Research On The Assessment And Construction Of Real Estate Enterprise Culture

In 2014, the new normal economy was first put forward in our country, and then the real estate market also entered into the new normal. The former extensive and high speed development pattern will be transformed into intensive and high quality development pattern. And the economic laws will replace the government regulation to promote the healthy development of the real estate market. Facing the new normal of the real estate market, how to survive in the industry reshuffle has become an important problem for every real estate enterprise.Enterprise culture, the soul and spiritual pillar of an enterprise, can define the development direction of enterprise, and guide the enterprise's daily operations. It can coordinate the external relations and unite the internal people, and even help enterprises get out of trouble, achieve sustainable development, etc. Therefore, if real estate enterprises want to adapt to the new normal of real estate market, and achieve a long-term development, they should re-examine their enterprise culture, and establish a perfect corporate culture system, to give full play to the enterprise's cohesion and combat capacity.From the perspective of cultural management, this paper divides the enterprise culture into three levels: the real enterprise culture, the real estate enterprise's ideal culture and the staff's ideal culture. And on this basis, culture factors are chosen to be the entry point. 280 reliable survey questionnaires by means of quota sampling performed in Jinan are used to investigate the cultural realities of real estate enterprises. The real enterprise culture can reflect the features and main culture factors of the real estate culture in Jinan, and the gap among the real enterprise culture, the real estate enterprise's ideal culture and the staff's ideal culture can reflect the fit level of it. By means of factor analysis, this paper explores the underlying real estate culture factors affecting enterprise performance, and sets up an influence mechanism, which presents a robust relationship between the underlying factors and enterprise performance. At last, this paper explores the construction path of the real estate enterprise culture, and discusses the ways to build a culture system and to integrate this system into the enterprise's daily operation.Specifically, this paper makes a study of the following three aspects: first, 280 reliable survey questionnaires are used to study the current situation of Jinan's real estate enterprise culture and to investigate the gap among the real enterprise culture, the real estate enterprise's ideal culture and the staff's ideal culture. Second, by means of factor analysis, this paper explores the underlying real estate culture factors affecting enterprise performance, and sets up an influence mechanism, which presents a robust relationship between the underlying factors and enterprise performance. six category factors including "human-oriented", "aggressiveness", " moral norms " and "standard management", " harsh discipline ", "team work" have significant impacts on residential satisfaction. Third, revise the influence mechanism by statistical software amos22.0.