摘要：近十年来，房地产行业发展迅速并成为了国民经济支柱。房地产行业本身具有高投入、高风险、高负债、波动性大、受资金资源约束大的特点。而且国家近年来又对房地产行业持续进行了宏观调控，越来越多的大型房地产企业进入连云港房地产市场，使得连云港房地产市场的竞争愈加激烈。本土的中小型房地产企业感到了前所未有的压力和挑战，如何能从竞争激烈的大环境下突出重围成了一个很具有现实意义、值得深究的课题。
本文通过PEST法对连云港市的宏观环境进行了分析，通过波特五力分析模型对连云港市的微观环境进行了分析，同时进行了土地市场分析、房地产的企业现状与行业供需现状分析，发现了连云港市中小型房地产企业有着企业规模和融资渠道方面、成本控制方面、人才方面、营销模式方面、企业文化方面、品牌形象方面、客户服务体系和物业管理方面的问题。在此基础上，运用SWOT分析法得出了连云港市中小型房地产企业的发展战略，即WO战略：利用外部机会，克服内部劣势。提出了针对连云港市的房地产企业发展战略以及战略措施，希望能给连云港市的中小型房地产企业以及像连云港市那样的二三线城市的中小型房地产企业发展提供具体意义和参考价值。
关键词 连云港市；中小型房地产企业；发展战略
Abstract：In recent ten years, the real estate industry is in rapid development and has become a pillar of the national economy. The real estate industry has Characteristic with high risk, high debt, high volatility，big constraints from capital resources. However, the state keeps making the macro-control dynamics to real estate industry. Also, more and more large-scale real estate enterprises go into real estate market of Lianyungang , making the competition of real estate market more incentive. Local small and medium-sized real estate enterprises felt hitherto unknown pressure and challenge, so the way to breakthrough in the competitive environment has become a very practical significance, worth studying topic.
We analyzed the macroeconomic environment in Lianyungang City with the method of PEST and the micro environment of Lianyungang City through the Potter five forces analysis model. We also analyze the present situation of supply and demand status of enterprise and industry land market analysis, real estate, finding that small and medium-sized real estate enterprises in Lianyungang city has issues about the enterprise scale and the financing channel, cost control, personnel, marketing, corporate culture, brand image, customer service system and property management issues. On this basis, we use the SWOT analysis method to get the development strategy of small and medium-sized real estate enterprises in Lianyungang City, that is the WO strategy: use the external opportunities, overcome internal weaknesses. Furthermore，we propose the real estate enterprise development strategy and strategic measures in Lianyungang City. I wish this paper will provide the specific meaning and reference value to development of small and medium-sized real estate enterprises in Lianyungang City as well as those small and medium-sized real estate enterprises in two or three line of the city like Lianyungang .
Keywords Lianyungang City small and medium sized real estate companies development strategy
