The Impact of Innovation on the Real Estate Enterprise Marketing and Management-Evidence from the China Vanke Co.,Ltd

摘要

In the new economic era,with the influence of informationalization and economic globalization,the innovation of the real estate enterprise is imminent.In this paper,we consider enterprise innovation as a system engineering,which includes system innovation,technological innovation,marketing,and management innovations,products and services innovations.According to the analysis of innovation in the content and status,existing problems from Chinese real estate industry,the impact of innovation on the real estate business management is investigated from various points above.We concluded that in order to ensure the sustained development of the real estate enterprises in the competition,the innovative capacity of real estate in the new conditions must be improved,the innovation to all levels of business management should be infiltrated.In this study,according to the characteristics of Chinese real estate industry,China Vanke Co.,Ltd.Has been taken as an example.The idea of penetrating innovation to every domain of the enterprise is investigated,and the way of occupying 1% of Chinese real estate market share is illustrated.Also the direction of achieving the aim of being the most respected enterprise in China continuously is described.