Operation mechanism of property management market

Price mechanism refers to the interaction and function between price change and supply and demand change in the process of market competition. Price mechanism is the most sensitive and effective adjustment mechanism in the market mechanism, and price changes have a very important impact on the whole social and economic activities.

(A) the value composition of property management services

The products and services of the property management company condense the labor of the employees of the property management company and have the same value and use value. Because of the intangibility of property management service, it is difficult to describe the service level in detail, so it is different from the pricing of tangible products in method.

The value of property management service is manifested in the price of property management service, which is the result of the interaction among the effectiveness of property management, the relative scarcity of property management and the effective demand for property management. In other words, the value of property management services is expressed through the interaction of the three and through specific prices.

1. Effectiveness of property management services

The utility of property management services refers to the satisfaction of owners or users with the services of property management companies. If the property management service is ineffective, there will be no property management service price, and the owners or users will have no desire to possess the property management service.

2. Property management services are relatively scarce.

The relative scarcity of property management services means that the satisfaction of owners' desires is in a state of scarcity because of the limited quality and quantity. Therefore, the price of property management service is regarded as the value reflection of scarcity, which can be considered as the combination of utility and scarcity.

3. Effective demand for property management

In addition to the above two reasons, it is also necessary to form a realistic purchasing power for property management services. People call the demand formed by purchasing power effective demand; In other words, the owner or user has a certain ability to pay the property management service fee.

(B) the price form of property management services

At present, the price forms of property management services in China can be divided into three types: government pricing, government-guided pricing and operator pricing.

1 government pricing

Government pricing is a kind of policy pricing, based on the average living standard of urban residents. The purpose of government pricing is to promote the deepening of housing system reform, which is related to the vital interests of thousands of households and social stability, as well as to the normal use and preservation and appreciation of property. 1996, the State Planning Commission and the Ministry of Construction jointly issued the Interim Measures for the Charge of Property Management Services in Urban Residential Areas, which stipulated that "public services such as sanitation and cleaning, maintenance of public facilities, public security and greening, and public agency services such as utilities, gas, cable TV and telephone charges shall be charged. The form of government pricing is very necessary in the early stage of housing system reform and property management market, which is helpful to market stability.

2. Government guidance price

Government-guided price is another form of policy price, which is a quasi-price formulated and published by the government price department in conjunction with the property management administrative department according to the local economic development level and the development degree of the property management market. The property management company shall, within the range stipulated by the government guidance price, negotiate with the owners' committee to determine the specific charging standard.

3. Operator pricing

Operator's pricing refers to a price form in which the charging standard of property management services is agreed by the property management company, the owners' committee or the owners' representatives, and then the charging standard and charging items are reported to the local price department for the record. This pricing form fully reflects the role of market rules, is a market price, and is suitable for the mature property management market.

(C) the determination of the price of property management services

1. Pricing principle

Property management company is an enterprise mechanism, which should follow the laws of market economy, take Marx's labor theory of value as the basis, and combine the characteristics of property management services to determine the price of property management services.

(1) Adhere to the principle of combining rights with obligations. According to the principle of market economy, the services provided by property management companies should be consistent in quality and price; Similarly, as the owner, after receiving a certain level of service, he must also pay a certain fee.

(2) Adhere to the principle of pricing according to law. Pricing according to law must be based on the policies and standards of relevant departments and oppose unilateral pricing by property management companies.

(3) Adhere to the principle of conforming to the consumption laws of owners or users.

2. Pricing method

(1) cost plus profit method. The cost is generally calculated by the property management fee and its composition, plus the profit calculated according to the target profit rate.

(2) The property management company negotiates pricing with the owners' committee or the property owners and users. This pricing method is suitable for higher-priced buildings.

3. Pricing strategy

(1) differential pricing method. That is, different prices are adopted for different properties and different markets; Or for the same property, according to different customer needs, take different prices.

(2) Incremental pricing method. It is to judge whether the pricing scheme is feasible by calculating whether the profit caused by the price policy increases. If the incremental profit is positive, the pricing scheme is acceptable. If the incremental profit is negative, it is unacceptable. The incremental profit is equal to the total incremental revenue caused by the pricing scheme minus the incremental cost caused by the pricing scheme.

(3) Pricing skills of property management service price and service quality. It is feasible to combine different service quality with corresponding price standards within the scope recognized by property management companies and users or owners. The combination of high service price and low service quality is unacceptable to the owners, and the combination of high service quality and low service price is unprofitable for the property management company. Generally speaking, under a given service price level, the owner wants to get the best service, or under a given service quality level, the owner wants to pay the lowest price himself. In the property management market, supply refers to the total amount of property management services that already exist in the market and can be provided to the market for sale in a certain period of time; Demand refers to the demand quantity of consumers in the market for the specific currency payment ability of property management services in a certain period of time.

The relationship between supply and demand in the property management market is unity of opposites, and they are mutual conditions, opposites and constraints. Both supply and demand need to adapt to each other to achieve a balanced and coordinated relationship. However, supply and demand cannot be consistent forever, and supply may exceed demand in a certain period and under certain conditions; In another period, under other conditions, it may be that the demand exceeds the supply. However, under the objective conditions of a certain period of time, there may be a balance between supply and demand in property management services. But generally speaking, the balance between supply and demand is only temporary, relative and conditional, and the imbalance is universal and absolute.

(A) the main factors that determine the supply and demand of the property management market

1. The main factors that determine the supply of property management services

(1) Human resources status. Property management provides services. To complete this service, the most important thing is human resources. If there are many people skilled in property management skills in society, it shows that the property management industry is rich in human resources and has more property management services; On the contrary, there are few people skilled in property management skills and poor human resources in society, so the supply of property management services will be less. At present, in China's property management market, there are not many professionals who organize, manage and master property management skills scientifically, and the human resources are not rich.

(2) National economic policy. The national industrial policy, fiscal policy and tax policy also have an impact on the supply of property management services. The change of industrial policy will affect the change of the total labor input of each production department, thus affecting the supply of each department. The state supports the development of industries with large investment and low loan interest rate, which can expand production and increase supply. If the state increases financial subsidies to a certain department or product, it can stimulate production and increase supply; If the loan interest rate is raised, it will inhibit production and reduce supply.

(3) Changes in the prices of related services. The use value of some services is closely related to or can be replaced by property management services. Changes in the prices of these related or alternative services will also cause changes in the supply of property management. For example, when the service price of professional family service companies drops, people are willing to ask them to provide services directly and reduce the services provided by property management companies. Changes in prices cause changes in demand, so that family services will expand, supply will increase, property management services will shrink, and supply will decrease.

2. The main factors that determine the demand for property management services

(1) Consumer's monetary income level. Under the condition of constant currency value, the purchasing power of consumers will increase with the increase of monetary income. If people's monetary income increases, even if the price of property management services remains unchanged or rises slightly, the owners will still buy this service and the demand will increase; If people's monetary income decreases, they will reduce their consumption, and even if the price of property management services remains unchanged or drops slightly, the demand will also decrease. Property management service is not a necessity, but an enjoyable service, and the change of income level will have a relatively greater impact on its demand.

(2) Consumer preference. Consumption preference refers to people's psychological behavior that they are used to consuming a certain commodity or especially like to consume a certain commodity. Consumer preference has a great influence on the demand for property management services. For example, some people require security guards' security services, while others don't like security guards' security services, and use scientific and technological security products for security protection. Especially before, property management has not been fully recognized by the whole society, and the owners' demand for property management services still lacks initiative. Of course, people's living habits and consumption preferences can be guided and changed.

(3) The scale of real estate development. The scale of real estate development is large, and the absolute amount of property provided to the society increases, which objectively expands the demand for property management; The development of real estate is small and slow, so the demand for property management is naturally less. As far as time and place are concerned, the change of real estate scale has obvious influence on the change of property management service demand at that time.

(B) the law of supply and demand in the property management market

The law of supply and demand is an important law of the property management market, which mainly includes the following contents:

1. The change of supply and demand determines the change of price.

(1) If the demand for property management services exceeds the supply, the price will rise. This situation may occur when the supply is constant and the demand increases, or it may occur when the demand is constant and the supply decreases.

(2) If the supply of property management services exceeds demand, the price will drop. This may happen when the demand is constant and the supply increases, or it may happen when the supply is constant and the demand decreases.

2. Changes in supply and demand caused by price changes

(1) If the price of property management services rises, the demand will decrease accordingly; On the contrary, as prices fall, demand will increase accordingly.

(2) The price of property management services rises and the supply increases; When prices fall, supply will decrease.

(3) The change of supply and demand is contrary to the change of price. If property management services are in short supply, prices will naturally rise. Rising prices will cause property management companies to expand their operations or other industries to shift their operations, so that supply will increase and demand will decrease relatively. When supply and demand tend to exceed demand, prices will fall, and property management companies will adjust to reduce operations, supply will decrease, and demand will increase relatively. When this kind of fluctuation reaches a certain level, the price will rise. If we move forward, the demand will be in short supply and develop circularly.

3. The change of supply and demand determines the change of buyer's market and seller's market.

In the change of supply and demand of property management services, which one of the buyers and sellers has the advantage can overwhelm the other party in terms of price and other conditions, which is beneficial to them in the market. When the supply of property management services is in short supply, the seller has an advantage, forming "operator sovereignty", which is manifested in the seller's market; When the supply of property management services exceeds demand, the buyer has an advantage, thus forming "consumer sovereignty", which is manifested as the buyer's market. Competition mechanism refers to the organic connection and movement trend between competition and supply and demand, price changes, the flow and combination of production factors and the distribution of market results. Market economy is a competitive economy. Without competition, there would be no market economy.

(A) the inevitability of competition in the property management market

In the property management market, the competition among market entities, especially among property management operators, is a continuous process of market competition, which has both internal motivation and external pressure. Therefore, competition pushes and forces property management operators to make reasonable decisions, and through the compulsory role of survival of the fittest, rewards high efficiency and punishes low efficiency, responds to price signals quickly and timely, constantly tries new combinations of production and service elements, develops and expands new property management market areas, and launches new service projects to ensure that resources are allocated to the places where they are most needed.

If there is no competition or lack of competition, a few enterprises occupying a monopoly position in the property management market will seek monopoly profits by sacrificing the interests of other market participants (including property management service operators and owners or users); Due to the failure to make corresponding market contributions, the economic efficiency and service level of the entire property management market have been reduced.

The property management market in China is a new market, and the market mechanism is not perfect. Based on this,1May, 1999, at the national property management work conference, the Ministry of Construction proposed to introduce the competition mechanism into the property management market as soon as possible, clearly requiring:

(1) Before 2000, the monopoly situation of who develops and who manages must be completely changed. The property management institutions under the development enterprises should be decoupled from the development enterprises, face the society, operate independently and be responsible for their own profits and losses.

(2) For the property management of newly-built commercial residential quarters with an area of 654.38+10,000 square meters, the development enterprise shall, under the guidance and supervision of the competent department, conduct public bidding before the pre-sale of commercial housing.

(three) to encourage property management enterprises to reorganize their enterprises through mergers, acquisitions, alliances, transformation and reorganization. , so as to take the big with the small, the small with the big, the weak with the strong, forming a scale advantage, thus reducing the management cost of enterprises and improving their ability to adapt to the market.

(B) the form of competition in the property management market

1. Competition among property management enterprises

Judging from the scope of market competition, the competition among property management enterprises mainly focuses on improving service quality, increasing service items and reducing operating costs. This kind of competition makes the individual labor time of enterprise management service average into socially necessary labor time, and the result is inevitably to promote the technological progress and labor productivity of enterprises.

2. Competition between owners and operators

Judging from the relationship between market participants, the competition between owners and operators is mainly manifested in the competition of providing property management services. Owners want to buy cheaply and operators want to sell expensive. This is the competition between operators and owners for the sovereignty of the property management market.

3. Price Competition and Non-price Competition From the point of view of whether the competition revolves around price changes, price competition is to win more consumers by lowering the service price, thus expanding the competition of property management service sales, and its essence is the competition between enterprises to improve labor productivity. It requires property management enterprises to do everything possible to strengthen management, improve technology and save resources, so as to achieve the goal of less input and more output. Non-price competition refers to winning more consumers through other channels and ways without changing the price, thus expanding the competition of property management service sales. Such as: developing new service items, improving service quality, expanding advertising, changing sales methods, etc. And use these methods and ways to win more owners to buy property management services.

(3) Market competition and economic risks. Where there is market competition, there must be economic risks.

In the market economy of socialized mass production, due to the rapid development of production technology, the ever-changing market situation, the interference of some political factors and the influence of natural disasters, the actual income of property management operators is lower than the original expected income, thus suffering economic losses, even losses or bankruptcy, which is economic risk. With the development of socialist market economy and the deepening of economic system reform, property management enterprises, as independent economic entities, have their own economic interests. If they want to participate in market competition, they must bear the consequences of right and wrong business decisions and the quality of business activities.

In the market competition, judging from the causes of economic risks, there are three main aspects of economic risks:

(1) Natural risk. Economic risks caused by natural factors, such as lightning, fire, flood, earthquake and climate change, are natural risks.

(2) Social risks. Economic risks caused by social behaviors of individuals or groups, such as theft, accidents, political turmoil, wars and other economic losses brought to operators, are all social risks.

(3) Operational risk. Economic losses caused by property management enterprises' own decision-making mistakes or mismanagement belong to operational risks. Generally speaking, the role of price, supply and demand and competition mechanism is to regulate the operation of the whole property management market.

Adaptation and coordination function

In the property management market, the management of independent property management enterprises and the consumption of owners are scattered and need to be coordinated through the role of market price and competition mechanism. The change of market price signal reflects the scarcity of property management services, thus indicating a certain degree of demand for property management services. Due to the pursuit of their own economic interests and the great pressure of market competition, the property management enterprises in competition will inevitably respond flexibly and timely to the changes in market price signals and adjust their business scale and structure, which will ensure that property management services can constantly adapt to changing needs.

(b) Incentive and innovative functions

Competition is to beat each other and keep an advantage in the market. Every competing property management enterprise tries to gain more profits than its competitors. Therefore, it is necessary to continuously improve technology, reduce costs, develop new service projects and new market areas, and carry out technological innovation and project innovation in the process of service and operation. Competition has promoted technological progress. Because whoever uses new technology and provides new services can temporarily (long or short) get the priority profit brought by the monopoly position formed by innovation. At the same time, competition has also promoted the promotion and diffusion of new technologies in property management. With the popularization of competitors' imitation process, the temporary monopoly position and priority profit of innovators are gradually lost. In this process, new technologies and new projects of property management services have been promoted, and the technical level of the whole property management services has also been improved. Intelligent property management is a very obvious example.