A Study On The Digital Transformation Of Powerlong Commercial Management Group

China’s commercial real estate industry is currently in the transitional stage from the incremental period to the stock period.The Black swan event COVID-19 happened in 2020,has caused the decline in investment and consumption,slowed down the flow of funds,and intensified the overall industry competition,which pushes companies who are facing tremendous pressure have begun to rethink business models.However,driven by the scale effect of the industry,many companies have begun to elevate their digital transformation to a strategic height,reshape their business landscape with new digital technologies from multiple perspectives such as management and marketing.Digital transformation is not only an opportunity,but also a challenge for commercial real estate companies.This thesis firstly analyzes the history of China’s commercial real estate industry and explains the trends such as increasingly competitive pressure in the period of stock,the online business growth driven by epidemic economy,and the links of overall marketing channels.Then This thesis analyzes Powerlong Commercial Management Group’s background and business capabilities by SWOT Analysis method and explains its digital transformation strategies.Next,based on the learning of other industry’s digital transformation research methods,combined with author’s own practice and thinking,finally constructed a Digital maturity model(DDM)for the commercial real estate industry.This model evaluates the process and stage of Powerlong’s digital transformation from four levels: strategic decision-making,digital technology facilities,business operations,and enterprise organization development.At the same time,learning the Delphi Inquiry method and Analytic Hierarchy Process(AHP)to determine the weight of each indicator,and using the results of the questionnaire to evaluate the stage and problems of the digital transformation of Powerlong Commercial Management Group.Finally,according to the research result,that Powerlong Commercial Management Group is in the optimization stage of digital transformation,this thesis will propose targeted strategies for digital transformation of Powerlong Commercial Management Group at all levels,wishing to provide reference values not only for Powerlong Commercial Management Group,but also for all China’s commercial real estate companies in digital transformation.