First, the operating characteristics of real estate development enterprises
A real estate development and operation enterprise refers to an enterprise that converts its capital into real estate commodities in a specific place and in an expected time through market research, feasibility study and other preliminary work and project construction, and then obtains profits through sales and investment recovery. Its working characteristics have the following characteristics:
(1) Regionality Due to the great differences in natural environment, economic conditions and market conditions in different regions of China, real estate development enterprises must accurately grasp these conditions and consider market conditions and location around development projects.
(2) Systematic real estate development project is a huge systematic project, and each subsystem constitutes a large system, which is indispensable and organically unified. The development process has gone through the stages of market research, investment research, planning and design, construction, marketing and property management. Each stage constitutes a subsystem that can be subdivided into smaller systems.
(3) The completion period of prospective real estate development projects is from two or three years to three or five years or even longer. Without foresight, the investment of enterprises will be very risky.
(D) Market-oriented real estate development projects should always be market-oriented, based on market demand, and change with market changes.
(V) Innovation As far as the competition of real estate is concerned, its essence is the competition of innovation. It is mainly the innovation in concept, planning, management and operation.
(VI) There are various development plans for diversified real estate, and it is necessary to weigh and compare various plans, foster strengths and avoid weaknesses, and choose the most scientific, reasonable and operational one.
Second, the core competitiveness of real estate development enterprises
The core competence of an enterprise has three characteristics, namely, uniqueness, non-imitation (in the short term) and promotion. The core competence of an enterprise determines its position in the market, the size of market value creation and its competitive advantage, which is related to the survival of the enterprise. Innovation ability is the true embodiment of enterprise's core competitiveness. Only by constantly innovating the development concept, planning and design, mechanism, management and business strategy can real estate enterprises continuously improve their competitiveness.
(A) innovative ability to open up ideas
Because no real estate can meet the requirements of all consumer groups, it is necessary to publicize the personality of real estate through market segmentation and positioning according to the regional and marketable characteristics of real estate development to avoid homogenization, so as to meet the individual needs of consumers. For example, Shenzhen Vanke's Four Seasons Flower City has integrated gardening into community construction, and Shenzhen OCT Real Estate has infiltrated the concept of green ecology into the Portofino community, attracting their own consumer groups.
(B) planning and design innovation ability
In the 1980s, it was popular that "time is money and efficiency is life". For real estate enterprises, it is necessary to add that "planning is wealth". Overseas Chinese Town Real Estate plans and builds the urban area with a forward-looking vision, and makes Shenzhen Overseas Chinese Town a beautiful scenery in Shenzhen. The combination of design innovation and development concept will not interrupt the delivery of products that meet the needs of consumers.
(C) marketing strategy innovation ability
Here, the real estate commodity finally realizes its value, including price strategy, advertising strategy and sales strategy. Therefore, how to use effective marketing strategies to achieve product sales and profit maximization is the fundamental purpose of enterprise competition.
(D) Management innovation ability
Enterprises should constantly combine the characteristics of their own business management activities, establish and improve the management mode suitable for scientific management, and rely on their own management information system to implement all-round and effective management of their business management activities, so as to optimize limited resources, reduce operating costs and improve profitability.
(E) the ability to build a first-class brand
A corporate brand with a good market reputation is an important guarantee for cultivating customer loyalty. With the help of CRM system, we will constantly tap the potential customer resources and consolidate the existing customer base. At the same time, it is necessary to put people first, form a business philosophy, ethics, code of conduct and management style with the enterprise values as the core, so that employees can have an internal cohesion and work creatively to realize the enterprise mission.
Third, the status and role of real estate development enterprise informatization
On the one hand, real estate is a complex product, and consumers need to get a lot of information when buying real estate, so we should carefully consider many issues, such as whether the property right of the house is legal, the signing and notarization of the sales contract, the handling of the property right certificate, etc. Whether the residential design is reasonable, whether the decoration standard is satisfactory, whether the project quality is guaranteed, whether the public facilities are complete, and whether the property management is excellent; Whether the housing price is affordable, whether the payment method is acceptable, the calculation of mortgage payment and so on. Obviously, the more comprehensive and detailed the information provided by commodity providers, the more helpful it is to grasp consumers.
On the other hand, due to the long industrial chain of the real estate industry, real estate development enterprises are the center of the real estate industry, with real estate agents, property management and other functional subjects. Therefore, the real estate industry is an industry that has a complicated relationship with capital flow, logistics and people flow at any time. In this industry, the communication between information circulation and enterprises and industries is more urgent and important. This is the fundamental traction of real estate enterprise informatization. If an information system can help enterprises provide products or services at a lower cost than their competitors, or help enterprises provide better services than their competitors at the same cost, then such an information system has strategic significance.
First, information systems can enable enterprises to make accurate decisions and avoid deviations in project operation. Mainly manifested in: real estate development projects have extensive contact and practice, from project establishment to property management will produce a large number of first-hand data and information. Through the comprehensive judgment of these information, we can get the reference data information which is helpful for decision-making.
Second, information systems can reduce the operating costs of enterprises. For example, the material scheduling system in the information system allows suppliers of building materials and equipment to send goods directly to the construction site to reduce storage and inventory costs; Computer aided design system can support design activities; The data collection and processing system reduces the marketing cost by positioning the market expansion activities more effectively; Reduce the cost of communication in different places through online video conference, online communication and electronic information transmission; Online bidding can reduce the procurement cost of enterprises and so on.
Third, the information system can realize scientific and automatic management. By realizing the automation of office activities, we can maximize the office efficiency, improve the office quality, improve the office environment and conditions, apply scientific management methods and advanced technologies, and improve the scientific level of management and decision-making.
Fourth, information system can form a new marketing model. Real estate enterprises realize their price strategy, advertising strategy and sales strategy through the network. The marketing scope has been expanded, the service quality has been improved, and more and more services have been transferred to the network.
Fifth, information systems can provide better and faster services for customers. The customer-centered business model will be the symbol of the informationization of a new generation of real estate enterprises. In the highly competitive real estate industry, the implementation of effective customer relationship management is of great significance to improve customer loyalty, tap customer potential value and reduce sales and management costs, which lays a solid information foundation for enterprises to segment the market and adjust the project structure.
Obviously, whether it is technological innovation, mechanism innovation or management innovation, it is inseparable from the promotion of informationization.
Fourthly, an effective way to enhance the core competitiveness of enterprises through informatization.
(A) network management
The organizational structure of enterprises is flat. Applying network to real estate enterprise management is an advanced stage of real estate enterprise network application. By coordinating and controlling the business activities of enterprises through the network and realizing the sharing of resources within enterprises, the adaptability and market competitiveness of enterprises will inevitably increase exponentially. Informatization can promote enterprise internal process reengineering and integrate enterprise competitiveness. Within the enterprise, you can enjoy the information resources through the local wind, and the internal affairs are completely systematic and standardized, which promotes the rapid, comprehensive and smooth operation of information, effectively monitors the running status of various projects, and enables all business departments and decision makers of the enterprise to get in touch with business information as much as possible; At the same time, making the business of an enterprise form a systematic process can improve the transparency and work efficiency of the business and optimize the allocation of enterprise resources.
(B) the new model of network marketing
With the advent of the Internet age, the marketing model of real estate is gradually changing from centralized to team-based in the face of diversified customer layers. By dividing the sales staff of real estate companies into several teams through the network system and streamlining the staff, competition can be formed within the sales team, so that each team can grow up quickly and beat other companies with team spirit.
Publishing housing information through information network and transmitting it to customers will help to generate a group of loyal customers of real estate enterprises, bring more opportunities to real estate enterprises and increase the transaction probability.
At the same time, great changes have taken place in the marketing environment and consumer behavior, and the traditional 4P marketing strategy has been gradually replaced by real estate network marketing. That is, it is realized through the reengineering of the whole market process, management process and market process, which brings a series of declines in transaction real estate cost, procurement cost and organization and management cost. On the other hand, network marketing also makes the differentiation of real estate enterprises reach a new height and enter a new realm of personalized marketing. Through all-round interaction with customers, the distance between real estate enterprises and consumers is shortened, so as to realize real customization,1:1marketing, and realize single-family management of customer relationship to retain customers. In addition, e-marketing makes it possible to use the dynamic flexible price strategy flexibly, makes communication more efficient, and enables real estate enterprises to have a more efficient marketing organization and operation structure.
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