1 value chain analysis of real estate development and operation process
The basic content of real estate development management is project management, which mainly includes planning and design management, construction management and property management. Its key contents include the management and creation of enterprise value activity process, that is, the development and operation process of design, procurement, construction, sales and property services, as well as activities or links that produce important value for enterprises in terms of project human resources, financial operation, sales planning and functional management.
Studying the real estate development and operation activities, the early market positioning and planning and design have the most significant impact on the cost and sales of development projects; The later project construction has been started, and the related cost control and marketing have not produced obvious results; The value state of material procurement, design change and budget is restricted by the pre-planning and design itself, which has a relatively light impact on the business performance of enterprises. The key issues to be studied here are: in the development and operation value chain of enterprises, which factors have an important impact on the business performance of enterprises, and to what extent; Moreover, at different stages, the degree of influence of these factors has changed. According to the practice of real estate development and management process, the analysis of enterprise value chain and the basic results of market survey, the factors affecting enterprise performance are summarized as: planning and design, construction quality, marketing planning and property management. These aspects not only reflect the main contents of real estate development enterprises in their development and operation activities, but also show the key elements of enterprise performance control and management from the implementation procedures.
2 factors affecting the performance of real estate development and operation
2. 1 planning and design
The success of real estate development projects mainly depends on the pre-planning and design. A key concept of planning and design is to understand the voices of buyers according to their cognitive needs, and to establish a good relationship between buyers' opinions and how to plan, design and build houses. Houses are sold because buyers find them better and more valuable, or because they are unique. Planning and design must be based on building specifications, geographical climate and environment, regional customs and market/customer needs. According to the practical, scientific, economic, beautiful and advanced goals, and according to the procedures of architectural planning and design, the overall planning, architectural appearance, civil structure, water and electricity fire protection, equipment and facilities, landscape, road pipelines and decoration of real estate are designed and operated to achieve the best value goal. Evaluation of the impact of planning and design on the development and operation performance of real estate enterprises can be considered from four aspects: the rationality of apartment type (including orientation, apartment type, indoor layout, hydropower facilities, etc. ), the overall situation of the community (location, landscape, architectural appearance, overall layout, etc. ), planning and design costs, design quality (construction feasibility, design rectification, design review).
2.2 Construction quality
Construction quality is actually the cost, progress and quality of engineering construction according to planning and design drawings/schemes and building codes. Is it strictly in accordance with the drawings and specifications? How about safe and civilized construction? Are the materials and equipment used for construction reasonable? And whether the construction organization arrangement is orderly? These contents are the key to determine the final construction quality. The construction quality is also obvious to the operating performance of real estate development companies. Unqualified technical quality will not only affect the cost of rectification, but also affect sales, the money loss caused by site accidents, seriously affect the corporate image, and delay the construction period will increase costs. It is likely that the quality problems of the project will not appear until several years after the completion and acceptance of the project. Although such quality defects or accidents can be improved through repair and reconstruction, they have a great impact on the company's social image and long-term profitability. Therefore, the rationality of quality (that is, not pursuing beauty, ornate and advanced, but aiming at practicality and meeting customer needs) and long-term benefits are the basic requirements of building construction quality. The specific evaluation can be considered from the aspects of engineering structure quality (appearance, details), one-time qualified rate of project completion, building cost performance ratio (mainly referring to the rationality of building materials/equipment price), development progress/efficiency, etc.
2.3 Marketing planning
A good product marketing plan is the way and bridge for products to reach customers from enterprises, and the process from products to money and profits. It is included in the whole process of enterprise production, development and operation, and consists of market research, participation in scheme formulation and overall architectural design, price positioning, advertising intermediary service, after-sales service and information feedback. Advertising, promotion, price strategy and sales channels are the main contents of marketing planning for real estate development enterprises, and the market positioning in the early stage of marketing planning is very important, that is, according to market research, determining the consumer groups of real estate development, the function, exclusiveness and symbolism of the developed property, which is the core basis for implementing specific marketing strategies. From the specific indicators that affect the performance of real estate development and operation, there are advertising expense rate, brand value, price competitiveness and capital withdrawal in marketing planning.
2.4 Property management
After the development and sale of real estate or property, it is necessary to provide property management services to the owners/users of the property. The current national laws and regulations require professional property management companies to provide property management services for customers/owners. At present, it is a common fact that the subordinate property management companies of real estate enterprises are mostly service providers in the early property management services, especially in the case that the development of enterprise real estate projects is carried out in stages. At this time, the quality of property management services will have a decisive impact on the sales and benefits of subsequent development projects of enterprises. The most critical index to evaluate the service quality of property management in real estate enterprises is the satisfaction of owners. Of course, property management should also pay attention to cost. The basic indicators for evaluating the owner's satisfaction can be divided into the following aspects: employee service quality (attitude, timeliness, reaching the owner's goal), safety management, clean environment quality, and community culture.
3 Real estate enterprise performance impact model analysis
Generally, ROE = annual net profit/shareholders' equity is used as the performance evaluation index of real estate enterprises in economic research. However, considering that many real estate enterprises are not listed companies or joint stock limited companies, the formula of ROE is extended here, and ROE = annual net profit/owner's equity. This paper selects a city in Guangdong Province 10 building for data model analysis. All the buildings were developed by stages, and the data collection period was from July 2002 to July 2004.
(1) Basic explanation of data analysis. The property management company issues questionnaires about the rationality of apartment type, the overall situation of the community, the quality of engineering structure, brand value and other indicators, and calculates according to customer survey data; The index content of the property management part is obtained by the property management company implementing the household satisfaction survey; Other indicators can be provided by the financial, engineering and sales departments of the enterprise. The company's performance data is obtained through enterprise investigation and exchange, and government statistics bureau, construction bureau and real estate association are also important data sources. According to the experience of real estate development, it is considered that the index weights under the four major influencing factors are the same.
(2) Analysis of market survey data and factor calculation.
According to the data, the correlation coefficient between each influencing factor (independent variable) and development and operation performance (dependent variable) can be calculated. From 2002 to 2004, the correlation coefficients between property management D and performance Y were 0.790, 0.830 and 0.829 respectively. The correlation coefficients between planning design A and performance Y are 0.766, 0.80 1 and 0.8 15, respectively. The correlation coefficients between marketing plan C and performance Y are 0.776, 0.62 1 and 0.668 respectively. The correlation coefficients between construction quality B and performance Y are 0. 146 and 0.3 12 respectively.
And 0.322, it can be considered that there is no correlation between construction quality and performance, so the construction quality B index is not considered in the model.
Taking performance y as dependent variable, planning and design a, marketing planning c and property management d as independent variables, a ternary linear regression equation is established.
(3) Analysis conclusion.
① The correlation between construction quality and development performance is very small, which is consistent with the current situation of real estate sales, that is, it is difficult for ordinary customers to have a comprehensive and professional understanding of the construction quality (especially the internal structural performance) of houses when buying houses. Even if the house has structural construction quality problems, it will only appear after several years or even longer. Therefore, the construction quality has little influence on sales realization and has little to do with business performance. On the other hand, this result may be related to the short time of data investigation.
② The relationship between property management services and sales performance and operating efficiency shows the great value of current property management to real estate development and operation: the owners living in residential areas form a state of customer satisfaction according to their feelings about property services, and this feeling of satisfaction or dissatisfaction will spread among potential customers, society and market at a very high speed, so for real estate,
It has an important impact on subsequent sales performance.
(3) Planning, design and marketing planning are closely related to business performance, which is easy to understand: good house type, landscape and supporting facilities, necessary promotion and publicity, plus reasonable price, will inevitably have a strong attraction in the consumer market, thus bringing profits to enterprises.
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