Study On Development Mode And Organizational Innovation For Large Chinese Real Estate Enterprise In The Future

After only 20 years of development, the real estate industry has become prominent in the economy of China, and now plays an increasingly significant role in economy construction. At present, the prosperous real estate market brings a good chance of advancement for large real estate development enterprises which are in the core position of the trade. The real estate enterprises, however, are facing numerous challenges brought by the continuously changing market in which they can also benefit from opportunities. Based on the accurate judgment of external environment, they must find out the method to solve their problems, raise the core competence through innovation, set up the competitive advantage, become the leader of the real estate market, and want to win the ruthless market competition. Under such background, this thesis makes a theoretic exploratory research of the issues for large Chinese real estate enterprises which are facing new development mode and organizational innovation for future ventures.First, the thesis analyzes the macroscopic environment of real estate industry in China. It finds out the huge gap between Chinese real estate enterprises and the foreign advanced companies by making a comparison, thus puts forward a road of innovation to promote their core competence.Second, the thesis introduces the mass customization idea to the real estate development, and discusses the reason and condition of using the mass customization mode into the real estate development by large companies in China. It creatively integrates the mass customization theory with the real estate development principle. According to the new theory, the thesis then designs the choice of products and services, development process and marketing mode in the mass customization real estate development, and also suggests a gradually process of innovation implement.Third, the thesis uses an imaginative case to make a vision plan for large Chinese real estate enterprises. Then it studies the problem of organizational innovation in the mass customization development mode according to theorganizational innovation theory, and summarizes the competitive advantage of the new companies.Finally, the thesis quotes two cases to illustrate that Chinese real estate enterprises venture to explore the way of development mode innovation and company development. The last chapter summarizes all contents of the thesis, and makes an outlook of the further studies in this area.