在国家大力推进城镇化进程的政策下,我国的房地产欧亿·体育（中国）有限公司在近些年一直延

续着强劲的发展势头,房地产市场仍有很大的发展空间。但是由于过多的投资

和投机需求进入市场,造成房价快速上涨。国家多项宏观政策的调控,在使房

价上涨趋势得到遏制的同时,也促使房地产欧亿·体育（中国）有限公司的格局发生重大变化。大型房

地产企业的实力急剧增强,许多中小房地产企业却面临着经营困境,如何改变

经营战略使企业获得竞争优势成为关注点。

甘肃时代集团自成立以来借助良好的外部经济环境在本地的房地产市场上

获得了快速的发展。受政策调控及房地产欧亿·体育（中国）有限公司高投入、高风险、周期长的特点

影响,集团面临着较大的财务风险,在战略管理、经营模式、内部管控及核心

竞争力培养方面也存在诸多问题。

本文结合时代集团的发展历程和特点,以动态战略管理理论为依据,利用

PEST分析法和SWOT分析法,剖析企业的战略本质和经营环境。并提出了时代

集团在当前欧亿·体育（中国）有限公司形势下新的战略定位以及集团实施多元化发展战略的迫切性和

具体的实施措施。实践证明,多元化的发展战略使时代集团在激烈的市场竞争

中形成新的财富增长点,获得了持续的价值创造能力。

关键词:房地产企业;战略转型;多元化战略

Abstract

With the policy of pushing forward the urbanization process actively the real estate industry

in our country has been developed rapidly in recent years,the future of china's real estate market

will have great development space. But with the demand of excessive speculation and investment

has entered into the real estate market, the house price has been rising very quickly. Through the

national macro-control policy regulations,the rising trend of house price has been contained,

also the pattern of the real estate industry has greatly changed. The strength of large-scale real

estate enterprises is increasing sharply, but many sm^ii and medium-sized real estate enterprises

are faced with difficulties. In this world-view, in order to make enterprise gaining competitive

advantage how to change development strategy will be a new concern.

Since its establishment,with the help of a good external economic environment, Gansu

Times Group has got rapid development in the local real estate market Because of the impact of

macro-control policy and real estate industry features, which consists of high-involvement high

risk and long period, Gansu Times Group is facing many problems , including greater

financial risk strategic management , operation modeinternal controls and the cultivation of

core competence-

Combining the development history and characteristics of Times Group this thesis analyses

the strategic nature and management environment of Times Group by using PEST and SWOT

analysis method, which is Based on dynamic strategic management theory. The author

Hputs forward the new strategic positioning in the current industry situation and elaborates the

urgency of implementation of diversified development strategy and the specific measures. The

practice has proved that through tiie diversification strategy Gansu Times Group forms new

growth and obtains the sustainable value creation ability in fierce business competition.

Keywords: Real estate; Strategic transformation; Diversification strategy