Research On The Motivation, Path And Performance Of Digital Transformation Of Real Estate Enterprise

With the rapid development of digital economy in our country,the real estate industry has been affected by the change of macro-environment in recent years,digital transformation has become an inevitable trend.The real estate enterprises should change the traditional concept in time,look on the digital transformation with a positive attitude,combine digital technology with business,and improve the operating efficiency of the enterprises.Therefore,the analysis of the motivation,Path and performance of digital transformation will help to deepen the understanding of digital transformation,but also help to provide some reference for the digital transformation of real estate industry.This paper selects Longfor Group as a case study,firstly analyzes the motivation and path of digital transformation of Longfor,and then expounds the mechanism of the impact of implementation path on performance.In addition,it makes a comparative analysis of the four financial capability indicators of enterprises,and comprehensively evaluates the financial performance by combining the entropy method with the efficiency coefficient method.Innovation ability.Finally,cash flow valuation method is used to analyze enterprise value and evaluate the impact of digital transformation.The following conclusions can be drawn:First,the motivation for Longfor Group’s digital transformation can be divided into external motivation and internal motivation.The external motivation mainly includes the promotion of digital economy trends,adjustment of national policies and fierce industry competition,while the internal motivation mainly includes the promotion of senior managers,the need of operation and management and the need to increase the added value of products.The path of digital transformation mainly starts from online digital marketing,the establishment of professional digital team,the use of digital technology to empower enterprise business,the launch of smart service brand,and the formation of their own digital ecosystem.Second,after adopting the digital transformation strategy,Longfor Group not only improves its management level,but also improves its operating performance.Third,the digital transformation of Longfor Group has improved its financial performance and non-financial performance.On this basis,the paper puts forward several enlightenments:grasp the opportunity of digital transformation,build the enterprise culture that attaches importance to digital transformation,pay attention to the cultivation of digital talents,plan the digital transformation strategy reasonably,and accelerate the transformation of enterprises.