Research on Market Positioning Strategy of Real Estate Enterprises in China?

Research on the Market Positioning Strategy of China Real Estate Enterprises _ Zhang, Dai _ Real Estate Development _ Architecture Chinese Network There are some problems in the market positioning of China real estate enterprises, such as inaccurate product positioning, inadequate customer management, irregular sales process management and lack of strategic planning. The market positioning of real estate enterprises determines the success or failure of enterprises. Real estate enterprises can only succeed if they are positioned accurately. The market positioning strategy of real estate enterprises includes product positioning strategy, brand positioning strategy and enterprise strategic positioning strategy.

Practice has proved that the real estate enterprises in China (except Hong Kong, Macao and Taiwan) have a common feature in selling real estate, that is, through accurate market positioning, they finally get the market and get the buyer's approval. Before deciding to develop a project, doing a good job in real estate sales is a prerequisite and an important way to further expand the real estate enterprise market.

1 market positioning of real estate enterprises in China

There are many misunderstandings about the positioning of the real estate market, mainly in:

(1) Product positioning is not accurate. Real estate developers are keen on advertising, but the publicity methods and contents are similar, which leads to the products can not form a unique image in the minds of consumers, and it is difficult for consumers to distinguish the differences between them.

(2) Customer management is not in place. Because most real estate development enterprises have not established a unified customer asset management platform, customer management is very difficult. Many enterprises have not classified customers, established effective communication channels with customers, established a standardized customer return visit system and customer care actions, and failed to grasp the changes in customer demand and customer satisfaction in time, making it difficult to accurately locate the market.

(3) The sales process lacks standardized management. Due to the lack of corresponding management methods and systems, a large number of customer information that has been visited, consulted and failed to clinch a deal has not been retained. These potential and unfinished customer resources are attracted by spending huge amounts of advertisements or exhibition activities. Due to the lack of processing flow, the background information, reasons and demand for products of unfinished customers have not been properly preserved and analyzed. If the market positioning is not accurate, enterprises should reposition the market. However, at present, many enterprises do not attach importance to the repositioning of enterprises.

(4) drift from the current market positioning. At present, the development of commercial housing tends to be larger and larger in construction area, larger and larger in residential greening area and higher and higher in decoration level. Although the objective differences between different living groups cannot be avoided, the large scale of development will bring management difficulties to the current property management model, making it difficult for the owners living in it to feel at home.

(5) Lack of strategic planning. Due to the failure to fully consider the influencing factors of market positioning, in the marketing process, we only passively and sporadically use advertising, publicity, improving service attitude and other promotional means to match the trend of real estate market competition.

2 China real estate market positioning content

(1) market segmentation. Real estate market segmentation means that people divide the real estate market into several real estate consumer groups with similar needs and desires according to certain segmentation parameters under the guidance of target marketing concept, and each consumer group is a market segment. Real estate market segmentation is the premise and basis for real estate enterprises to choose target markets and target customers, and its fundamental function is to serve real estate enterprises in implementing effective target marketing strategies. The real estate market can be subdivided from the following angles: First, the psychological needs are subdivided. Analyzing consumers' psychological needs is actually analyzing their motivation to buy a house. People's different lifestyles and personalities determine different residential consumption groups. The second is the subdivision of family composition. Families are living units in cities, and the number and structure of families have a great influence on housing demand. Third, the geographical environment is subdivided, including natural geographical environment, economic geographical environment and human environment. Consumers' demand for real estate is actually the result of comprehensive evaluation and selection of real estate and its surrounding environment, that is, the combination of topography, landforms, climatic conditions, distance from the city center, convenient transportation, culture and education and other factors.

The role of market segmentation is mainly manifested in that market segmentation is conducive to exploring new market opportunities, and enterprises can concentrate manpower, financial resources and material resources to achieve greater economic benefits; It is conducive to grasping the needs of potential markets, constantly developing new products and opening up new markets, and selecting effective target markets through market segmentation.

(2) Market research. It is the core of market positioning and the link between customers and enterprises. For the market positioning of real estate enterprises, information collection is very important, mainly including macro information, that is, the competition situation of the whole market, the types of competitors' buildings and sales positioning; Demand information of potential target groups and internal information of enterprises.

(3) The cultivation of real estate brand image. Brand is the concentrated expression of market reputation and market competitiveness of real estate enterprises. Real estate product brands can better meet the psychological needs of specific consumer groups and are more attractive to those customers with strong preferences.

(4) Create a real selling point. How to build the real selling point of real estate projects is the key content of project positioning, which can be carried out in many ways, such as highlighting the cultural orientation of the cultural atmosphere contained in commercial housing, highlighting the intelligent positioning of supporting facilities in residential quarters, and intelligent means of property management. Conceptual positioning highlights conceptual marketing in the era of perceptual consumption. In today's increasingly fierce competition in the real estate market, more and more enterprises pay attention to repositioning the product itself and added value, and reiterate the distinctive features of the product.

3 real estate enterprise market positioning strategy

The market positioning of real estate enterprises includes product positioning, brand positioning and enterprise strategic positioning. The market positioning analysis of real estate enterprises is shown in figure 1.

3. 1 product positioning strategy of real estate enterprises

Real estate enterprises should first understand the characteristics of competitors' products, study the importance consumers attach to products, and then decide their own product positioning.

(1) Improve product cost performance and pay attention to human environment. When consumers buy, what they consider most is the quality and cost performance of commercial housing. Real estate developers must strictly control the quality to ensure the quality of all aspects of the project. Residential community

Site selection and construction must consider human factors, including transportation, education and environment.

(2) Ensure the rational layout of space. The key element of a house is its space, because other facilities can be upgraded, but the space of a house remains unchanged during its life. Ensuring the rational layout of space is the development direction of residential construction.

(3) Accurately tap high-value customers. How to judge the value of customers? From what angle do you view the value of customers? Can customer value be quantified? This is a special concern of real estate enterprises. Customer relationship management should be considered in real estate product positioning. The important theory in customer relationship management is the "28 principle", which is also the customer value pyramid. At the top of the customer value pyramid, 20% customers can contribute 80% profits to the enterprise; At the bottom of the customer value pyramid, 80% customers can bring 20% profits to the enterprise. Therefore, those 20% customers are the high-value customer groups of the enterprise. It is the pursuit of real estate developers to establish a brand and build a century-old shop to treat customers from the perspective of customer life cycle and constantly tap customer value. An important reason for establishing corporate brand is to let customers continue to buy the products of real estate development enterprises during their life cycle.

3.2 Brand positioning strategy of real estate enterprises

The brand positioning strategy of real estate enterprises can be considered from the following aspects:

(1) Deepen the brand marketing concept. At present, the concept of brand marketing is deeply rooted in people's hearts, and advertising has become one of the main sources of information when customers buy houses, so brand advertising competition has also become one of the important competitive means for many developers. Advertising creativity highlights the unique brand value of green home products, including garden ecology, fitness, leisure and other characteristics; Highlight the brand value of the enterprise, including its good popularity, reputation and strong strength, corporate culture, etc.

(2) Enhance consumers' confidence in real estate developers. Real estate development can't constitute brand products only by hardware investment. Creating a unique real estate brand and gradually establishing a good brand image are more conducive to competition.

(3) Establish a high-quality property management brand. Property management is a major event closely related to the people, and high-quality property management plays a vital role in establishing corporate brands.

3.3 Real estate enterprise strategic positioning strategy

Real estate development enterprises usually have the following strategies: First, establish professional and cross-regional real estate development enterprises. Enterprises with abundant funds will gradually gather enterprise resources into the development direction of real estate specialized companies. The second is a comprehensive and interdisciplinary real estate development enterprise. The real estate development of these enterprises will present diversified characteristics. Third, the real estate industry chain investment has extended the real estate development enterprises. Some real estate development enterprises extend their investment scope to the upstream or downstream industries related to real estate development in order to maximize the profits of the industrial chain. The fourth is to change from a developer to a real estate service enterprise. With the second-hand housing market about to start in an all-round way, the structure of real estate market segments is further obvious, and the service innovation of real estate development enterprises will face a very good market environment and opportunities.

(1) Extended positioning of industrial chain investment. The investment scope extends to related upstream and downstream industries.

(2) Filling position. Through market segmentation, find new unoccupied vacant products that are valued by many consumers. In this position, enterprises are easy to succeed, so this part of the potential market, that is, marketing opportunities, has not been discovered. Maybe some enterprises have discovered this potential market, but they don't have enough strength to occupy the blank market.

(3) Challenge positioning. When enterprises can produce better products than competitors, the market capacity is enough to absorb the products of these two competitors, and at the same time, they have more resources and strength than competitors. At this point, enterprises can position their products in a similar position to competitors and compete with competitors in the same market segment.

(4) Highlight the leading position. The status of real estate enterprises in the market is different, some are market leaders, some are market followers, and some are people who make up for the vacancy. When enterprises realize that they can't compete with powerful competitors in the same industry to gain an absolute dominant position, they can highlight their unique characteristics, such as planning and design in the early stage and leading position in property management in the later stage.

Original website

Maybe you also like reading:

Whirlpool product analysis and its China strategy: discussion on the problem of fully decorated commercial housing: research on the innovative strategy of real estate marketing based on 4C theory: analysis on the influencing factors of the choice of marketing channels of real estate enterprises: on the informatization construction and development trend of real estate enterprises: the implementation of customer relationship management of real estate enterprises: 6. Pay attention to the informatization construction of real estate enterprises and the application of knowledge management in real estate development enterprises: Statement: The copyright of this work belongs to Architectural Chinese Network and the author. Reprinting, copying and dissemination are allowed for study and research purposes, but the source of the original text and the author's signature must be indicated (please refer to the following quotation format) and the consistency of the content must be guaranteed. It shall not be used for sale, publication, paid database or other commercial purposes. This website reserves the right to pursue all legal responsibilities. Quote and copy: website QQ/MSN papers/works HTML code exchange discussion I want to post the homepage of the website Architectural research, urban and rural planning, real estate development, engineering survey, engineering supervision, architectural design, construction, use of building materials and machinery, maintenance of architectural economy, architectural culture, architectural information, architecture and environment. Please tell us your knowledge needs and your opinions and suggestions on this site. Satisfied or dissatisfied email: copyright? 2005-20 1 1 All rights reserved. Last updated: 2014-01-0408: 42: 56.

4 conclusion

Nowadays, the competition in the real estate industry is becoming more and more fierce. When positioning the market, real estate enterprises should fully consider the concepts of brand, advanced and innovation in the positioning process, create selling points for their own goods, and adopt a positioning model combining qualitative and quantitative methods. Only through accurate market positioning can real estate enterprises succeed.

References:

[1] Wang Hongwei. Real estate marketing [M]. Shanghai: Shanghai University of Finance and Economics Press, 1998.

[2] Chen Xinkang. Introduction to marketing planning [M]. Oriental Publishing Center, 1999.

[3] Guo Guoqing. Marketing management [M]. Beijing: Renmin University of China Press, 1995.msg: One-page reading mode is only for registered members of the website!

For more information about project/service/procurement bidding, and to improve the winning rate, please click on the bottom of official website Customer Service for free consultation:/#/? source=bdzd