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国家政策和经济形势不断变化，房地产行业竞争日益激烈以及市场集中度的不断提高，使得我国中小型房地产企业发展受到限制。为了企业的健康发展，不少企业试图通过战略转型寻找新的竞争优势。

战略转型的具体活动会带来企业财务状况的变化，关注战略转型中的财务风险并找出风险成因，有助于企业提出具有针对性的应对策略，对财务风险加以控制并改善战略转型具体活动，有利于战略转型的顺利进行。本文运用相关理论，以新华联公司为例，对战略转型期间企业财务风险及应对措施进行研究。首先对新华联的现状进行分析，描述了新华联战略转型动因以及转型历程，接下来，从资金运动过程分析企业的财务风险并对其进行评价，根据问题探讨风险成因，最后提出有针对性的应对策略。案例分析发现，新华联存在资产负债率高且短期偿债能力弱；固定资产大幅上升且周转率低；营业净利率持续下降，新业务对盈利贡献小以及股利支付能力不足等问题。通过财务风险预警模型对新华联的财务风险进行衡量得出企业存在严重的财务风险，甚至面临着破产的可能性。本文结合战略转型的具体活动对案例企业财务风险成因进行探讨，得出财务风险存在的原因有：产业布局需要大量资金但融资方式过于单一；投资投入与产出失衡，文旅产业依托重资产；收入过于依赖房地产业务，缺乏新业务经验等。最后，结合新华联在战略转型期间的财务风险和成因分析，提出了实现融资方式多元化并优化负债结构；制定科学合理的投资策略，引入轻资产模式；加速企业资金回流，大力发展新业务等具体的应对策略。通过对新华联在战略转型期间财务风险及对策的研究，有助于新华联公司控制企业的财务风险，实现企业的顺利转型，也可以为其他正在进行战略转型的房地产企业提供一定的借鉴。

With the continuous changes of national policies and economic situation, the competition of China's real estate industry is becoming increasingly fierce. With the increase of the concentration of the real estate market in China, the development of small and medium-sized enterprises is restricted. For the healthy development of enterprises, many enterprises try to seek new competitive advantages through strategic transformation.

The specific activities of strategic transformation will bring about changes in the financial situation of enterprises. Paying attention to the financial risks in strategic transformation and finding out the causes of the risks will help enterprises put forward targeted coping strategies, control the financial risks and improve the specific activities of strategic transformation, which is conducive to the smooth progress of strategic transformation. In this paper, the use of relevant theories, new Hualian company, for example, during the strategic transformation of enterprise financial risk problems and countermeasures. Firstly, it analyzes the current situation of the new Hualian, describes the motivation and process of the strategic transformation of the new Hualian, then analyzes the problems existing in the financial risk of the enterprise from the process of capital movement, evaluates it, discusses the causes of the risk according to the problems, and finally puts forward the corresponding strategies. The case study shows that there are some problems in New Hualian, such as high asset liability ratio and weak short-term solvency; substantial increase of fixed assets and low turnover rate; continuous decline of operating net interest rate, small contribution of new business to profitability and unstable dividend yield. Through the financial risk early warning model to measure the financial risk of new Hualian, it is concluded that the enterprise has serious financial risk, and even faces the possibility of bankruptcy. Combining with the specific activities of strategic transformation, this paper discusses the causes of financial risks of the case enterprises, and concludes that the reasons for financial risks are: the industrial layout needs a lot of funds, but the financing method is too single; the investment input and output are unbalanced, the project investment strategy is unreasonable, the cultural and tourism industry relies on assets; the development of real estate business is ignored, and the new business experience is lacking. Finally, combined with the analysis of the financial risk problems and causes of the new Hualian in the period of strategic transformation, the paper puts forward some specific countermeasures, such as realizing the diversification of financing methods and optimizing the debt structure; formulating scientific and reasonable investment strategies, introducing the asset light model; increasing real estate sales, vigorously developing new business and so on. Through the research on the financial risk problems and Countermeasures of new Hualian in the period of strategic transformation, it is helpful for new Hualian to control the financial risk of enterprises, realize the smooth transformation of enterprises, and also provide some reference for other real estate enterprises in the process of strategic transformation.