Study On Vanke’s Profit Model Of Digital Transformation From The Perspective Of Value Network

The real estate industry is one of the pillars of China’s national economy and plays an important role in China’s economic construction.However,the development of real estate enterprises largely depends on the external environment.In recent years,due to the impact of macroeconomic changes,China’s real estate market has entered a stage of adjustment.At this stage,the resource gap between real estate enterprises is increasingly narrowing.In order to gain competitive advantage,real estate enterprises have begun to explore new profit models using digital technology.At the same time,Vanke is a leading enterprise in the real estate industry in China,and its digital transformation started early.By analyzing the operating effects of its profit model under digital transformation and the problems existing therein,Vanke draws lessons from successful cases,with a view to providing reference value for other real estate enterprises.With the in-depth development of digital transformation,various enterprises have formed increasingly close ties through strategic cooperation and equity holding,which means that enterprises involve more and more stakeholders in the process of profitability.Actively integrating and utilizing internal and external resources to achieve value creation has gradually become a key measure for today’s enterprises to achieve sustainable development.In addition,the scope of competition among enterprises has also become more extensive,and the competition model has also shifted from traditional linear competition to a value network competition model.It can be seen that from the perspective of the value network,evaluating Vanke’s profit model under the digital transformation has certain practical significance.The concrete research route of this paper is: the first step is to take the development of the real estate industry and its digital transformation as the keynote,to study the motivation and status quo of the whole industry’s digital transformation,and then to extend the case study;The second step is to judge the model of Vanke based on the common profit model in the real estate industry,and study the changes under its digital transformation;The third step is to analyze the operation effect according to the financial and non-financial indicators from the perspective of value network.The findings are as follows:(1)Vanke’s digital transformation has achieved some success.Vanke has made full use of digital technology in the value proposition process and improved its profitability through a scientific marketing strategy;(2)Vanke’s profit model still has some shortcomings: its relationship with value objects needs to be strengthened,its costs are high and its approach to value creation is relatively simple;(3)Vanke can optimize its own profit model by strengthening the relationship between the object of value,optimizing the process of value creation and value protection,realizing the control of cost and expense,and looking for more ways to create value.