Case Research On Business Model Innovation Of Fang Holdings Limited

Founded in 1999,Fang Holdings Limited is the leading special internet platform in China's real estate industry and household industry,formerly known as Soufun Holdings,which was listed in New York Stock Exchange in September,2010.It mainly relies on the internet platform,Fang.com to provide industry information and data service including vertical internet platform of real estate regarding internet advertisement,data product,housing resource listing products as profit models.It sets up the upstream and downstream business groups of real estate industry chain such as new house group,second-hand house group,household group,research group and financial group,etc.In 2017,the total revenue,business profit and net profit of Fang Holdings Limited was USD 444.3 million,USD 36.80 million and USD 16.30 million respectively.With the background of policy regulating against different cities of the real estate and the rapid development of the era of mobile Internet,technological upgrading and marketing reform of big data,artificial intelligence,e-commerce,etc.make Fang Holdings Limited real experience many challenges.This paper focuses on the business model innovation of Fang Holdings Limited,reviews the course of establishment,development,transformation of Fang Holdings Limited,introduces the bottlenecks of Fang Holdings Limited in enterprise positioning,key resource integration,profitability and other aspects from cases and puts forward the problem of Fang Holdings Limited in conducting business model innovation under the background of new market and competitive environment.Firstly,this paper introduces the research background of Fang Holdings Limited,describes the problems existing in the innovation of business model of Fang Holdings Limited and its research significance and makes the planning of research method and technical routes.Secondly,based on the case study research theory and method and combining with the decline of its own performance and profit of Fang Holdings Limited under the increasingly fierce market competition,this paper proposes the alternative approaches for business model innovation.Thirdly,this paper analyzes the current business model of Fang Holdings Limited and put forward innovation direction combing with relevant theory of business model and the evaluation standard of its innovation schemes.Finally,this paper selects and compares the innovative schemes of business models of Fang Holdings Limited and adopts the form of Fang Holdings Limited to select collective scoring by senior management to determine the optimal scheme selection and put forward planning and suggestions for the implementation guarantee measures of the scheme.By means of literature analysis and interviewing with senior management of enterprise,this paper reappears to make Fang Holdings Limited to become a technology and data-driven company,excavate more precise and efficient market value and earning threshold from the real estate internet service and organically matches the leading advantages of Fang Holdings Limited in information transmission and transaction and other aspects.As relevant experts and scholars at home and abroad have conducted relatively abundant researches on business model innovation,through the innovative research and discussion of the business model of the vertical platform of Fang Holdings Limited,this paper not only provides the idea of scheme evaluation and selection for the business model innovation of Fang Holdings Limited but also provides reference for the research on business model innovation of the real estate industry and other vertical industries as a good introducer.