Study On Organizational Innovation Of GC Real Estate Company In The New Economic Environment

Because of the development of estate industry and the influence of macro enviroment, Chinese estate industry is faced with fierce competition. The changes of economic envrioment set higher requirements for the estate enterprises. To adapt to the changeable situation and to improve the competence, the estate industries have to advocate organization innovation in due time. Based on the status quo of GC Real Estate Company, the investigation of the overall industrial environment,competition situation of the GC Real Estate Company is carried out. The problems are then found to prove the necessity of organizational innovation. GC Real Estate Company’s organization is analyzed to provide the basis for overall aim and design of the reform which determines the operating procedures and innovation schedule. And the reform plan, which includes the department adjustment, function adjustment, personnel integration, the improvement of operating system and incentive mechanism, is also formulated. The guarantee mechanism of organizational innovation is established, which involves strengthening the concept of innovation, promoting the innovation of corporate culture,reinforcing safeguard measures, and improving the basis of the innovation.Besides, resistance to reform is discussed, the reasons are explored and resistance management is carried out. Finally, the effects of organization innovation is tested through the feedback scheme of organizational innovation execution, which verifies the necessity, the validity, and thepracticability of organizational innovation in the GC Real Estate Development Company. On the basis of organizational innovation theory and the qualitative research, and with the help of quantitative research, this thesis expounds the research on the GC Real Estate Development Company organizational innovation. The results show that it is only through reform that the enterprise in crisis can get out of its dilemma. The study provides a reference for real estate development enterprises which are faced with similar problems.