How do developers quickly realize the return of funds? -Marketing model analysis

I. Interpretation of the concept of real estate marketing Marketing is a process of interaction between enterprises and consumers, competitors, middlemen, government agencies and social organizations, and it is a systematic project. At present, real estate marketing activities are complicated, and marketing strategies and means emerge one after another. If you want to choose a marketing model suitable for your own products, you must define the concept of real estate marketing, so that you can "outline" and succeed in real estate marketing. 1. From material to spirit, from hardware to software, it is the law of the development of all things to shape a distinctive real estate culture. The physical property of real estate is reinforced concrete; But the competition of enterprise culture has become the main theme of enterprise competition. The development of enterprises can not be separated from corporate culture, which is a powerful driving force for enterprise development and a catalyst for enterprise growth. The unique corporate culture is one of the secrets for enterprises to succeed in the fierce market competition. How to implement this excellent corporate culture into the daily marketing behavior of enterprises is the key for enterprises to win in the market. 2. Market-oriented and customer-centered. After the formation of the buyer's market in the real estate market, the choices of customers have increased and the competition has become increasingly fierce. In order to adapt to this situation, real estate market enterprises must change their concepts. Whoever has the initiative in market competition will win, so it is not enough to have quality awareness in modern market competition, but also to establish service awareness. Real estate development enterprises should take the customer's value demand as the core value of the enterprise, "market-oriented, customer-centered". From the customer's standpoint, discover and experience the real needs of different customer groups, and then provide corresponding commercial housing and services, and improve and perfect with the changes of customer needs, and at the same time pay attention to property management to promote and consolidate the real estate sales market. This is the only way to establish a reputation and retain customers for a long time in the modern real estate marketing of "buyer's market". 3, from pure competition to competition and cooperation, enhance the competitive advantage. Whether developers can gain a foothold in the current fierce market competition is very important for in-depth analysis and accurate response to competitors and cultivating their own unique competitive advantage. Therefore, developers must establish the concept of competitive marketing, constantly improve their own quality and strengthen the cultivation of core competitiveness of enterprises. If developers want to gain a competitive advantage in the regional market, they must establish a perfect corporate governance structure, create a lasting development power and power support system, and occupy the market with unique strategies such as brand, quality, technology and marketing network that are superior to competitors. 4. The new marketing concept of "taking from and serving the society" requires enterprises to establish the new marketing concept of "taking from and serving the society" due to the network effect and communication effect of the real society. Today, when the means of information transmission are particularly developed, the communication effect strengthens this network effect. For enterprises, its network structure includes consumers, competitors, middlemen, government agencies and social organizations horizontally, and talents, technology, capital, production, trade and products vertically. It can also be said that these factors are rich resources of enterprises and come from society. Therefore, enterprises must establish the concept of "serving the society first" in order to seek more for themselves. The profit of an enterprise comes from society, and a visionary enterprise must have a strong sense of social responsibility. The good behavior of real estate enterprises will have a positive strengthening effect through communication effect and network effect, which is conducive to the development of enterprises; The unity of external image and internal quality is the fundamental point for real estate enterprises to stand on the society. Second, the innovation of marketing planning suggests that the essence of real estate marketing planning is deliberate innovation, flexible and changeable, and is not limited by any thinking mode. At present, real estate marketing planning should strive to achieve the following aspects: 1. From attaching importance to concept construction to pre-research and product positioning, most real estate enterprises have been focusing on concept construction for many years, and concept construction is largely regarded as the key to winning the project. However, in recent years, especially after China's entry into WTO, the decision-makers of enterprises have realized that it is far from enough to solve the problem of "how to sell", and they must also think about "who to sell" and "what products to make" in advance. Pay special attention to market research and planning in the early stage of the project. In the early stage of the project, it is necessary to develop the market, analyze the competitive advantage, customer orientation, product positioning, price positioning, development strategy, planning and design guiding ideology, economic calculation, carefully study the marketing plan and carefully formulate it. 2. System planning should be "proactive" and "long-term". Some real estate enterprises are left vacant for a long time because their marketing planning lags behind and they do not pay attention to long-term development. The specifications and grades of real estate are too high, which exceeds the market's acceptance ability, leading to forced shutdown ... which have caused huge losses and great waste of resources to the enterprises themselves. Only by being "proactive" and "long-term" in sales planning can we ensure the success of decision-making. In concrete operation, on the basis of market research in the early stage of project decision-making, a preliminary multi-choice plan for sales planning is put forward, and it is suggested to design products around market demand. With the deepening of the development process and the changes in the market environment, we will refine the preliminary plan and implement multiple-choice plans. 3. Project planning should change from "blindness" to "pertinence". At present, many real estate enterprises ignore the positioning of the market in project planning, which is very blind and has caused a lot of losses. It is urgent to strengthen the pertinence of project planning. It is an important means to strengthen the pertinence of marketing strategy to analyze the target buyers and the buyers who have already bought. 4. The service concept should be changed from pre-sale to the whole process, and innovative quality services such as sales service and property management service can bring benefits and convenience to consumers. Preferential services, so that property buyers gradually formed the habit of looking at the building during the holidays. During the May 1st and 11th periods, the number of visitors to major real estates was generally higher than usual, forming a virtuous circle of "excellent service-building inspection-building purchase". Therefore, enterprises should not only work hard on pre-sales service, but also provide high-level full-service for buyers, which is a long-term solution to improve enterprise efficiency. The selling point of the project should be changed from "high technology" to "ecology" and "health". In the new economic era, there is an avant-garde proposition circulating in the industry: humanized architecture = green+ecology = personality+* * * = technology+intelligence, among which green and ecology are the first. This actually reflects the psychological changes of consumers-from "home ownership" to "superior home ownership". In the past, the selling points of real estate mainly focused on location advantages, price advantages and product advantages. With the popularization of green and ecological concepts and the improvement of people's living standards, environmental awareness has awakened, green building materials, garden houses and landscape communities have become mainstream selling points, and people are still calling for more powerful ecological houses, such as longevity houses. However, green development should avoid the misunderstanding of "single variety selection, single greening construction and single tree cross-line cutting". With the China real estate market entering a mature stage, the real estate marketing strategy has also entered a relatively rational development stage. Gone are the days when you can make a lot of money by speculating in unfinished buildings. The traditional strategic advantages of real estate enterprises, such as natural resources, economies of scale, capital and technology, are no longer advantages or permanent advantages, because the gap between them is narrowing. Due to the smooth flow of information and the establishment and perfection of market operation norms, the competition between enterprises in marketing operations such as products, prices, channels and promotions makes the speed of mutual imitation and learning faster and faster, and it is increasingly impossible to establish long-term competitive advantages.