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Chapter I Real Estate Marketing Strategy
1. 1 real estate marketing environment analysis
How to sell the house as soon as possible is a headache for developers, so the real estate marketing strategy has been paid more and more attention. The formulation of real estate marketing strategy is a complex work, involving a wide range and difficult. How to make a good marketing strategy is an important topic worthy of our in-depth study. Among them, the analysis of real estate marketing environment is an extremely important link.
1. 1. 1 analysis of macro-policy environmental factors
The closing of the Central Economic Work Conference on February 5, 2004 marked the end of China's proactive fiscal policy which lasted for seven years. China's economic policy will gradually change into a prudent fiscal policy, and the era of full government investment to stimulate economic development is over. Since 2003, rapid economic growth has given a green light to the liberalization of China's economic market.
In the process of China's rapid economic growth, when the macro-control policies based on administrative means began to evolve into those based on economic and legal means, the operating mechanism of the market economy has been automatically generated, and the state's direct intervention policy in the economy will be forced to stay away from the market. However, all kinds of deep contradictions accumulated in the process of market transition for a long time will be gradually exposed in the process of high-speed marketization of economic activities. Government and market, central and local governments, coastal and central and western regions, capital and distribution, development and employment, energy and environment will become conflicts in the process of national economic liberalization. The forces that aggravate these conflicts are the domestic market that is about to be completely opened and the massive influx and rapid flow of international capital.
During the transition from planned economy to market economy, China's economy has experienced four stages: planned economy, planned market economy, characteristic market economy and market economy. The first three stages have corresponding macroeconomic theory guidance, but the fourth stage lacks clear macroeconomic theory.
After China's entry into WTO, under the catalysis of WTO framework, China's economy entered the stage of market economy at a high speed and quickly integrated with the international economy. In 2004, when the national economy was overheated due to the lag of macroeconomic theory, the macro-control performance was not obvious. The fact that the macro-control policy decision in 2004 depended on the statistical data of each quarter is enough to prove the above facts. Crossing the river by feeling the data has become the basis of macro-management decision-making of the current market economy government.
In 2005, although the country will change its macro-control strategy, from administrative means to the combination of economic means and legal means, in the process of the change of control means, the speculative demand for capital will still conflict fiercely with the government's control demand. The main factors that constitute the conflict are: first, the administrative regulation in 2004 endowed the capital of the property market with psychological adaptability, and the capital's ability to respond to policies was enhanced; Second, the prudence of national policies has won time and space for the propaganda of capital-in order to avoid the "hard landing" caused by rapid economic compression, the introduction of national regulatory policies has been carried out in a slow and gentle way; Third, social capital is relatively mature and powerful, and its ability to operate in the market is not what it used to be. The era of fragility no longer exists. In the field of real estate, after eight years of capital accumulation, real estate capital has a huge scale, and the moderate credit tightening policy of the central bank has not had a fundamental impact on its project operation chain. Therefore, before the third quarter of 2005, we will still see that the market will always respond to every regulatory policy.
Compared with last year, the real estate sales market at the beginning of this year is now relatively stable, with no ups and downs. There are many factors that cause this situation: First, the recent leading position of the state's top management on the real estate market blurs the market variables, which leads to a relatively calm confrontation between the supplier market and the buyer market. The supplier does not talk about speculation, and the buyer does not dare to invest easily; Second, after raising interest rates, the stability of the domestic market has caused the buyer's market to wait and see; Third, it is difficult for buyers and sellers to judge whether and when the subsequent regulatory policies will be introduced. But behind the short period of silence is a huge real estate capital alliance. Facing the national policy of suppressing the real estate market price, real estate capital will be combined with media capital again to manipulate and speculate on the real estate market. With the active resistance of the real estate capital alliance to the national follow-up policy, the generalized demand theory and speculative capital will set off a new round of real estate price fluctuations.
1. 1.2 Analysis of environmental factors of meso-industry
As the economic center with the most complete industrial structure, Shanghai's government spared no effort to promote the continuous warming of the real estate market. Its motivation is to ensure the growth of local GDP through the development of real estate industry and the follow-up of related industries, and at the same time encourage investment or speculative transactions in real estate industry, so that foreign capital can enter a new fast growth channel. This will bring rapid changes to the local economy in a short time, but the consequence will be that the local economic growth will gradually depend on the real estate industry, and the loan scale of commercial banks will tilt towards the real estate industry, while inhibiting the development ability of other industries, leading to the imbalance of industrial structure and ultimately making the long-term economic growth weak.
There is no doubt about the prosperity of real estate, and its fluctuation is measured by the difference between the sales growth rate of 30% and 20%. In any case, under the influence of the housing system reform, urbanization process, consumption upgrading and other changing factors, it is an indisputable fact that the domestic commercial housing sales amount has maintained an average growth of more than 30% in recent seven years. In addition to the real estate industry, local governments all over the country, who can find another land income? Enterprise development income, commercial bank credit and consumer use income form a win-win pattern. When Shanghai, as the economic leader of China, accounts for 60% of the new loan balance and more than 30% of all commercial loans each year, those industries that are directly related to the long-term development of urban economy will inevitably not get the necessary investment because of their unparalleled profitability, and the imbalance of their economic development structure is inevitable.
1. 1.3 Analysis of micro-enterprise environmental factors
From the micro-market analysis of real estate in 2004, the absorption rate of incremental houses in the east, middle and west was about 67% in 2003, and it increased in different degrees in 2004; According to international practice, the average housing ownership rate in 2003 was 80.55%, and the highest in the central region was 82. 19%. The national average house price-income ratio in 2003 calculated by the median concept is 3.32; In 2003, the national average of housing vacancy rate was 3.26%; In 2003, the national average second-home ownership rate was 7.33%. In 2004, investment in real estate development and land development continued to increase, but the growth rate slowed down. The supply of commercial housing continued to increase, the growth rate of newly started area declined, and the supply structure was basically stable. The sales area of commercial housing exceeds the completed area in the same period, the demand is strong, and the land price and commercial housing price continue to rise. The housing market continued to grow, and the growth rate slowed down. Residential investment continues to grow. Residential construction still maintains a high growth rate, but the growth rate tends to be flat, and the scale of house demolition in various places declines. The proportion of ordinary housing supply has increased, the proportion of affordable housing supply has decreased, the supply of high-end apartments has stabilized, and the supply of villas has declined. The average selling price of houses has risen steadily, the price of high-end residential market has increased greatly, and the average rent increase has slowed down. The second-hand housing market is extremely active. The office market is heating up gradually, and the investment and transaction volume are growing rapidly. The main customers in the leasing market are foreign-funded enterprises, and the main customers in the sales market are Chinese-funded enterprises. The purchasing power of personal investment cannot be ignored. The supply and demand of commercial and commercial buildings are booming at an unprecedented level.
China Real Estate Market Report 2004 predicts that if China's GDP reaches 10% by 2020, it means that the real estate industry will remain at 1.3% or 1.4% in the next decade, and the growth rate of real estate will continue to be higher than that of fixed assets investment. Urban housing investment will grow rapidly, with an average annual growth rate of 13. The proportion of the total investment will increase from 16.7% in 2005 to 20.4% in 2020, and the total investment in urban and rural housing will account for more than 22% of the total investment. By 2020, the per capita usable area will be 24.4 square meters, equivalent to more than 32 square meters of construction area, which is lower than the well-off level planned by the Ministry of Construction, and the real estate industry will face great challenges. With many agricultural population becoming urban population, this+0.500000000605 actually, during this period, a considerable number of houses have been transformed from rural areas to non-rural areas. First, the stock area of urban housing reached 33 billion square meters, and the per capita construction area of urban population reached 32.4 square meters, with an average annual improvement rate of 1.8%. From 2005 to 2020, the cumulative newly started area will reach12.04 billion square meters, with an average annual growth rate of 5.5%, and the future will be 65,438+.
1.2 real estate marketing strategy
The purpose of marketing strategy is to defeat competitors by providing buyers with better products than competitors, so as to achieve their own sales goals. In addition to the various strategies adopted because of the changes in the current market environment, real estate marketing strategies also include offensive and defensive strategies, as well as resource scheduling actions taken on the premise of improving the long-term competitiveness and market position of enterprises.
1.2. 1 Essential characteristics of real estate marketing strategy
Real estate marketing strategy is a scientific and standardized planning behavior in the real estate field. It is based on the specific objectives of real estate development projects, based on objective market research and market positioning, with unique conceptual design as the core, and comprehensively uses various strategic means (such as investment strategy, construction strategy, marketing planning, etc.). ), you can also use other means outside the real estate field, such as sports, tourism, IT industry, etc. ) creatively plan future real estate development projects according to certain procedures.
1 region
First of all, we must consider the regional economic situation of real estate development projects. In China, due to the geographical location, natural environment, economic conditions and market conditions of different regions, we must consider these conditions when planning real estate. Second, we should consider the market situation around real estate development projects. From the real estate market, real estate planning should focus on market supply and demand, market development and market consumption tendency. Third, we should consider the location of real estate projects.
2. Systematization
Real estate planning is a huge systematic project, and each planning subsystem constitutes a large system, which is indispensable, closely related and organically unified. The development of real estate projects has gone through several stages, such as market research, investment research, planning and design, construction, marketing and promotion, and property services. Each stage constitutes a planning subsystem, and each subsystem is composed of smaller subsystems. Each subsystem has its own function, and the function of the whole system is not simply the function of each subsystem.
Step 3 be forward-looking
The concept, creativity and means of real estate planning should pay attention to advance and foresight. The completion period of real estate projects is as short as two or three years, and as long as three or five years or even longer. Without foresight, the losses of enterprises are enormous. The predictability and predictability of real estate planning should be reflected in each stage: in the market research stage, we should foresee the market situation of real estate project development in a few years; In the investment analysis stage, it is necessary to predict the future development cost, selling price and the trend of capital flow; In the planning and design stage, we should predict the future development trend in the aspects of community planning, apartment design and building facade; In the marketing promotion stage, we should understand the market situation at that time and have a forward-looking vision in sales price, promotion time, real estate packaging, advertising and so on.
4. Marketability
Real estate planning should meet the needs of the market. First, real estate planning should be market-oriented, and customers should build whatever commercial housing they need, always guided by market demand. Second, real estate planning should change with the changes in the market, and the planning ideas and positioning should change. Third, real estate planning should create and create the market.
5. Innovation
Real estate planning should pursue novelty and originality, and never be the same. The innovation of real estate planning is first manifested in new concepts and new themes. Because the theme concept is the soul of the project and the guiding principle of project development, only when the concept theme is innovative can the project have its own personality and the product have distinctive content, form and temperament. Secondly, it is manifested in new methods and means. Although the planning methods and means are * * *, they are used in different ways.
6, operability
First, there are operating conditions in the actual market environment, which are not allowed by market conditions, so it is quite difficult to operate well. Second, there are operational methods in concrete implementation. Third, the planning scheme should be easy to operate and implement. There are often some planning schemes that stipulate very ideal strategies, but they are completely divorced from the objectivity of the market or beyond the affordability and implementation capacity of developers, so they are just empty talk.
7. Diversity
Real estate planning needs a variety of schemes to compare and choose. In real estate projects, there are various development schemes, so we should weigh and compare them, foster strengths and avoid weaknesses, and choose the most scientific, reasonable and operational scheme. At the same time, the real estate planning scheme is not immutable. While maintaining certain stability, we should constantly adjust and change the planning scheme according to the changes in the real estate market environment to ensure the best adaptation of the planning scheme to reality.
1.3 the key to effective real estate marketing
Location, environment, room type, price, brand, design and packaging are all very important factors in the real estate market competition. But in fact, real estate marketing includes the whole process mentioned above. The so-called "whole process marketing" and "dynamic marketing" are all "modular definitions" of marketing. Only professional systematic marketing that combines the characteristics of local market and the characteristics of the project itself is the most effective marketing. The most effective marketing work is inseparable from the following key points:
1, a deep insight into the market
From government regulations to the concept of buyers, the real estate industry has changed so much that it is difficult to fully grasp it. It is wrong or incomplete to draw any conclusions for the market and itself with a taken-for-granted attitude or with past experience. The market is the most important, which is a simple truth. However, the success of many projects in the first phase and the slow sales in the second and third phases show that developers are subjectively market-oriented but objectively product-oriented. Ignoring the ever-changing market segmentation in the process of project development, and not fully understanding the "market-oriented". "Market research-risk control-decision analysis-adjustment control" is always the basic guarantee for rational investment and effective marketing. In order to get the expected income from real estate management, we must thoroughly analyze and judge the opportunity, space, market and price at any time, pay attention to the psychological needs of consumers, and integrate innovative marketing concepts into the marketing system.
2. Combination of qualitative and quantitative decision-making.
At present, real estate marketing is mainly based on qualitative research. Planning is to put forward ideas and decisions based on some information and personal experience, which is too subjective and arbitrary. Exaggerating the function of "ideas" or creating and operating a certain concept to win competition has been proved to be insufficient in the rational environment changes of the real estate market and industry. In an immature market, as long as you make fewer mistakes than others, you will get rich returns if you do more. However, in the increasingly mature and standardized market environment, attaching importance to product quality, enriching product quality and realizing reasonable quantification at all stages of development means continuing to lead and occupy the market and stepping into "traps" less. Of course, if you are too rational and calm and make common sense too mysterious and serious, it will easily lead to the loss of common sense and basic sensibility. So, you must be pragmatic on the basis of quantitative rational operation-"
3. Professional and systematic sales planning and promotion planning.
Effective sales planning and promotion planning should be based on full and extensive market research and in-depth understanding of the project itself, and strive for rationalization and optimal profit. Mastering accurate market and target consumer group data is the key to quantitative analysis. With the support of the above basic data, we can quantify the property value and find an accurate market positioning according to the project value. Do a good job of cash flow analysis in different periods, and formulate the most suitable sales strategy in combination with the project construction progress, promotion fund use and financing demand. Sales strategies include product promotion, channel, price and sales control.
4. Effective sales execution and control
The secret of real estate sales skills lies in effectively grasping and controlling all sales links in the sales process. Professional salespeople should give customers practical inspiration and guidance in the process of sales promotion while using sales tools and skills.
Through careful planning, careful arrangement, professional sales promotion and effective marketing, the development and sales of real estate projects will inevitably have ideal results. When customers are convinced and have sufficient reasons to make a wise purchase decision, the balance of competition will undoubtedly tilt in your favor.