摘要:在持续高位增长的情况下，房地产市场承受了前所未有的政策“振幅”，一些有实力的大型开发商主动“转型”，开始配合调控政策的执行。一些中小型的开发商开始被淘汰出局，房产市场形势不容乐观。

　　而XX房产是一家国有转制而来的中小型房产公司，如何在竞争激烈的形势下，有一个恰如其分的战略发展，谋求在房产市场中的一席之地，是一个至关重要的，而且关乎企业成败生死的严峻课题，本文就试图将所学的理论和调查的资料对这一问题展开研究，找到中小房产企业发展战略。

本论文由五章组成，第一章通过对课题背景的分析，研究战略管理的理论意义、实践意义。并指出课题的研究内容、研究方法、技术路线和预期目标。为更深一步探讨作一铺垫。

第二章对战略管理概念的论述，并分析战略管理的发展阶段和主要学派，进而引申到本文所要论述的主题：XX房产公司战略发展的设计，并阐述其重要性和必要性。

第三章分析XX房产的现状，运用SWOT和企业生命周期分析企业发展态势，研究中小型企业的发展战略，并结合XX房产的现状，制定出XX房产的发展战略。

第四章结XX房产现状，借鉴波特的中小企业战略理论，制订适合XX房产的战略，并提出实施途径。

最后，结论指明了本文所制定的战略设计的意义和重要性。

关键词:　战略、中小企业、房产、战略设计

Abstract:As per abidance increase perch, Real Estate Market endured strange swing by the policies.  Some of large-scale developers commence to cooperate implementing policy controlling.  Some of small-scale developers are eliminated and been out.  It is not optimistic for the real estate market situation. 

XX Real Estate Co. is a small and medium enterprise house Property Company who is from a revolution of State Corporation.  Concerning the drastic competition situation, it is the critical problem that we get the development of strategy and one seat within the real estate market.  It is the austere topic whether the company is do or die.  This paper will try to use the theory and research material explaining the study then to get the right way of development strategy.

The paper consists of five chapters.  The first chapter is analysis the background of task and realizes the significance of strategy management research.  This chapter indicates the content, method, route and prospective goals of investigation as well.  And it is the preparation for the next further discussion.

The second chapter dissertate the concept of strategy management, and analysis the seedtime of strategy management and the primary genre.  Then cite it to the subject of the paper:  the design of strategy development in XX Real Estate Company, description of essentiality and pre-requisite 

　　　The third chapter analysis the actuality of Meilongzhen Real Estate Company and bring to bear SWOT / corporation lifecycle.  Both of the methods construe the development status of corporation and investigate the development strategy in a medium to pint-sized corporation.  As per integration of Meilongzhen Real Estate Company’s status quo, it establishes the strategies for the development. 

　　　The fourth chapter unites the present status and draws the realizable solution of strategies for XX Real Estate Company.

The final chapter, it demonstrates the signification and essentiality for strategy design

Keywords　strategy, small and medium enterprise, real estate, strategy design