Driven by the slowdown of urbanization and the upgrading of consumption structure, commercial real estate enterprises are facing a strategic transformation from “scale expansion” to “operation value enhancement.” As the core support for the implementation of enterprise strategy, the scientificity of human resource management and performance appraisal directly affects organizational efficiency and market competitiveness. From the cross-perspective of business management and social science, and combined with the empirical research orientation of the Scientific and Social Research journal, this article analyzes the typical problems in resource allocation, incentive mechanisms, and performance evaluation in commercial real estate enterprises, and constructs a three-dimensional management framework of “strategy-organization-individual” synergy. The research adopts case comparison and questionnaire survey methods, and proposes human resource management strategies and performance appraisal tools that match the industry characteristics, providing practical references for commercial real estate enterprises to improve efficiency and achieve sustainable development.