Research On Performance Evaluation Of WD Real Estate Business Model Innovation Based On Value Chain

As one of the important pillars of China's national economy,the real estate industry has gone through a hot "golden decade",which has played a huge role in promoting the process of industrialization and urbanization of the country.Under the background of the constant adjustment of national economic policy and monetary policy,the transformation and perfection of national economic structure and system,the real estate industry has made great progress.Also facing the increasing demand for funds and the huge pressure brought by the single financing channel,innovative business model has become an urgent problem to be solved in the real estate industry.More and more real estate industries are opening up new business areas,seeking new profit points,and striving to occupy a favorable position in the market competition.This paper chooses WD Real Estate,one of the leading enterprises in the real estate industry,as the background of WD Real Estate's innovation from traditional "heavy assets" to "light assets" business model dominated by service industry,and analyses the shortcomings of its traditional performance evaluation.Under the influence of stakeholders,value chain management,contingency theory and strategic management theory,this paper constructs a new model based on the perspective of value chain management.The performance evaluation system of WD real estate and the evaluation and analysis of WD real estate business performance provide a reference for other similar enterprises in the transformation and development.At the same time,through the analysis of the relevant theoretical basis,it integrates the impact of environmental change on business model and the impact of business model change on performance evaluation,which provides a theoretical basis for the construction of performance evaluation system from the perspective of value chain.Secondly,it introduces the three innovative business models of WD real estate,the transformation process from residential real estate under the traditional heavy assets model to the "light assets" model,and analyses the financial situation oftraditional real estate,and evaluates the operation of WD real estate with the four abilities of debt paying,operation,profit making and development.Then,based on this,the necessity of implementing WD real estate performance evaluation system from the perspective of value chain is given,and a new performance evaluation system is constructed from the financial,value chain operation,learning and innovation and social levels.According to the relevant information extracted from financial statements and enterprise year-end reports,the system is carried out by using analytic hierarchy process,Porter's five-force analysis method and index analysis method.The performance evaluation is carried out.Finally,the two performance evaluation methods are compared and analyzed.At the end of this paper,the whole research is summarized.According to the results of performance evaluation,some suggestions for the development of WD real estate are put forward,and the shortcomings of this study are recognized,which provides a new idea for the follow-up study.