摘要 随着我国经济的快速发展，房地产欧亿·体育（中国）有限公司已经成为支柱性产业之一，涉及到50 多个实体经济的发展，对国家的经济社会发展具有十分重要的意义。同时，房地 产欧亿·体育（中国）有限公司也是民生欧亿·体育（中国）有限公司，与老百姓的居住需求息息相关。自2016年12月中央经济 工作会议提出坚持“房子是用来住的，不是用来炒的”的定位至今，中央政府和 地方政府始终以此为原则对房地产欧亿·体育（中国）有限公司进行调控和管理。在这一背景之下，整个 房地产欧亿·体育（中国）有限公司正在面临前所未有的生存压力和竞争压力。特别是民营的中小型房地 产企业，面对宏观调控政策持续收紧、土地价格不断攀升、融资渠道收窄和融资 成本不断增加等困难，经营压力剧增。 A企业是一家立足于四川省、业务拓展至华中、华东和西北地区的集团性房 地产开发企业。公司成立于1997年，经过20多年的发展，在四川省内具有一定 的品牌知名度和影响力。但在2014年后，一方面由于市场环境和政策环境的巨大 变化，企业传统的经营模式受到较大冲击；另一方面，由于没能对变化采取适时 的调整策略，使企业发展处于被动局面。当前，面对瞬息万变的外部环境和日益 激烈的欧亿·体育（中国）有限公司竞争，如何利用自身优势，抓住发展机遇，制定出符合自身的转型发 展策略，成为当务之急。 本文在对相关文献进行梳理后，首先对企业多元化转型的概念和理论进行界 定，而后运用PEST、波特五力模型等分析工具对A企业的外部环境进行分析，得 出多元化转型是房地产企业转型的必由之路。接下来对A企业的内部环境进行分 析，认为A企业具备进行多元化转型的条件。在此基础上，根据A企业已经具备 的产业基础和资源优势，结合当前房地产欧亿·体育（中国）有限公司相关多元性中前景较好的业务领域， 制定A企业进行多元化转型的路径，并进一步分析A企业要成功实现多元化转型， 需要哪些保障措施进行支撑。最后，根据对A企业多元化转型的发展研宄，总结 出房地产企业进行多元化转型的必要性，以及中小型房企进行多元化转型的方法 和措施，为类似的房地产企业战略转型提供参考。 关键词：房地产企业，战略转型，多元化 I ABSTRACT ABSTRACT As the pillar industry of China's economic development, The real estate industry is of great significance to the development of economy and society. The development of the real estate industry is an important driving force for economic development. The real estate industry can drive the development of related industries and plays an important role in the development of national economy. At the same time, the real estate industry is also related to the housing demand information of the public. The concept of "house is for living, not for speculation" has been adopted as the fundamental principle of regulation and management of the real estate industry. In this context, both the central government and the local government take the real estate regulation as an important part of the macroeconomic management of the economy. At present, the real estate industry has experienced a period of rapid growth, and the development of real estate enterprises is facing unprecedented competitive pressure. In particular, small and medium-sized real estate enterprises, faced with the rising land price, financing difficulties and real estate policy macro-control and other factors, operating pressure increases. Enterprise A is a foothold in Sichuan province and gradually expand to the northwestern region of central China, east China, and real estate development enterprises, was founded in 1997, after just A few years of rapid development has considerable scale, enjoy higher reputation in Sichuan province, but 2014 years later, on the one hand, due to the change of market environment, policy, and constantly improve the industry concentration degree, enterprise traditional management model by larger impact; On the other hand, due to the failure to timely develop their own development strategy, the development of enterprises in a passive position. In the face of the complex and changing market environment and increasingly white-hot industry competition, it is imperative for us to make use of our own advantages, combine with the changes in this industry, seize the development opportunity and formulate the development strategy in line with our own transformation. After introducing relevant research background and significance and sorting out relevant literature, this paper firstly defines the concept and theory of enterprise diversification transformation, and then using analysis tools such as PEST, porter five mode to analyze the external environment of enterprise A, and concludes that II ABSTRACT diversification transformation is the only way for real estate enterprise transformation. Next, the internal environment of enterprise A is analyzed, and it is believed that enterprise A has the conditions for diversified transformation. On this basis, according to the industrial foundation already possessed by enterprise A and the business areas with good prospects in the current diversified real estate industry, the path of diversification transformation of enterprise A is formulated. Furthermore, it further analyzes what safeguard measures are needed to support enterprise A，s successful diversification transformation. Finally, based on the research on the development of enterprise A's diversification transformation, this paper summarizes the necessity of the diversification transformation of real estate enterprises, and the methods and measures for the diversification transformation of small and medium-sized real estate enterprises, so as to provide reference for the strategic transformation of similar real estate enterprises. Keywords: real estate enterprises, strategic transformation, diversification III 目录 目录 第一章绪论..........................................................................................................1 1.1研宄背景和意义.........................................................................................1 1.1.1研宄目的.........................................................................................1 1.1.2研宄意义.........................................................................................2 1.2研宄内容与方法.........................................................................................2 1.2.1研宄内容.........................................................................................2 1.2.2 研宄方法 ......................................................................................... 2 1.3国内外研宄现状.........................................................................................3 1.3.1国外文献综述.................................................................................3 1.3.2国内文献综述.................................................................................4 1.4论文的创新点.............................................................................................5 第二章多元化基本概念与相关理论......................................................................6 2.1多元化的基本概念和分类..........................................................................6 2.1.1 多元化的基本概念 .......................................................................... 6 2.1.2多元化的类型.................................................................................7 2.2多元化的云力因理论.....................................................................................8 2.2.1资源基础理论.................................................................................8 2.2.2市场势力理论.................................................................................9 2.2.3投资组合理论...............................................................................10 2.3本章小结..................................................................................................10 第三章A企业多元化转型的外部环境分析.........................................................11 3.1外部宏观环境PEST分析........................................................................11 3.1.1 政策环境 ....................................................................................... 11 3.1.2 经济环境 ....................................................................................... 14 3.1.3 社会环境 ....................................................................................... 15 3.1.4技术环境......................................................................