Study On The Innovation Culture In Real Estate Companies

Innovation can help to maintain the vitality of companies. Continual and effective innovation canget long-term financial benefits. At the same time, innovation can strengthen the strategy, improvecorporate image and increase marketing effectiveness. Therefore, real estate companies should innovatecontinually. The four major types of innovation are product innovation, technology innovation, marketinginnovation and management innovation. Only innovation can help real estate companies to establish corecompetitiveness on the highly competitive real estate market.In order to understand the current situation of innovation culture in real estate companies, wedesign questionnaires and interview outline to gain basic data. We use factor analysis to pick up threefactors, which can promote innovation in real estate companies. These factors are value factor, managementatmosphere factor and organizational structure factor.Based on the result of factor analysis, we promote some specific countermeasures for real estatecompanies to foster their innovation culture. Firstly, real estate companies should forge the spiritconnotation of innovation culture. Secondly, real estate companies should perfect their managementmechanism to create appropriate atmosphere for fostering innovation culture. Thirdly, real estate companiesshould increase the adaptability of their organizational structures, which can provide organizational securityfor fostering innovation culture. The process of fostering innovation culture will encounter powerfulresistance from existing culture. We should never forget this. In the end, we put forward some effectiveimplementation strategies to help foster innovation culture in real estate companies.