房地產(chǎn)外文翻譯--大數(shù)據(jù)在我國房地產(chǎn)企業(yè)中的應(yīng)用研究

1、<p>　　7110漢字，4000單詞，21700英文字符</p><p>　　出處：Du D, Li A, Zhang L. Survey on the Applications of Big Data in Chinese Real Estate Enterprise[J]. Procedia Computer Science, 2014, 30:24-33.</p><p>

2、;　　畢業(yè)設(shè)計（論文）外文原文及譯文</p><p><b>　　一、外文原文</b></p><p>　　Survey on the Applications of Big Data in Chinese Real Estate Enterprise</p><p>　　D Du，A Li，L Zhang</p><p&g

3、t;<b>　　Abstract:</b></p><p>　　This paper focuses on the present applications of big data in Chinese real estate development and marketing from the perspective of real estate enterprises. The prob

4、lems in this practice for big data’s application are analyzed by now. What’s more, the possible solutions to solve the above problems are proposed in this paper. It benefits the real estate enterprises to strength their

5、competition with big data technology.</p><p>　　Keywords: Big data,Chinese real estate enterprises,application status</p><p>　　1 Introduction</p><p>　　The explosion of data volume fu

6、eled by stunning and exciting advances in the computer technology and Internet techniques made the big data the focus of widespread attention. As early as 2000, in the first few weeks of Sloan Digital Sky Survey the data

7、 size observed by telescope in New Mexico is bigger than that has been collected in the entire history of astronomy. Big data almost derives its origin from astronomy. In addition to natural science such as astronomy, bi

8、omedicine, geoinformatics and</p><p>　　There is no doubt that data resources are crucial in the age of big data. A number of enterprises have gained excellent decision making capabilities and immeasurable ec

9、onomic benefits through valuable information produced by data mining.In order to keep Chinese economic development in a sustainable, sound and rapid manner, it is very important for real estate enterprises to take full a

10、dvantage of big data because of the status of real estate industry as a pillar industry of the national economy.</p><p>　　2 Literature</p><p>　　To understand thoroughly the big data phenomenon i

11、s late in last several years relative to the recognition of usual data. So is the related academic research. Actually, it received high attention from academic and industrial sector at once presented, followed by the big

12、 data boom both in theory research and practical application. Chinese property enterprises seize opportunities in time making successful practices, though the systematic research about the applications in big data in aca

13、demia is n</p><p>　　It is McKinsey that first puts forward the concept of big data. Big data has become an important factor of production permeating into different industries and functional areas for now. Th

14、e mining and applications of large data means a new wave of productivity growth and consumer surplus. Viktor Mayer-Schönberger stared the research on big data. He is also known as the prophet of the era of big data.

15、 He made a point that prediction is the core of big data. The transformation from samples to the o</p><p>　　The MIIT stressed four innovative projects on key techniques including information processing techn

16、ology in the "twelfth five-year" plan in December 2012, though “big data” was not official definition then. The information processing technology such as mass data storage technique and video image intelligent

17、analysis is closely related to big data. With the time of cloud, big data is not only the IT hot word but also the focus of academic study. Studying a lot, Wang Shan at RenMin University of C</p><p>　　The pr

18、esent domestic researches center on fields with large amounts of data easily available, such as library information management system and the building of digital library, the influence of big data to culture and media, t

19、he business marketing and accounting context with big data, the micro-miniature credit management based on big data, diseases control and prevention depended on big data, and so on. In spite of some achievements, the app

20、lications of big data in a few certain fields are more</p><p>　　3. The Present Applications of Big data in Chinese Real Estate Enterprises</p><p>　　Regarding big data as the “future petroleum re

21、source”, White House stared the Big data Research and Development Program. It is apparently to us to get the point. At the industrial level, the age of big data likely offer an even greater space for growth for those ent

22、erprises with a huge number of data and advanced data handling techniques. It seems that the property bubble is not endless and the housing price will back suitable sooner or later. Then it’s the key to realty developmen

23、t and marketin</p><p>　　Those huge numbers of data with variety and complexity brings new revenue model and vast space for development. In current applications of big data, the realty enterprises including d

24、evelopers, agency and property management companies all expand multiple comprehensive business domains. The realty development operation, intermediary services and property management are bound together inextricably. Mai

25、nly, this paper centers on realty development and marketing to illustrate the current application</p><p>　　3.1. The Applications of Big data in Realty Development</p><p>　　Big data provide stron

26、g support for a more rational way to develop. It benefits realty enterprises to implement diversified investment through data remining for potential value. The digital personal information and the revolutionary changes i

27、n the way of thinking make innovative investments the new revenue growth opportunities for realty enterprises in the age of big data.</p><p>　　3.1.1. Rational Investment and Diversified Development</p>

28、<p>　　There are more than 660 cities in our country with different housing price and different appetite for investment as well as diverse natural environment and situation on economic development in different regi

29、ons.</p><p>　　The real estate market is still rising steadily overall, but the phenomenon of ghost towns of empty houses seriously deviates from developers expectation. Fortunately, the history of real estat

30、e is long enough for these enterprises to possess large numbers of data, such as geographic location, situation on economic development, urban planning and policy orientation, investment under construction, the land mark

31、et competition, and so on. Using an advanced method to analyze the big data, these ente</p><p>　　Land resources are very important for realty enterprises. The big data provides the potential for real estate

32、enterprises to have access to explicit land market information. Realty enterprises should attach importance to the land market and pay attention to the market trend. China Vanke Co.Ltd .always concentrates on residential

33、 market, and its datas on land resources almost come from the third party. Facing the constantly climbing land prices, Vanke analysis the big data to get land in the seco</p><p>　　Apart from supply-demand an

34、alysis or buying land reasonably, the applications of big data in diversified investment within the business-wide also bring massive profits. Wanda Group and Greenland Group and some other companies take the opportunity

35、of big data to expend their business diversely to hotel and traveling commodity service, exploring profit space out of housing market. As Viktor says, the recycle of data can reveal its potential value instead of depreci

36、ation. The big data not collected</p><p>　　3.1.2. Innovative Investment</p><p>　　It’s good for rational development and diversified investment to analyze previous data of investment and sale. Ho

37、wever, these enterprises, especially the bigger ones, possess more than that. The data of buyers’personal information is also considerable, and this information is far more than the name, family structure,incomes and pur

38、chasing intent. More and more personal informations are getting easily available due to the development of the Internet and the spread of computers in era of big data.</p><p>　　Vanke Group and Fantasia Group

39、, two of the leader realty enterprises, also stay ahead of the applications of big data. Based on consumer demand, Fantasia planned to build community e-commerce creatively, combining commercial tenants with customers th

40、rough app on cellphones. Holding millions of homebuyers’ data, Fantasia is able to establish a convenient efficient platform for marketing. This advantage of big data will help Fantasia to improve strength at the same ti

41、me. In addition to community e</p><p>　　The innovative investment made by Shimao Group is more remarkable compared to Vanke and Fantasia. As its business ideas state, the homebuyers prefer an experience of a

42、 lifetime rather than a mere house in the future.Therefore Shimao introduced the “health clouds” business management to its property owners for the health monitoring and advisory opinion. Analyzing the monitor data colle

43、cted by some mobile devices like cellphones and watches in real time, they can produce a health scheme, preparing</p><p>　　The applications of big data in innovative investment are common occurrence at forei

44、gn real estate enterprises. The classical case, Windermere Real Estate, is popular in American college textbooks. They plan for the potential buyers with their commute routes and the cost of time by analyzing information

45、 from nearly one hundred million drivers’ GPS. This innovative business not only meets the customers’ demand with improving quality of service, but also promotes the realty seals. That’s worth con</p><p>　　T

46、able 1. The Applications of Big data in Realty Development</p><p>　　3.2. The Applications of Big data in Realty Marketing</p><p>　　In fact, there are over-developed real estates in some medium a

47、nd small cities in our country. House is essentially a special consumer good while the seemingly substantial benefit attracts large amounts of investment. Actually, the attraction there is far less than tier one and tier

48、 two cities leaving the vast number of vacant houses. Therefore, how to use big data to promote sales is crucial. In addition, traditional marketing models are ineffective as the popularization of electronic commerce <

49、;/p><p>　　To deal with these issues, above all, is to market successfully in the era of big data. Data resources are very important for realty enterprises to raise competitiveness. The huge and perfect sources

50、of data ensure precise customer location and the effective marketing. At first, real estate enterprises can implement precise marketing relying on information system. They can build the customer data system based on the

51、possession of big data to categorize the customers, then extract useful informat</p><p>　　In addition, some large estate enterprises change marketing patterns, actively turning to e-commerce. Xinfeng real es

52、tate created five big data application system last years. The resources decision support system, the house book network and Xinfeng automated assessment systems are part of the five systems already running with high perf

53、ormance. The houses book network can select certain houses according to the users’ demand. The automated assessment systems can evaluate the housing price automati</p><p>　　Those marketing models above all w

54、iden existing business domain proactively without the third-party. In Viktor’s opinion, if the estate enterprises are willing to share data, they can cooperate with the third-party,joining up with the market players like

55、 developers and home services and customers, fully demonstrating the advantage of big data. For example, the CNFS real estate big data system includes data of 289 cities ranging from government to the estate enterprises

56、even the Second-hand housi</p><p>　　4 The Problems of Applications of Big data in Real Estate Enterprises and the Solutions</p><p>　　Big data is new. Estate enterprises should pay more attention

57、 to the challenges and potential problems while taking advantage of big data for development and marketing. The contradictions between privacy protections and big data are irreconcilable. The big data processing technolo

58、gy is not easily available for most enterprises. In addition, the characteristic of real estate corporations bring more challenges into the applications of big data.</p><p>　　4.1 The Problems on Big data and

59、 the Solutions</p><p>　　It’s inevitable to get enough personal information when the estate enterprises provide specific services for different customers. If the size of the data is big enough, recognition ra

60、tes of the personal identity can reaching more than 99% even without personal information. According to present ethics and moral concept it’s impossible for us to ignore the big data containing much personal privacy. To

61、deal with this problem, Viktor prefers the data users rather than the possessors to take responsi</p><p>　　Big data encompasses much more than just lots of number.It’s more complex and disordered. The collec

62、tion,storage and processing of this enormous unstructured data needs unusually advanced technology. The generation of big data is fast and sustained with lower and lower value-density. It’s a big challenge for any estate

63、 corporation to capture the sort of useful information from the large numbers of multifarious data. On the</p><p>　　one hand, to make national big data strategies and to promote the process of academic study

64、 on big data and the conversion of research achievements into realistic productivity will help estate corporation improve the big data handling capabilities.On the other hand, it may be a good choice for real estate ente

65、rprises to have big data handled by professional third parties. Different types of companies play different roles at the age of big data. The estate corporations can center on the applicati</p><p>　　Great im

66、portance should be attached to international exchange and cooperation in the era of big data. Meanwhile, real estate enterprises should pay attention to the possible impact making by foreign advanced technology on applic

67、ations of big data. Seeing the big data in Chinese market, several foreign companies want to enter the market for the big data business, while there is no comparable domestic enterprise being able to counter that at pres

68、ent. Under this condition domestic companies should </p><p>　　4.2 The Problems on Real Estate Enterprises and the Solutions</p><p>　　Real estate is the mainstay of real economy with some charact

69、eristics of fictitious economy such as complexity, metastability and high risk, increasing the uncertainties in applications of big data. As fictitious economy system is highly sensitive to expectation, the publicity and

70、 sharing of big data can impact investment demand because of the changes on people’ expectations of realty. Given the metastability this impaction will destroy the instability of real estate, influencing national econom&

71、lt;/p><p>　　The advantage of big data is not nature for real estate other than e-commerce. There exist data structural imbalances and information asymmetry. So the platform for data sharing is a crying need. Th

72、e platform should be designed for the realty data storage and help to build a huge real estate database referring to the Real Estate Appraiser’ work. For example, set up and improving of housing information system is ben

73、eficial to systematical management of the data of housing monitoring, housing fund</p><p>　　More comprehensive business, wider range and more collective management are the current growing trends in real esta

74、te enterprises. Under the conditions, how to operate effectively is also a big data problem. The estate enterprises have to build a big data warehouse planning person, money, matter, and information, and carry out the in

75、tegration management by data mining and analysis for predictions.</p><p>　　From:Procedia Computer Science 30 ( 2014 ) 24 – 33</p><p><b>　　二、譯文</b></p><p>　　大數(shù)據(jù)在我國房地產(chǎn)企業(yè)中的

76、應(yīng)用研究</p><p><b>　　摘要：</b></p><p>　　從房地產(chǎn)企業(yè)的視角闡述大數(shù)據(jù)的應(yīng)用情況, 分析近年來大數(shù)據(jù)在我國房地產(chǎn)企業(yè)中的應(yīng)用案例，并結(jié)合國外個別經(jīng)典案例分析大數(shù)據(jù)在房地產(chǎn)企業(yè)開發(fā)和營銷方面的積極作用。研究表明，大數(shù)據(jù)有利于房地產(chǎn)企業(yè)進(jìn)行理性開發(fā)和多元化、創(chuàng)新性投資；有利于房地產(chǎn)企業(yè)實(shí)現(xiàn)精確營銷，擴(kuò)展業(yè)務(wù)范圍或通過與第三方平臺合作的方式拓

77、寬營銷渠道。通過對我國房地產(chǎn)企業(yè)大數(shù)據(jù)應(yīng)用情況的分析，提出在當(dāng)前應(yīng)用實(shí)踐中存在的問題，包括來自大數(shù)據(jù)方面的挑戰(zhàn)和房地產(chǎn)企業(yè)本身的特點(diǎn)所帶來的問題；結(jié)合已有研究成果提出應(yīng)對策略，為房地產(chǎn)企業(yè)更好地應(yīng)用大數(shù)據(jù)提供了理論支持。</p><p>　　關(guān)鍵詞：大數(shù)據(jù)，房地產(chǎn)企業(yè)，應(yīng)用</p><p>　　1 大數(shù)據(jù)和現(xiàn)實(shí)生活</p><p>　　在計算機(jī)技術(shù)和互聯(lián)網(wǎng)技術(shù)的帶動

78、下，數(shù)據(jù)量以驚人的、令人振奮的發(fā)展展，爆炸的規(guī)模使大數(shù)據(jù)成為廣泛關(guān)注的焦點(diǎn)。早在2000年，斯隆在最初的幾個星期用數(shù)字巡天望遠(yuǎn)鏡所新墨西哥州觀察到的數(shù)據(jù)的大小大于已經(jīng)囊括了天文學(xué)的整個歷史。大數(shù)據(jù)幾乎是起源于天文學(xué)。除了自然的科學(xué)，天文學(xué)、生物醫(yī)藥、地理信息等領(lǐng)域容易伴隨著巨大的數(shù)據(jù)量，大數(shù)據(jù)是眾所周知的社會生活。特別是近幾年，云計算的外觀和IOT加快“大數(shù)據(jù)的時代”的到來。據(jù)說，谷歌和百度每天約需處理幾十拍字節(jié)的數(shù)據(jù)；平均每一秒鐘就有

79、一段長于1小時的視頻發(fā)布在YouTube上; Facebook有超過10億的注冊用戶，每天上傳的照片數(shù)量約1000 萬張，點(diǎn)贊或評論次數(shù)高達(dá)幾十億; 淘寶網(wǎng)平均每天產(chǎn)生約20太字節(jié)的數(shù)據(jù)，11月11日有超過35十億的交易。此外，由銀行和金融行業(yè)或某些電信業(yè)控制越來越多的個人信息;而通過無所不在的傳感器收集的工業(yè)數(shù)據(jù)也急劇上升。正如CBC資本董事長Tian Suning所說的那樣，“如今，一個大規(guī)模生產(chǎn)、分享和應(yīng)用數(shù)據(jù)的時代正在開啟”。&

80、lt;/p><p>　　在大數(shù)據(jù)時代，數(shù)據(jù)資源的戰(zhàn)略價值毋庸置疑，許多企業(yè)通過大數(shù)據(jù)挖掘出有效信息，提高了決策能力和經(jīng)濟(jì)效益。為保持中國又好又快可持續(xù)的經(jīng)濟(jì)發(fā)展,房地產(chǎn)企業(yè)利用大數(shù)據(jù)是非常重要的, 尤其是當(dāng)房地產(chǎn)價格持續(xù)上行或房地產(chǎn)泡沫膨脹危及國民經(jīng)濟(jì)和民生時,房地產(chǎn)業(yè)的地位作為國民經(jīng)濟(jì)的支柱產(chǎn)業(yè)，可以有效利用大數(shù)據(jù)的挖掘潛力，改善投資和營銷的能力,這樣，房地產(chǎn)行業(yè)將能夠保證國民經(jīng)濟(jì)，使其發(fā)揮根本性的指導(dǎo)作用。<

81、;/p><p>　　2 房地產(chǎn)市場數(shù)據(jù)和學(xué)術(shù)研究</p><p>　　理解大數(shù)據(jù)的現(xiàn)象是在前幾年對于通常數(shù)據(jù)的承認(rèn)，相關(guān)的學(xué)術(shù)研究也是如此。實(shí)際上,它剛一提出就受到學(xué)術(shù)和工業(yè)部門的高度關(guān)注,緊隨其后的是大數(shù)據(jù)在理論研究和實(shí)踐應(yīng)用程序的繁榮。中國房地產(chǎn)企業(yè)及時抓住機(jī)遇獲得成功的實(shí)踐,但是，目前在學(xué)術(shù)界系統(tǒng)地研究大數(shù)據(jù)的應(yīng)用遠(yuǎn)遠(yuǎn)是不夠的。</p><p>　　麥肯錫公司最先

82、提出大數(shù)據(jù)概念：“數(shù)據(jù)已經(jīng)成為重要的生產(chǎn)因素滲透到當(dāng)今各個行業(yè)和業(yè)務(wù)職能領(lǐng)域。人們對于海量數(shù)據(jù)的挖掘和運(yùn)用，預(yù)示著新一波生產(chǎn)率增長和消費(fèi)者盈余浪潮的到來”。牛津大學(xué)著名網(wǎng)絡(luò)和數(shù)據(jù)科學(xué)家維克托? 邁爾-舍恩伯格認(rèn)為預(yù)測是大數(shù)據(jù)的核心；大數(shù)據(jù)時代應(yīng)對紛繁復(fù)雜的數(shù)據(jù)進(jìn)行取舍，構(gòu)建積極而安全的未來。國際頂級期刊Nature和Science 分別?？舜髷?shù)據(jù)，闡述了大數(shù)據(jù)的潛在價值及處理技術(shù)上的困難。我國“十二五”規(guī)劃中重點(diǎn)強(qiáng)調(diào)了信息處理技術(shù)等四

83、項與大數(shù)據(jù)概念密切相關(guān)的關(guān)鍵技術(shù)創(chuàng)新工程；著名學(xué)者李國杰和程學(xué)旗曾系統(tǒng)闡述了大數(shù)據(jù)的研究進(jìn)展和實(shí)踐應(yīng)用中所面臨的困難與挑戰(zhàn)，探討了大數(shù)據(jù)的科學(xué)問題和研究意義。2012年,歐洲信息學(xué)學(xué)院和數(shù)學(xué)學(xué)院研究大數(shù)據(jù)系統(tǒng)包括大數(shù)據(jù)的管理、學(xué)術(shù)研究的方向和結(jié)果。美國的Lohr認(rèn)為,在房地產(chǎn)領(lǐng)域應(yīng)用大數(shù)據(jù)預(yù)測未來季度的房地產(chǎn)銷售比依靠經(jīng)濟(jì)學(xué)家更精確。布朗B和崔米等人認(rèn)為,大數(shù)據(jù)的到來提供了潛在的房地產(chǎn)企業(yè)和買家繞過房地產(chǎn)經(jīng)紀(jì)人的直接數(shù)據(jù)共享。它能震驚數(shù)

84、據(jù)領(lǐng)域。</p><p>　　工信部強(qiáng)調(diào)四個創(chuàng)新項目關(guān)鍵技術(shù)包括2012年12月“十二五”規(guī)劃提出的信息處理技術(shù),盡管不是官方定義的“大數(shù)據(jù)”。信息處理技術(shù)質(zhì)量與大數(shù)據(jù)密切相關(guān)，如數(shù)據(jù)存儲技術(shù)和視頻圖像的智能分析。隨著“云”的發(fā)展,大數(shù)據(jù)不僅是信息技術(shù)的熱詞也是學(xué)術(shù)研究的焦點(diǎn)。中國人民大學(xué)的王珊多次研究說明了大數(shù)據(jù)分析平臺的性能目標(biāo)。她分析框架大數(shù)據(jù)倉庫設(shè)計,為大數(shù)據(jù)的結(jié)構(gòu)提供理論基礎(chǔ)。李國杰和程學(xué)旗曾系統(tǒng)闡述了

85、大數(shù)據(jù)的研究進(jìn)展和實(shí)踐應(yīng)用中所面臨的困難與挑戰(zhàn)，探討了大數(shù)據(jù)的科學(xué)問題和研究意義。</p><p>　　目前國內(nèi)研究中心領(lǐng)域容易獲得大量的數(shù)據(jù),比如圖書館信息管理系統(tǒng)和數(shù)字圖書館。大數(shù)據(jù)在影響文化和媒體，業(yè)務(wù)營銷環(huán)境和會計環(huán)境以及micro-miniature信貸管理也是依托于大數(shù)據(jù), 甚至是疾病控制和預(yù)防，等等。拋開這些成就，在一些特定領(lǐng)域大數(shù)據(jù)的應(yīng)用更先進(jìn)。例如,有相當(dāng)多的門戶網(wǎng)站支持大數(shù)據(jù)共享和交流,另一方

86、面學(xué)術(shù)研究大數(shù)據(jù)資源價值和短缺問題以及研究范圍內(nèi)數(shù)據(jù)共享時交換次數(shù)更少。相較于已經(jīng)開始實(shí)踐應(yīng)用的房地產(chǎn)企業(yè)而言，學(xué)術(shù)研究方面卻相對滯后。2012年，陳大川等人做了大數(shù)據(jù)技術(shù)在住房信息系統(tǒng)中的應(yīng)用研究，2013年，嚴(yán)娟做了基于大數(shù)據(jù)的房地產(chǎn)企業(yè)精確營銷研究。然而總體上，對房地產(chǎn)大數(shù)據(jù)的價值評估和應(yīng)用研究仍有待進(jìn)一步深入。</p><p>　　3 大數(shù)據(jù)在我國房地產(chǎn)開發(fā)與營銷中的應(yīng)用</p><p

87、>　　大數(shù)據(jù)時代的到來必將為一些掌握大數(shù)據(jù)資源并能充分挖掘其價值的產(chǎn)業(yè)帶來更為廣闊的發(fā)展空間。這種情況下，如何應(yīng)用大數(shù)據(jù)做好開發(fā)運(yùn)營是我國房地產(chǎn)企業(yè)提高自身競爭力的關(guān)鍵。</p><p>　　大數(shù)據(jù)紛繁復(fù)雜的特點(diǎn)使得無論是房地產(chǎn)開發(fā)企業(yè)還是房地產(chǎn)中介服務(wù)企業(yè)或者是物業(yè)管理企業(yè)，其業(yè)務(wù)范圍都趨向于多樣化和綜合性，開發(fā)運(yùn)營、中介服務(wù)和物業(yè)管理往往密不可分。本文主要從房地產(chǎn)開發(fā)和營銷兩方面分析大數(shù)據(jù)在我國房地產(chǎn)企

88、業(yè)中的應(yīng)用現(xiàn)狀。</p><p>　　3.1 大數(shù)據(jù)在房地產(chǎn)開發(fā)中的應(yīng)用分析</p><p>　　大數(shù)據(jù)為房地產(chǎn)企業(yè)理性開發(fā)提供了有力的數(shù)據(jù)支持；通過對現(xiàn)有數(shù)據(jù)潛在價值的挖掘，房地產(chǎn)企業(yè)還可以進(jìn)行多元化投資；個人信息的數(shù)據(jù)化以及房地產(chǎn)業(yè)的思維變革，使得大數(shù)據(jù)條件下的創(chuàng)新性投資成為房地產(chǎn)企業(yè)新的利潤增長點(diǎn)。</p><p>　　3.1.1 理性投資，多元化開發(fā)<

89、/p><p>　　我國不同地區(qū)房價不同，投資熱度迥異。雖然近年來房地產(chǎn)業(yè)總體呈現(xiàn)或升或穩(wěn)的良好勢頭，但也同樣出現(xiàn)了“鬼城”、“空城”等背離開發(fā)商預(yù)期的情況。我國房地產(chǎn)業(yè)的興起與繁榮已有相當(dāng)長的時期，在開發(fā)投資方面擁有大量歷史數(shù)據(jù)，包括城市地理位置，經(jīng)濟(jì)發(fā)展情況，城市規(guī)劃和政策導(dǎo)向，投資在建和供地情況等。房地產(chǎn)企業(yè)可以定量分析這些大數(shù)據(jù)，預(yù)測未來的供需情況，評估項目投資價值，合理開發(fā)。Google公司就曾通過分析海量的

90、搜索詞，低成本高效率地預(yù)測了美國住房市場供需和價格等相關(guān)指數(shù)。</p><p>　　土地資源對房地產(chǎn)企業(yè)尤為重要，大數(shù)據(jù)的出現(xiàn)為土地市場的準(zhǔn)確預(yù)測提供了可能。房地產(chǎn)企業(yè)要重視大數(shù)據(jù)背景下的土地市場，敏銳洞察土地資源市場走向。萬科集團(tuán)土地資源數(shù)據(jù)基本來自第三方, 面對不斷攀升的地價，萬科集團(tuán)借助于大數(shù)據(jù)分析，通過二手市場交易和“三舊”改造土地以及保障性住房用地來應(yīng)對。</p><p>　　除

91、了利用大數(shù)據(jù)進(jìn)行住房供求分析、理性拿地之外，房地產(chǎn)企業(yè)在業(yè)務(wù)范圍內(nèi)的多樣化</p><p>　　投資也提高了盈利能力。萬達(dá)和綠地等房地產(chǎn)企業(yè)已開始利用大數(shù)據(jù)先機(jī)，大力拓展旅游和酒店項目等多元化投資，發(fā)掘出住房市場以外的盈利空間。正如維克托所言，數(shù)據(jù)的再利用不會使數(shù)據(jù)的價值量折損，反而數(shù)據(jù)的價值就體現(xiàn)在潛在的收益中, 大數(shù)據(jù)可以挖掘出計劃外的收益空間。</p><p>　　3.1.2創(chuàng)新性投

92、資</p><p>　　對以往的投資和銷售數(shù)據(jù)進(jìn)行挖掘有利于企業(yè)合理開發(fā)，多元化投資；然而房地產(chǎn)企業(yè)所擁有的數(shù)據(jù)遠(yuǎn)不止這些，尤其是大型企業(yè)，他們所掌握的信息不再局限于戶主姓名、家庭結(jié)構(gòu)、收入情況以及購房意向等，計算機(jī)技術(shù)的發(fā)展和互聯(lián)網(wǎng)的普及使得越來越多購房者的個人信息變得更易捕捉和存取。這些大數(shù)據(jù)經(jīng)過專業(yè)分析，便可以從中發(fā)掘出一些看似與房地產(chǎn)企業(yè)不相關(guān)的信息，比如購房者的日常消費(fèi)習(xí)慣或者是他們偏愛的出行路線等。多

93、數(shù)情況下這些數(shù)據(jù)的結(jié)構(gòu)性較差，但其潛在價值卻很大，是房地產(chǎn)業(yè)開發(fā)投資的新機(jī)遇，是盈利的新突破點(diǎn)。</p><p>　　萬科和花樣年在應(yīng)用大數(shù)據(jù)進(jìn)行創(chuàng)新性投資方面的經(jīng)驗(yàn)值得分析。上千萬的購房者數(shù)據(jù)使得花樣年具備充分的優(yōu)勢，從居民需求出發(fā)，以手機(jī)APP的形式將商戶與居民聯(lián)系起來，構(gòu)建“社區(qū)電子商務(wù)”平臺，在方便快捷的基礎(chǔ)上實(shí)現(xiàn)精準(zhǔn)營銷。除了社區(qū)電商，花樣年控股集團(tuán)有限公司還構(gòu)建了金融服務(wù)、酒店服務(wù)以及文化旅游等八大領(lǐng)

94、域基于移動互聯(lián)網(wǎng)的大數(shù)據(jù)業(yè)務(wù)布局，遠(yuǎn)遠(yuǎn)超越了傳統(tǒng)意義上的房企業(yè)務(wù)范圍。同樣，萬科集團(tuán)日臻完善的大數(shù)據(jù)處理技術(shù)也為之帶來了商機(jī)。通過對其所掌握的480 萬業(yè)主數(shù)據(jù)進(jìn)行挖掘，將社區(qū)商業(yè)、社區(qū)物流、社區(qū)醫(yī)療和養(yǎng)老等與業(yè)主的大數(shù)據(jù)信息相結(jié)合，萬科集團(tuán)提出構(gòu)建“城市配套服務(wù)商”的理念，應(yīng)用大數(shù)據(jù)避免了危機(jī)。</p><p>　　相比較萬科和花樣年，世茂集團(tuán)在投資方面的創(chuàng)新更值得關(guān)注。其經(jīng)營理念認(rèn)為，“未來購房者買的不僅是一

95、幢房子，更是一種生活體驗(yàn)”；據(jù)此推出了向業(yè)主提供健康監(jiān)控和咨詢服務(wù)的“健康云”管理業(yè)務(wù)。通過手機(jī)、手表等一些移動設(shè)備，適時監(jiān)控業(yè)主健康狀況相關(guān)數(shù)據(jù)，并進(jìn)行分析處理，構(gòu)建健康方案，為業(yè)主做好疾病預(yù)防、保持身心健康提供咨詢建議，或者為其直接鏈接實(shí)體醫(yī)療。其他一些房地產(chǎn)企業(yè)比如金地和綠地也開始利用大數(shù)據(jù)開拓新的業(yè)務(wù)，相繼推出了“智慧城市”、“云服務(wù)”等概念；不再單純?yōu)橘彿空咛峁┮粋€遮風(fēng)擋雨的地方，更側(cè)重服務(wù)于消費(fèi)者的心理需求和精神需求。<

96、;/p><p>　　國外房地產(chǎn)企業(yè)運(yùn)用自身數(shù)據(jù)優(yōu)勢進(jìn)行業(yè)務(wù)創(chuàng)新的案例同樣屢見不鮮。常被用來作為美國大學(xué)教學(xué)案例的Windermere 房地產(chǎn)就是其中的經(jīng)典之一。該公司通過分析近1億名駕駛員行車GPS導(dǎo)航信息，為潛在購房者在不同時間段上下班行車線路和時間進(jìn)行了縝密的規(guī)劃,切實(shí)滿足顧客需求, 提升服務(wù)質(zhì)量。</p><p>　　表1 呈現(xiàn)了相關(guān)企業(yè)利用大數(shù)據(jù)技術(shù)輔助房地產(chǎn)投資與開發(fā)決策情況。<

97、;/p><p>　　3.2 大數(shù)據(jù)在房地產(chǎn)營銷中的應(yīng)用分析</p><p>　　近年來，在我國某些中小城市，儼然出現(xiàn)了房地產(chǎn)過度開發(fā)投資的情況。房屋本來是一種消費(fèi)品，但是行業(yè)看似穩(wěn)定而高昂的收益率使得大量投資者趨之若鶩。實(shí)際上這些城市的吸引力遠(yuǎn)不如一二線城市，大量開發(fā)的結(jié)果只能是空置。因此，對這些地方來說，房地產(chǎn)企業(yè)如何利用手中的數(shù)據(jù)促進(jìn)庫存消化才是關(guān)鍵。另外，由于電子商務(wù)的普及，人們消費(fèi)方式

98、的轉(zhuǎn)變使得對商業(yè)地產(chǎn)的傳統(tǒng)營銷模式難以發(fā)揮作用。</p><p>　　要解決上述問題，關(guān)鍵是在大數(shù)據(jù)時代如何做好房地產(chǎn)營銷。數(shù)據(jù)資源是房地產(chǎn)企業(yè)提升競爭力的關(guān)鍵之一，龐大的數(shù)據(jù)來源保證了精準(zhǔn)的客戶定位，為房地產(chǎn)企業(yè)成功營銷提供了可能。首先房地產(chǎn)企業(yè)可以通過信息系統(tǒng)實(shí)現(xiàn)精確營銷。憑借房地產(chǎn)商自身的數(shù)據(jù)優(yōu)勢，建立客戶信息系統(tǒng)，將客戶進(jìn)行分類，通過挖掘大數(shù)據(jù)，提煉出客戶信息，有針對性地實(shí)現(xiàn)精確營銷（見圖1）。</