How to manage the plan well and ensure the detailed realization of the goal? 0? three

How to do a good job in plan management, ensure that everything is done well in advance, and how to maximize work efficiency will directly affect the realization of enterprise goals, and plan management will be the core element of goal realization. As a prerequisite for enterprise standardization, plan management plays the role of project coordination and organization, effectively coordinates and clarifies the division of labor, and maintains the unity of opinions of various departments on the issue of work nodes, which can not only improve work efficiency, but also optimize enterprise operation processes, thus effectively enhancing project operation strength. The book "Best Practice of Real Estate Project Operation" explains the whole process of enterprise operation with holistic thinking, integrates the advanced ideas of many benchmark enterprises, and will also help me explore the working methods suitable for me with the power of example. The so-called "takenism" is to improve according to your own situation, so as to achieve the best working condition and the most efficient working efficiency. On the basis of integrating the achievements, Best Practice systematically discusses the connotation and extension of real estate operation management from the aspects of project operation, organizational control, investment income management, plan management, conference management, marketing control, cost management and performance management. At the same time, through various case charts, the crux of project management and solutions are clearly analyzed. Combined with advanced best practice theory, we study and think from five aspects: organization, planning, marketing, customers and culture. In terms of organizational control, the book makes a detailed analysis of the management and control modes, construction ideas and organizational modes of real estate development enterprises, sets models for different enterprises, and puts forward that different management and control modes are suitable for real estate in different development cycles, and there is no best or standard, only the most suitable model. At the same time, under the establishment of a suitable core architecture, professional teams are particularly important. This team must have cohesion and execution. Only when enterprises have team cohesion can they develop better, and the development of enterprises enhances team cohesion. The time when you can make money with your eyes closed is over. Today, the real estate market has become a law of the jungle era. Only by increasing our own strength to resist external pressure and competition, actively optimizing the functional structure, formulating different organizational control modules for different regions, and effectively building and enhancing the platform of execution can we promote and strengthen the steady development of enterprises. In the aspect of planning management, research and analysis are carried out from the aspects of operational efficiency, goal realization, major plans, special plans, departmental plans and phased results. A good plan is half the battle, because opportunities and risks coexist. Through planning, risks can be reduced and benefits can be realized. The development of the project is influenced by internal and external comprehensive environmental factors, which are controllable and uncontrollable. The project plan can be effectively promoted through plan management, effective strengthening of cooperative relations, grading of powers and responsibilities, and implementation at different levels. The unified planning of key node control includes market research, feasibility analysis, product positioning, customer definition, and scheme review. Through the finalization of the scheme, through the process of organization, implementation, supervision, coordination and control, the implementation and formulation of various plans are systematically carried out, and the work content is modularized and standardized, with the control process as the keynote, efficiency as the center and results as the purpose, so that the project operation is consistent and reasonable. As one of the important components of real estate enterprises, marketing management plays an important role in the whole project system. The establishment of a good marketing team is inseparable from a scientific and rigorous planning and management system. In the whole marketing process, it undertakes the implementation of the strategic system and plays a tough role. How to concentrate the efforts of others to achieve the goal will be the focus of management work. We must consider the interaction between people, people and work, people and work, and the combination of personal interests and organizational interests. When balancing individual needs and organizational needs, we should not only implement norms, but also change norms. Establish an effective division of labor and cooperation system, subdivide the tasks and objectives through the organization, clarify everyone's tasks and responsibilities, avoid duplication of work, improve work efficiency, thus effectively connecting the implementation of the plan and ensuring the continuity and organic nature of the management process. In personnel activities, follow the human behavior pattern, that is, all conscious behaviors come from incentives or motives, so try not to criticize, accuse and complain, because everyone wants to be praised by others and is also afraid of being accused by others. The way to give full play to a person's ability is to praise and encourage him. Sincere praise can get results, but criticism and ridicule will make things worse. Freud: Everything we do stems from two motives: the desire for humanity and the desire to be a great man. As a commodity, real estate has the characteristics of specificity, fixity, large amount, policy, long-term use and investment. , different from general consumer goods. We must consider the above characteristics when determining its property positioning and formulating marketing strategies. In the process of implementation, we must abandon, break through and innovate the existing marketing methods and means to meet the needs of this specific real estate industry. Make a practical sales plan, including specific methods to achieve this goal. In this process, we use effective means to judge the market situation, and formulate clear target plans, product positioning, market promotion, project progress, payment plans, sales execution, etc. , according to the goal of compiling and decomposing tasks, layer by layer implementation, mutual coordination, combing business in strict accordance with business modules, and building the relationship between plans at all levels, thus effectively supporting the implementation of departmental plans. In addition, after-sales service management is also a piece to pay special attention to. Property management in place, will certainly establish a good reputation for the later development and sales, and promote the later product sales. Customer management and corporate culture: real estate enterprises should compare with their past and industry leaders in customer relationship management, and compare with best practices to find out their own gaps. In China's real estate industry, Vanke is a benchmark enterprise holding high the banner of leaders. Vanke is already a well-known brand in China, but what is the power behind Vanke brand? Vanke's own statement is: "technological innovation, component quality and service are people-oriented." Do real estate enterprises have core competitiveness? Vanke's practice proves that real estate enterprises have their core competitiveness, which is mainly reflected in product innovation, industrialization and corporate culture. How do we view the things behind the brand? There was once an article about the viewpoint that "behind the real estate brand is the customer relationship". Yes, a good real estate brand must be supported by loyal customer relationships. If there is no customer relationship behind the brand, then this enterprise cannot develop sustainably. In today's increasingly competitive market, customer relationship management runs through the value chain, and the marketing strategy is also undergoing tremendous changes. From product marketing, event marketing to experience marketing, the concept of design marketing is redefined from five aspects: consumers' senses, emotional thinking and action correlation. Traditional marketing emphasizes products, while modern marketing emphasizes customer service. Even if there is satisfactory service, customers are not necessarily loyal, and they will tend to experience marketing in the future, just to provide customers with unforgettable experiences. The book Experience Economy describes an experience story: the most wonderful thing about a birthday is not an object. From providing products to showing experience, it is a customer customization process in which enterprises constantly adapt to new customer needs, increase differentiated competitive position, improve profitability and strengthen their own strength; On the other hand, it is the process of enterprises moving towards indiscriminate competition and constantly reducing their profitability, which may eventually lead to the demise of enterprises. Marketing in 2 1 century is to establish a 4R relationship culture: "keeping" is to keep customers by meeting and exceeding their needs. The cost of retaining customers is lower than that of acquiring customers, and the core is voluntariness. The embodiment of staying in the real estate industry is to let customers still choose your company when they buy a house again. Wang Shi said that customers in Shenzhen will buy houses once every six and a half years. "Affiliate sales" refers to the relationship between customers and enterprises based on trust, trustworthiness, communication and understanding, so as to purchase related products and services to meet their needs. Affiliates are also very prominent in the real estate industry, and customers who buy houses choose your shops and so on. "Recommendation" refers to the oral publicity effect brought by customer satisfaction, and those satisfied customers will send a strong message to others. Recommended, we also call it "chain sales", all real estate enterprises have experienced it. In some enterprises, customer recommendation has become the main sales channel, accounting for more than 50% of total sales. "Redemption" refers to turning customer disappointment caused by mistakes or mistakes into new opportunities. Through recovery, you can reaffirm your commitment to customers. For real estate enterprises, redemption is to solve customers' problems and turn problematic customers into satisfied customers. Practice has proved that restoring customers' trust in enterprises and fulfilling enterprises' promises to customers will effectively improve customers' satisfaction and loyalty. Cultivating loyal customers More and more growing real estate enterprises are beginning to realize that it is worthwhile for developers to cultivate loyal customers. The cost of retaining existing customers is much lower than attracting new customers. Keeping a loyal customer can bring long-term benefits to the enterprise, but how can we cultivate customers into loyal customers? First of all, real estate enterprises can make full use of the club effect, so that customers can immerse themselves in a membership state of mind, feel happy, and join them to experience a sense of belonging. Even if there is no money or kind return, customers will be moved and happy. Secondly, enterprises should provide activities in line with customer values as a return to customers, and interact with customers through customer activities, thus strengthening emotional communication with customers, and ultimately greatly enhancing customers' sense of identity with you. Thirdly, we can provide customers with multi-directional value-added services by developing alliance merchants. At present, almost all benchmark enterprises in China follow this model. 1996, Vanke took the lead in establishing a customer club in China, namely "10,000 customers", drawing on the concept of "new club" of Sun Hung Kai Properties in Hong Kong. After years of development, the service concept of Ten Thousand Customers Club has also developed from "cultivating reliable service" from the perspective of service providers to "two-way communication to serve customers". Compared with the original emphasis on function and interaction, it has now developed into "sharing unlimited life" and has a more inclusive and broader concept. Adhering to the customer-oriented service concept, China Merchants Property established China Merchants Association. By integrating various life service resources such as Green Grass Golf Club, Meilun Villa, Nanhai Hotel, United Hospital and Sports Center in Shekou District, as well as various professional service organizations such as China Merchants Bank, Ping An Insurance, Guo Tong Securities, China Merchants International Travel Service and Xunlong Shipping under China Merchants Group, we will provide customers with more favorable and convenient all-round services, so that members can truly feel the beauty of being at home in Shekou and enjoy the real high-quality life. OCT Club is a life service organization initiated by Shenzhen OCT Real Estate Co., Ltd. for OCT real estate owners and other noble people. Relying on OCT Group, OCT Club will contact other clubs, clubs and other organizations through various life, entertainment, education, tourism and other resources in OCT to provide members with all-round services such as consumption concessions, cultural salons, tourism and fitness, and real estate consultation. What will developers get in return for setting up customers? Let's look at the value of customer relationship management. In the process of sales, satisfied customers may recommend relatives and friends to buy your products, or they may buy them again. In the service link, we can improve the planning and design, improve the quality of the project and improve the quality of the service process according to the feedback from customers. Loyal customers are around you. As far as real estate is concerned, cultivating a loyal customer runs through the whole process of project development and is implemented in all aspects of enterprise management. First, product development. If you can carefully study the effective use of the residential environment and every square inch of space in the product design process from the perspective of the target customers, and can fully display the artistic beauty of architecture and gardens on the basis of satisfying the functions, then customers will not be indifferent to the company's degree of care and professionalism. "Sincerity and care" is the basis of our communication with customers, which is not only a means for us to win the respect and loyalty of customers, but also a way for us to repay customers. The communication between people is like this, and so is the communication between companies and customers. Second, marketing. Based on products (including on-site packaging and display of products) and loyal customers, open up a low-cost and efficient marketing channel, speed up the sales progress of real estate, and solve the sales problems that pure advertising can't solve. Therefore, when making the overall strategy of real estate market promotion, the marketing plan of loyal customers becomes more and more important, which is one of the two legs of real estate promotion and indispensable. Customer reward plan is an important part of loyal customer marketing plan. The internal cause of customer recommendation behavior is that customers are satisfied with products and services and have a strong desire to share good products with friends. The external cause is material incentive. Modern people are busy, fast-paced and pressed for time, and need material incentives as reminders. As a marketer, we should pay attention to the effectiveness and timeliness of the incentive plan, grasp the degree of incentive, and often change the incentive methods and methods flexibly according to customers' preferences to attract more customers' interest. Customers who are satisfied with products and services do not necessarily have recommendation behavior, and customer incentive plans only interest customers to a certain extent. The real promotion of customer loyalty behavior (such as customer recommendation) depends on the flexible and skilled frequent communication of sales staff in their daily work. If products, services and brands cultivate loyal customers, then it is the front-line salespeople who reap the loyalty behavior of loyal customers. In the real estate industry, customer recommendation behavior is produced in one-on-one communication between customers and sales staff. Salespeople have many skills in identifying and excavating loyal customers, communicating with customers on a daily basis, and prompting customers to make recommendations. The developed CRM system only provides an efficient tool for salespeople. The establishment of real customer communication ability and awareness, as well as the mastery of skills, are still in the hard study of sales staff. For the important link in the process of selling this service, salespeople should have strong confidence in products and brands from the bottom of their hearts in order to spread this confidence to customers. As an enterprise with a sense of historical mission and social responsibility, we are doing our best to provide customers with the best products and services, and provide opportunities for others to live and live happily. Confidence and sincerity will make your relationship with customers closer and more stable. Look at your career, who is full of confidence in you and who wants to talk to you. These customers are important partners to help you with your sales. These people who trust you can be your supporters and recommend you as someone else's property consultant. These people are the people who can help you when you meet with difficulties in sales. Loyal customers are people you can ask for opinions, opinions and suggestions from, and you can get marketing and sales advice from them. You can get help from them when you are at a loss in the face of sales problems. Impress them with your professionalism. They can be an endless source of your sales work. Loyal customers exist not only in your many customers who have made a deal, but also in those potential customers who have expressed their appreciation and recognition to you, but failed to make a deal for some understandable reasons. There are loyal customers who support your sales work everywhere Successful salespeople are good at finding them, paying attention to them and keeping good and smooth communication with them. Loyal customer marketing is something that marketers at all levels who do project development must attach importance to. We need to always stand in the customer's perspective, improve products and services, formulate customer incentive plans, and maintain smooth communication with customers. As the last digger of the company's loyal customer plan, front-line salespeople should consciously do a good job in analyzing, digging and communicating loyal customers. Making good use of CRM tools, keeping a good record of every customer communication and conducting in-depth interviews with customers selectively are the basis for us to tap loyal customers. Actions speak louder than words. Open your notebook and start digging up your loyal customers and get them to act quickly. The customer service center provides services for customers on behalf of the developer, and the property management company provides services after the owner moves in. The service of the two is different, and the difference between them is the product warranty period. After the product warranty period, the customer service center will not accept the service. However, according to the current law, it is legal challenge for developers to provide property management services, because the owners' committee cannot choose the developer's property company to serve them, which becomes that their children are raised by others. What should we do? Developers should set up customer clubs to serve and care for customers who have passed the product warranty period in the name of customer clubs. Care for customers will run through the whole process. B] The following is a quotation from Harvard in 2004-10-13: 36:12: [/b] To segment customers, we must first master customer information, which is the foundation. Without real and reliable data, all the work done is based on experience, and the error will be great. Real estate enterprises do not have this information, but they do, but the information is scattered and shapeless, and all departments have little knowledge, which has become an information island and is difficult to use. After a long time, a lot of information loses its effectiveness. For example, the information you had when you did market research two years ago may not be valuable now. It may have become spam. What we are doing now is to integrate information, break the information island and turn static information into dynamic information. Information will be valuable only if it is constantly updated. In our investigation of domestic real estate enterprises, we found that there is a * * *, that is, a lot of customer information is in the little book of front-line sales girls. If she works for you today, the information will belong to you. Tomorrow, she will resign, and she will leave with a small notebook full of customer information. That customer information can only be obtained after you spend money on advertising. It should be owned by the enterprise, but because you don't have the corresponding means and tools, the customer information of the enterprise will be lost to the personal hands of the salesman. In the future, when assessing a salesperson, an enterprise should not only assess her sales performance, but also pay attention to the assessment of collecting customer information, so that private information can become an information base that enterprises can enjoy.