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Product portfolio width: refers to the number of product lines owned by an enterprise. Every product line of the company is generally managed by some senior executives. For example, there are managers of refrigerators, electric stoves, washing machines and other products in the sales department of General Electric Company in the United States, and deans of law schools, management schools and liberal arts colleges in Peking University. Product portfolio length: refers to the sum of product items in all product lines of an enterprise. Product portfolio correlation: refers to the degree of correlation between product lines in terms of end use, production conditions and distribution channels.

The so-called product mix refers to the combination of all product lines and product projects developed and built by a project, including four variables: width, length, depth and consistency. Product portfolio width refers to the type of apartment (one-bedroom, two-bedroom, three-bedroom, four-bedroom, jump floor, etc. ) is developed and operated by the project. Each apartment is equivalent to a general product line, and the more apartments, the wider the product portfolio. The length of product portfolio refers to the sum of specific units in all types of units of the project. There are many room types, and there are many room types under each room type (for example, the second room can be divided into two rooms, two rooms and two rooms), so the product combination length is long; The product combination depth of the product line refers to the area, pattern and number of floors of each apartment in the apartment category; The consistency of product portfolio refers to the degree to which the final use, development conditions, sales channels or other aspects of each unit are interrelated (for example, affordable housing, ordinary housing, senior apartments, shops, office buildings, hotels, etc.). ).

The more product lines in the product portfolio (for example, from one-bedroom to four-bedroom), the higher the diversification of project development and operation, and the more product projects (for example, from 75 square meters to 125 square meters of two-bedroom), similar products can adapt to and meet the requirements of different consumers, the product portfolio is deeper, and consumers in the target market have more choices, which is conducive to dispersing the operational risks of the project. Of course, the wider, deeper and longer the product mix is, the better, because the product mix is directly proportional to the production and operation costs and promotion expenses, and inversely proportional to the concentration of marketing resources of a single product project, which may lead to a slower overall sales speed of the project. At the same time, only by analyzing and forecasting the marketing environment, paying attention to the study of consumer demand and discovering the advantages of competitors' product mix can the project accurately arrange the product mix, adjust the product mix in time, and form the characteristics of some product lines and product projects, which is conducive to concentrating marketing resources and realizing the rapid sales of project products, but it will also bring about the increase of market risks of project products. The key to the reconciliation between the two lies in the degree of grasping the market.

Second, the combination type

In the real estate market where diversified management and specialized management coexist, the product mix of the project can be analyzed and studied from three angles: product substitution, consumption linkage and irrelevance. There are many kinds of unrelated products, large business span and increased product portfolio content; There are many kinds of substitute products, and consumers have a large choice, but competition between products is easy to form, which brings pressure to sales; More joint consumption components not only fully meet the consumption demand, but also tap the consumption potential. From the point of view of marketing concept, this is a good product combination idea and method, which has high application value for the marketing activities of the project. According to the above ideas, we conducted a detailed investigation on the product structure of Beijing and Tianjin real estate markets. The survey results show that the width, depth, length and correlation of product portfolio are optimized according to the business objectives of the project. Mainly includes the following contents:

1, all-round-that is, to strengthen the relevance of product portfolio and develop various related products of real estate to meet the market demand. For example, Beijing-Tianjin large-scale complex, Guomao, wanda plaza, TEDA Times Square, Times Olympic City, Haihe Xintiandi, etc. Its products include businesses, hotels, office buildings and apartments. These projects are characterized by being located in the center of the city, being comprehensive land and being large in scale. Although such projects are also divided into commercial complexes, commercial complexes and residential complexes, they generally take into account the development of other types of properties and fully consider the four elements of product mix.

2. Specific market-refers to the development and operation of various products in a certain market, regardless of the degree of correlation between product lines. For example, ordinary residential projects, commercial projects, office projects, hotel projects and villa projects are also the most common types in the market. The characteristic of this kind of project is that the location is arranged according to the urban location of the region and the corresponding degree of property concentration, and the land is a single property land with a relatively moderate scale. However, in a specific professional market, its products are distributed in different sectors of this market, which is relatively rich. That is to say, in addition to the limited relevance of product mix, the width, length and depth of product mix are also considered.