Internal organizational structure and responsibilities of real estate marketing planning company _ Brief introduction of marketing organizational structure of real estate enterprises

Organizational structure and responsibilities of real estate marketing planning agencies

market department

Marketing department

Mainly responsible for the company's market information collection and analysis, market research, project investment consulting, public relations coordination between government departments and customers, and the services that can be provided include:

Feasibility analysis of project investment

Pre-consultation of capital financing plan

Investigation and Analysis of Various Shops' Markets

Investigation and analysis of various housing markets

Investigation and analysis of all kinds of office market

Promote media evaluation

Coordination among government functional departments such as cooperation office, various chambers of commerce and development zones.

Other related consulting services

Planning department

Planning department

Mainly responsible for providing systematic professional services such as product planning and design suggestions and project marketing planning. Available services include:

Targeted market dynamics research, in-depth analysis of projects and opponents.

Provide pre-project product positioning

Revision scheme of product planning and design

Overall arrangement of promotion work at all stages.

Formulate and modify the promotion strategy

Product positioning, customer objectives, media plan and budget, promotion opportunities, price strategy, sales arrangements, etc.

Planning and organization of public relations activities

Assist in organizing and training sales team.

Other consulting services

publicity department

publicity department

Mainly responsible for providing all kinds of advertising design and execution in the process of project promotion. Available services include:

Design of project promotion name/logo and VI identification system

Project architectural design book/leaflet/poster/letter, etc.

Newspaper/magazine advertising design

Exhibition board/image wall design

Creative director and producer of 3D animation/renderings

CF/ Creativity and Producer of Film and Television Advertising Script

Creative and Producer of Radio Advertising

Outdoor advertising design such as light box advertising/billboard advertising.

Suggestions on planning and design of sales office/exhibition hall/display unit

Unified design suggestion

Planning, execution, supervision and evaluation of all kinds of related advertisements

sales department

sales departments

Mainly use the huge customer network all over the country to provide sales execution for the project and collect feedback and market information. Available services include:

Assist in establishing project sales team and provide special sales training.

On-site full-time sales staff are stationed to carry out sales work.

Provide relevant sales materials and preparation plans.

Arrange negotiations, organize off-site house viewing.

Legal affairs and related policy consultation

investment department

Investment department

Mainly responsible for the investment feasibility analysis of the company's major customers and the solution of capital financing measures.

We and many traditions? Financial institutions, real estate investment trusts (REIT) and investment funds? Loans and equity resources enable us to think of things that others have not thought of and provide excellent real estate investment services.

Our real estate investment bank? Business experts will be in real estate and? Integrate the expertise in these two fields, help customers arrange debt financing or equity financing, and help realize the optimal capital structure of project assets. Is it most suitable for the company's asset delivery? It may be complicated, but it always suits the specific requirements of the company best.

Benefit from our professional "matching" ability? . First of all, we will screen pre-qualified capital resources for our customers, and then strive for the most favorable pricing and delivery time as much as possible. Structure. Our rich experience in real estate investment enables us to? Formulate innovative financing schemes. we? Make an alliance with specific capital resources and make suggestions? Be comprehensive and objective.

Business operation department

Retail business unit

Gather business management elites from Shanghai, Guangzhou and Beijing to provide efficient business management consulting services, including:

Research on Market Environment of Commercial Projects and Analysis of Target Consumer Groups

Overall positioning and market segmentation of commercial projects

Conception of retail theme concept

Commercial project planning and design

Investment planning and management of commercial projects

Price strategy suggestion

Brand introduction, negotiation and integration

Marketing of commercial projects and organization of public relations activities

Construction of commercial project operation management system

Other commercial project management professional technical consultation.

[initial contact stage]

1. Integration and judgment of project resource conditions

Responsible departments: Planning Department, Agency Department and Research Department.

Report Name: Project Planning Outline

Central content:

Macro data: the whole market, regional trends and basic market conditions.

Plot information: planning points and coordinates.

Peripheral information: planning, design, packaging and sales of transportation, supporting facilities and real estate.

Developer information: background, relationship, capital, technology and other strengths.

Judgment content: advantages, difficulties, breakthroughs and grasp.

2, multi-scheme preliminary planning, design or adjustment suggestions

Responsible department: Planning Department

Report Name: Meeting Minutes

"* * Project Concept Design Tips"

Or "project adjustment proposal"

Central content: sketch, conception, explanation, communication record.

[Pre-planning stage]

3. Integrate the internal conditions and the plot of value analysis.

Responsible departments: Planning Department and Investment Department.

Name of Report: Land Value and Analysis Report of * * Project

Main contents: the appropriate conventional layout and building types, and the comparison of their input and output values.

4. Resource integration and positioning

Responsible department: Planning Department

Report Name: * * Project Comprehensive Positioning Report

Central content: summary, preliminary positioning or creativity of the above contents.

5. Target market research based on positioning.

Responsible departments: Planning Department and Research Department.

Report Name: * * Project Market Survey Report

Central content: customer base, consumption concept, price level, promotion channels and methods, market gap, etc. , or find the market basis according to creativity.

6. Economic feasibility analysis

Responsible departments: Investment Department and Planning Department.

Report Name: * * Project Economic Feasibility Analysis Report

Center content: static comprehensive cost (land price, construction cost, management, finance, capital, promotion, sales and tax) yield and sales price analysis.

7. Preliminary marketing framework

Responsible department: Planning Department

Report Name: * * Preliminary Marketing Report of the Project

Central content: promotion theme, channel, sales strategy and the relationship between product design ideas and requirements.

8. Planning, design and tracking

Responsible department: Planning Department

Report name: * * Pre-project marketing report, * * project architectural conceptual design, * * project environmental art conceptual design or * * project design modification opinions, * * project design points.

Central content: sketch, design creativity, task book, design disclosure and guidance.

[Marketing planning stage]

9. Overall marketing planning

Responsible departments: Planning Department and Agency Department.

Report Name: * * Overall Planning of Project Marketing

Central content: VI. Promotion theme. Mode, channel, strategy, steps, packaging type, style, marketing opportunities, rhythm, payment, strategy, additional promotion means, such as decoration package, etc. are combined with the construction progress and their coordinated deployment.

10, economic sensitivity

Responsible department: Investment Department

Report Name: * * Project Economic Sensitivity Analysis Report

Core content: Variable relation diagram among cost, schedule, selling price and yield.

1 1, price strategy implementation plan

Responsible departments: Investment Department and Agency Department.

Report Name: * * Project Price Strategy Report

Central content: according to the economic sensitivity analysis and the judgment of market trends, arrange and trim the price level, promotion and discount rate.

12, property preparation work plan

Responsible department: Investment Department

Report Name: * * Project Real Estate Model

Core content: Integrate the new concept of property management and the "standard" property management mode to cooperate with market promotion.

13, sales preparation work plan

Responsible departments: Agency Department and Planning Department.

Name of report: * * Pre-project work schedule

Center content: documents, contracts, tickets, gifts, supplies, etc. Design and production plan and cost budget.

14, project packaging implementation plan

Responsible department: Planning Department

Report Name: * * Conceptual Design of Project Packaging

Center content: VI design, guide system, sales center, building books, exhibition boards, models, demonstration units (decoration packages) and other design and production plans and cost budgets.

15, advertising hype plan

Responsible departments: Planning Department and Agency Department.

Report Name: * * Project News Speculation Outline and Advertising Release Plan

Central content: outdoor advertising, newspaper advertising, news hype, online advertising, hype planning and budget.

16, sales activity planning and planning

Responsible departments: Planning Department and Agency Department.

Report name: Report on the public relations activity plan of * * project ∑ Report plan of * * project * *

Center content: commencement, opening, capping, closing, moving-in ceremony, planning and cost budget of press conferences, trade fairs and other public relations activities.

17, decoration package

Responsible departments: Planning Department and Agency Department.

Report Name: Decoration Package Service Plan Report

Center content: after-sales decoration and decoration mortgage service.

[Sales Implementation Stage]

18, sales training

Responsible departments: Agency Department, Planning Department and Investment Department.

Name of teaching material: basic knowledge of sales and related contents of project sales.

Center content: architectural knowledge, property background, project bidding, rival comparison, payment methods, legal procedures, sales skills and other systematic training.

19, for correction.

Responsible departments: Agency Department and Planning Department.

Correspondence documents: * * project sales summary, revised * * project planning implementation safety case.

Central content: according to the feedback of sales situation and market trend, adjust marketing plan in time.