abstract
Brand is an intangible asset of an enterprise, and it is also a sharp weapon for an enterprise to win the market. Because property management is a new industry, it is not yet.
Perfect enough, its social status is not high, and the profit of property management is very small, so many property management companies ignore it.
Brand creation. In fact, with the gradual formation of the property management market and the increasingly fierce market competition, we should create brand-name enterprises and establish excellent enterprises.
Showing the project management community has become the management goal and direction of China project management enterprises. Brands can keep people loyal and completely trusted.
A good brand can convey the values, culture and personality of an enterprise. The Ministry of Construction held a seminar on "Property Management and ISO900 1 Certification"
Will ",sounded the encouragement and promotion of property management enterprises through IS0900 1 international quality system certification, improve corporate visibility and achieve.
The clarion call of brand strategy of industry management. Now, enterprises have entered the era of "brand competition". In the next few years, property management companies should
Work hard on brand building, formulate brand strategy, and comprehensively enhance the brand image and popularity of enterprises.
Keywords: brand property management, brand marketization, specialization and scale innovation
catalogue
1 brand and property management brand
2 conditions for creating a property management brand
3 the inevitability of creating a property management brand
4. The strategy of building a brand of property management
5 Property management enters the era of brand competition
1 brand and property management brand
At present, the total number of property management enterprises in China has exceeded 20,000, and more enterprises are springing up like mushrooms after rain. Low prices make many companies
Our company can't live on property management fees alone, but in the high-end property market, the newly landed "foreign property" has begun to reach out and harvest.
Fruit. Most of the small property management enterprises with backward management are caught in the embarrassing dilemma of struggling for survival and being criticized by consumers.
The present situation of the property management market leads to the introduction of competition mechanism and brand building in the property management industry, thus giving consumers more choices.
Choice opportunities also give property management companies the opportunity to standardize development. Let's look at an example first: Tianjin Jinxia Property Management Company was established.
1994 was one of the "Top Ten" enterprises in Tianjin property management, with the first-class enterprise qualification in Tianjin property management. The purpose of the establishment of the company is
Over the years, we have always followed the enterprise tenet of "operating according to law, service first, customer first" and carried forward the spirit of "pioneering, realistic and innovative"
Enterprise spirit, established the business philosophy of "people-oriented, honest and trustworthy", and established a property management model with the characteristics of Golden Mansion.
. At present, it manages many types of projects such as high-rise, multi-storey residential quarters and office buildings, and at the same time carries out property management consulting, interior decoration,
Housing leasing and other diversified businesses. Li Jinxia foreign-related community won the "National Excellent Demonstration Community of Urban Property Management".
Over the past few years, the company has been constantly pioneering and innovating, and has successively achieved seven "firsts" in the city: the first one is to carry out bagged garbage; sequence
One set up a neighborhood Committee; The first established a community health care center; The first owner donated flowers and trees on a large scale; the First Family
Obligatory supervisor system; The first batch topped the list and was rated as "Excellent Demonstration Residential Quarter of Property Management"; The first one is the first in the city.
The second large-scale public property management project won the bid in one fell swoop. Struggle spirit and continuous innovation have become the brand of Jinxia Property.
Thanks to the brand, a series of achievements have been made today. What is the brand? Brand comes first. The brand is in the market.
Speed is to stand out. Brand is a dazzling signboard, a prominent identity and an advocate of comprehensive quality. This is right.
The degree of commitment fulfillment is the result of meticulous work and a long-term return to satisfy consumers. The composition of the brand includes the enterprise.
Industry and product name, product quality, product positioning and publicity slogan, etc. Brands are accumulated and need to be shaped and maintained.
Protection, promotion and redevelopment. Property management brand consists of property brand and management brand. The constituent elements mainly
There are: the reputation and image of the property company and a series of factors that form and affect the reputation and image of the property company, including the property company.
Special names (such as loud, eye-catching, profound meaning, special origin, etc.). ), registered capital, management performance and equipment level.
, social evaluation, owners' management committee, government opinions, etc. ; The management experience, social status and influence of the person in charge;
Quality of management; Professional titles or technical levels of professional and technical personnel, etc. ; In addition, it also includes the company's property management services.
, charging standards, service attitude, service depth and so on.
2 the conditions for creating a property management brand can be imagined. If the property management company is entrusted to implement property management in the community and industry.
After the owner checked in, he found that the quality of the building was low, the supporting facilities and environment were not perfect, there were piles of after-sales problems, and the service staff had a bad attitude.
And a series of problems, in the face of such residential property companies can only cope, not to mention building their own service brands. thing
In order to create a brand successfully, a property management company should, according to the characteristics of the property, software and hardware facilities,
So as to realize the strategy of building a brand of property management, that is to say, property companies should first analyze and understand the prerequisites for building a brand: 2
There is still a depreciation problem of 1 hardware in daily use, which cannot be ignored.
2, 1, 1 facilities, facilities have nothing to do with grades, and whether the functions match is a very important criterion for evaluating the quality of hardware facilities.
2, 1, 2, the environment, the environment is greening, gardening, and any green environment has its commonness, and it is equally green.
Whether it is decorative or functional, it must be clear. If it is functional, its functionality will not be exerted, only hair.
Although it is decorative, this environment is still not good. Commenting on the environment is about beauty, taste, style and dealing with the environment.
Art should be completed by professional designers to form a good, warm and comfortable living space.
2, 1, 3, quality, quality problems are usually visible to us, and there are other things we can't see, so please.
Experts to identify.
2. The first criterion of software evaluation is whether there is research and development in all software elements.
Exhibition, research property, customer demand, property positioning, market positioning. If the property under management is an office building, it may be more concerned.
The present situation and trend of regional market, if it is residential, is more about studying the needs of customers and target groups, and this research
We must ensure the sustainable development of this industry. Software is to see whether a management company has the foresight and deficiency of property development.
Guidance, when you have this ability, all the work has a direction and goal, then the property company needs to do two things.
Love is the design and implementation of management and service.
2, 3 service object It can be said that the service object of the property is people. In order to provide satisfactory service, we should try our best to make its service necessary.
Seek convergence, so that people in this group can reach the same level and trend of their needs as much as possible.
2,4 establish brand awareness
Brand, as an intangible asset, its effect is incomparable to any advertisement, and it is formed by the brand image of property management.
Word-of-mouth effect can not only bring excess profits to property management companies, but also help them expand their business scale. Property management companies
Teachers should combine the actual needs, actively explore and boldly practice, and follow the high standards and strict requirements of brand building to create a clean and honest,
Civilized, elegant, safe, convenient and comfortable living environment as the goal, through rigorous and efficient scientific management, advocate "at any time.
Anytime, anywhere, wholeheartedly "service concept, to provide quality services for the owners.
2, 5 perfect rules and regulations and high-quality staff rules and regulations are conducive to the smooth development of all work and public.
The progress of the company and the orderly work of employees. If employees can clearly know that the enterprise they serve is doing better than others.
If you are proud to join such a company, you will gradually form the brand temperament of employees.
",the formation of this temperament is very critical for the growth of corporate brands. In addition, before selecting and training on-the-job managers
Staff or recruitment of professionals, to participate in the professional education of property management, to cultivate reserve talents for the development of enterprises. Training can
Through theoretical discussion, listening to special lectures, holding special training and other forms, and constantly improve the theoretical level of property management personnel and
Professional quality.
3 the inevitability of creating a property management brand
3. 1 The implementation of the property management brand is to meet the needs of residents. With the continuous improvement of living standards, people's housing
I have asked for a room to live in, and I have settled down. The so-called good living is not simply a reasonable size and layout.
Such as "hardware", it is more important to have good "software" such as housing management to ensure the normal operation of houses, equipment and property.
The area has good public security, clean and tidy environment and complete service facilities. Therefore, first-class property must be equipped with first-class management services.
In order to create a first-class living environment. Secondly, brand-name property management is favored by consumers, not only in its superficial management.
Service, more importantly, the corporate culture it contains, that is, the status, personality, cultivation, taste and lifestyle of consumers.
Positive cultural characteristics. In other words, the process of consumers' purchase and consumption is also a pursuit of the above cultural values.
Current process. It is precisely because of the high cultural taste and high added value contained in brand-name property management that consumers have a special liking for it.
Do not hesitate to invest in it. 3, 2, the implementation of property management brand is the need for property management enterprises to survive and develop in the market competition.
The nature of industry management and service determines that its current management policy is "to protect capital and make small profits and serve the society", and it is impossible to make high profits.
To this end, many property management companies are in a state of meager profit and loss. Without funds, how can we operate and serve? Advanced from now on.
Among the property management enterprises, we find that the larger the scale, the more enterprises under the jurisdiction of the property, and the more profits. Therefore, property management
Only by establishing famous brands, using brand advantages to expand the scope of business services and form scale effects can enterprises make full use of human resources.
Material resources, reduce costs, enable enterprises to obtain considerable benefits and improve their viability.
3, 3, the brand of property management can be an eternal brand of property management enterprises, reflected in the hard indicators of property management.
Is to create and win the highest honor award of domestic property management "excellent property management community", "safe and civilized community" and ISO900 1.
Quality management system certification; In terms of software construction, it is mainly enterprise culture at home, and it is generally the reform of internal mechanism of enterprises at abroad.
Expand the influence through the media, publicize the entrepreneurial spirit, and comprehensively enhance the corporate image. 3, 4, property management brand is the name of trust and commitment.
Brand enterprises and excellent property management communities express the relationship between "products" or services and owners, which is a manifestation of mutual benefit.
Friendly cooperation and trust. Excellent property management "products" are "lighthouses" in the business world, attracting people who are confused and indecisive.
Owner, customer. Excellent property management "products" can not only close the relationship between property management enterprises and owners, but also the relationship between property management enterprises and owners.
An unwritten or oral contract. The real property brand (excellent property management community, building, safe and civilized community) can be reflected.
It is an intangible asset and strength, showing strong trust and interests. 3, 5, property management brand is the value of service.
It is best to explain that if property management companies can always charge at a reasonable price (this reasonable price is charged in accordance with state regulations)
Standard, and accepted by property management companies and owners), to provide high-quality "products" or services, then the market will agree.
For it, the owner will be loyal to it. The relationship between property management companies and owners is based on the management of "brand". "Brand" or
"Excellent property management community" is a symbol of commitment and loyalty. Brand is a promise made by the property management enterprise to the owner. Property management enterprises should follow suit.
The bank promises to maintain its "products" as its dedication and enthusiasm to the owners, so that the owners will find a loyal property management enterprise.
Valuable and beneficial.
3, 6 property management brand is not only conducive to make up for and improve the reputation and image of developers, but also make the property itself more
Attractiveness makes potential buyers more willing to see the future, systematic and thoughtful service and excellent management.
Empty the bag. Therefore, in project marketing, we must attach great importance to the full use of property management brands. Specifically, there are mainly
The following reasons:
3, 6, 1, property management brand is an important part of property project brand. We can see from the following data: Now
Among many real estate developers, the property management provided by reputable property management companies is regarded as a very important promoter in sales.
Duan. According to the survey, in 2002, the newly developed buildings in Beijing, Shanghai and Guangzhou put the main selling point on property management (97%). that
His main selling points are: location (94%), price (92.8%), apartment type (9 1.4%), building quality (89%) and environment.
Environment (84%), quality of life (83.5%) and value for money (79%).
3. 6. 2. The success of property management brands and property projects is of great significance. If the property management is good,
Managing brands can make real and potential buyers have more confidence in real estate. Because in the eyes of customers, property
The company is a unit that shares the same breath and fate with them and will stay with them for a long time. At present, some local media are exposed.
There is something wrong with the house, and the owner can't find a developer, which makes potential buyers more cautious. Meanwhile, property management
How to manage the brand well is not only closely related to their daily study and life, but also an important factor in their masturbation, pride and self-esteem.
To influence factors.
3, 6, 3 The brand strategy of property management is a novel and effective strategy to defeat competitors.
There are two main ways of branding. 3, 6, 3, 1 in the process of on-site sales, through the existing property management personnel's instrument, words and deeds,
Work and service attitude, to directly show the charm of property management brand, and attract more property buyers to their own property projects.
Come; 3, 6, 3, 2 Property management brands are intentionally used as selling points in marketing, and they are put in by TV, magazines, newspapers and other media.
The concept of project property management brand is highlighted.
Therefore, it is an inevitable trend for property management companies to create property management brands, which will continuously promote the improvement of property management services.
At a new height, the quality of service is constantly improving.