Briefly describe the basic content of environmental analysis of real estate market, and analyze with examples.

The real estate market environment is constantly changing. In order to achieve marketing objectives and formulate corresponding marketing strategies, real estate enterprises must analyze and study the market environment.

Under the current real estate situation, the purpose of analyzing the market environment is to seek new market opportunities on the one hand, and to avoid environmental threats on the other. In the fierce and complicated market competition, opportunities and threats coexist, and the ever-changing market environment constantly creates new opportunities and threats.

I have seen the market environment analysis of many agency companies, including macro-environment analysis and micro-environment analysis, and feel that I have nothing. Then, the so-called market environment we are talking about is the uncontrollable participants and influence that affects the market and marketing activities of real estate enterprises.

First, macro-environmental analysis.

Macro-environment is a social force that indirectly affects and restricts the marketing activities of enterprises. The two key words here are indirect and social forces. Macro-environment includes economic factors, political factors, population factors, policies and regulations and tax system factors. The micro-environment of real estate enterprises in China is being controlled and influenced by these macro-forces.

1. Economic factors: including macroeconomic conditions of the market and economic income level.

At the peak of the economy, all walks of life flourished and the demand for real estate was strong; As the economy goes down and the market is weak, real estate, as a lever to measure the local economy, will be affected first. Many families will cancel or postpone the consumption of durable goods such as houses, and the reduction of other expenses will lead to business depression, and the price of commercial buildings may fall.

The level of economic income shows the actual purchasing power in the market, which is the basic element of the market. The size of market capacity, in the final analysis, depends on the size of consumer purchasing power. As we all know, when we meet the purchase demand, we will consider our actual economic income. Therefore, from the perspective of marketing, we divide economic income into national income, personal income, disposable personal income and disposable personal income. I think the latter two can be combined into Engel coefficient analysis.

2. Political factors: Politically, in a stable political environment, the return on real estate investment is guaranteed and the operators have confidence. In terms of policies, the openness of the country and the continuity of policies also have a great impact on the real estate market.

3. Population factor: Population determines the scale and development trend of the real estate market. Population size (including baby boom) not only affects the development of residential real estate, but also directly affects the demand for real estate by business and industry. Therefore, to do commercial real estate, we should fully consider the number of floating population and permanent population in the project area. The current trend is that the population continues to flow from rural areas to cities, and the level of urban flowers is rapidly improving. In addition, the changing trend of family structure is also considered by population factors, which will play a guiding role in the matching of real estate products.

4. Policies, regulations and interest rate tax system: "Eight Articles of the State" or "Six Articles of the State" are all means for the state to regulate and control real estate through policies, regulations and interest rate tax system, which not only reflects the respect for economic laws, but also has the color of administrative intervention.

Second, micro-environment analysis.

Micro-environment is a direct influencing factor in the process of real estate transaction. Including suppliers, marketing agents, customers, competitors and the public.

Customers are direct buyers and users of real estate products, and any product can only meet its specific target market demand. If the residential area is close to well-known schools, it is necessary to formulate marketing strategies with the theme of emphasizing children's education and occupy the family housing market of primary and secondary school students; The community is close to the park green space, emphasizing sports and leisure to win the favor of middle-aged and elderly families.

The market environment of real estate enterprises also includes all kinds of people, such as financing companies (the financial support that developers can rely on), media public (the guarantor of developers' reputation), government public (which is understandable), citizen group public (the key point in commercial real estate), local public (to appease the people who are disturbed by construction), ordinary public (retail investors) and internal public (the source of building development confidence).

In real estate development enterprises, good products have a good market, property first and marketing second.