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在当前国家加强房地产行业宏观调控,货币政策紧缩的大前提下,使得房地产行业竞争日益加剧。房地产企业必须分析自身的优劣势,直面挑战,抓住机遇,制定长远的发展战略才能实现可持续发展的战略目标。而要实现该目标除了要保证房地产开发工程的“硬质量”之外,还应充分关注房地产开发企业的“软质量”-以客户关系为核心,品牌宣传为手段,优良的企业文化为根本,从而保证企业实现股东权益最大化的最终目标。
Under the premise of strengthening macro-control of the real estate industry and tighter monetary policy in the current state, the competition in the real estate industry is increasingly aggravated. Real estate enterprises must analyze their own strengths and weaknesses, face challenges, seize opportunities and develop long-term development strategies in order to achieve the strategic goal of sustainable development. In order to achieve this goal, in addition to guaranteeing the “hard quality” of real estate development projects, we should pay full attention to the “soft quality” of real estate development enterprises - take customer relationship as the core, brand promotion as a means and excellent enterprise Culture as the fundamental, thus ensuring the ultimate goal of the enterprise to maximize shareholder rights and interests.