中国房地产（学术版）
中國房地產（學術版）
중국방지산（학술판）
China Real Estate
2014年
11期
70-80
,共11页
恒大地产%多元化经营%产业选择%经济后果
恆大地產%多元化經營%產業選擇%經濟後果
항대지산%다원화경영%산업선택%경제후과
Evergrande%Diversification%Industry selection%Economic consequences
市场形势和竞争格局发生根本性变革，促使我国房地产企业通过跨界经营寻求逆势突破，弯道超车，实现企业增值。资源基础、政策调整、规避风险、企业文化和市场势力是恒大地产跨界经营的主要驱动因素，具体从旅游产业、体育产业、文化产业、快速消费品产业和金融产业实施多元化路径，以实现价值溢价和品牌溢价。实证发现，恒大地产的财务指标逆势上扬，企业价值得到提高，多元化经营收到了良好的成效。最后，为我国房地产企业多元化经营，实现转型升级提供相关建议。
市場形勢和競爭格跼髮生根本性變革，促使我國房地產企業通過跨界經營尋求逆勢突破，彎道超車，實現企業增值。資源基礎、政策調整、規避風險、企業文化和市場勢力是恆大地產跨界經營的主要驅動因素，具體從旅遊產業、體育產業、文化產業、快速消費品產業和金融產業實施多元化路徑，以實現價值溢價和品牌溢價。實證髮現，恆大地產的財務指標逆勢上颺，企業價值得到提高，多元化經營收到瞭良好的成效。最後，為我國房地產企業多元化經營，實現轉型升級提供相關建議。
시장형세화경쟁격국발생근본성변혁，촉사아국방지산기업통과과계경영심구역세돌파，만도초차，실현기업증치。자원기출、정책조정、규피풍험、기업문화화시장세력시항대지산과계경영적주요구동인소，구체종여유산업、체육산업、문화산업、쾌속소비품산업화금융산업실시다원화로경，이실현개치일개화품패일개。실증발현，항대지산적재무지표역세상양，기업개치득도제고，다원화경영수도료량호적성효。최후，위아국방지산기업다원화경영，실현전형승급제공상관건의。
The fundamental changes in market situation and competitive landscape prompted China’s real estate business to make contrarian breakthrough and turn overtaking to seekenterprise valuethrough cross-border operations to.Taking Evergrande Real Estate as an example,resource base,policy adjustments,avoiding risks,corporate culture and market forces are the main driving factor in its cross-border operations.It has implemented a wide range of specific path from tourism industry,the sports industry,cultural industry,FMCG industry and financial industry to realize value premium and brand premium.From its diversified financial performance,we found that the financial indicators of Evergrande bucked the trend, the enterprise value improved,diversification also received good results.Finally,it provides some relevant recommendations for the transformation and upgrading of China’s real estate business.
