Research On The Property Services Innovation For A Property Management Enterprise

With the rapid development of the market economy and the accelerating ofurbanization process, China’s housing system reform has been progressed. At thesame time, as a real estate supply chain downstream industry, the propertymanagement industry has been widely spread, and developed into an emergingservice industry. The end of2011, the total number of property managementcompanies in China reached60,000, employing more than600people, owning morethan120million square meters of residential property management scale. Propertymanagement industry is developing rapidly. However, at the same time, propertymanagement industry also faces various challenges, and exposed many problems inthe process of development.The A property management enterprise was founded in2002with a registeredcapital of50million, and was a realty service enterprise with tertiary qualifications.The A property management enterprise developing nearly11years, has been towardspecialization and standardization, but there are still many problems in themanagement and service, which making the company development in the bottleneckperiod, seriously affecting the competitiveness of the enterprises, and restricting theenterprise’s long-term development. In fact, in the fierce market competition andunder the pressure of the real estate rapid development, if one can effectively developinnovative strategies in the management process, and improve service quality, it willcompete in the future to obtain a dominant position. Facing with increasinglycomplex environment of real estate and property management industry, studying onthe innovation strategy of the property management enterprise is imperative. Standing at the height of strategic management and basing on the theory ofstrategic management and innovative research so on, this article took the A propertymanagement enterprise as an example, and analyzed the state of the environment andthe problems of the A property management enterprise, and pointed out that the keydecision to make the A property management enterprise long-term development isimplementing innovative strategies. In order to develop an effective innovationstrategy, basing on the analysis of the A property management enterprise status, thispaper elaborated the innovation research status of the enterprise from the service cost,quality management, core values and service level. Then, combined with the relevanttheoretical knowledge, this paper developed innovation strategies about meticulousmanagement, value chain management and information system management, andsafeguard measures, such as information feedback and institutional integration so on.Finally, the paper assessed the social and economic benefits of the innovationstrategies. For A property management enterprise, implementing innovative strategieshas important guiding significance: enhancing the A property managemententerprise’s core competitiveness and influence, improving service quality, occupyingmore market share.