As real estate is widely involved in land acquisition, financing, market research, product positioning, planning and design, construction and marketing, the real estate industry has become recognized as one of the industries with strong professionalism, long industrial chain, large investment scale and high risk. Coupled with the complex enterprise management process, each development project has become a complex system engineering. However, the traditional management mode can no longer adapt to the management of real estate, a capital-intensive industry, so all real estate enterprises are actively exploring effective ways to improve the project management level. It is an inevitable and wise choice to introduce management information technology into real estate project management and realize the informationization of real estate project management. The informatization construction of real estate enterprises can not only enhance the market competitiveness of real estate enterprises, but also greatly reduce manpower, improve work efficiency, speed up information processing and increase the accuracy and reliability of information. It can be seen that information management is the driving force for the development of real estate industrialization in China, and it is also an important pusher for the real estate industry to realize intensive development, digital management, scientific decision-making, and the transformation of operation mode to specialization and refinement. 1. Real estate project management information operation mode 1. 1 Real estate cost management information system takes contract cost management as the main line, and comprehensively and systematically reflects the dynamic cost, actual cost and paid cost of each project at any time in its whole life cycle through scientific and standardized cost structure, thus achieving the goals of cost control and cost accounting. It provides a powerful scientific basis for real estate enterprises to control cost changes, understand cost trends, plan institutional funds, and control investment progress. It is the most important cost information platform, which is convenient for managers at all levels to query cost information through the system. Represents the most important basic work, which can be managed systematically, including contract management, settlement, visa change, payment, fund plan, etc. It is an important auxiliary tool for real estate enterprises to seize opportunities and improve their core competitiveness. Mature real estate cost management information system continuously quantifies all kinds of information through the transparent management of engineering projects, so as to improve the controllability of engineering projects, reduce risks, speed up capital turnover and maximize the function of cost control. 1.2 The quality of real estate quality information system is very important for any product, especially for real estate development. If there are quality hidden dangers in the project construction, it will affect its use, and it may also form an unusable tofu residue project. It goes without saying that the real estate project is a failed project. Therefore, in the process of development, we must first implement strict management of project quality and gradually establish a complete and perfect real estate quality information system. Through the implementation of the quality management module of SAP, the complete integration of quality management with sales management, production management, material management, cost management and other modules is realized. Horizontal support covers the whole process of quality management from procurement to production to sales, while vertical support covers the whole process of quality management from quality basic data management to quality inspection to quality judgment. By implementing the quality management module of SAP system, enterprises can standardize business processes, reduce quality costs, improve productivity, improve customer service level, and finally gain competitive advantages. 1.3 real estate progress information system The progress of real estate projects is a matter of great concern to customers and contractors, and it is also an important indicator to evaluate the success or failure of projects. The delay in the progress will hit the confidence of the project team and end users, which will have many negative effects. The progress of real estate projects is not isolated. We must fully consider the quality, cost and scope of the project. The balanced progress is restricted by many factors, and the progress management needs to be improved. Gantt chart is a commonly used project schedule management tool, which can be generated quickly by using project management software such as project2003. Using Gantt chart, the project manager can intuitively identify the logical relationship between activities, conveniently allocate various resources and grasp the progress of various activities. Gantt chart specifies the progress of the whole project. In order to ensure the smooth progress of various activities, the project implementation team needs to make specific work plans, such as weekly team work plans and personal work plans. 2. Several misunderstandings of real estate enterprise management informatization 2. 1 misconception The concept of real estate enterprise informatization determines a series of corresponding late behaviors, which is the key to directly affect the success or failure of its informatization. One is greed for perfection. Some real estate enterprises hope to build an overall solution in line with the development of enterprise informatization at one time. Some enterprises even studied all domestic real estate-related software from the beginning, including sales, CRM, cost management, project management, OA, EIP, finance, HR, etc., and even inspected software manufacturers in Beijing, Shanghai, Shenzhen and other places, and finally found that enterprise management informationization could not be realized for a while. Because of the different characteristics and target positioning of different real estates, we can only apply some software such as sales, leasing, cost management and investment analysis to solve the core problems according to our own characteristics, and then find out the problems existing in the development of real estate enterprises, and then adjust the functions of the software according to the specific situation to better adapt to the management of enterprises. The second is to blindly pursue trendy ideas. The IT industry likes to speculate on its own real estate software, which just caters to the appetite of some real estate enterprises. Real estate enterprises can follow the fashion in marketing and design, but they must seek truth from facts in informatization and realize informatization in line with the principle of doing things without doing things. Informatization must start with the basic work and solve some core information management problems related to the basic operation of enterprises. 2.2 Selection Misunderstanding After considering the basic starting point of informatization, selecting products and suppliers has become a very important task, which is directly related to the long-term stability of enterprise informatization. Informatization of enterprise management is not the same as buying software. Because the advantages and disadvantages of a set of solutions can never be identified simply by comparing the interface of software and some function buttons, an excellent set of software can only reflect its Excellence and be improved in time after the supplier deeply implements the application, so whether the supplier has a broad customer application foundation and rich industry implementation ability is the most important factor for users to consider. In addition, the informatization construction of enterprises is an ongoing work, with high consistency of informatization. It is necessary to consider whether suppliers can provide higher-end sales management solutions in the future and other peripheral businesses, such as customer service, leasing and even cost management solutions. Therefore, technical realization is only a part of the solution, and various technologies have advantages in their respective application fields. Under the premise of fully considering the advantages and disadvantages of the solution itself, users should choose the technical implementation method according to their own situation, and don't be misled by some software vendors who only have one technical model. 2.3 Misunderstanding of implementation There is a saying in the field of informatization that the success of ERP projects depends on three-point technology, seven-point management and twelve-point implementation, which shows the importance of implementation. The informatization implementation of the real estate industry generally reflects the following two misunderstandings. The first is the lack of organizational guarantee. Informatization projects are first-hand projects, but domestic real estate enterprises generally do not have people who are specifically responsible for informatization. At present, many enterprises only temporarily appoint computer managers under non-information departments such as offices to take charge of such work, and the top management of enterprises generally pays little attention to informatization. Because the process of informatization usually involves the integration or even reorganization of enterprise processes, and involves some working methods and even the adjustment of interests between posts and departments, if there is no strong organizational guarantee, the management informatization of real estate enterprises is likely to give up halfway. Secondly, due to the pursuit of perfection, the implementation cycle is too long and confidence drops. Some enterprises expect too much from informatization, thinking that informatization can cure all diseases, hoping that informatization can solve all problems at once, so they set too high a goal in the implementation process and realize everything, resulting in endless demand from various business departments, delayed system implementation cycle and delayed core business functions. In this case, the balance of financial resources, energy and practical interests has not been compensated for a long time, and the project naturally cannot continue because of conflicts in all aspects. In short, the wave of informatization has flooded into the real estate industry in China, and the informatization of real estate enterprises in China is in a transitional stage from perceptual to rational, and management informatization is a double-edged sword. Therefore, real estate enterprises must realize that the successful implementation of management informatization will bring substantial improvement to enterprises, while the failure of implementation will not only waste the cost of purchasing software, but also adversely affect enterprise management.
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