新时期房地产企业多元化经营战略探析——以南京高科为例

Analyze of the real estate enterprise diversification operation strategy in new period——a case study of Nanjing Gaoke

在中国经济进入低速增长,转型升级的"新常态"背景下,房地产企业大多选择开展多元化经营以实现可持续发展。本文分析了房地产企业多元化经营的趋势、优势与问题,并以南京高科为例,从多元化经营类型、产业选择、发展方式以及决策和管理等几个方面进行了一定的研究和探索,提出在当前的经济形势下,我国房地产企业多元化发展的战略思路,为企业多元化发展提供可以参考的理论依据。

At the China's new normal background of the low speed growth and the transformation and upgrading of economy,most real estate enterprises choose diversification operation to maintain sustainable development.In this paper,we discussed the trend of diversification,the advantage and problem of diversification,and as a case of Nanjing Gaoke,researched on diversification type,industry choice,development mode and management of real estate enterprises,put forward the strategy idea of the diversification development strategy of estate enterprises in China under the current economic situation,which provided a theoretical basis for the diversified development of enterprises.