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紙上得來終覺淺，絕知此事要躬行。2021年3月16日，在職博士企業(yè)家學(xué)者項目三期班同學(xué)、寶龍地產(chǎn)控股有限公司總裁許華芳順利通過論文答辯。許華芳同學(xué)在現(xiàn)場進(jìn)行了《重塑商業(yè)體競爭力的數(shù)字化戰(zhàn)略》的主題答辯，闡述數(shù)字化戰(zhàn)略轉(zhuǎn)型對于中國商業(yè)地產(chǎn)行業(yè)的影響，并分享具體的策略與實踐，最終順利通過答辯。恭喜許華芳同學(xué)！
在職博士企業(yè)家學(xué)者項目依托學(xué)院專注管理教育十余年之勢能，整合全球優(yōu)質(zhì)教育資源，打造極具前沿性和系統(tǒng)性課程。同時，秉持成就新商業(yè)文明思想者和引領(lǐng)者的愿景，深刻洞察全球經(jīng)濟(jì)轉(zhuǎn)型與發(fā)展，深入總結(jié)行業(yè)趨勢和規(guī)律，以應(yīng)用型研究為導(dǎo)向，將學(xué)術(shù)的嚴(yán)謹(jǐn)與新鮮的實踐碰撞。許華芳同學(xué)在這樣的學(xué)習(xí)與體驗中不斷提升，實現(xiàn)了“理解-判斷-實踐-引領(lǐng)”的跨越式發(fā)展，積極參與全球化進(jìn)程，與優(yōu)秀企業(yè)家共同迎接新商業(yè)文明的挑戰(zhàn)，為中國和全球經(jīng)濟(jì)發(fā)展貢獻(xiàn)“力量”。
本次論文答辯，來自新加坡管理大學(xué)（SMU）的教授們共同見證了許華芳同學(xué)的學(xué)術(shù)成果。
LIAO Jianwen
Professor of Cheung Kong Graduate School of Business
WANG Heli
Professor of Strategic Management
Singapore Management University
GENG Xuesong
Associate Professor of Strategic Management
Singapore Management University
GUO Zhiling
Associate Professor of Information Systems
Singapore Management University
許華芳：重塑商業(yè)體競爭力的數(shù)字化戰(zhàn)略
許華芳同學(xué)答辯中
▇ 論文摘要：
數(shù)字化戰(zhàn)略轉(zhuǎn)型對于中國商業(yè)地產(chǎn)行業(yè)影響深遠(yuǎn)。然而，迄今為止，對商業(yè)相關(guān)領(lǐng)域數(shù)字化戰(zhàn)略及創(chuàng)新的研究大多圍繞著零售業(yè)進(jìn)行，缺乏對于數(shù)字化戰(zhàn)略如何對商業(yè)體及商業(yè)運營者產(chǎn)生可準(zhǔn)確辨識影響的系統(tǒng)性研究。對于商業(yè)體數(shù)字化戰(zhàn)略轉(zhuǎn)型這一議題，目前管理學(xué)、經(jīng)濟(jì)學(xué)領(lǐng)域中均缺乏相關(guān)的實證證據(jù)來定量分析其效果，而業(yè)界實踐也沒有任何現(xiàn)成的、可靠的經(jīng)驗可資借鑒。
本文依托于Y公司與B地產(chǎn)商合作開展的數(shù)字化工具部署的真實業(yè)務(wù)場景，以具體的商業(yè)體（購物中心）項目為分析單元，利用行業(yè)內(nèi)獨特一手業(yè)務(wù)數(shù)據(jù)和嚴(yán)謹(jǐn)?shù)挠嬃拷?jīng)濟(jì)學(xué)因果識別方法，力求彌補(bǔ)這一研究空白。本文突出強(qiáng)調(diào)商業(yè)體數(shù)字化戰(zhàn)略的3個維度“數(shù)據(jù)化、網(wǎng)絡(luò)化、智能化”，并根據(jù)不同數(shù)字化工具的技術(shù)屬性，在上述三維度和“準(zhǔn)-預(yù)-質(zhì)-連”的分析框架下提出了一個技術(shù)分類模型。
基于業(yè)務(wù)實踐、文獻(xiàn)總結(jié)和理論分析，本文提出了若干能夠被計量分析檢驗的假設(shè)，基于雙重差分方法實證檢驗了多種數(shù)字化工具對商業(yè)體競爭力的影響，并且探究了數(shù)字化工具對于商業(yè)體競爭力存在多個影響機(jī)制，多種數(shù)字化工具組合能夠產(chǎn)生疊加效果。研究結(jié)果發(fā)現(xiàn)，經(jīng)營系統(tǒng)的部署可以有效降低人工成本和管理成本，提升經(jīng)營效率，提高NOI、人均產(chǎn)能，管理的資產(chǎn)規(guī)模越大時，邊際效益越明顯；精密客流系統(tǒng)可以大幅提高對真實客流數(shù)據(jù)掌握的精準(zhǔn)度，區(qū)分用戶層次，并可為精準(zhǔn)營銷和招商運營提供直接有力的用戶偏好數(shù)據(jù)，在和會員系統(tǒng)打通的情況下，可使?fàn)I銷精準(zhǔn)化，針對會員的投入產(chǎn)出比將提升。不同數(shù)字化工具疊加組合之后能夠產(chǎn)生關(guān)聯(lián)和交互效果，同時上線多種數(shù)字化工具對于商業(yè)體租金收入、其他收入、客流量、銷售量等指標(biāo)有顯著增強(qiáng)效果。
從影響機(jī)制來看，數(shù)字化工具對商業(yè)體競爭力的存在多個作用渠道。首先，數(shù)字化工具能夠?qū)ι虡I(yè)體的客流量、會員數(shù)量、游逛深度產(chǎn)生促進(jìn)作用，通過提升這些直接要素，繼而對商業(yè)體的業(yè)績表現(xiàn)產(chǎn)生影響。其次，數(shù)字化工具能夠?qū)Ω采w商圈內(nèi)的消費者行為偏好產(chǎn)生影響，從而提升了消費者消費偏好與商業(yè)體業(yè)態(tài)組合的契合度，繼而提高商業(yè)體競爭力。最后，是數(shù)字化工具還可以通過改變商業(yè)體運營的策略與實踐（例如通過數(shù)字化轉(zhuǎn)型提高營運管理效率、業(yè)態(tài)組合或動線設(shè)置優(yōu)化）影響商業(yè)體競爭力。
基于上述研究結(jié)論，我們提出了若干具有可操作性的行業(yè)政策建議，其意義在于：能夠指導(dǎo)在商業(yè)體中應(yīng)用數(shù)字化技術(shù)的策略；能夠為研究數(shù)字技術(shù)如何為商業(yè)創(chuàng)造有效附加值奠定基礎(chǔ)；能夠為中國商業(yè)體運營商的新商業(yè)數(shù)字化戰(zhàn)略提供理論依據(jù)，并著眼于引發(fā)行業(yè)技術(shù)革新，將可行技術(shù)路線向中國乃至世界范圍內(nèi)其他商業(yè)體推廣。
答辯現(xiàn)場
▇ Abstract：
The digital transformation strategy has a profound impact on the commercial real estate industry in China. However, so far, research on digital innovation strategies in the business field predominantly surrounds the retailing and systematic research identifying the effect of digital strategies on HOPSCA and commercial operational service provider has yet to be conducted. On the issue of digital transformation strategies of HOPSCA, there is currently a lack of relevant empirical evidence in the fields of management and economics to quantitatively analyze its effects, and there is not readily available and reliable experience for reference in the business practices.
Based on real-world business scenarios deployed by digital tools jointly developed by IT Corporation Y, Property Corporation B, and Tencent Holdings Ltd., this dissertation regards specific HOPSCA (shopping malls) as the analysis unit and takes advantages of unique first-hand business data and statistical causal identification methods, striving to make up for this research gap. This dissertation highlights three dimensions of the HOPSCA digital strategies, namely Digitalization, Networkization, and Intelligentized. Based on the technical attributes of different digital tools, it proposes a taxonomy of technologies under the above-mentioned three dimensions and the conceptual framework of “Accuracy-Prediction-Quality-Linkage”(準(zhǔn)-預(yù)-質(zhì)-連).
Based on business practice, literature summary and theory, this dissertation puts forward a set of hypotheses that can be tested quantitatively and empirically. By combining the first-hand business data with the Difference-in-Differences method, we examine the effect of digital tools on the competitiveness of HOPSCA. The result suggests that the deployment of PMS/AMP can effectively reduce the cost of labor and management, improve operation efficiency, and increase NOI. When the scale of assets under management gets larger, the marginal benefits become more significant. The Precise Customer-flow Statistics System can greatly improve the accuracy and reliability of customer-flow statistics data, distinguish customer segments, and provide direct and powerful customer preference data for targeted marketing and leasing strategies. When it is connected to the Membership management system, it can make marketing more efficient and increase the input-output ratio for marketing and operation. The interrelation and combination of various digital tools can produce synergistic and interactive effects.
許華芳同學(xué)在企業(yè)家學(xué)者項目開學(xué)模塊中
On the mechanism, digital tools have multiple channels that sharpen the competitiveness of HOPSCA. First, digital tools can increase the customer-flow, the total number of members, and the number of stores that customers visit. By improving these direct factors, digital tools will then have an impact on the performance of HOPSCA. Secondly, digital tools can have an impact on consumer behavior preferences, thereby improving the fitness between consumer preferences and HOPSCA’s tenant and brand mix, thereby enhancing the competitiveness of HOPSCA. Finally, digital tools can also affect the competitiveness of HOPSCA by changing the strategies and practices of HOPSCA operations (for example, digital tools can improve the efficiency of operation management, optimize business format portfolio or traffic flow settings through digital transformation).
Based on the above conclusions, we have put forward a few of feasible industry recommendations, the significance of which lies in guiding the application of digital technologies in HOPSCA, laying the foundation for studying how digital technologies can effective added value for business, and providing a theoretical basis for Chinese commercial real estate operators’ new digital strategies. These recommendations also focus on bringing about industry technology innovation and introduce feasible technology roadmaps to other HOPSCA in China and the world.
論文答辯圓滿結(jié)束，但作為終身學(xué)習(xí)者，這是許華芳同學(xué)的又一個起點。未來的日子里，他將帶著對中西管理學(xué)理念的認(rèn)知與思考，繼續(xù)踐行新商業(yè)文明；用獨到的洞見，不斷為中國經(jīng)濟(jì)注入新動力，并引領(lǐng)行業(yè)的發(fā)展方向。