CAJ | 학술논문

从房地产企业的视角阐述大数据的应用情况，分析近年来大数据在我国房地产企业中的应用案例，并结合国外个别经典案例分析大数据在房地产企业开发和营销方面的积极作用。研究表明，大数据有利于房地产企业进行理性开发和多元化、创新性投资；有利于房地产企业实现精确营销，扩展业务范围或通过与第三方平台合作的方式拓宽营销渠道。通过对我国房地产企业大数据应用情况的分析，提出在当前应用实践中存在的问题，包括来自大数据方面的挑战和房地产企业本身的特点所带来的问题；结合已有研究成果提出应对策略，为房地产企业更好地应用大数据提供了理论支持。
종방지산기업적시각천술대수거적응용정황，분석근년래대수거재아국방지산기업중적응용안례，병결합국외개별경전안례분석대수거재방지산기업개발화영소방면적적겁작용。연구표명，대수거유리우방지산기업진행이성개발화다원화、창신성투자；유리우방지산기업실현정학영소，확전업무범위혹통과여제삼방평태합작적방식탁관영소거도。통과대아국방지산기업대수거응용정황적분석，제출재당전응용실천중존재적문제，포괄래자대수거방면적도전화방지산기업본신적특점소대래적문제；결합이유연구성과제출응대책략，위방지산기업경호지응용대수거제공료이론지지。
This paper centers on the present applications of big data in Chinese real estate from the perspective of real estate enterprises.Illustrating the cases of the application practice on big data in combination with some classical foreign cases,we analyzethe positive effects of big data in realty development and marketing.The study shows that big data is conducive to rational developmentand innovative diversified investment,and also helps the enterprises to market accurately,to expand the business and to enrich sales channels via the cooperation with the third-party.Finally,this paper puts forwards the problems in this practice for now and the possible solutions according to other references.It is likely to be the theories support of the better applications of big data in Chinese real estate enterprises.