| The COVID-19 outbreak in 2020 has changed the traditional consumption patterns of Chinese residents,and it has also promoted the vigorous development of high-tech marketing methods such as live-streamed house sales,online real-time house inspections,and online signing of contracts,making them gradually Into the vision of consumers,it also promotes digital transformation to gradually penetrate into all aspects of the real estate industry.The epidemic has become a tremendous driving force for the digital transformation of the real estate business,as the development of real estate companies continues to push their own digitalization process.The country’s"14th Five-Year"development plan has clearly mentioned that various industries should actively promote digital development.Some people call 2020 the first year of digitalization in China’s real estate industry.If in the next three to five years,real estate companies that fail to achieve digital transformation will encounter great danger to their survival.In today’s booming digital economy,the real estate industry has come to a period of digital transformation.Today’s real estate sector is no longer in the stage of rapid growth in the early days of the founding of the People’s Republic of China.The period of rapid development of "laying and winning" has passed,and real estate companies also need to gradually transition from real estate developers to urban operators.In today’s management dividend period,companies must seek internal efficiency and operational efficiency.Refinement management will be the basic condition for the future growth of real estate companies.The digital development of the company is an inevitable trend of future growth.It is necessary to digitize company processes,business digitization and management digitization.The research approach used in this work is a combination of literature analysis and case analysis,with Vanke as the research object.The precise implementation measures are based on the integration of relevant ideas and practices at home and abroad,as well as actual examples,transformation results and before and after transformation of Vanke’s digital transformation are analyzed.Research on changes in corporate performance and other aspects,draw conclusions and make recommendations for the digital transformation of the real estate industry.In the part of literature research,the basic concepts of digitization,digital transformation and enterprise performance are explained and the value chain theory,process reengineering theory and contingency theory are introduced.In the case study section,it first introduces the overall situation of the digital transformation of the real estate industry,and analyzes the motivation of the digital transformation of the real estate industry and the existing problems.Secondly,Vanke was selected as the research object,and the basic situation and organizational structure of Vanke were expounded.Then,the SWOT analysis method was used to analyze the current internal and external environment of Vanke from four aspects,such as advantages and disadvantages,and then the process of digital transformation of Vanke was analyzed according to time.Finally,in the analysis of the impact on enterprise performance,some representative data and indicators were selected from both financial and non-financial indicators to analyze the changes before and after the digital transformation of Vanke,and put forward conclusions and suggestions based on the analysis results.The study found that after Vanke’s transformation,some financial indicators have been improved.Additionally,the company’s operating capabilities and efficiency have been enhanced.In terms of non-financial indicators,with the continuous advancement of Vanke’s transformation,the brand value of the company has been improved,and the market share and EVA value have also steadily increased.Therefore,this paper proposes that real estate companies can use digital transformation to enhance their market competitiveness and company value,but they must choose their own digital transformation route according to the particularity of the business and the actual situation of the enterprise,gradually realize the digital transformation of the company,and complete the whole process of the company digital business. |
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