Article 1
Analysis on the Problems and Countermeasures in Real Estate Marketing Planning
Real estate marketing planning plays an increasingly important role in real estate development. Based on this, this paper first systematically expounds the role of real estate marketing planning, and then analyzes the existing problems and countermeasures of real estate marketing planning.
Keywords: real estate marketing planning problems and countermeasures
First, the important role of marketing planning in real estate marketing
Real estate planning refers to the use of scientific and standardized planning behavior in the real estate field, based on objective market research and market positioning, with unique theme planning as the core, comprehensive use of various planning methods, and creative planning of future real estate development projects according to a certain plan, with operational real estate planning text as the result.
A real planning case is based on the unexpected expectations of consumers, the actual demand of the market and the competitive situation of the industry, and analyzes the target project in detail, and determines its core positioning through the subdivision of the real estate market. The purpose is to put forward the detailed rules for the implementation of the project construction that can meet the needs of customers more effectively than competitors from the aspects of design, construction, marketing, service and management, so as to integrate into the developer's project concept. Accurately establish a set of value system, and strive to avoid and surpass competition to the maximum extent through product differentiation strategy, so that developers and their products can establish a good brand image in front of the public, and finally achieve the marketing strategic realm of conquering the enemy without fighting, and achieve the purpose of selling the whole enterprise to the public.
Its important role is mainly manifested in the following aspects: 1 brings more profit space for developers; 2. Better meet the needs of consumers; 3. Improve the quality of life; 4 Enhance the brand of the developer.
Second, the analysis of the problems in real estate marketing planning
In the development of China's real estate industry, real estate marketing is an important force that cannot be ignored. Looking back on the growth process of China's real estate marketing theory and actual combat, while developing rapidly, it is not difficult to see that today's real estate marketing still shows some weak links in the face of market economy and integrated marketing trend. With the rational development of the real estate industry and the increasingly fierce competition in the real estate market, many problems of real estate marketing from planning, promotion to sales are worthy of attention and in-depth consideration.
1. Lack of theory leads to confusion between market positioning and target market.
These two concepts are the basis of marketing. Without a clear target market and clear market positioning, all planning and marketing will become aimless and vacillating. But at present, some marketing planners confuse these two concepts. In fact, they are obviously different in concept and function.
Target market means that after comparing, selecting and subdividing the market, enterprises decide to enter and determine the corresponding sub-market of their products as service objects. Market positioning means that enterprises design their own products and images, so as to determine a unique and valuable position in the hearts of target consumers, that is, to lay the position and impression of enterprise products in the hearts of potential consumers. Target market is the premise of market positioning, which indicates the service direction of the project.
If the concept is not clear, it is even more impossible to plan the project systematically according to the three levels of product positioning, brand positioning and company positioning.
2. Not sure about the selling point of the product.
At present, the problem of homogenization of real estate product positioning is obvious, such as "hydrophilic", "sightseeing" and "garden", but when it comes to the details of the product itself, the mining of selling points is superficial. It can be said that every real estate project, even every house, is absolutely different, and there are inherent differences in area, pattern, floor, landscape and target customer groups.
These are excellent basic information extracted from the selling points, but most developers and real estate marketing planners turn a blind eye to them. Talking about image, concept and brand at the product level often makes customers confused and not worth the candle. However, this phenomenon is very rare in Hongkong and Taiwan Province Province, which are relatively mature real estate markets.
Some people ridiculed that people who sell houses should learn from people who sell paintings. A painter cherishes every piece of his work and knows it very well. When selling it to others, he will never say what good wood my frame is or what technology my mounting is. In actual combat, according to the different needs of customers, the selling points of products should be subdivided and refined, and the packaging of the whole project should be implemented based on the selling points of products.
3. Innovation divorced from market demand.
Real estate is an innovative industry. In general, a new project may be copied by followers within "3-6 months" after its launch.
Today's real estate has gone through the wave of "galloping around the land", and the market has begun to dig deep into its connotation and seek development through innovation. From design to sales, from materials to people, the innovation of real estate increases the value content of its products, which is called "innovation creates wealth".
Now when it comes to "innovation", many real estate developers complain bitterly: "Now the real estate market is very mature, how can there be so many innovations?" However, just like the continuous upgrading of mobile phones and clothes, housing can be innovated forever. Real estate innovation means knowledge innovation and technology innovation. First, product innovation, such as architectural form and facade; Ecological artistic community greening and landscape; Intelligent and humanized houses and living facilities; Second, service innovation: all-round, one-stop and one-stop service content; Diversification and specialization of service methods; Information and service process chain, etc.
Nowadays, real estate developers seem to have a feeling of "lack of oxygen" in innovation, and it seems that every step forward is very difficult. The so-called innovative products are just "selling melons", which is far from the real consumer demand. In fact, if you really stand on the side of human nature and regard yourself as a consumer, innovation will continue.
4. Over-reliance on advertising communication
Due to fierce market competition and capital turnover, many developers are reluctant to engage in a long-term tug-of-war, relying too much on advertising bombing, hoping to achieve the goal of selling houses quickly through strong publicity. It is reported that some enterprises bought all the advertising pages of Liberation Daily one day.
However, advertising is not the decisive factor to promote real estate projects or developers to enter the minds of consumers, but the quality of the project itself is the most important. Now, the actual role of advertising in real estate projects has been greatly exaggerated, and the power of "advertising creativity" masks the light of "product quality". And if there are major defects in the project itself at this time, the harder the advertisement is, the greater the intensity of stabbing the developer's heart.
At the same time, advertising is not the decisive factor of final sales. After all, real estate is related to a large amount of expenses, even many people's life savings, so be careful when buying. No consumer will spend money just because of a few "creative" newspaper advertisements or "exquisite" loushu, that is to say, the success of any real estate project is not the unilateral success of advertising, but the successful integration of marketing channels such as quality.
Third, the real estate marketing planning countermeasures
The above problems in the process of real estate planning are basically that China's real estate planning belongs to a new profession, while China's real estate marketing planning theory and practice are still in the stage of enlightenment and exploration, and a scientific and effective marketing planning theoretical system has not yet been formed in the real estate industry. In the actual operation process, there are some ideas for quick success and instant benefit. The following is a general analysis of the solutions to these problems.
1. Use the target market selection mode correctly. Developers should decide which target markets to enter or how many target markets to serve. There are five target market models for real estate developers to choose from:
1 composite product mode. This model means that real estate developers focus on developing one type of real estate products and selling them to customers in multiple target markets. However, it is obviously impossible to meet the individual needs of these target groups by arranging different target customer groups in the same real estate, so be careful when choosing this model.
2 Single market model. This model means that real estate development enterprises choose a target market for centralized marketing.
3 complete market coverage model. This model means that real estate developers can meet the needs of various target markets by investing in various types of properties. Only large real estate companies can adopt the strategy of complete market coverage.
4. Selective specialization mode. Real estate development enterprises choose several target markets, and each target market is objectively attractive, which is in line with the developer's goals and resources.
5 compound market model. In other words, real estate developers develop properties specifically to meet the main needs of a target customer group.
2. Regularly train and exchange the professional knowledge of planners. You can organize learning opportunities regularly, provide planners with opportunities to communicate with each other, learn from the strengths of many families, and absorb excellent experiences. Real estate marketing planning needs to constantly absorb new ideas and concepts, but after absorption, it needs to be deeply understood in order to be correctly applied to the process of marketing planning, so as not to be unable to explain clearly what the concept is when packaging the concept.
3. Innovation based on real estate quality. As consumers become more and more mature and rational, consumers who have seen too many "concepts" and "innovative" properties are paying more and more attention to the quality of the properties themselves. What affects their purchase is the factors related to the quality of the real estate itself, such as residential environment, apartment design, garden planning, transportation facilities and so on. So when we talk about innovation and the concept of so-and-so, we should not only care about these demanding consumers, but also let them feel.
References:
Narcissy K. Malhotra. Market research [M]. Beijing: Electronic Industry Press, 2002.
[2] Li Xiangxiang. The latest real estate marketing planning actual record [M]. Beijing: Yinsheng Image Publishing House, 2003.
[3] Wang Changzheng. Consumer behavior [M]. Hubei: Wuhan University Press, 2003.
the second
Real estate marketing planning under market norms
Nowadays, the rapid development of the global economy is changing the whole social and marketing environment. The change of the environment forces the real estate to re-examine the existing marketing concept, and then establish a brand-new marketing concept. In the market economy, all failures are attributed to the failure of thinking mode. If we can solve the problem from the source of thinking mode, then no matter how powerful our competitors are, we can finally beat them.
[Keywords:] real estate marketing innovation strategy
I. Introduction
The correct choice of real estate marketing strategy should be to find a strategic basis that meets its own conditions, make up for market vacancies, and establish regional comparative advantages; Products can satisfy consumers or users from three levels. This concept of "whole product" is an important marketing concept of real estate product innovation. There are two ideas for market innovation: re-selecting sales areas or re-selecting buying groups; Products should contact the market in a certain way, and business innovation is the way to improve and perfect this connection. Innovation needs opportunities, and "opportunities" in the marketing sense come from the needs and desires that consumers or users fail to meet or need to be better satisfied through the market; "Innovation" is an economic concept, not a technical concept. It refers to "real estate developers implementing a new combination of production factors", which is different from new technological inventions.
Second, the significance of real estate marketing
Modern marketing is an applied science that China must learn and master to develop socialist market economy and enter the world market. The fate of real estate depends on "sales", the performance of which comes from "operation". Only when the word "operation" leads, the word "sales" leads, and marketing is integrated, can such real estate be like a duck to water in the market. "Marketing" includes planning, creativity, operation and research. The primary task of modern marketers is how to use their brains to promote "sales" with strategies. A key criterion for evaluating the operation of a real estate is the final marketing performance including sales, market share, profit and popularity, and the marketing performance depends on the marketing strength of the real estate.
Marketing strength includes not only the hard resources, equipment and funds of real estate, but also the soft resources of real estate. The strength of soft resources is mainly reflected in its modern marketing consciousness and professional marketing strength, and the level of professional marketing ability depends on whether real estate has a solid foundation, rich experience, creative thinking and diligent marketing management, marketing planning and marketing execution talents. With the advent of the information age, China's entry into WTO, the intensification of market competition and the deepening of economic system reform, it is increasingly urgent for us to establish a team of high-quality marketers.
Third, the problems in the process of real estate marketing
1, some real estate marketers have low quality.
Real estate developers lack the minimum requirements and grasp of the quality and experience of sales staff, which leads to heavy time and labor costs for real estate developers. Due to the internal system and policy restrictions, there is no reward and punishment mechanism, which leads to the lack of motivation, motivation and pressure for sales staff. The quality of real estate personnel is mixed, lacking unified guidance, assessment and standardization requirements, and there is no unified minimum quotation requirement and standard for selecting customers; There are still some areas where sales ability is not weak, but they lack in-depth understanding of products and grasp of selling points.
2. Low marketing objectives and low vision.
Sales target determines the elements of marketing target. After studying the marketing materials collected by business evaluation, the sales target is set, so the sales target can directly reflect the company's ability to realize the predicted sales volume in the next year. Review the sales targets and understand the reasons why the sales targets are set at low, medium and high levels. If the company's sales target is set at a low level, it may mean that it has lost a lot of customers and market share in recent years, otherwise there will be more competitive activities in the sales area, or competitors will spend more money on advertising. These reasons will directly affect the formulation of marketing objectives, and also help to understand how to formulate marketing objectives, and whether it is necessary to attract new users, existing customers or duplicitous people at the same time.
3. The marketing strategy is not scientific.
Quality and technical management means are indispensable in the operation process, and only when they are harmoniously integrated into the whole real estate management system can they play their due role. For example, a real estate can actually control the cost of a yarn that is only 5 meters long, and also allow each machine to be properly maintained and maintained. Only by investigating the reasons can we understand that they not only meet the national quality management standard of IS09000, but also sum up a set of personalized and serialized real estate management methods through years of practice, and reasonably control the unit cost of products and the cost of machines through management means; Improve personnel target management; Realize the standardization of workflow and the rationalization of salary system and incentive system; At the same time, through various training methods on weekdays, the post quality and professional quality of personnel have been improved, and the management awareness has been enhanced. Through humanized management, machines and people are scientifically integrated into the overall strategy of real estate.
Because of the confusion of channels, many properties have taken a detour. Due to the lack of market operation experience and customer base or the pursuit of short-term interests and cash flow, some long-term superior varieties are sold to the circulation and retail markets, regional disputes continue, customers complain constantly, and market sales quickly stagnate. Because it is obvious that the sales of circulation retail are done by crowding out clinical sales, when clinical sales shrink, the sales of other channels without systematic cultivation naturally decline. This short-term behavior hurts both real estate and customers rather than a win-win situation.
The reasonable way should be to determine the channel according to the characteristics and competitive advantages of products and keep the bottom line of standardized operation. Even distribution channels need to be standardized to help customers establish distribution channels. According to the competitive pattern, it is a magic weapon for the success of some real estate projects. For example, products with fierce competition in large and medium-sized cities are sinking into the low-end market, and aristocratic products that have suffered price cuts before are the first to seize the circulation market.
Fourth, the strategic significance in the marketing process.
The word "strategy" was originally a military term, which originally meant the overall or decisive planning for any organization. The strategic issue is the best way to study the direction, goal and realization of global action. Applying the concept of "strategy" to real estate marketing activities is called marketing strategy. The strategic significance in the marketing process refers to the goals that real estate will achieve in a certain period of time in the future by identifying the opportunities and threats provided by the external environment and a series of actions taken according to its own resources.
1, attachment strategy
Dependent management strategy is also called systematic management strategy. The so-called "attachment" means that the production and operation activities and development of this real estate are relatively fixed or grafted on a large catering real estate or real estate group and become an integral part of the series production of this large real estate or real estate group. The advantages of choosing and adopting dependent business strategy are that small and medium-sized catering real estate can obtain relative business direction and technical support, and the product development direction is relatively simple and clear, so that they can give full play to their own expertise and avoid the pressure of fierce market competition to some extent; In addition, we can also carry out joint development through cooperative relations, and rely on the technical development ability and strength of large-scale real estate to break through our own constraints in capital, talents and equipment.
2. Internationalization strategy
Internationalization strategy refers to the strategy that real estate transfers its valuable products and skills to foreign markets, thus creating value. When most real estates adopt the internationalization strategy, they transfer the differentiated products developed at home to overseas markets to create value. In this case, real estate mostly leaves the function of product development in the home country and establishes manufacturing and marketing institutions in the host country. In most international real estate, the real estate headquarters will generally strictly control the decision-making power of products and market strategies.
If the core competitiveness of real estate makes real estate have a competitive advantage in foreign markets, and there is less pressure to reduce costs in this market, then it is very beneficial for real estate to adopt an international strategy. However, if the local market requires that products and services can be provided according to local conditions, real estate should not adopt this strategy. At the same time, because the production bases of real estate in foreign countries have factory buildings, it will form redundant construction and increase operating costs, which is also unfavorable to real estate.
In recent years, when the world-renowned transnational real estate entered China on a large scale and vigorously promoted it.
While implementing the localization management strategy, domestic well-known household appliances real estate represented by Haier and Changhong are not to be outdone, actively exploring the international market, gradually forming the strategic awareness of going global and striving for global brands, and taking substantial steps in internationalization in terms of concept, production, marketing, R&D and capital. At present, with the globalization of global economy and China's entry into WTO, more and more local brands in China will pay more attention to internationalization strategy, participate in world competition and compete for the international market together with international real estate, which is an inevitable trend.
3. Difference strategy
The core idea of differentiated marketing is "market segmentation, targeting at target consumers, introducing brands and establishing images". Based on market segmentation and aiming at the individualized needs of target markets, it endows brands with unique values, establishes distinct images, and establishes differentiated and personalized core competitive advantages of brands through brand positioning and communication. The key of differentiated marketing is to actively find the market gap, select the target market, tap the unsatisfied personalized needs of consumers, develop new functions of products and give brand new value. Differentiated marketing is not an innovation of a certain marketing level or a certain marketing method, but a multi-faceted and systematic marketing innovation of products, ideas, values, images and promotion methods. And on the basis of innovation, realize the brand's target focus in market segments and gain strategic leading edge.
4. "Virtual marketing" strategy
The strategy of "virtual marketing" means that real estate breaks through tangible boundaries in organization, and only retains the most critical and core functions such as production, marketing, design and finance, while trying to virtualize other functions. The development of Nike in America is a successful example of "virtual marketing". Nike is a real estate, with no workshop and no sales network, only a sports design department and a marketing department with core competitiveness in the world. Both production and sales are virtualized and completed by external organizations.
The business model of "virtual marketing" strategy has three competitive advantages:
1 overcame the constraints of real estate resources.
Implementing brand strategy in real estate virtual management can concentrate real estate resources on in-depth market research, brand identification or visual planning, advertising and various modes of communication, thus saving huge investment in manufacturing facilities and consumption of manpower and material resources.
Focus on the high value-added part of the value chain.
Some real estates hold high the banner of brand strategy, carefully build brands to obtain higher added value, virtualize some low added value activities in the value chain, and entrust other manufacturers or companies to complete them. Their virtualized real estate units can also choose different organizations according to cost and quality, thus making virtual operations full of vitality.
3 agile.
In view of the changes in market demand such as product variety and demand, brand real estate can quickly integrate external resources to adapt to the market and overcome the relative rigidity of all-round real estate production and operation.
Verb (abbreviation of verb) conclusion
For a large number of domestic real estate enterprises rooted in the mass market, in order to maintain their position, we must first carry out thorough changes, get out of the original methods of reducing costs, innovate in business model and operation management, reduce costs and increase efficiency through value chain innovation, low-cost operation and refined marketing, and provide the bottom consumers with high-quality and cost-effective products that can truly meet their needs.
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