面对新环境，我们要探索房地产业发展新模式。关于产品结构，要增加住宅品种，适当降低住宅投资的比重，加大对商业地产、旅游地产、产业地产等产品的投资，实现产品多元化。关于产业链条，要利用其商业运作与资金的优势，与各行各业紧密结合，实现跨界经营，业界称之为“复合地产”。关于融资渠道，除银行借贷外，要更多地运用上市、发债、基金等直接融资方式，扩大融资渠道。关于经营方式，鼓励企业从销售型企业逐步过渡到租赁型企业，更多地持有物业，通过经营管理、租赁服务赚取利润，实现房地产业从“类制造业”向现代服务业转身。

Facing the new environment，We should explore the new development model of the real estate industry。About the product structure，To increase the residential varieties，Appropriate to reduce the proportion of housing investment，Strengthen the commercial real estate、Tourism real estate、Industry products such as real estate investment，To realize product diversification。About the industry chain，To use its commercial operation and capital advantage，Closely integrated with all walks of life，Realize cross-border business，Called as“Compound real estate”。About the financing channels，In addition to the bank lending，To use more listed、FaZhai、Funds direct financing methods，Expand the financing channels。About the mode of operation，Encourage enterprise from sales enterprises gradually transition to the leasing enterprises，More to hold property，Through the management、Leasing service earn profit，To realize from the real estate industry“Class manufacturing”Turn to modern service industry。

　　蔡穗声

CaiSui sound

　　经历了多年高速发展后，中国房地产业遭遇与以往不同的生存环境

Experience for many years after high speed development，China's real estate industry experience and different living environment

　　经济环境。世界经济结构与中国经济结构面临重大调整。中国以往的外贸主导战略，通过国际市场解决国内产能与内需矛盾，越来越激发国际贸易摩擦。本届政府工作目标是经济増长、调结构、保民生。可以说，经济高速发展期已经过去，转为中速发展，更多关注经济社会和环境的协调发展。以往通过卖地解决地方政府财力与建设规模的矛盾，也越来越激发城乡之间、贫富之间、有产者与无产者之间的矛盾。

Economic environment。The world economic structure and economic structure of China is facing a great adjustment。China's past trade leading strategy，Through the international market to solve the domestic production and domestic demand contradiction，More and more excitation international trade friction。The government work goal is to economic 増 long、Adjustable structure、The livelihood of the people。Can say，High-speed economic development period is over，Into medium speed development，More focus on economic society and the environment coordinately develop。In the past of sale through solving the local government financial resources and the construction scale of contradictions，Also more and more excitation between urban and rural areas、Between rich and poor、A man of property and the contradiction between the proletariat。

　　社会环境。因贫富分化日显，导致仇富仇官情绪蔓延，房价成为民怨的泄压阀。对房地产业的舆论围攻，从暴利开始，以“劫持中国经济”为理论概括，以道德谴责（“道德血液”说）为盖棺论定。这是新中国成立以来任何一个被列入国民经济体系内的行业从未享受过的“殊荣”。

Social environment。Because of the polarization between the rich and more，Lead to ressentiment scores officer mood spread，House prices have been complaints pressure relief valve。The real estate industry to the opinion of the siege，Start from the profits，to“Hijack China's economic”For theoretical generalization，To moral condemnation（“Moral blood”said）For all the seasons are up。This is since the founding of any one is included in the national economic system in the industry have never played before“award”。

　　政治环境。世界政治格局正在发生剧烈变化。击毙拉登后，美国战略重点转移，对中国是遏制多于合作。国内维稳压倒一切，经济领域重点是房地产，焦点是房价。本届政府执政能力、公信力的挑战之一来自对房价的调控。

Political environment。The world political structure is a drastic change happen。Killed after osama bin laden，The transfer of the key strategy，China is to contain more than cooperation。Domestic d steady beat all，Economy is focused on real estate，Focus is house prices。The government ruling ability、The one of challenge for credibility from the regulation of prices。

　　政策环境。调控目标越来越趋于简单、明了：从保持市场总量基本平衡、结构基本合理、价格基本稳定，到防止房价过快增长；最后，归结为“房价合理回归”。

Policy environment。Control target more simple、clear：Keep the total market from basic balance、Basic structure reasonable、Prices basically stable，To prevent prices too fast growth；finally，Boil down to“House prices reasonable regression”。

　　面对新的环境，房地产业必须用新视野探索产业发展新模式

Faced with the new environment，The real estate industry must use the new field of vision to explore a new mode of industry development

　　面对新的环境，房地产业必须超越以往熟悉的香港模式，超越过去30年的经验，以“饮头啖汤”勇气，用新视野探索新路。

Faced with the new environment，The real estate industry must go beyond Hong Kong past familiar pattern，Beyond the past 30 years of experience，to“Drink enjoy head soup”courage，In the new field of vision to explore the new road。

　　我们需要探索产业发展新模式。在产品结构、产业链条延伸、园区建设、融资渠道、经营管理、盈利模式诸方面，业界面临着脱胎换骨的变革。

We need to explore the new mode of industrial development。In the product structure、Industry chain extension、Park construction、Financing channels、management、The profit model，The industry faced with the change of thoroughly remould oneself。

　　关于产品结构。以往房地产业面对城市居民居住困难的局面，其主要产品为住宅，在广东房地产投资中住宅占了7成。随着城市居住条件改善以及经济社会发展的需要，房地产业有必要增加住宅品种，如老年住宅、养生地产、休闲地产等等。同时，有必要适当降低住宅投资的比重，加大对商业地产、旅游地产、产业地产等产品的投资，实现产品多元化。这也是回应宏观调控政策要求的需要。

About the product structure。Before the real estate industry in the face of the urban residents living difficult situation，Its main products for house，In guangdong province in the real estate investment housing accounted for。Along with the urban living conditions improve and the needs of the development of economy and society，The real estate industry is necessary to increase residential varieties，Such as the old residential、Health real estate、Leisure real estate and so on。At the same time，It is necessary to properly reduce the proportion of housing investment，Strengthen the commercial real estate、Tourism real estate、Industry products such as real estate investment，To realize product diversification。This is also respond to the needs of the macroeconomic regulation and control policy requirements。

　　关于产业链条。房地产业是基础性、先导性产业，本质上是服务业。要利用其商业运作与资金的优势，与各行各业紧密结合，实现跨界经营，业界称之为“复合地产”。珠海某房企涉足教育产业，与国内多所大学合作，提供校园建设、校园管理、餐饮服务，还计划筹建国际教育产业园区就是一个很好的示范。

About the industry chain。The real estate industry is basic、Pilot industry，In essence is a service industry。To use its commercial operation and capital advantage，Closely integrated with all walks of life，Realize cross-border business，Called as“Compound real estate”。Zhuhai a room to set foot in education industry，And many domestic university cooperation，Provide campus construction、Campus management、Catering services，Also plans to construct international education industry park is a good example。

　　关于园区建设。园区建设可分为新建园区与“三旧”改造园区两类。前者即用新的营运模式取代以往政府大包大揽招商引资的“工业区”、“科技园“、“总部经济”。例如番禺节能科技产业园，以政府引导、民企投资、市场化运作为发展模式，园区建设及营运管理实现了地产资本、工业资本、金融资本三融合，为广大中小科技型企业的聚集和发展壮大提供良好平台，带动当地自主创新和产业升级。后者把“三旧”改造项目建设成文化园区、创意园区、科技园区等等，降低了城市人口与建筑的密度，强化了服务业，增加了城市活力。如广州TIT创意园，利用原纺织机械厂的旧厂区建成。它以新产品发布、时尚设计、信息咨询、专业培训等多功能服务为纽带，集创意、艺术、文化、商业、旅游体验于一体，构建服装设计、研发、发布与展示的专业平台。

The construction of park。Park construction can be divided into new park and“Three old”The two kinds of transformation。The former use new operating mode instead of before the government take on all things attract/bid for/invite investments“Industrial zone”、“Science park“、“Headquarters economy”。For example, panyu energy saving technology industrial park，Government guide、Corporation investment、For the development of market operation mode，Park construction and operation management to realize the real estate capital、Industrial capital、Financial capital three fusion，For the vast number of small and medium-sized technology-based enterprise gathering and provide a good development platform，Recruiting local independent innovation and industrial upgrading。The latter put“Three old”Renovation project construction into the culture of the park、Creative park、Science and technology park, etc.，To reduce the density of urban population and architecture，Strengthened the service，Increased urban vitality。Such as guangzhou TIT creative garden，Use the textile machinery factory built in the old factory。It with new product launch、Fashion design、Information consultation、Professional training and multi-function service as the link，Set creative、art、culture、business、Tourism experience in a body，Construct costume design、r&d、Release and display of professional platform。

　　关于融资渠道。除了银行借贷这种间接融资方式外，更多地运用上市、发债、基金等直接融资方式，扩大融资渠道，增强资金来源的稳定性。

About the financing channels。In addition to the bank lending this indirect financing way outside，Use more listed、FaZhai、Funds direct financing methods，Expand the financing channels，Enhance the stability of the capital source。

　　关于经营方式。现在的开发企业是销售型企业，生产周期为买地—建设—销售，受宏观经济波动周期影响大。一旦不能顺利完成销售，便停止或放缓新的生产周期，从而影响宏观经济复苏。鼓励企业逐步过渡到租赁型企业，更多地持有物业，通过经营管理、租赁服务赚取利润，实现房地产业从“类制造业”向现代服务业的华丽转身。

About the mode of operation。Now the development enterprise is sales enterprises，Production cycle to buy land - construction - sales，By macroscopic economic fluctuation cycle impact big。Once can't complete sales，Then stop or slow new production cycle，Which affect macro economic recovery。Encourage enterprise gradually transition to the leasing enterprises，More to hold property，Through the management、Leasing service earn profit，To realize from the real estate industry“Class manufacturing”To the modern service industry is luxuriant turned。

　　这个过程也就是中国房地产业从香港模式过渡到美国模式，从而从初级、幼稚阶段逐步走向成熟的过程。美国房地产业以商用房地产（包括出租公寓）的开发、租赁和房地产经纪为核心内容，兼含住宅和住宅用地的开发、销售以及物业管理、房地产估价等。

This process is also the Chinese real estate industry from Hong Kong mode transition to the American model，From primary to、Immature stage gradually moving towards the mature process。The real estate industry to commercial real estate（Including rental apartment）development、Lease and real estate brokerage as the core content，And with the development of residential and residential land、Sales and property management、Appraisal of real estate, etc。

　　房地产业发展模式转变有赖相关社会经济体制的变革及房地产业人才结构的改变

The real estate industry development model transformation depends on relevant social economic system and the transformation of the real estate industry personnel structure of the change

　　这些，对房地产业的人才结构提出新的要求。以往是侧重施工管理、营销人才，今后要增加金融人才、运营管理人才。对企业而言，看清形势，抓住机遇，及时调整自身战略与运营模式，就能在新的环境下实现华丽转身，从而立于不败之地。

these，The real estate industry to the talent structure puts forward new requirements。Before an emphasis on construction management、Marketing talents，To increase the financial talents in the future、Operation management talents。Speaking of the enterprise，See situation，Seize the opportunity，Adjust their strategy and operation mode，In the new environment can realize luxuriant turned，So as to remain invincible。

　　房地产业作为国民经济的有机一环，其发展方式的转变不是自身孤军作战可以实现的。它有赖于法律制度、税收制度、管理体制、金融体制等等社会经济体制的相应改革，有赖于中国经济发展方式的转变。

The real estate industry of the national economy as a organic a ring，Its the transformation of development mode is not their own fight in isolation can be realized。It relies on legal system、Tax system、Management system、Financial system and so on social economic system reform accordingly，China's economy depends on the transformation of development mode。

　　作者系广东省房地产行业协会会长

The guangdong province department of real estate industry association