How to expand the market for property management enterprises

Property management enterprises are low-profit industries. If they want to make a profit, they must take the road of large-scale operation and constantly expand the market. Expansion is the only way for enterprises to grow and develop. Only when enterprises have a certain market share and scale can they win in the fierce market competition, but blind expansion will also make enterprises face the danger of bankruptcy. The expansion of property management enterprises is accompanied by the increase of personnel, the diversification of services and the risk of cross-regional operation, which is a severe test for property management enterprises. Therefore, in order to win the market and expand the market share, property management enterprises must first correctly understand the expansion of enterprises, lay a good foundation and strive for progress steadily.

First, the significance of the expansion of property management enterprises In today's increasingly fierce market competition, no progress means retrogression, and no development means extinction. Property management enterprises can gain a firm foothold in the market only by quickly occupying market share and expanding their own scale.

As a new industry, the property management industry has shown great vitality and achieved rapid development since its birth. Practice has proved that enterprise expansion and large-scale development are the inevitable trend of the future development of property management industry. There are four reasons:

1, the industrialization of property management industry is imperative, and the premise of industrialization is scale;

2. Property management companies can only achieve benefits through scale;

3. The rationalization of enterprise resource allocation can only be realized through scale;

4. The reduction of social average labor cost and enterprise cost can only be achieved through scale.

The expansion and large-scale development of property management enterprises means that property management enterprises make full use of their own resources, maximize the management area and management field (of course, this maximization is not unrestrained, but based on their own actual situation), scientifically establish their own management costs and business objectives, and maximize market share in moderately defined market competition. However, it is not enough for an enterprise to achieve scale operation. It must also rank first in the total market share in order to be superior to others. Of course, the large-scale operation of property management enterprises does not mean simply expanding reproduction. As far as the enterprise pursues the maximization of benefits, the scale operation must also fully consider its input-output ratio, that is, with the increase of investment and the expansion of scale, the benefits generated by its unit increment will increase step by step, which is the real scale economic benefits pursued by enterprises. It can be seen that large-scale operation can reduce costs for management enterprises, make full use of limited resources and obtain more economic benefits.

Second, the problems that are easy to occur in the expansion of property management enterprises Many well-known property management enterprises have expanded rapidly, but due to management reasons, they have experienced the transformation from well-known to unknown, from strong to weak, and some have gradually faded out of the market. Therefore, the business development of property management enterprises should be rational and responsible on the premise of ensuring quality.

In order to develop, some low-level property management enterprises do not hesitate to take ultra-low-price means against the law of value to compete in the market; There are also some newly established and newly transformed enterprises that enter the market at low prices in order to open the market; Very few enterprises take a "short-term" approach and only earn immediate benefits. After entering the property project, it is often impossible to fulfill the promise, which leads to contradictions between the enterprise and the owner. The reason is that enterprises have gone into the misunderstanding of expansion, which leads to blind expansion of enterprises, thus affecting the development of enterprises and damaging the interests of themselves and their owners.

Three, several misunderstandings of property management companies to expand the market

1, the extension is the extension of the management area.

Market is the foundation of enterprise survival, and expansion is the only way for enterprise development. Many people think that enterprises can occupy a place in the market only by expanding their scale. However, blind pursuit of quantitative expansion can not only make enterprises achieve scale expansion, but also push enterprises to bankruptcy. The expansion of enterprises should be based on quality, and the expansion of light weight is easy to encourage the formalistic tendency of enterprises. The simple accumulation method ignores the different characteristics of property, and property management is essentially different from the expansion of market share of tangible products. In addition, mergers and acquisitions within and between enterprises should be coupled and combined with different structures, which will not only lead to increasing effect, but also lead to exclusion and internal friction. The combination of property management enterprises should be based on cultural identity and take complementary advantages as the criterion.

2. Scale is the brand.

It is generally believed that property management has entered the stage of brand management, and the competition of property management has been transformed into brand competition. Since we want to establish a brand, we must inform the brand. There is nothing wrong with this idea. What is wrong is that some enterprises have not mastered the degree of brand notification. Some enterprises mistakenly believe that as long as they show their faces in the media, their brands will come out, so they are keen on publicity and speculation. In fact, the brand of property management companies should be products that can provide customers with benefits and added value that they think are worth buying. It has the functions of recognition, commitment and value. The practice of "spending money on drinks and losing money to earn projects" runs counter to brand management. Secondly, the brand is not entirely based on the scale of property management, but on the basis of excellent service quality, excellent management performance and comprehensive customer satisfaction, it establishes the brand core value, plans the brand system, shapes the brand image and establishes customer loyalty.

3. The scale will be standardized.

Many enterprises are eager to achieve success, follow suit, and in the case of unstable foundation and tight rear, they have to dredge relations, concentrate on public relations and strive for property in different places. As a result, it is difficult to digest after taking over the project, exposing the fatal defect of internal deficiency. The market environment of off-site projects is complex and difficult to deal with, and the company has to be busy with fire fighting, resulting in heavy losses before and after, unsafe inside and busy outside, which finally puts the enterprise in trouble. Only by practicing internal skills can we fax classics, and relying on luck to expand the market can not achieve a win-win effect.

Four, the way of property management companies to expand the market

1, merger and reorganization, make full use of small enterprise resources.

At present, many small comprehensive property management enterprises have no qualification grade. Many real estate developers set up their own property management companies to manage their own development projects in order to make profits, but because of their small area, they have caused a lot of repeated investment and waste of resources. Obviously, this situation is not conducive to the overall progress of the property management industry. Because the service of this branch is not standardized, the interests of the owners (tenants) who should have enjoyed normal services have also been damaged, which has greatly damaged the overall image of the industry. In order to promote the healthy development of the industry, these small property management enterprises can realize the optimal combination of production factors through merger and reorganization, enjoy enterprise resources, establish industrial scale through resource integration, and promote the healthy development of the industry.

2, timely intervention in the mainland property management market, expand the field of property management.

The huge potential of the mainland property management market has attracted the attention of many brand companies, and many brand property management companies take going to the mainland to seize the market as their development goal. However, there are many contradictions and risks in the management process due to the lack of consumption awareness and low charging standards in mainland property management. If you are not careful, a series of problems will occur, such as investment losses and corporate brand image damage. These problems have been puzzling property management enterprises entering the mainland, making it difficult for them to obtain better economic benefits because of the expansion of their scale at the beginning of entering the mainland. In this regard, property management companies must have sufficient understanding and ideological preparation, abandon the idea of quick success and instant benefit, and make preparations for truly gaining a foothold in the mainland market.

The large-scale development of property management is imperative, but in the process of expansion, we must explore the law of large-scale development, treat enterprise expansion correctly and get out of the misunderstanding. Only in this way can the goal of large-scale expansion of property management be truly realized.