How to strengthen the information construction of real estate

In the initial stage of informatization construction of real estate enterprises, the low degree of external informatization is the bottleneck problem that restricts the industry to promote informatization construction, which is mainly manifested in the information integration between enterprises and the standardized technology of sharing contact with the outside.

With the advent of world economic integration, knowledge economy, network economy and information society, real estate enterprises must speed up the process of information construction if they want to win in the world competitive environment. Only by being familiar with the importance and development trend of informatization construction can we "promote governance innovation, industrial upgrading, increase economic benefits and improve the market competitiveness and viability of enterprises".

First, the status quo and characteristics of real estate enterprise informatization

Real estate is a typical capital-intensive industry with the characteristics of large investment, long cycle, high risk, strong regional projects and strong policies. With the national macro-control and housing commercialization reform, real estate enterprises and real estate market are transforming into orderly, large-scale, branded and standardized management.

The real estate developer is the leader of the construction chain, and the management runs through the whole life cycle of the project: investment feasibility study, project establishment, preliminary preparation, bidding, project construction, completion acceptance, project sales, property management, etc. However, development enterprises are not direct production enterprises. In the process of development, it is necessary to unite other excellent upstream and downstream enterprises in the industry, establish a resource alliance with close business relations and economic interests, realize complementary advantages, adapt to the competitive environment of socialized mass production, enhance market competitiveness, and achieve a win-win goal.

Therefore, cooperative construction is the industry characteristic of real estate development. Real estate project governance is not an internal business process in a narrow sense, but an extended business collaboration between enterprises in a broad sense. This kind of economic resource alliance is a kind of enterprise group with social cooperation. Real estate products are formed through planning, design and construction, and then economic information and economic trading networks are formed by various social departments according to their business relationships to provide services.

Second, the real estate enterprise information solutions

According to the characteristics and application architecture of real estate enterprises, information solutions can be planned as: collaborative construction management solutions, enterprise management solutions, e-commerce solutions and decision support solutions. For all large, medium and small real estate companies, it mainly includes: investment real estate companies, real estate project management companies, group-level real estate companies, sales companies, real estate companies, property management companies, real estate intermediary companies and so on.

1, enterprise collaborative office

It mainly includes: office automation, human resource management, file management, knowledge center, financial management, etc. This is the system composition of enterprise management. Among them, office automation system is mainly aimed at the information application of enterprises in daily office and collaborative work, which is not only one of the relatively independent applications in the whole information system construction planning, but also provides platform support for the establishment of other information systems. The establishment of other information systems also needs communication, cooperation and coordination. We can use the collaborative platform of office automation information system to establish new network-oriented applications, improve information transmission and enjoyment, and widely integrate and make full use of office and daily affairs (administration and business) information. Automatically classify management according to individuals, departments and events, record and count daily work and events in detail, improve management level and provide information support for company decision-making.

2. Life cycle project management

The project management system is based on the idea of project management with progress as the main line, contract as the constraint and cost control as the goal. It adopts the project management cycle system as the management control mode to solve the problems of unclear objectives, unclear responsibilities, unclear accounting and poor supervision in the real estate development process, and strengthen the pre-control and analysis and decision-making ability of the project.

The system is based on three elements of project management: specialty (function, quality, production capacity, etc.). ) target, time limit for a project target and investment (cost, investment) target. These three * * * together constitute the target system of project management.

The work done in the early stage of the project determines the project objectives, mainly including investment objectives, schedule objectives and quality objectives, which are the core contents of project management.

Investment management includes the determination of investment objectives, the preparation of investment plans and investment control. Schedule management includes the determination of schedule objectives, the preparation of schedule plan and schedule control. Quality management includes the determination of quality objectives, the preparation of quality plans and quality control. According to the actual situation of the project, first determine the project schedule, and then determine the quality management plan and investment plan; In the process of project implementation, engineering elements such as schedule management, investment management, quality management, bidding management, contract management, organization and coordination, safety management, environmental protection management and document management need to run through and cooperate with each other to ensure the smooth implementation of the project.

The investment, progress and quality objectives of a construction project are inseparable, they are mutually restricted and influenced, and the engineering elements are also interrelated. From the perspective of integrated management in the whole process, it is necessary to ensure the relative independence of management elements and strengthen the connection between management elements, so as to facilitate the demand of professional management and the overall control of project objectives.

The system faces the whole life cycle of the construction process, including the main business systems: investment feasibility analysis, project establishment, development and construction application, bidding management, contract management, fund management, schedule management, cost management, material management, engineering management, design management, budget management, enterprise resource database and document management.

3. Sales management

Due to the high acquisition cost of customers in the real estate industry, the increasingly rational purchase behavior of customers, low secondary purchase rate and long repeated purchase cycle, it is inevitable that real estate enterprises will find it difficult to maintain customer resources and have low customer loyalty. But it is precisely because of the high product value that customer resources are important to real estate enterprises. The implementation of customer relationship management system will help real estate enterprises to maintain customer resources, enhance customer loyalty, tap customer value and form their own core competitiveness in the increasingly fierce competitive environment.

4, decision support and report management

Mainly used for decision-making and management in need. Track and report the dynamic situation in the project and management process. Mining data from various latitudes and angles enables leaders to track and query the progress, bidding, progress, cost, contract and funds of the project.

Third, the development trend of information construction of real estate enterprises

The development trend of informatization construction of real estate enterprises in the future is mainly manifested in the following aspects:

1, the understanding of informatization tends to be rational.

The informatization construction of real estate enterprises needs to proceed from the strategic objectives of enterprises, comprehensively consider the roles of people, technology and governance in enterprises, and comprehensively apply modern governance technology and information technology; It is necessary to realize the organic integration and optimized operation of information flow, logistics and capital flow in the whole process of enterprise operation, realize the overall optimization of quality, cost and progress, and improve the adaptability and comprehensive competitiveness of enterprises. Therefore, the understanding of information construction in the real estate industry will tend to be rational in the future.

2. Service investment will continue to increase, while hardware investment will decrease.

Relevant surveys show that in the next few years, the increase of IT investment of real estate enterprises will mainly focus on services, and its investment in services will increase at an average annual rate of 5%-6%, while its investment in hardware will continue to decline, and its proportion in total IT investment will basically decline at an average annual rate of about 3%.

3. Organizational structure optimization promotes business process reengineering.

The original high-rise structure of real estate enterprises will gradually be replaced by a flat "dynamic network" structure. Informatization construction will accelerate the internal and external integration of enterprises, shorten the integration cycle, thus promoting the optimization of enterprise organizational structure and ultimately promoting the reorganization of enterprise processes. The informatization construction of real estate enterprises will realize the operation automation, network governance and intelligent decision-making of all production and business activities of enterprises, in which collaborative office is the foundation and intelligent decision-making is the peak.

4. The relationship between real estate enterprise culture and information construction is getting closer and closer.

The essence of corporate culture belongs to the category of "soft culture" governance. The unique corporate culture of real estate enterprises will continuously promote the process of enterprise information construction through its functions of self-cohesion, self-transformation, self-adjustment, self-improvement and self-continuation. On the one hand, informatization construction needs the strong support of corporate culture, and the full implementation of informatization in real estate enterprises in the future depends on advanced corporate culture to create a good corporate environment and atmosphere; On the other hand, the integration of internal and external enterprises brought by informatization will be beneficial to the shaping of corporate culture. Therefore, real estate enterprise informatization and real estate enterprise culture construction will be interrelated and influenced each other.

5, enterprise information construction to speed up the standardization process.

In the initial stage of informatization construction of real estate enterprises, the low degree of external informatization is the bottleneck problem that restricts the industry to promote informatization construction, which is mainly manifested in the information integration between enterprises and the standardized technology of sharing contact with the outside.

With the advent of world economic integration, knowledge economy, network economy and information society, real estate enterprises must speed up the process of information construction if they want to win in the world competitive environment. Only by being familiar with the importance and development trend of informatization construction can we "promote governance innovation, industrial upgrading, increase economic benefits and improve the market competitiveness and viability of enterprises".