房企跨界经营动因、产业选择与经济后果——以恒大地产为例  

The Motives, Industry Selection and Economic Consequences of the Real Estate company's Transboundary Operation——based on evergrande real estate group ltd

作　　者：胡挺[1,2] 吴慧强 袁毓敏 

机构地区：[1]广州农商银行博士后科研工作站 [2]中山大学工商管理博士后科研流动站,广东广州510623 [3]广州农商银行,广东广州510623 [4]世联行地产顾问有限公司广州分公司,广东广州510610

出　　处：《中国房地产（学术版）》2014年第11期70-80,共11页China Real Estate

基　　金：国家自然科学基金项目<产品功能拓展的企业升级研究--基于劳动密集型企业的分析>(71172159);广东省哲学社会科学项目<财务契约缔结;冲突模式与履行效率--基于不完全契约理论及广东创业实证>(GD11XGL21)的资助

摘　　要：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。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

关 键 词：恒大地产 多元化经营 产业选择 经济后果 

分 类 号：F293[经济管理—国民经济]