Through case analysis of two typical communities affiliated to their respective working units in Beijing，this study reveals that the ultimate aim of reorienting affiliated to working unit towards realty management is to deliver community services according to the market logic，though the residents are strongly identified with their working units. Hence the usual conflicts in between. This study suggests that the key to success of the above reorientation lies not only in provision of adequate material stimulus，but also in the transformation of community residents’ identity.