中國房地產企業的數位化轉型路徑探索

Abstract

烏卡時代下，市場發展的不確定性持續增加。為了維持長期穩定發展，大量企業開始嘗試借助新興技術、數位化能力來變革與重構企業的傳統商業模式及業務生態，實現企業業務轉型、創新和增長。數位化轉型以業務架構為框架，構建主資料管理體系，核心中台能力，推進核心技術在業務場景的深度全面應用,數位化轉型以實現數字企業、科技企業，達成賦能業務，建立生態，打造科技創新力量為目標，推進企業卓越經營管理。最終實現由客戶需求、客戶體驗來驅動的產品和服務。 整個數位化轉型採用6化6通1平臺開展實施，主要分為幾個方面： 一是推進6化建設：投資數位化、行銷數位化、客戶數位化、產品數位元化、工程建設數位元化、經營數位化，建設實現投、儲、供、銷、存、回、利多業態，全業務場景數位化。 二是推進6通的中台能力建設，業財通、流程通、知識通、資料通、客戶通、生態通，打造高效的中台能力，開展平臺賦能，能力共用敏捷集約。 三是推進數位化共用能力基礎平臺建設，推進建築資訊模型（Building Information Model，後文簡稱BIM）、5G、虛擬實境、移動互聯、人工智慧（Artificial Intelligence，後文簡稱AI）、物聯網、區塊鏈、雲計算、大資料等新資訊技術的深度應用。打造穩定的基礎服務。通過以上一系列措施，實現數位化對業務過程全面賦能，推進業務改革與創新。

The uncertainty of the market development continues to increase in the era of VUCA. In order to maintain long-term stable development, a large number of enterprises are trying to transform and reorganize their traditional business model and business ecology with the help of emerging technologies and digitization capabilities to achieve business transformation, innovation and growth. Digital transformation takes the business structure as the framework, constructs the master data management system and the efficient mesh app and service capabilities, and promotes the deep and comprehensive application of core technologies in the business scenario. Digital transformation aims to realize the digital enterprise and technology enterprise, achieve the empowerment of business, establish the ecology, build the power of technological innovation, and promote the excellent management of the enterprise. The ultimate realization of products and services driven by customer needs and customer experience. The entire digital transformation is carried out on six directions, six transparencies, and one platform. which is divided into several aspects. The first is to promote the construction of six directions : investment digitization, marketing digitization, customer digitization, product digitization, engineering construction digitization, operation digitization, construction to achieve investment, storage, supply, sales, storage, return, profit multi-state, the whole business scene digitization. Secondly, we will promote the construction of six transparent mesh app and service capabilities, including industry and finance, process, knowledge, data, customer, and ecology, to create efficient mesh app and service capabilities, develop platform empowerment, and share agile aggregation of capabilities. The third is to promote the construction of digital shared capacity infrastructure platform, and promote the building information model (Building Information Model, later referred to as BIM), 5G, virtual reality, mobile interconnection, artificial intelligence (AI), Internet of things, block chain, cloud computing, big data and other new information technology In-depth application of new information technologies. Create a stable infrastructure service. Through the above series of measures, digitization will fully empower the business process and promote business reform and innovation.