Real estate industry and informatization?

The development of China's real estate industry informatization can be said to be the traditional real estate industry and network technology integration and mutual penetration of the process. After Yahoo, Microsoft and AOL America Online successively opened online real estate service projects, July 18, 1998, China Construction Industry Association launched the "China Construction Online" website. April 3, 2000, Soufun (soufun.com) in the online auction of seven sets of Beijing real estate success, this matter in the industry caused a small shock. This event caused a lot of shock in the industry. Subsequently, Soufun.com once again auctioned 17 sets of Shanghai real estate in just 4 hours of online auction activity, and sold 7 sets of villas at a price of 3 million RMB. This is a bold attempt to domestic real estate network e-commerce, more real estate network economy has opened up a wide world.

The world's developed countries, information technology started earlier, information technology in the field of real estate industry has been a fairly wide range of applications, such as: the United Kingdom established the "in the up to consulting" and "contractor database", the public can query through the network building regulations, Policies and contractors' information; Singapore a few years ago to realize the network management system of government projects; Japan's "public **** engineering integrated information system" is currently the largest in developed countries in the construction market and building product management information system.

I, the impact of information technology on the real estate industry

(a) information technology has improved the function of the house, intelligent housing has appeared

The application of digital technology development of digital housing and broadband community, become a new selling point for real estate. Many internationally renowned manufacturers have already launched Internet homes and electronic homes, showing people the development trend of the real estate industry in the 21st century.

In 2000, the world's leading provider of Internet equipment and solutions, Cisco Systems, officially launched the Internet home, showing the world the exciting lifestyle brought about by high-speed, uninterrupted Internet connectivity and a multitude of home appliances with network capabilities. Intel Corporation is also not willing to lag behind, vigorously promote the personal computer as the center of the electronic home (e-home), the use of wired, wireless and other ways to connect digital cameras, electronic microscopes, collectors and other home appliances. Finland 2002 also launched to network technology as the theme of the new urban district - network city, the city in addition to electronic shopping malls, there are home robots, home theater, video telephones, network doctors and other facilities.

(ii) information technology has changed the traditional real estate management

The development of computers, networks, communications and other technologies converge to make information processing and transmission of breakthroughs in time, geographical limitations, but also gave birth to e-commerce, online supermarkets, virtual communities, and other new things, people's lifestyles and ways of consuming a huge change in the real estate industry's business management model is also subject to an unprecedented impact. The real estate industry's management mode has also been affected by the unprecedented impact.

1. Consumers have become the dominant player in the real estate market. Consumers have a great right to choose from the huge amount of real estate information in front of them. For developers, how to attract the attention of more consumers, especially the attention of potential consumers, will become a key step to realize the value of the product. It can be said that in the network environment, each "individual" will become the market leader. According to authoritative estimates, each pair of Yahoo (Yahoo.com) "eyeballs" (reading traffic), are for Yahoo to create a value of 2609 U.S. dollars, and each pair of Amazon bookstore & lt; Amazon.com) "eyeballs", the value of 2699 U.S. dollars. (Amazon.com), which is worth $2,699. The more "eyeballs" a company gathers, the higher the value of the company itself.

In terms of residential products in the real estate industry, what consumers need is not only material fulfillment, but also more importantly, spiritual and cultural fulfillment. External to the surrounding environment, architectural style, community culture, internal to the household design, supporting facilities, etc., personalized consumption will become the mainstream of consumption. In order to maximize the consumer's personalized needs, producers will be through the virtual market, customers are invited to participate directly in the development of new projects, the design process, so that the supply and demand for goods to achieve a high degree of unity, reducing the risk of sales, which also contributes to the enhancement of customer satisfaction, so as to retain the old customers, to attract new customers.

2. Traditional real estate intermediary disintegration, the birth of a new type of intermediary. The traditional real estate intermediary service system mainly consists of real estate economic agents, appraisal companies, consulting companies. Under the traditional economic model, it is difficult for product providers and consumers to communicate, and the intermediary body often serves as a link and bridge between supply and demand, providing services for both sides by virtue of the large amount of information it holds on both supply and demand. However, one of the most significant features of the network economy era is its directness, that is, for the production side and the consumer to provide direct communication and trading opportunities. This has formed a strong pressure on the traditional real estate intermediary service industry, which "communicates with buyers and sellers as the basis for survival". Under this strong pressure, traditional intermediaries are forced to transform, carry out online intermediary services, and become a new type of intermediary in the era of network economy. Those who can not adapt to the requirements of the network era of intermediary enterprises will be eliminated. The new intermediary to the network platform as the basis for a strong professional foundation and technical advantages, the integration of real estate developers, especially small and medium-sized real estate enterprises, resources, and effectively participate in the supply and demand transactions, and then gain from it. The American Association of Realtors released a survey report shows that technological innovation is affecting the traditional operation of real estate agents. The report said that since 1997, the U.S. Association of Realtors, more than 700,000 members, the proportion of members online has increased from 27% to 72%, 60% of brokers through e-mail to contact customers, 60% of real estate companies on the Internet to build a Web site, 72% of real estate companies do business through the Internet.

In the dot-com era, real estate transactions will involve only a few entities: sellers will put their homes for sale on the Internet, and buyers will be able to contact them by phone or E-MAIL. The buyer can apply for a loan through the Internet and give his maximum borrowing amount and discount points. Once the borrower selects a loan recipient, the entire original transaction is completed electronically, including electronic credit card scoring (appraisal method), computer-generated documents, and communication between the borrower and lender via E-MAIL, fax, and telephone. When a loan agreement is reached, a notary confirms the signing of all documents, sends the relevant documents to the borrower, and this loan is then ready to be traded on the secondary market.

3. Real estate business expands geographically. Globalization is the external characteristics of the network economy, the development of information technology so that the whole world has become a "global village", the constraints of the spatial factors to a minimum. In the past, the immovability of real estate products, as well as the incompleteness of information on regional culture, consumer preferences, policies and regulations, have hindered the footsteps of investors. However, in the age of the Internet, full access to information is, to a certain extent, removing the barriers that hinder foreign competitors. Foreign competitors can understand the local macroeconomic situation, policies and regulations and urban planning through the government websites, but also through the comprehensive website to understand the local customs, consumer habits and consumption levels, thus narrowing the information gap between foreign and local operators, so that real estate companies can seek development in the country and even abroad somewhere.

4. Real estate investment risk reduction. As we all know, the real estate industry is a capital-intensive industry, and the investment cycle is long, with high-risk, high-yield characteristics. In the traditional market where information is incomplete, real estate products have significant territoriality, and it is almost impossible for foreign competitors to operate across territories and borders; even if they operate locally, enterprises will face great investment risks.

However, in the era of network economy, with the accelerated pace of China's information technology construction, whether it is the government network, enterprise network, or a comprehensive portal network, real estate professional network, are presenting the development of the J decision (number, scale), the amount of information, high quality, practicality and so on, at the same time, the Internet users are also surging, and the current age of the main distribution of the real estate consumers between 2835 years old, which is the main age group. This is also the main age group of real estate consumers. This part of the consumer group because of the existence of demand, so will take the initiative to use the network to pass the demand information, the formation of the supply side, the demand side, the intermediary, the government information gathered together, the total amount of information on the market has increased dramatically. The traditional market information is incomplete, opaque contradictions in the network economy has been changed, thus reducing the investment risk of real estate enterprises.

5. Real estate cycle fluctuations are smooth. Like other industrial economy, the real estate industry in the actual economic operation there are more obvious cyclical fluctuation phenomenon, which is an indisputable fact. The real estate industry as an organic part of the national economy, its rise and fall to a large extent by the national economy, at the same time, due to the special status and role of the real estate industry, at present, China still attaches more importance to the real estate market policy regulation and control, so that the development of the real estate market is more susceptible to the influence of policy factors. Therefore, although the cyclical fluctuations of the real estate industry belongs entirely to the market economy, but the cause of the real estate development of the cyclicality of the causes may be derived from the role of the economic system's own factors, but also may exist outside the economic category, is the outside world to give the non-economic impact and interference.

The development of real estate information technology and the wide application of information technology has greatly slowed down the real estate cyclical fluctuations. On the one hand, in the information society, information as an important element has been y and widely integrated into all aspects of real estate development and operation, customized services, personalized production, the whole process of marketing to promote the integration of production and marketing, supply and demand to achieve a relatively balanced, to a certain extent, to reduce the amplitude of fluctuations; on the other hand, the degree of information technology in the community to improve, in particular the depth of the government's information technology construction, so that the transparency, timely and accurate information about macroeconomic policies and the macroeconomic situation. The transparency, timeliness and comprehensiveness of the macroeconomic situation have been enhanced. Real estate development enterprises in the exact grasp of the macro-environment on the basis of timely strategic adjustments will be conducive to reducing the operation of the ups and downs, thereby reducing the amplitude of fluctuations.

Two, the information age of real estate business philosophy

Microsoft founder Bill Gates once said: "The real estate industry will change due to technological advances, this change has begun and at a very fast pace, only to realize that people can survive in the real estate industry." Currently, this prediction is becoming a reality. In today's information age, the real estate industry must set up a new business philosophy, only then, China's real estate industry can be sustainable, healthy and rapid development.

(A) consumer-centered business philosophy

With the deepening development of market economy, consumers continue to mature, the real estate market competition is becoming more and more intense, has completely entered the buyer's market era. Real estate commodities have the special characteristics that distinguish them from other general commodities, it has a long construction cycle, long time of use, especially the transaction price is huge, people buy real estate commodities, usually spend a few years or even a longer period of time savings, which hosts people's hope, longing and pursuit. Therefore, customers tend to be more cautious in choosing real estate commodities. With the development of the times, people's personalized needs continue to grow, for housing design, community environment, traffic conditions, and even the human environment, supporting facilities, service quality and so on put forward higher requirements, therefore, in the current buyer's market, customer satisfaction has become the identification of real estate companies all behavior of the only standard. Once the real estate goods can not be marketable, enterprises will face huge losses. Therefore, all real estate business activities, such as market research, planning and design, development and construction, advertising, marketing, after-sales service and property management, etc., must be established to the consumer as the core of the business philosophy, in order to adapt to market needs, to provide customers with satisfactory real estate goods.

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