Lecture on property management

At present, facing the impact of the global financial crisis on China's economic development, the state has issued a series of macro-control policies, and various industries have also taken active measures. However, how to treat the impact of the economic crisis on the property industry, and how to seize the opportunity, meet the challenge, constantly develop and expand the enterprise, and better serve the majority of owners, has become an urgent problem for the property industry in China. There is no doubt that the financial crisis on Wall Street in the United States has brought the global economy into recession. According to the "2009-20 12 Financial Crisis's Impact Forecast on Global and China's Economic (Industry) Development and Bank Credit Strategy Consultation Report" published online, "the protracted American subprime mortgage crisis has turned into a serious financial crisis of the century, which is still developing continuously and the financial market is changing rapidly. Where will this crisis go and where will it end? Huge uncertainty hangs over the world. " Also affected by this crisis, China real estate market is experiencing a cold winter. Facing the decline of the real estate market, the property management industry has also been greatly impacted. However, in the face of the grim situation, how to look at the development of the property industry objectively and how to seize the opportunity, we feel that difficulties and hopes coexist, and challenges and opportunities coexist. First of all, from the macro environment, China has defined the economic strategy of "expanding domestic demand and promoting growth". The central government's investment of 4 trillion yuan to stimulate economic growth, especially to increase investment in infrastructure construction and promote the development of urban public utilities, can effectively stimulate domestic demand and make up for the shortcomings brought about by the financial crisis; Secondly, from the perspective of regional environment, due to geographical restrictions, the export-oriented economy in Northeast China is developing slowly and its external influence is relatively reduced. However, the promulgation of a series of national policies and regulations to standardize the market economy has accelerated the socialization process of logistics management in institutions, schools and municipalities. Thirdly, from the micro-environment, in the government work report in 2009, Harbin Municipal Government clearly put forward the planning objectives of "accelerating the construction of livable cities, increasing the construction of urban infrastructure, taking the construction of" an ice city as a summer capital "as the goal, carrying out planning research on key urban issues, speeding up the preparation of comprehensive urban development plans, and promoting the development of new areas in Songbei, Liqun and Haxi and the transformation of old cities". And issued the "Implementation Opinions on Promoting the Stable and Healthy Development of the Real Estate Market in Our City", which brought new development opportunities to property enterprises. Facing the current economic development environment, we put forward the following ideas for enterprise development: 1. Extend from a single management type to a variety of management types and diversify. Take the road of specialization. Property services have covered all fields of real estate, providing living space for service enterprises. Horizontal specialization helps different property companies to focus on different customers, do what they are best at, target services at high-yield properties such as institutions, universities, commercial buildings and municipal government, and open up the market for non-residential projects. Make the service refined, detailed and distinctive in the field you are familiar with. From the practice of Harbin administrative organs, schools and municipal projects managed by our company, the property of office buildings focuses on image, order maintenance, equipment and facilities maintenance and environmental greening. The object of service has changed from a group owner to a single owner, and the focus of service content has also changed. We should work hard on image etiquette and conference service, take the road of differentiation, meet the different needs of customers, and provide professional services to customers in order to win the recognition of customers. Therefore, it is an inevitable trend for enterprises to develop from a single type to multiple types. 2. optimize the combination. Property management companies are characterized by providing services. Property service companies must have professional service teams when providing services, mainly based on cost comparison. Especially after the promulgation of "People's Republic of China (PRC) Labor Contract Law", it poses a comprehensive challenge to property management enterprises, which greatly increases the cost of personnel recruitment and labor remuneration. For example, the intelligence of high-rise buildings is getting higher and higher, and the requirements for employees who manage these buildings are getting higher and higher. If there is a central air conditioning system in the management project, air conditioning and air conditioning engineers need to be trained. This requires property companies to invest a lot of money in professional training for employees, which will greatly increase operating costs. Choosing a professional service team can save the cost of manpower training. Last year, our company set up a professional cleaning company, which was piloted in office projects. After nearly a year of trial operation, the service content, process and standard have been standardized. The transformation from comprehensive management to standards, inspection and guidance has achieved remarkable results. This year, this method will be fully promoted, and the company has established a greening company and an electromechanical company. Professional service teams reduce the operating costs of enterprises, streamline the labor force, reduce the management level, improve the anti-risk ability of enterprises, and improve the flexibility and market response ability of enterprises. 3. Open up a new path of "resource integrator". Property management will develop into operational property management mode. It is the subordinate position of the affiliated industry of the real estate industry to realize the optimal combination in the aspects of resource integration, attracting social resources, transforming management technology and so on, and gradually get rid of the property service enterprises. From a single industrial structure to a diversified industrial structure. By constantly innovating the service content, extending the service business scope, developing related marginal industries and expanding the paid service field. After several years of management practice, diversified development is conducive to the company's faster development, while increasing the company's ability to resist risks. For example, in existing projects, we will use customer resources to carry out office building and community leasing and intermediary services, and try to cooperate with social vocational qualification institutions to carry out training export business. It paves the way for the integration of property resources, social resources and enterprise resources, and gradually changes from a property service provider to a "resource integrator". Second, from enterprise management competition to "brand" extension strategy development 1. Competitive strategy of brand management. Modern enterprise management attaches great importance to corporate image and service brand. Brand is the image of the enterprise itself, which comes from the recognition of the society, so-called "omnipotence". A good corporate image is like a good product, attracting the public with high quality. The property management company has a clear service commitment and is recognized by customers. When customers mention this company, they will associate it with excellent service. In this way, the company will succeed in brand management and win more market share. We can see from the bidding for the comprehensive office building of the Party and government in Xunke County that a number of property companies participated in the bidding at that time, and finally we won the bid. Xunke county government took a fancy to our company's operating characteristics and brand. Since the beginning of this year, many property companies in other cities have come to discuss brand extension business and consulting projects. It has become an enterprise's development strategy to summarize and seriously study the demand characteristics of socialized logistics property services such as institutions, schools and municipal governments, attach importance to the high-quality characteristics of customer identification and continuously improve, so as to establish a comprehensive competitive advantage. 2. Brand extension strategy. In the service industry, there is a saying that first-class enterprises sell brands, second-rate enterprises sell products, and third-rate enterprises sell labor. Enterprise brand extension on the basis of practicing internal strength is the extension of system, standard and management mode. Successful brand enterprises have their own perfect management system, strict standards and guarantee system and effective implementation measures. Selling brands is an ideal model for enterprise development. Through the management of Harbin municipal government project, our company has extended the Harbin Municipal People's Congress management project; Through the project management of Harbin Local Taxation Bureau, the management projects of Heilongjiang Provincial Local Taxation Bureau and each district branch bureau are extended. It fully shows that brand output has demonstration effect and expansion effect; It can improve the overall level of the property service industry and promote the performance of the whole industry. The extension of brand and the output of management standards are the goal of the integrated development of property management industry, and also the new profit growth point of enterprises in the current economic environment. Only in this way can the public realize the greatest cognition of the brand and exert the greatest value of the brand. Third, establish a talent operation mechanism from a strategic height, and extensively absorb and train talents. With China entering the era of knowledge economy, the focus of enterprise competition has gradually shifted to the competition for human resources, and the survival and development of talents is the key. As a property management company under the new situation, to ensure the service quality and realize sustainable development, we must establish a high-quality, high-level and efficient talent team. 1. With the development of the industry gradually moving towards specialization, legalization, marketization, diversification and collectivization, the demand for professional property management talents will continue to rise, and enterprises must establish a sense of elite soldiers and broaden channels to attract talents. Harbin, as an old industrial base of many large state-owned enterprises, is affected by the international financial turmoil, which makes it difficult for enterprises to operate, and a large number of talents with various professional skills enter the society. The company is in urgent need of all kinds of professionals while its business scale and business scope are gradually expanding. We seize this opportunity to attract them to the company for our use. At the same time, actively absorb outstanding talents of property management in areas with good property management and all kinds of talents in society who can be used by me to enrich the enterprise, and combine them with the actual development of the enterprise to complement each other; The company has established a dual career path for talents in the training of various professionals, and provided them with career development opportunities in combination with the company's development reality, and gave them guidance and help from time to time. Let them feel the company's attention, improve their loyalty to the company, match their abilities with their posts, and improve their innovation ability and ability to adapt to changes. The absorption of talents provides support for the standard operation and sustainable development of the company. Nowadays, gathering more high-quality talents to join the company's operation has effectively promoted the healthy and orderly development of our company. 2. Building a learning enterprise is an important measure for the development of property management enterprises. In the development of property management enterprises, it is necessary to organize all employees to learn professional knowledge and advanced business concepts in a planned way. In recent years, we have sent middle-level and above managers and professional technicians to relevant colleges and universities for counterpart training in stages, and organized them to visit and study in Guangzhou, Shenzhen, Shanghai, Beijing, Dalian and other places for many times. At every stage of the company's development, experts are invited to teach in the company. Effective training and study have improved their management level and professional ethics awareness. Some talented young people have stepped onto the management of the company and given them a bright development prospect to show their talents. At the same time, we pay attention to the construction of corporate culture, and have successively set up periodicals and websites with the characteristics of Lingjian property, and timely convey industry trends and company news to every employee and owner, and strive to create a good corporate culture atmosphere. Establish a "quality access system", implement a "last-place elimination system", compete for posts, and promote all kinds of talents who are talented, loyal to enterprises, want to work, can work and succeed to important positions. Now our company's property management has been extended to many fields, and we will cultivate talents who can adapt to the company's development through various means as needed, laying a solid foundation for the company's future development. 3. Talent is a matter of life and death for property management enterprises. Bill Gates once said, "If I can take away Microsoft's research team, I can recreate a Microsoft." It can be seen that retaining talents is the premise and guarantee for property management enterprises to maintain strong vitality and competitiveness. Over the years, we have established an effective incentive mechanism according to the company's development process, forming a positive force in the whole company, making employees feel hopeful and promising, providing them with opportunities for learning and development, and understanding and respecting their desire to realize their own life value. Adhere to the concept of encouraging people with enterprises, attracting people with treatment and retaining people with feelings, and truly make the best use of people. The financial crisis has a long-term impact on this industry. We should constantly study new situations, solve new problems, build up confidence, turn unfavorable factors into favorable factors, and welcome the arrival of property management spring.