Research On Real Estate Enterprises' Strategic Change In The Process Of Housing Industrialization

21 centuries is an age of changing. "Diversity leads to prosperity" (《zhouyi .xi ci xia》) . Changing is the corner-stone for enterprise continual development. With the rapid development of information technology and knowledge-based economy, the acceleration of economy globalization, the fuzziness of industry boundary, the shortening of industry period, and the highlighting of buyer market position, an economic and social structural reform is triggered worldwide. The reform also evoked the shift of value and the change of strategy model. In the past housing developers could rely on government's policies and unique relationships to push their enterprises forward and they could also capitalize on a great many of market opportunities to accumulate original capital. However, these do not work now. With the acceleration of housing industrialization and the rapid change of housing market environment, real estate enterprise management is confronted with severe challenge; real estate enterprise resource and ability are rapidly accumulated and promoted; the leaders of enterprises recognized that changing is approaching. All of these urge real estate enterprises to undertake strategic change to meet the new changes and needs. The paper is intended to study the motive, tendency, and the process of strategic change and the corresponding mechanism and support system in the process of housing industrialization and proposed some corresponding changing suggestions and plans. The shift from tactic to strategic enterprise, forming systematic strategic value, the branding, specialization, mass scale of enterprise management, and boldly undertaking value innovation are the theme of real estate enterprise strategic change. Strategic change is systematic innovation. The implementation of it depends on accurate strategic change analysis, circulatory strategy implementation process, the guarantee of dynamic mechanism and learning mechanism, and the support of enterprises' strategic resources, abilities, enterprise culture, organization structure and strategic leaders. Some of the suggestions and plans are: face up to the uncertain environment and boldly undertake strategic change; construct dynamic ability; form leading alliance of change; stimulate the potential of staff and blend change into culture. In the fifth chapter, the author conducted an experimental study by taking...