房地产营销外文翻译文献.docx

房地产营销外文翻译文献.docx

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房地产营销外文翻译文献

中英文对照外文翻译文献

（文档含英文原文和中文翻译）

原文：

SurveyontheApplicationsofBigDatainChineseRealEstateEnterprise

Abstract:

ThispaperfocusesonthepresentapplicationsofbigdatainChineserealestatedevelopmentandmarketingfromtheperspectiveofrealestateenterprises.Theproblemsinthispracticeforbigdata’sapplicationareanalyzedbynow.What’smore,thepossiblesolutionstosolvetheaboveproblemsareproposedinthispaper.Itbenefitstherealestateenterprisestostrengththeircompetitionwithbigdatatechnology.

Keywords:

Bigdata,Chineserealestateenterprises,applicationstatus

1Introduction

TheexplosionofdatavolumefueledbystunningandexcitingadvancesinthecomputertechnologyandInternettechniquesmadethebigdatathefocusofwidespreadattention.Asearlyas2000,inthefirstfewweeksofSloanDigitalSkySurveythedatasizeobservedbytelescopeinNewMexicoisbiggerthanthathasbeencollectedintheentirehistoryofastronomy.Bigdataalmostderivesitsoriginfromastronomy.Inadditiontonaturalsciencesuchasastronomy,biomedicine,geoinformaticsandotherfieldseasilyaccompaniedbyenormousdatavolume,bigdataiswidelyknowninsociallife.Especiallyinrecentyears,theappearanceofcloudcomputingandtheIOTspeedupthearrivalof“theeraofbigdata”.ItsaysthatGoogleandBaiduhavetodealwithdozensofpetabyteseveryday;thereisavideolengthofoveronehourreleasedontheYouTubepersecond;therearemorethanonebillionFacebookaccountsuploadingalmosttenmillionphotoseverydaywith“like”andcommentuptobillions;Taobaogeneratesabout20TBdataeverydaywithover35billiontransactionsonNovember11th.Thissizeofdataisfarawayfromtheperceptionwehadinpre-information-erasociety.Inaddition,therearemoreandmorepersonalinformationcontrolledbybankingandfinancialindustryorsometelecommunicationsindustry;industrialdatacollectedbypervasivesensorsalsorisessharply.AstheCBCCapitalchairmanTianSuningputsit,“Now,anageofmassproduction,sharingandapplicationinbigdataisapproaching.”

Thereisnodoubtthatdataresourcesarecrucialintheageofbigdata.Anumberofenterpriseshavegainedexcellentdecisionmakingcapabilitiesandimmeasurableeconomicbenefitsthroughvaluableinformationproducedbydatamining.InordertokeepChineseeconomicdevelopmentinasustainable,soundandrapidmanner,itisveryimportantforrealestateenterprisestotakefulladvantageofbigdatabecauseofthestatusofrealestateindustryasapillarindustryofthenationaleconomy.Especiallywhenpropertypricescontinueupwardorpropertybubbleinflationinvolvesthenationaleconomyandpeople’slivelihood,thoserealestateenterprisesshouldmakeeffectiveuseofbigdatatotapthepotentials.SolvingtheproblemsinapplicationsonBigdata,improvingtheabilitiesofinvestmentandmarketing,theestatewillbeabletokeepplayingafundamentalguidingroleinnationaleconomy.

2Literature

Tounderstandthoroughlythebigdataphenomenonislateinlastseveralyearsrelativetotherecognitionofusualdata.Soistherelatedacademicresearch.Actually,itreceivedhighattentionfromacademicandindustrialsectoratoncepresented,followedbythebigdataboombothintheoryresearchandpracticalapplication.Chinesepropertyenterprisesseizeopportunitiesintimemakingsuccessfulpractices,thoughthesystematicresearchabouttheapplicationsinbigdatainacademiaisnotsufficientsofar.

ItisMcKinseythatfirstputsforwardtheconceptofbigdata.Bigdatahasbecomeanimportantfactorofproductionpermeatingintodifferentindustriesandfunctionalareasfornow.Theminingandapplicationsoflargedatameansanewwaveofproductivitygrowthandconsumersurplus.ViktorMayer-Schönbergerstaredtheresearchonbigdata.Heisalsoknownastheprophetoftheeraofbigdata.Hemadeapointthatpredictionisthecoreofbigdata.Thetransformationfromsamplestotheoveralldata,thechangefromthepursuitofexactnesstoacceptanceuncertaintyandthecorrelativityinsteadofcausalityareindispensabletopreparefortheageofbigdata.Healsostudiedhowtomakeachoicefromcomplicateddatavolumeandthenhowtobuildthepositivehealthyfuture.TheNaturemadebigdataspecialissueasearlyas2008,describingthepotentialvalueofbigdataandthechallengefromdatahandlingtechniquesinInternettechnologies,biomedicalandenvironmentalsciences,cloudtechnologiesandotherfields.Likewise,theScience,oneofthetopinternationalacademicjournals,publishedaspecialissuetoconveytheideasofthetimeofbigdata.In2012,theEuropeanacademyofinformaticsandmathematicsstudiedbigdatasystematicallyincludingthemanagementofbigdata,thedirectionandresultsofacademicresearch.Intheareaofapplicationsofbigdatainrealty,LohrS.holdstheviewthatthepropertysalesforecastsforthenextquarterdependedonbigdataismuchmoreprecisethanthatmadebyeconomists.BrownBandChuiMetal.believethatthereachingofbigdataprovidespotentialforbothrealtyenterprisesandrealtybuyerswithdirectdatasharing,bypassingtheestateagents.Andthiscanbeashocktothesenseofdatapropertyright.

TheMIITstressedfourinnovativeprojectsonkeytechniquesincludinginformationprocessingtechnologyinthe"twelfthfive-year"planinDecember2012,though“bigdata”wasnotofficialdefinitionthen.Theinformationprocessingtechnologysuchasmassdatastoragetechniqueandvideoimageintelligentanalysisiscloselyrelatedtobigdata.Withthetimeofcloud,bigdataisnotonlytheIThotwordbutalsothefocusofacademicstudy.Studyingalot,WangShanatRenMinUniversityofChinaillustratestheperformanceobjectivesofbigdataanalyticsplatform.Shereviewstheframeworkofbigdatawarehousedesignedforanalysis,supplyingtheorybaseforthestructureofbigdata.LiGuojieandChengXueqiattheInstituteofComputingTechnologyintheChineseAcademyofSciencesmakeasystematicexpositionontheacademicdevelopmentofbigdataandthechallengeinapplicationsfromascientificresearchperspective,comingupwiththeimplicationsofbigdatastudy.

Thepresentdomesticresearchescenteronfieldswithlargeamountsofdataeasilyavailable,suchaslibraryinformationmanagementsystemandthebuildingofdigitallibrary,theinfluenceofbigdatatocultureandmedia,thebusinessmarketingandaccountingcontextwithbigdata,themicro-miniaturecreditmanagementbasedonbigdata,diseasescontrolandpreventiondependedonbigdata,andsoon.Inspiteofsomeachievements,theapplicationsofbigdatainafewcertainfieldsaremoreadvanced.Forexample,therearequiteafewportalsitessupportbigdatasharingandcommunication,whiletheacademicresearchonbigdataresourcesorhowtovaluetheseresourcesisdeficient.Andthestudiesontherangeofissuesofdatasharingortransactionareless.Similarly,theacademicresearchonbigdataofrealestateisalsobehindtherealtyentrepreneurs’practice.ChenDachuanandZhangBaoshanstudiedtheapplicationofbigdatainhousinginformationsystemtoproposethebuildingofbighousingdatabasein2012.YanJuanstudiedtherealtyenterprises’precisionmarketingbasedonbigdatain201.Bynow,theresearchisnotin-depthorcompleteenoughcomparedwiththepracticalapplications.

3.ThePresentApplicationsofBigdatainChineseRealEstateEnterprises

Regardingbigdataasthe“futurepetroleumresource”,WhiteHousestaredtheBigdataResearchandDevelopmentProgram.Itisapparentlytoustogetthepoint.Attheindustriallevel,theageofbigdatalikelyofferanevengreaterspaceforgrowthforthoseenterpriseswithahugenumberofdataandadvanceddatahandlingtechniques.Itseemsthatthepropertybubbleisnotendlessandthehousingpricewillbacksuitablesoonerorlater.Thenit’sthekeytorealtydevelopmentandmarketingforChineserealestateenterprisestousebigdataeffectively.

Thosehugenumbersofdatawithvarietyandcomplexitybringsnewrevenuemodelandvastspacefordevelopment.Incurrentapplicationsofbigdata,therealtyenterprisesincludingdevelopers,agencyandpropertymanagementcompaniesallexpandmultiplecomprehensivebusinessdomains.Therealtydevelopmentoperation,intermediaryservicesandpropertymanagementareboundtogetherinextricably.Mainly,thispapercentersonrealtydevelopmentandmarketingtoillustratethecurrentapplicationsofbigdatainChineserealestateenterprises.

3.1.TheApplicationsofBigdatainRealtyDevelopment

Bigdataprovidestrongsupportforamorerationalwaytodevelop.Itbenefitsrealtyenterprisestoimplementdiversifiedinvestmentthroughdatareminingforpotentialvalue.Thedigitalpersonalinformationandtherevolutionarychangesinthewayofthinkingmakeinnovativeinvestmentsthenewrevenuegrowthopportunitiesforrealtyenterprisesintheageofbigdata.

3.1.1.RationalInvestmentandDiversifiedDevelopment

Therearemorethan660citiesinourcountrywithdifferenthousingpriceanddifferentappetiteforinvestmentaswellasdiversenaturalenvironmentandsituationoneconomicdevelopmentindifferentregions.

Therealestatemarketisstillrisingsteadilyoverall,butthephenomenonofghosttownsofemptyhousesseriouslydeviatesfromdevelopersexpectation.Fortunately,thehistoryofrealestateislongenoughfortheseenterprisestopossesslargenumbersofdata,suchasgeographiclocation,situationoneconomicdevelopment,urbanplanningandpolicyorientation,investmentunderconstruction,thelandmarketcompetiti