略进行分解,分别从职能层面和业务层面指出实现既定战
略目标所必须采取的措施和途径。本文的研究立足于当前低迷的房地产市场环境,因此
对其他同类企业也具有一定的借鉴意义。

[关键词]房地产战略管理SWOT分析
[研究类型]应用研究
Abstract
The reform and opening up three decades of development that the real
estate industry as an important industry in the development of the national
economy, plays an important role in the process of promoting economic
growth, stimulating domestic demand. But with the market economic
system to further improve
and
perfect
the problems of the real estate development process also will stand
out, andgradually affect the long-term stable development of the national
economy. In thiscontext, the CPC Central Committee and State Council and
local government for the introduction of a number of control
measures to regulate the development of the real estate industry, intense
competition within the real estate industry, but also makes the real
estate companies must reconsider their strategic options, to adapt to
current market trends. This paper attempts to explore the real estate enterprise
show to deal with the current downturn in the real estate market Ronghua Group
development strategy. The course of the study, analysis of existing strategic
management theory to find the right strategic management theory as the
theoretical basis of this study, and then use the five
forces competitive model and PEST analysis methods on the internal and
external environment faced by Ronghua Group analysis, combined on the basis
of the SWOT Matrix, SPACE matrix formulation Ronghua Group future
development
of strategic
programs, combined Ronghua
。。。