摘 要在中国，房地产行业是市场发展的一个重要的经济支柱，同时也是对我国 GDP 的增长起着推动作用。因为房地产行业在不断的快速发展，所以越来越多的人进入房地产行业，但是由于这些企业进入时间、地点不同，导致了他们之间的规模，发展水平有很大的差距。很多企业为了更快的从房地产行业中获得利益，追求短期利益成为了众多企业的主要目的。正是因为这样的发展趋势，很多企业都在越来越难以生存发展下去，追根到底还是缺乏企业长期发展的战略目标以及一套完整详细的企业发展战略指导。本文就是在这样的房地产背景下进行研究，确定了选题，来证明该选题的重要性与必要性。以南通中南房地产有限公司为例，运用战略管理的相关知识，通过 PEST 分析对南通中南房地产有限公司进行宏观分析和使用波特五力模型房地产行业发展趋势的分析，并结合 SWOT 分析下的公司内部情况，确定了该公司应该以中高档住宅项目为核心，针对南通市的实际情况，制定了以单一经营化为主，多元化为辅的竞争战略。最后为了保证集中化战略得以贯彻落实，提出了加强企业文化建设，注重人力资源建设，维护品牌形象，合理规划土地储备等措施辅助进行。关键词：房地产；企业发展战略；SWOT 分析；波特五力模型AbstractIn China, the real estate industry is an important economic pillar for the development of the market, and it also plays an important role in promoting the growth of GDP in China. Because the real estate industry is developing rapidly, more and more people enter the real estate industry.However, because of the different time and location of these enterprises, they have led to the scale of their development, and the level of development has a big gap. In order to obtain profits from the real estate industry and pursue short-term interests, many enterprises have become the main purpose of many enterprises. It is because of this trend that many enterprises are becoming more and more difficult to survive and develop. After all, it is still a lack of strategic objectives for long-term development of enterprises and a complete set of det...
