Article 1
Analysis on Risk Management of Real Estate Marketing
Abstract: As an important part of real estate management, real estate marketing is an effective means for developers to turn potential market opportunities into real market opportunities and realize self-development of enterprises. In a sense, real estate marketing is the key to the success or failure of real estate development and operation!
Keywords: marketing; Market opportunities; risk management
1 the significance of real estate marketing management
The real estate industry has the characteristics of large investment, long development cycle and many design links. In this ever-changing external environment, real estate enterprises experience more risks. Today, with the establishment and perfection of the socialist market economic system, marketing has developed rapidly. The progress of marketing has really affected the development of real estate enterprises and promoted the development of the national economy. In the fierce market competition, there is no risk-free opportunity, and among all kinds of risks encountered by enterprises, marketing risk is the most harmful and the most difficult to predict and prevent. Therefore, in order to survive and develop in this complex environment, it is of great significance to strengthen the risk management of real estate marketing, explore and study it, and standardize it with scientific methods.
Avoiding marketing risks can save enterprise costs. For marketing risk takers, the most economical means is to prepare for possible risks and use the most appropriate and best technical means to reduce management costs. Use the most appropriate marketing risk tools and related safety plans, use the most reasonable disposal methods, control the losses to the minimum, use up the lowest possible management costs, achieve maximum security, and achieve the best effect of risk control. Promote the improvement of risk management level of real estate enterprises and make them invincible in the increasingly fierce competition.
2 the formation and causes of marketing risks in real estate market
In essence, there are two main causes of marketing risk: one is the subjective factors of enterprises, and the other is the objective factors of market environment.
2. 1 Subjective factors of real estate marketing risk
1 the enterprise has not got rid of the influence of the traditional planned economy system, and still maintains the traditional marketing concept. During the planned economy period, the supply of goods was in short supply, and the traditional marketing concept pursued the principle of fixed sales by production. Modern marketing concept pursues the principle of production on demand and fixed production by sales, emphasizing the organization of production and business activities according to market demand. Under the condition of modern market economy, the supply of goods is relatively surplus, and consumption is a kind of behavior of consumers. The wrong marketing idea of enterprises leads to wrong behavior, which leads to risks.
Enterprise decision makers are used to making marketing decisions by subjective imagination. In the end, it will lead to unsalable products and stagnant funds.
Enterprise marketing managers and marketers do not understand market rules, norms or regulations, and it is also easy to cause marketing risks.
Under the market economy system, in order to maintain a fair competition environment, a series of rules and regulations have been formed for a long time, such as relevant national laws and regulations, industry codes of conduct and practices. If an enterprise's marketing activities violate the rules and regulations of the market, it will be severely sanctioned by national laws, and the light ones will be * * *, banned, and jointly countered by other enterprises in the same industry, which will eventually make the enterprise fail.
4. Enterprises lack the experience and knowledge to deal with marketing risks. When enterprises have marketing risks, they can't control the risks in time because of the lack of experience and knowledge in dealing with marketing risks.
2.2 objective causes of real estate marketing risk
Marketing activities are influenced and interfered by various environmental factors outside the enterprise, which leads to marketing risks. Enterprises must study these reasons.
1 the objectivity of market demand changes is the primary factor leading to the objective existence of marketing risks. With the establishment, development and perfection of China's market economic system, the production and operation activities of enterprises are increasingly restricted by market demand. Market demand is a constantly changing uncontrollable factor. The market demand faced by enterprises in China has changed from quantitative demand to quality demand, and is evolving to personalized demand.
2. Changes in the economic situation and economic policies will generate marketing risks. In recent years, China's social and economic situation can be said to have undergone earth-shaking changes: looking at all aspects of China's economy, it is changing rapidly and continues to change rapidly. Judging from the global economic situation, the degree of interconnection and influence among countries' economies is also rising further. Changes in the economic situation of one country in the world have also led to changes in the economic situation of other countries.
3 types of real estate marketing risk management
3. 1 Internal environmental risk management
The internal environment of enterprise includes enterprise system, execution mechanism, enterprise marketing policy, marketing system, marketing environment and other factors. The internal environment of enterprise marketing system is the basis of marketing risk management. Without a good internal environment, risk management is difficult to play an effective role, so improving the internal environment of the company is of great significance to improve the internal marketing risk management ability of the company. The internal environment includes:
Strengthen the risk management concept of 1 For example, the concept of risk management in real estate companies is weak, problems are dealt with again, lessons are not summed up, the stage of risk management is not reached, and internal employees lack risk awareness and so on.
2 Department rights and responsibilities. Clear responsibilities, each with its own responsibilities.
3. Formulate appropriate human resources standards. The Human Resources Department formulates employment standards, entry standards, training standards, evaluation standards, guidance standards, promotion standards and salary measures, unifies assessment standards and implements refined management.
3.2 Risk management of market monitoring
The only unchangeable rule of the market is that the market is always changing. While paying attention to the current market situation, we should also pay attention to the changes in the market, including the monitoring of national market policies and competitors. Grasp the law of market changes, predict the impact of market changes, and accurately analyze the balance of market supply and demand.
1 information transmission, effective communication. Establish an information system, monitor the market in time, and obtain, collect and analyze data. Effective communication between management and employees.
2. Establish risk assessment tools. Risk assessment technology needs to use a lot of data for comparison, and pay attention to collecting historical data about risks, and record them in time when encountering risks, forming historical data as a risk assessment tool in the future.
3 Effective monitoring. Risk management changes with time. The original effective risk response may not work now, and the control activities have also lost their functions. It is necessary to monitor and analyze the market policy environment in time.
3.3 Product Risk Management
Product risk refers to the state that the product has no market in the market. Product risk includes product risk, product quality risk, product listing opportunity risk, product market positioning risk and product brand risk. The risks of the product itself include: architecture, structure, decoration, materials, community planning, greening, supporting facilities, location, cultural differences and so on.
4 marketing risk management control
In the process of real estate marketing, no matter what kind of risks must be avoided and managed, real estate enterprises should set up personnel or institutions to carry out enterprise risk management activities, and regularly conduct systematic and overall review and evaluation of risks:
1 Enhance risk awareness and incorporate risk management into enterprise management. Incorporate risk management into daily management, especially those risks caused by uncontrollable factors such as system, policy and market, and have a clear understanding and management measures.
2. Establish a reasonable risk management organization. In order to make risk management a continuous management activity of enterprises, qualified enterprises should establish corresponding risk management institutions, and immature enterprises should also set up specialized personnel to carry out risk management. At the same time, enterprises should also make full use of the "outside brain", that is, use professional risk management consulting companies to serve real estate enterprises and do a good job in enterprise risk management.
3. Establish an efficient risk management information system. Using this system, the right information can be sent to the people who need it at the right time. This kind of information includes not only the management support information of risk management theories and methods, but also the information of real estate industry and enterprises' own risks and risk management policies, as well as the information that can provide support for enterprise risk management outside the enterprise. It is an omni-directional and three-dimensional information network. Enterprises can use modern advanced technology, especially enterprise LAN, to establish risk information management system.
4. Establish a scientific risk management mechanism. Measure the risk in advance, truly understand the risk degree of the enterprise, have enough estimates of the possible losses, collect the relevant information of the enterprise itself and the industry, make analysis and comparison, pay close attention to the changes in the social, economic, political and natural environment, find potential dangers, and try to avoid or pass on risks. Then make the right decision to deal with the risk. Fully understand and master the characteristics and laws of risk occurrence, find out various factors that cause risks, reasonably arrange project management and control, formulate systematic systems, do a good job in key management of risk projects, and put forward the best treatment scheme that is beneficial to enterprises. Through various disaster prevention and loss prevention measures, try our best to prevent and eliminate possible risks, or reduce the degree of risks, and obtain the best safety benefits with less consumption. Finally, the results of the program are evaluated.
5 summary
In a word, real estate enterprises must identify all the major risks, take necessary risk management measures, and ensure the sustainable development of enterprises through a sound risk control system if they want to achieve the set goals, maximize the return on benefits and maximize the utility of assets while minimizing risks.
the second
On market segmentation in real estate marketing
On the basis of analyzing the main problems existing in current real estate marketing, this paper expounds the theory, function and basis of real estate market segmentation, and further illustrates that the market segmentation theory is beneficial to the development of real estate industry and improves the competitiveness of enterprises through examples.
Keywords: market segmentation; real estate
Introduction to 0
Market segmentation refers to the process of dividing a whole market into several sub-markets with the same characteristics according to the differences of consumers' buying behavior, which was put forward by Wendell Smith, an American marketing scientist, in the mid-1950s. China market with a population of nearly 654.38+300 million is the most potential market in the world today. With the improvement of living standards, people's needs are different, which leads to the differences of consumers' purchasing psychology and behavior. Real estate enterprises regard housing as a product with regional characteristics, which determines that it can only meet the needs of specific regions, specific customers and specific market segments as its own goal. Therefore, it is of great theoretical and practical value for real estate marketing to accurately determine its own market.
1 The main problems of current real estate marketing
The real estate enterprise is the pillar industry of the national economy, and its development directly affects the development level of the whole national economy. The main problems existing in current real estate marketing are:
1. 1 Pay attention to after-sales and ignore the market segmentation strategy before-sales. Although many real estate developers know the importance of marketing in real estate development, they don't really know what marketing is, what marketing mix strategy is, and what kind of house to build, such as how to sell it. For example, some consumers buy houses to change their living conditions, some for investment, some for holidays, some for parents and some for children. This requires developers to segment the market from the purchase motivation and develop corresponding products.
1.2 does not attach importance to the differentiated marketing of real estate, and does not link the characteristics of products with the needs of the target market. The characteristics of fixity, regionality, complexity and scarcity of real estate products lead to the obvious regionality of the demand in the real estate market. Due to the differences in economic, cultural and income levels in different regions of each city, the demand for housing for ordinary people varies greatly.
1.3 doesn't analyze customer needs, but is keen on concept hype. Today, with the serious homogenization of products, exploring product concepts and expanding market segments through concepts have become the last straw for product success. Vanke's "City Garden" and Wei Zi's "Garden City" have successfully opened the market through brand-new ideas. Many developers lack integrity awareness, do not analyze customer needs, exaggerate when speculating "concepts", and advertising is not in line with reality, which not only harms the interests of consumers, but also affects the corporate image of developers.
2 the role of real estate market segmentation
Real estate market segmentation refers to dividing the real estate market into several real estate consumer groups with similar needs and desires according to certain segmentation parameters under the guidance of marketing concepts, and each consumer group is a market segment. Its role is reflected in:
2. 1 helps real estate enterprises to find new market opportunities. The real estate market is a market with strong supporting services and diversified needs. In the case that the seller's market has been transformed into a buyer's market and the vacancy rate of real estate remains high, enterprises can understand and analyze the demand satisfaction and real estate competition of each consumer's market segment through market segmentation, find market vacancies, avoid excessive competition, and constantly discover and seize new market opportunities, so that enterprises can "break even" in the market and present new business opportunities.
2.2 is conducive to small and medium-sized real estate enterprises to explore the market. Small and medium-sized real estate enterprises have limited manpower, financial resources, material resources and information resources, and lack advantages in the overall real estate market and the competition in larger market segments. If such small and medium-sized enterprises are good at discovering the unsatisfied needs of consumers, subdividing a small market suitable for their own strength and advantages, and launching corresponding real estate products or services, they can often obtain better economic benefits.
2.3 is conducive to the real estate enterprises to concentrate on the use of resources and formulate appropriate marketing mix strategies. Through market segmentation, enterprises can find one or several business operations that are most suitable for them, so as to concentrate manpower, financial resources and material resources on these businesses and formulate appropriate marketing mix strategies for the target market to maximize economic benefits.
3 the basis of real estate market segmentation
The basis of market segmentation is objective demand difference. To carry out market segmentation scientifically, we must first determine the basis of market segmentation. At present, the breakdown of the real estate market can be summarized into the following four categories:
3. 1 Geographical variables Due to the immovability and regionality of real estate, geographical variables consider three factors:
First, the natural geographical environment, such as topography, landforms, climatic conditions, etc.; Second, the economic and geographical environment, such as the distance from the city center and convenient transportation; Third, the humanistic environment, such as residents' quality, social atmosphere, culture and education. People's interest in real estate is actually the result of comprehensive evaluation and selection of real estate and its surrounding environment.
3.2 Consumer Variables Consumer variables in the real estate market segmentation include:
Age, income, family size and life cycle of consumers. Consumers with different ages, different income levels, different family sizes and at different stages of the family life cycle have completely different needs for real estate. This requires real estate enterprises to conduct comprehensive evaluation and segmentation from the relevant aspects of consumers, especially from the income level, and find out the corresponding market segments. For example, the popular duplex small apartment in recent years was developed for singles or dinks who are limited in economy, pursue fashion and pay attention to small apartments.
3.3 Psychological variables Psychological variables are based on the psychological characteristics of consumers, such as lifestyle, purchase motivation and consumption personality, and serve as the basis for dividing consumer groups.
Different consumers have different lifestyles, some like affordable housing, and some like high-end apartments. Consumers' motives for buying houses are varied, some are to meet residential and business needs, and some are to preserve value or increase investment. Consumers' consumption personality is also varied, mainly manifested in their psychological preference for residential style, decoration, indoor layout and neighborhood relations.
3.4 Behavioral variables Behavioral variables are people's attitudes or reactions to the use of residential products, mainly including "waiting to buy" and "pursuing benefits".
The waiting stage refers to the different stages of the consumer's purchase process. Some consumers still don't know about residential goods, some are familiar with them, some have a desire to buy them, and some are preparing to buy them. Different consumers pursue different interests when buying a house. Some buyers pay special attention to the price, some pay attention to the surrounding environment, some pay attention to whether the value-added is fast, some pursue a perfect property management system and so on. Real estate enterprises should attract different consumer groups from two aspects: using opportunities and pursuing interests. With the increasingly fierce competition among real estate developers, only through market segmentation can real estate developers find and use market opportunities, improve the competitiveness of enterprises, achieve maximum economic benefits and better meet the needs of society.
References:
[1] Yuan. On market segmentation in marketing of real estate enterprises. China real estate 2007 1 1.
[2] Chai Shao zong editor. Consumer behavior. Tsinghua University Publishing House, 20 10.