, Soho New Town, "innovative Business Ideas

The real estate of China is developing during the transit of planned economy to market economy. At present, the real estate of China is developing rapidly by 15% increasing rate per year, which can drive not only inside demand, but also development of relevant industries, eg. building material, furniture, fitment etc. The real estate of China has been a new engine to drive the economy. But, as a pillar industry, the real estate of China has many problems. Among those, the problem of the developers' low administrative levels restricts the development of the real estate of China.Aiming at the problem, the thesis analyzes innovation which is quite important to construct brand and cultivate core competing power from the succeeded management of SOHO Modern City. The thesis demonstrates mainly from three parts: product, policy and idea. Product innovation includes innovation of place selection, product development and product extension; policy innovation includes innovation of sales policy, public relations policy and price policy; idea innovation includes innovation of communication and art of architecture. Through innovation, SOHO Modern City constructed brand, and cultivated his own core competing power, that is, to supply increment product and service. Similitude has been a block for the development of the real estate. Other developers should make good use of experiences of SOHO Modern City, and pay attention to innovation, core competing power cultivation and brand construct. Only that, can meet the requirements of market economy full of severe competition and push the development of the real estate of China.