Демистификация цифровой трансформации брокерской индустрии недвижимости в Китае: пример компании Lianjia (Beike)
Аннотация
Стремительная цифровая трансформация индустрии недвижимости в Китае привела к революции традиционных бизнес-моделей, и компания Lianjia (Beike) оказалась в авангарде этих изменений. В данном исследовании рассматривается путь компании Lianjia от обычной брокерской фирмы до ведущей цифровой платформы. Анализируется опыт создания хранилища данных о жилье и сделках (словаря жилья), развития сети сотрудничества агентов (ACN) и внедрения бизнес-модели оффлайн-онлайн (O2O) на основе информационных систем управления (MIS). С использованием методологии «кейс-стади» показано как инновационное использование технологий в компании Lianjia повысило операционную эффективность, удовлетворенность клиентов и сформировало серьезные конкурентные преимущества. Представленные результаты дают ценное представление о потенциале цифровых платформ для стимулирования непрерывных инноваций и преобразований компаний в сфере недвижимости. В исследовании также обсуждаются более широкие последствия для цифровой экономики и предлагаются рекомендации для компаний, стремящихся к подобным преобразованиям.
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