In the current social development, great changes have taken place in the overall economic environment of China. Especially under the recent macro-control conditions, around the mission of promoting urbanization, what role will enterprises and governments play in urban land operation? Participants believed that enterprises should optimize various resources and the government should manage the social environment. The role of enterprises: to optimize a variety of resources, city operators must be real estate developers, but real estate developers are not necessarily city operators. Land management should optimize various resources to maximize the economic value, social value, environmental value and cultural value of land. Shuhao Zhu, Chairman of the Board of Directors of Junhao Group, believes that on the one hand, the macro-control of land supply in China will be a long-term trend, and the mission of land operation is to maximize the value of land, make good use of resources, and turn impossible land into usable resources. On the other hand, land management should play a role in optimizing the environment and industry. At present, following the trend of sustainable development, the development of many new towns and communities around the world is gradually shifting from relying on traditional industries to relying on leisure industries. Land is the foundation of sustainable development environment, and the realization of land management benefits is closely related to what kind of industry is combined. At the same time, land management should also be committed to creating a new way of life and improving life civilization and population quality. With the growth of social wealth, people's demand for spiritual and cultural life has greatly increased. To show new charm in land management, it is necessary to make a breakthrough in cultural connotation and value. The role of the government: managing the social environment. Urban land management operates under the conditions of market environment, but it needs the support of relevant governments in specific operations. Expert Wang Zhigang believes that as a real city operator, it is necessary to satisfy the "three old people" of "government leaders, investment bosses and residents". He believes that if enterprises operate the market and the masses operate the culture in urban land management, then the government operates the whole social environment. Among them, the diversified development of developers and many industries involved in urban land management need the support of the government. Kong, commander-in-chief of Shanghai New jiangwan city, believes that the government plays a great role in promoting urban land operation. Government planning, project marketing planning and enterprise planning are linked to promote the development of urban land management. Liu, the chairman of Capital Land, believes that the government should provide an open, fair and just operating environment for urban land management, and handle the unification of economic and social benefits, so as to prevent enterprises from operating by market means at first, but eventually becoming the result of non-marketization. Graphic/Gu Xiuqin (/compiled)