Capital, land and consumers are the main factors of real estate development. In recent years, with the gradual emergence of the macro-control role of the state and the gradual maturity of the real estate industry, real estate marketing is facing a new situation.
Since the end of March 2004, the state has strengthened macro-control in the face of the signal that the economy as a whole is overheating. Starting from the source of real estate-credit and land, the relevant state departments have taken a series of control measures, although there is a certain time lag, but initial results have been achieved. With the gradual emergence of the effects of various control measures, the macro-control effect on the real estate market will be further revealed. Its achievements include: the momentum of excessive investment growth has been initially curbed; The sales growth rate continued to be faster than the completion, but it fell back; The scale of loans has been effectively controlled and the structure of capital sources has been further adjusted; The market reduced unreasonable demand and gradually optimized the market structure. For real estate enterprises, although the tightening of money is conducive to the long-term sustained and healthy development of real estate, it will bring greater pressure in the short term.
Real estate prices continue to rise. Since the macro-control of the domestic real estate market in 2005, although the price increase in some places has slowed down, that is, the national average price increase has declined. For example, from June 5438 to February, house prices in 70 large and medium-sized cities nationwide rose by 5.5%. However, we must also see that it is an indisputable fact that housing prices in some places have risen too fast. Especially in 2006, with the Beijing real estate market as the leader, the national real estate public opinion rose. In 2004, the national real estate investment 1.3 trillion yuan, up 28. 1% year-on-year, slightly lower than the level of 29.7% in 2003, but still at a high level. In 2005, the land transaction price, house sales price and house rental price increased by 10. 1%, 9.7% and 1.4% respectively.
The vacancy rate of houses has increased. Judging from the data of the National Bureau of Statistics and the Central Bank, firstly, the vacancy rate of real estate has risen rapidly since 2005; Second, personal consumption credit in real estate declined rapidly. For example, according to the data of the National Bureau of Statistics, by the end of March 2006, the vacant area of commercial housing in China was/kloc-0.23 billion square meters, up by 23.8% year-on-year.
The demand for personal housing has declined. According to financial statistics, the demand for real estate is decreasing. According to the data of the central bank, the personal housing consumption credit increased by more than 35% in 2004, reaching 470 billion yuan, while the personal housing consumption credit increased by 15.8% in 2005, only increasing by 260 billion yuan, only half of that in 2004. At the same time, judging from the situation in the first quarter of 2006, the medium and long-term consumer loans of households increased by 39.9 billion yuan, a year-on-year decrease of 24.5 billion yuan. Although there are some factors, such as early repayment of residents' housing consumption loans and weakening of real estate speculation, it can be inferred that personal housing demand is declining.
Second, innovative real estate marketing model
Under the new situation, real estate enterprises are facing new sales challenges, and it is imperative to innovate marketing strategies. When consumers' choice of living no longer stays in perceptual consumption, and when the market demand gradually changes from emphasizing living experience to pursuing high-quality life, real estate will enter the era of "quality wins". This requires the implementation of total quality marketing in the whole process of real estate development and operation. From planning to design, from material selection to construction, from personnel recruitment to service system construction, brick by brick, grass by tree, real estate enterprises should be willing to invest time and energy to create "quality" that makes target customers feel valuable.
Total Quality Marketing (TQM) is a new marketing concept, which takes customer demand as the guide, focuses on improving the quality of products and services, and improves product quality and promotes quality performance through the whole process of marketing efforts to achieve customer satisfaction. The implementation of total quality marketing requires marketers not only to pay attention to the quality of the whole marketing process, but also to implement the quality management of the whole marketing process (that is, the total quality management of marketing); Moreover, we should attach importance to the quality of products (including services, the same below), participate in the formulation and control of product quality standards, and make product quality meet the requirements of consumers. On the one hand, it is necessary to improve customers' perceived quality of products through external marketing quality control, so as to improve customers' satisfaction with products; On the other hand, we should promote the improvement of product quality through internal marketing.
To implement total quality marketing, we must do the following work:
1. Reasonable market positioning
Only when the market positioning is accurate, the sales can make rapid progress, then the funds can flow smoothly, the shortcomings can be developed efficiently, and the national macro-control will not cause any adverse effects. Find out "for whom to build a house" before construction, instead of asking yourself "for whom to build a house" after the house is completed, that is, the house has not been built yet, so go to the precise location first. This is an inevitable requirement to cope with the current unfavorable situation such as macroeconomic regulation and control. Therefore, scientific market segmentation must be carried out on the basis of full market research and understanding of customers, so as to determine the segmentation groups with good development potential as target customers; At the same time, strengthen the research on competitors to prevent the convergence of positioning. Through market research, correctly identify the actual needs of customers, potential needs and the satisfaction of competitors, make reasonable market positioning according to the internal conditions and business objectives of the enterprise, and determine the target customers.
2. Differentiated quality positioning
Through the investigation and analysis of the demand and expected quality of target customers, the quality orientation of enterprise products is determined. The quality orientation of enterprises should not only pay attention to the functional quality of products, but also pay attention to the applicable quality of products.
In today's increasingly prominent consumer personality, enterprises must start from two aspects: product innovation and product personalization if they want to win the advantage in products. On the one hand, with the development of economy and technology, customers' needs are constantly changing, which puts forward new requirements for products. Only by providing innovative products to customers can enterprises adapt to this change. On the other hand, higher-level customers are no longer satisfied with mass-produced products, but prefer products that can reflect their individuality. Due to the development of technology, the individualization of products and economies of scale in production are no longer contradictory. Enterprises can provide customers with personalized products to meet their different needs while maintaining a certain scale economy, so that every customer can get a satisfactory feeling.
3. Timely external communication
Take the initiative to care about customers, always keep in touch with customers, collect customers' suggestions for improving products and services, timely convey relevant information of enterprises and products to customers, and constantly improve the quality of products and services, so as to improve customer satisfaction.
The communication of information and emotion between enterprises and customers is not only conducive to establishing a long-term stable and interdependent relationship, but also can provide important information for the quality positioning of products and services and the management of internal employees, so that enterprises and every employee can be closer to customers, provide products that meet customer needs and better serve customers.
4. Harmonious internal communication
On the one hand, through communication with internal employees, the satisfaction and loyalty of internal employees are improved. If loyal customers are valuable external resources, then loyal employees are the most valuable internal resources. Satisfied and loyal employees can contribute the value expected by customers, thus improving the quality of customer perception and making customers more satisfied. The role of managers is not only to supervise and manage, but also to assist and support, and to establish a good internal management system including training system, incentive system and internal communication system, so that employees can work in a harmonious and happy environment. On the other hand, through communication with other departments, the customer needs, competitors and product quality positioning ideas (product applicability quality standards) are accurately and quickly conveyed to product designers and producers, so that R&D departments and production departments can formulate market-adapted quality standards according to market demand and provide products that meet market demand; And feedback customers' complaints about products and their quality in time, and complain to relevant departments from the standpoint of customers to ensure the control and improvement of product and service quality.
5. Quality control of marketing process
According to the market demand and consumers' expectations for marketing quality, we should formulate marketing quality standards, control marketing quality, improve service quality, meet the demand of target customers for product purchase in time, and enable customers to obtain higher delivered value. The quality control of marketing process focuses on the quality control of marketing mix. Through the investigation of consumers, we can grasp the requirements of consumers for marketing mix in the process of purchasing goods, that is, 4C (desire and demand, cost, convenience and communication); Use high-quality marketing tools to transform 4C at the consumer level into 4P at the enterprise level; According to market demand, competitors' trends and enterprises' own conditions, formulate or revise enterprise marketing strategies and strategies to improve enterprise marketing quality. In addition, we should constantly improve the service quality of marketing in order to achieve the goal of customer satisfaction and establish the concept of serving customers; Comprehensively consider convenience, communication and understanding, ability, attitude, safety and service facilities, and formulate reasonable and effective service quality standards; Make a reasonable commitment to customers and realize it, so that customers can gain a sense of value and continuously improve service quality through assessment.