Construction And Implementation Of The O2O Model Of Real Estate Enterprise Communities

With the strong government control and the rise in costs of all kinds,the development of the real estate market in recent years has been declining from the golden age into the silver age.Big real estate companies,which emphasize asset value and feature intensive human resources,are seeking opportunities for a transition.Driven by the development of Internet and mobile communication technology,the emergence of the community 020 model has become an important attempt for a real estate enterprise to realize its transition and upgrading.The real estate enterprises,with a large number of residents as owners of their properties,have inherent advantages in running community 020 as they can use their subsidiary property management companies as a platform.Nevertheless,the development has to some extent been impeded for lack of the experience of running e-commerce and overemphasis of tangible assets and labor cost all this time.As a national brand real estate enterprise,Merchants Shekou started to explore the running of community 020 in 2012 through the online application of Daojiahui,implementing the incorporation of property management service and e-commerce.This initiative has helped establish its good reputation and brand trust.But it has not yet formed a trend for scaled de’velopment.This paper 1s aimed to strategically reconstruct the model of running community 020 for Merchants Shekou.Given its competitive position in the market and the macro environment it 1s in,Merchants Shekou shall appear as the vanguard of reform in the development of community 020.This study will elaborate on the running model from four aspects as market positioning,business system,resource capacity and profit model.The running model will be based on the original system of quality service,creating excellent public reputation among property owners and taking the needs and desires of the elderly and children as the breakthrough point.Communities will be formed and an e-commerce business system will be established.On this basis,Merchants Shekou can use advantages of its own to provide various characteristic services.Meanwhile,it shall set up three functioning modules,the offline community platform,the online virtual platform and the big data center,to form the community 020 running system of Merchants Shekou.In order to meet the operational needs,the organizational structure and the management methods will also be replaced or upgraded.This paper analyzes and explores the formation and operation of the running system in order to form a long-term growth mechanism,with hopes to break through the industry bottlenecks facing enterprises and help turn their advantages into strength.This is the purpose and focus of this paper.