《房地产论文外文原文及译文.doc》由会员分享，可在线阅读，更多相关《房地产论文外文原文及译文.doc（18页珍藏版）》请在三一办公上搜索。
1、毕业设计（论文）外文原文及译文题目： 链家房地产经纪的营销策略研究 一、外文原文Survey on the Applications of Big Data in Chinese Real Estate EnterpriseAbstract: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 problems in this p
2、ractice for big datas application are analyzed by now. Whats more, the possible solutions to solve the above problems are proposed in this paper. It benefits the real estate enterprises to strength their competition with big data technology.Keywords: Big data,Chinese real estate enterprises,applicat
3、ion status1 IntroductionThe explosion of data volume fueled 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 size observed by telesco
4、pe 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, biomedicine, geoinformatics and other fields easily accompanied by enormous data volume, big data is widely
5、 known in social life. Especially in recent years, the appearance of cloud computing and the IOT speed up the arrival of “the era of big data”. It says that Google and Baidu have to deal with dozens of petabytes every day; there is a video length of over one hour released on the YouTube per second;
6、there are more than one billion Facebook accounts uploading almost ten million photos every day with “like” and comment up to billions; Taobao generates about 20TB data every day with over 35 billion transactions on November 11th. This size of data is far away from the perception we had in pre- info
7、rmation-era society. In addition, there are more and more personal information controlled by banking and financial industry or some telecommunications industry; industrial data collected by pervasive sensors also rises sharply. As the CBC Capital chairman Tian Suning puts it, “Now, an age of mass pr
8、oduction, sharing and application in big data is approaching.”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 economic benefits through valuable information produced by data mining.I
9、n order to keep Chinese economic development in a sustainable, sound and rapid manner, it is very important for real estate enterprises to take full advantage of big data because of the status of real estate industry as a pillar industry of the national economy. Especially when property prices conti
10、nue upward or property bubble inflation involves the national economy and peoples livelihood, those real estate enterprises should make effective use of big data to tap the potentials.Solving the problems in applications on Big data, improving the abilities of investment and marketing, the estate wi
11、ll be able to keep playing a fundamental guiding role in national economy.2 LiteratureTo understand thoroughly the big data phenomenon is 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
12、industrial sector at once presented, followed by the big 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 academia is not sufficient
13、so far.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. The mining and applications of large data means a new wave of productivity growth and consumer surplus. Vikt
14、or Mayer-Schnberger stared the research on big data. He is also known as the prophet of the era of big data. He made a point that prediction is the core of big data. The transformation from samples to the overall data, the change from the pursuit of exactness to acceptance uncertainty and the correl
15、ativity instead of causality are indispensable to prepare for the age of big data. He also studied how to make a choice from complicated data volume and then how to build the positive healthy future. The Nature made big data special issue as early as 2008,describing the potential value of big data a
16、nd the challenge from data handling techniques in Internet technologies, biomedical and environmental sciences, cloud technologies and other fields. Likewise, the Science, one of the top international academic journals, published a special issue to convey the ideas of the time of big data. In 2012,
17、the European academy of informatics and mathematics studied big data systematically including the management of big data, the direction and results of academic research. In the area of applications of big data in realty, Lohr S. holds the view that the property sales forecasts for the next quarter d
18、epended on big data is much more precise than that made by economists. Brown B and Chui M et al. believe that the reaching of big data provides potential for both realty enterprises and realty buyers with direct data sharing, bypassing the estate agents. And this can be a shock to the sense of data
19、property right.The MIIT stressed four innovative projects on key techniques including information processing technology 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 vi
20、deo image intelligent 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 China illustrates the performance objectives of big data analytics platform. She reviews
21、 the framework of big data warehouse designed for analysis, supplying theory base for the structure of big data. Li Guojie and Cheng Xueqi at the Institute of Computing Technology in the Chinese Academy of Sciences make a systematic exposition on the academic development of big data and the challeng
22、e in applications from a scientific research perspective, coming up with the implications of big data study.The present 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 o
23、f big data to culture and media, the 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 applications of big data in a few certain fields
24、are more advanced. For example, there are quite a few portal sites support big data sharing and communication, while the academic research on big data resources or how to value these resources is deficient. And the studies on the range of issues of data sharing or transaction are less. Similarly, th
25、e academic research on big data of real estate is also behind the realty entrepreneurs practice. Chen Dachuan and Zhang Baoshan studied the application of big data in housing information system to propose the building of big housing database in 2012. Yan Juan studied the realty enterprises precision
26、 marketing based on big data in 201. By now, the research is not in-depth or complete enough compared with the practical applications.3. The Present Applications of Big data in Chinese Real Estate EnterprisesRegarding big data as the “future petroleum resource”, White House stared the Big data Resea
27、rch 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 enterprises with a huge number of data and advanced data handling techniques. It seems that the property bubble is not endless an
28、d the housing price will back suitable sooner or later. Then its the key to realty development and marketing for Chinese real estate enterprises to use big data effectively.Those huge numbers of data with variety and complexity brings new revenue model and vast space for development. In current appl
29、ications of big data, the realty enterprises including developers, agency and property management companies all expand multiple comprehensive business domains. The realty development operation, intermediary services and property management are bound together inextricably. Mainly, this paper centers
30、on realty development and marketing to illustrate the current applications of big data in Chinese real estate enterprises.3.1. The Applications of Big data in Realty DevelopmentBig data provide strong support for a more rational way to develop. It benefits realty enterprises to implement diversified
31、 investment through data remining for potential value. The digital personal information and the revolutionary changes in the way of thinking make innovative investments the new revenue growth opportunities for realty enterprises in the age of big data.3.1.1. Rational Investment and Diversified Devel
32、opmentThere 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 regions.The real estate market is still rising steadily overall, but the phenomenon of ghos
33、t towns of empty houses seriously deviates from developers expectation. Fortunately, the history of real estate 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 und
34、er construction, the land market competition, and so on. Using an advanced method to analyze the big data, these enterprises could be able to forecasts the supplies and demands and then value the investment to make a wise decision. Though this unstructured data is disordered, some even useless, the
35、size of the data is big enough to make up the inaccuracy. The more, the better. Google may be the pioneer in big data prediction. Before a potential pandemic influenza outbreak in 2009,google provided precise indicators swiftly by analyzing the relationship between searching key words collected from
36、 2003 to 2008 and actual cases. That helped the US CDC get more chances. In like manner, google estimate the demand-supply equilibrium and predicted the price index in realty market successfully. What google has done is just to analysis stored data, mathematical modeling, manipulation and making a c
37、omparison.Google is several times the efficiency of the government at a fraction of the cost. That is part of charm of the big data.Land resources are very important for realty enterprises. The big data provides the potential for real estate enterprises to have access to explicit land market informa
38、tion. Realty enterprises should attach importance to the land market and pay attention to the market trend. China Vanke Co.Ltd .always concentrates on residential market, and its datas on land resources almost come from the third party. Facing the constantly climbing land prices, Vanke analysis the
39、big data to get land in the secondary market, or from the three old transformation,or the affordable housing construction land. Its benefit for realty enterprises to analysis big data of land resources to deal with the rising land price. “Holding on residence, no property hoarding and no land hoardi
40、ng”is the big data strategy of Vanke.Apart from supply-demand analysis 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 of big data to e
41、xpend 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 depreciation. The big data not collected for diversified investment at first may bring extra profit thr
42、ough professional analysis.3.1.2. Innovative InvestmentIts good for rational development and diversified investment to analyze previous data of investment and sale. However, these enterprises, especially the bigger ones, possess more than that. The data of buyerspersonal information is also consider
43、able, and this information is far more than the name, family structure,incomes and purchasing 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. A lot of informations that used to be meaningl
44、ess for real estate such as the buyers habits and customs and the preferred travel routes will be revealed by mining these data. Although these data isnt so structured, the potential value is great. It means new opportunities for realty development and breakthroughs of benefit.Vanke Group and Fantas
45、ia Group, 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 through app on cellphones. Holding millions of homebuyers data, Fantasia i
46、s able to establish a convenient efficient platform for marketing. This advantage of big data will help Fantasia to improve strength at the same time. In addition to community e-commerce, Fantasia expands its big data business based on the Mobile Internet to other eight areas, such as financial sect
47、or, hotel services, culture and tourism. It seems that Fantasia is far away from traditional real estate enterprise. The improving big data handling techniques bring tremendous business opportunities to Vanke Group in the same way. The 4.8 million property owners means an enormous amount of wealth f
48、or Vanke as the realty almost become manufacture nowadays. After data processing, Vanke put forward the concept of building city support services, combining community logistics, medical services and pension with the 4.8 million property owners big data. It will bring a great opportunity.The innovati
49、ve 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 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 collected by some mobile devices like cellphones and watches in real time, they can produce a health scheme, pr
