My graduation thesis and graduation design cover five aspects: market investigation and analysis, real estate positioning design, financial evaluation, marketing planning and property management.
The market research and analysis were done by four people in our group. Although we are responsible for our own content, in fact, these are closely related, and any change in one content will lead to changes in other parts. In order to continuously improve the team's achievements, the four of us must actively cooperate, communicate and discuss, and complete our achievements to ensure that everyone has a certain understanding and familiarity with all aspects of real estate development.
I am mainly responsible for the marketing planning of real estate projects. And study the development of real estate marketing.
1.2 investigation report
1.2. 1 survey background With the development of China's market economy, the real estate industry is booming and plays an indispensable role in the composition of the national economy. The real estate industry is different.
Compared with the operation mode of other industries, it needs stronger technology, large production scale and high technical cost. However, its high debt ratio is also its own disadvantage. Therefore, the preliminary investigation and analysis of the real estate industry must have a purpose, not only to clarify the needs of consumers, but also to make a complete plan for their own products. The project is adjacent to the Green Expo Park Station of Nanjing Metro 10 Line, jiqingmen Street Station of Metro Line 2, Linjiang East Expressway and Nanjing Inner Ring South Line.
1.2.2 basic situation of investigation
(1) Survey locations: wanda plaza, catering, green Expo and jiqingmen Street subway station. Passers-by, business people and people waiting in fixed places are more likely to participate in our questionnaire survey.
(2) Respondents: 20 ~ 50 years old, undifferentiated people, enterprise employees.
(3) Number of questionnaires: The number of questionnaires is 1 10, and 98 questionnaires are actually valid.
(4) Survey method: This survey adopts a combination of on-site questionnaire survey and designated population survey. The field survey mainly distributed questionnaires in wanda plaza and distributed them to all kinds of passers-by.
(5) The purpose of the survey: to accurately understand people's demand for housing and do their own positioning work.
1.2.3 consumer survey and analysis: from the results of the pie chart, the age distribution of the respondents is relatively average, which can provide some theoretical support for the accuracy of the survey results.
Analysis: The structure of the work unit is also reasonable, and there is no special bias. Analysis: The educational level distribution is also relatively balanced, but the undergraduate sample is less. As a huge group of future real estate sales, their opinions are more important, but the sample is small. Analysis: From the perspective of annual household income, 88% of people are above 50,000 and below 300,000, so according to the results in their table, middle and low-grade houses have great potential. Analysis: Two bedrooms and one living room, three bedrooms and two living rooms are the most types, and four bedrooms and one living room are not even available. Analysis: At present, the housing area of 90- 1 10 accounts for 5 1%, and that of10-130 accounts for 29%. Houses over 90 square meters 130 square meters are more popular. With the aging of the population and the problem of the only child, the house of1130 square meters is likely to become a trend in the future. Analysis: The proportion of commercial housing and self-built housing is relatively high.
Analysis: Only 36% people are satisfied with their living environment, so some marketing points of living environment may encourage more people to buy. Analysis: It can be seen that the apartment with three rooms, two halls and two rooms is more popular. Analysis: The potential population is mainly concentrated in 100 to 150 square meters, while few people buy more than 150 square meters. Analysis: According to the analysis, people's acceptance of high-rise residential buildings is acceptable, with only 9% of the population.
I hope there are no elevators on the seventh floor and below. Analysis: It can be seen that most people want to pay by bank mortgage, and 20% of them are paid by installments during the construction period. Only 18% people are willing to pay in one lump sum, which also confirms with the income statement. Analysis: Most people who want to mortgage want to mortgage at 40% or less. Therefore, a better way to buy a house can increase the number of potential buyers and stimulate purchasing power. Analysis: The mortgage life that people are willing to accept is mainly 5 to 10 years. Analysis: 53% people buy rough houses, and people prefer to decorate their own houses. At present, housing is also a means of investment. Analysis: People want to have 2 to 6 neighbors per household, so the residents on each floor also have a certain influence on whether people buy or not. Analysis: 95% of families need one or more parking spaces. The popularity of automobiles makes the improvement of supporting facilities particularly important.
Analysis: People mainly ask about the location of indoor or underground parking spaces.
Analysis: Standard property, comfortable apartment type and excellent building are the basic requirements for the community. So people pay more attention to their own hardware conditions and standardized property management. It can be clearly seen from the figure that the target population has the most requirements for surrounding facilities, followed by parking lots, central squares, kindergartens and fitness centers. Analysis: People get news mainly through TV advertisements, exhibitions, relatives and friends, and newspaper advertisements. Therefore, the propaganda work can not be saved. At the same time, we also need some publicity to do our own hardware well.
The first chapter is introduction.
1. 1 paper background With the increasingly fierce market competition between real estate development and real estate rationalization, real estate marketing planning has gradually attracted extensive attention and considerable recognition from people in the industry.
. Although real estate marketing planning pursues the connotation from surface to positioning from the beginning, often from disorder to order, there are still many places worth thinking about in many planning behaviors at present. Many developers' understanding of real estate marketing planning is still superficial, even biased, which leads to misunderstanding of marketing planning in actual operation.
Nanjing economy is in a period of rapid and stable development. At present, the level of urbanization is growing at a rate of about 2% per year, the per capita living area is growing steadily, and the proportion of housing demand for migrants is increasing. Therefore, it is necessary to make a concrete analysis of the real estate market in Nanjing. It is of great significance to study the housing demand of Nanjing people and provide reference for real estate development enterprises to adopt effective marketing strategies.
1.2 research status at home and abroad
1.2. 1 Research Status of Marketing Strategy
4P theory (traditional marketing theory) was put forward by American marketing scholar Professor Jerome. McCarthy in the late 1950s (8). This theory is regarded as a classic of marketing theory and has been adopted by many enterprises. However, when the traditional marketing theory is applied to the field of real estate marketing, there are many defects: (1) product-centered. (2) Cost plus profit is the deviation of pricing basis, and the pricing method lacks audience. (3) The sales model is single. (4) Ignoring communication with consumers. Due to the emergence of 4P theory in the ever-changing market environment
Some disadvantages, so 4C theory which emphasizes the pursuit of consumer satisfaction came into being. 4C theory was put forward by Professor Robert. Lauterborn, American marketing expert, at 1990 (9). It is consumer-oriented and redefines four basic elements of marketing mix. Compared with the product-oriented 4P theory, 4C theory has made great progress and development. It attaches importance to consumer orientation and aims at pursuing consumer satisfaction, but it is based on the practical application and market development of real estate enterprises.
4C theory is still insufficient (10).
2 1 At the beginning of the century, Eliot, the author of 4R Marketing? Eidenberg? Ettenberg)( 1 1) put forward the 4R marketing theory. 4R theory takes relationship marketing as the core and focuses on building customer loyalty. This paper expounds four brand-new elements of marketing mix: relationship, austerity, correlation and return. According to the increasingly mature market and fierce competition, this theory focuses on the win-win interaction between enterprises and customers, which not only actively adapts to customers' needs, but also actively creates them, forms a unique relationship with customers through connection, relationship and reaction, and connects enterprises and customers to form a competitive advantage. Its function is obvious, but there are some defects (12): 4R, as an advanced marketing theory, is not easy to master, and its operation time is not mature. It needs a certain strength foundation or some special conditions, and not all real estate enterprises can easily do it. Institutional and cultural constraints. At present, the real estate market in China is greatly influenced by the system, such as the national macro-control policy and exchange rate policy. At the same time, the problem of business integrity has not been well solved, especially in the real estate market with large transaction volume, consumers are more cautious, so it is difficult to establish a harmonious customer relationship.
1.2.2 Research Status of Real Estate Marketing Strategy
William? m？ Schenkel (William? m？ Shenkel) pointed out in "Real Estate Marketing" (13) that real estate salesmen should pay attention to the emotional factors of customers. He believes that most customers will pay attention to the actual use of the house in the process of buying a house. He believes that although the customer's economic situation, the number of rooms, the location of the house, the floor space of the yard and the community environment are very important, because there are many houses that may meet the needs of potential customers, the sales depend to a great extent on the customer's demand for a certain house. The most emotional factors that can urge buyers to make a purchase decision include the comfort of property rights, social factors related to the new residence, customers' favorite things, hobbies related to the new residence and children's educational plans. That is, after the basic needs of living are met, real estate marketing should pay attention to life.
The satisfaction of higher demands such as entertainment and study; It is believed that real estate enterprises should provide cross-regional relocation services for people who are constantly moving from one city to another, establish cross-regional marketing departments, conduct cross-regional market research, and prepare special marketing materials to meet the different needs of foreign buyers and local buyers. The book also puts forward the marketing problem of unsalable real estate. Explain the reason for the slow sales of real estate: the economic conditions are not ideal. Due to the special reasons of real estate, the supply of real estate exceeds demand. Real estate management is not good. It is unreasonable to repay the principal and interest. Delayed maintenance time is too long, resulting in a decline in occupancy rate and an increase in vacancy rate. The marketing strategy should make up for the loss of delayed maintenance: improve the appearance, repair the irreparable unit and rebuild the property to make it have new use value; It is necessary to track potential customers and evaluate unsalable real estate to determine a reasonable lower selling price or the flexibility to grant loans. From above, William? m？ Schenkel thinks that the different needs of buyers should also be met, and Maslow's hierarchy of needs is used to distinguish the needs (14). His exposition on unsalable real estate and cross-regional real estate services is of reference significance for solving the frequent flow of people in housing vacancy rate and cities caused by the oversupply of domestic real estate.
1.3 Purpose and research significance of real estate marketing Real estate marketing is based on the concretization of marketing and the concrete application of marketing theory in the real estate market according to the characteristics of real estate commodities.
Its importance is mainly reflected in two aspects: first, whether the marketing methods and strategies adopted by real estate enterprises are appropriate will directly affect whether they are.
Can occupy more market share and gain more market benefits in the fierce market competition; Second, marketing, as a function that can fully mobilize all the forces of real estate enterprises, urges enterprises to use various methods and strategies to occupy the market and gradually expand market share.
Although the real estate industry in China has developed rapidly, it is still a relatively young industry, especially in real estate marketing. Many real estate companies face a lot of marketing problems and don't know where to start. Poor marketing execution is a common problem of many real estate companies and real estate projects. A good real estate marketing plan usually runs through the whole process of project development, not just the marketing activities after the project is completed. A good marketing plan will promote the smooth recovery of project investment, reduce the time of capital turnover and achieve profitability. Based on the above points, the purpose of this study is to combine the particularity of real estate commodities and real estate market under the guidance of marketing theories and methods.
This paper summarizes the effective methods of real estate marketing strategy management, and under the guidance of these theories, takes the marketing strategy of plot No.21on the north side of Yingtian Street, Xinglong Street, jianye district under Poly Jiangsu Real Estate Development Co., Ltd. as an example, and makes an empirical analysis, so as to achieve the purpose of "theory guiding practice and enriching and developing theory in practice". meanwhile
The research in this paper can also provide reference for other real estate development companies in the same industry.
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Chapter II Project Overview
2. 1 Basic batch information
2. 1. 1 Project Location: No.2015G39. Location: east of Leshan Road, south of Yingtian Street, west of Cangshan Road and north of Qinghe Road. The actual total transfer area is 32 108. land
The use of land is the second kind of residential land. The transfer period is 70 years. The plot ratio is 1.0.
. The transaction price is 210.60 billion yuan. Winning bidder: Poly Jiangsu Real Estate Development Co., Ltd. ..
2. 1.2 Road planning is adjacent to Leshan Road in the east, Yingtian Street in the south, Cangshan Road in the west and Qinghe Road in the north. 2. 1.3 traffic planning
At the intersection of jiqingmen Avenue Station of Nanjing Metro Line 2 and Lvboyuan Station of 10, there are 56, 160, 128, 16 1, Y7, 14 and 3/kloc-0 nearby.
The traffic is very convenient.
2. 1.4 Analysis of land use status quo Poly Jiangsu Real Estate Development Nanjing Company is developing. 2. 1.5 supporting education infrastructure.
1) Supporting the construction of living supermarkets, convenience stores, snack streets, farmers' markets, independent underground parking lots and underground garages. 2) The construction of supporting facilities around the residential area also enjoys hundreds of billions of supporting resources of Nanjing urban planning, which is close to Nanjing River Crossing Tunnel, Nanjing Metro Line 2 and 10 Line. 2.2 Project Resource Analysis
XX community is located in the center of Hexi in Nanjing, which is now becoming one of the main business districts in Nanjing.
2.2. 1 Excellent geographical location.
The geographical location of XX Community is excellent and the traffic is convenient. Located at the intersection of subway 10 line and Line 2, the traffic is convenient. In recent years, the Nanjing municipal government has invested more than one billion yuan to transform the streets and roads around the residential area, so that Hexi traffic has gradually entered a new pattern of urban roads in Nanjing.
2.2.2 Good development prospects.
The surrounding environment of XX residential area is beautiful, the traffic is very convenient, the supporting facilities inside the mansion are complete, the commercial housing is novel and unique in shape, and the mansion contains a small commercial area and a living and leisure area for residents to relax and exercise. The theme of this mansion is green and healthy, and many plants are introduced inside, so that residents can enjoy a more comfortable environmental life. Compared with the surrounding competitive real estate, the green and healthy theme of XX community is the magic weapon to win. More humane, from the perspective of residents' comfortable life, improve various facilities in the mansion.
Chapter III Product Strategy
3. 1 XX community product brand strategy and cultural marketing
3. 1. 1 project development concept
(1) development design concept
XX community will take "New Urbanism" as its design and development concept. The so-called "new urbanism" is a complex concept. "New Urbanism" not only pays attention to community integration, but also considers residents' housing comfort and time and opportunity costs. Finally, environmental protection and land resources conservation have also received key attention.
First of all, the XX residential area project is located around the CBD in Hexi, Nanjing, allowing small luxury houses to make maximum use of Nanjing urban resources such as medical care, business circle and educational services.
. Secondly, from the external environment, the project has resources such as Times Square and Landscape Lake. On the other hand, in terms of the internal environment of luxury houses, they emphasize first-class planning and design and property management while highlighting property management services.
(2) the meaning of the concept
"New Urbanism" embodies two meanings in XX residential projects. First, the transformation of the old city of Nanjing will improve the living environment in Hexi District. Secondly, the significance of "new urbanism" is also manifested in the development of Hexi as the periphery of Nanjing city and the reshaping of the outer edge of the city. It also reflects the expansion of the suburbs.
3. 1.2 project style selects modern style for the architectural style of XX community. As a famous ancient capital of the Six Dynasties, the ancient rhyme of Nanjing is bound to be a major theme of Nanjing city.
If you want to ensure your development in today's society, you must have such a city that integrates ancient charm and modernity, and Hexi area is the new development of Nanjing city.
Area, understandable in line with the planning of the Nanjing government. In such a big environment, we chose a style with modern significance.
As shown in Figure 2. 1.2 Modern style, as a popular style at present, pays great attention to the relationship between the spatial layout of the room and its own use function while pursuing fashion and trend.
Close.
Figure 2.2 Modern Style Design Figure 3. 1.3 Project General Plan Figure 2.4 Project General Plan
3.2 sales strategy of xx residential products in each life cycle The life cycle of real estate project products can be divided into investment period, growth period, maturity period and decline period. Among them, the investment period of real estate projects refers to the trial sale stage of the real estate market after the successful test. Growth period means that real estate products can be in a steady rising stage in the marketing stage after successful trial sale. Maturity means that the sales volume of products sold in the market is becoming more and more stable. At this time, the real estate market is in the most competitive stage. Recession refers to the stage when real estate products are in an "aging" state and will gradually withdraw from the market. The life cycle of real estate products is in the above four cycles.
3.3 Commercial housing consumer demand level analysis
Shelter from wind and rain, durable and meet the demand. The quality of exterior wall decoration in the building area is oriented by residential planning, supporting property services, credit services, core products, forms and product levels. The public demand for real estate can be roughly divided into: core products, regular products and extended products. The specific coverage of each layer is shown in the figure.
Figure 2.9 Hierarchy diagram of real estate product demand
Chapter IV Price Strategy
4. 1 price determination
4. 1. 1 competitor price analysis
(1) Chineydy Huafu is the closest building to this project. Yurun Chineydy Huafu covers an area of16000m2, with a total construction area of 370000m2, and the greening rate is as high as 50%. * * * There are 28 high-rise residential buildings, including 9 high-rise residential buildings 18 floors and 24-09 buildings 19 floors. The main units in Chineydy Huafu are 90 bedrooms, 120 bedrooms and 140 bedrooms, with an average unit price of 392 16 yuan/m2.
(2) Suning Ruicheng starts from Qinghe Road in the west, reaches Hanzhong West Street in the north, Yanshan Road in the east and Jiqingmen Street in the south. The main sales units of its real estate are two bedrooms, 85 bedrooms and three bedrooms.
1 15- 158, four rooms 188-200, with an average unit price of 44,930 yuan/㎡.
(3) Yuean Garden is located on the west side of the intersection of Jiangdong South Road and Yingtian Street in Hexi New Town, Nanjing. Yuean Garden covers an area of about 10.08 hectare, with a total construction area of l0.89W It is a high-grade garden club with low floor area ratio, low building density and high greening rate. Yue 'an Bilingual Kindergarten of PLA Institute of International Relations has been built in Yue 'an Garden, with an average unit price of 28,346 yuan/square meter.
4. 1.2 The total average unit price of real estate determines the overall price level of any real estate when setting its selling price, which is also commonly known as "average unit price". The unit price is usually determined by the following factors
The unit price level drawn up by a developer is determined by other factors, such as market competition, opening target, price level at that time and domestic economic level.
The final price of buying and selling houses = the cost used in the whole construction process+circulation cost+profit+tax. By calculating the total cost and required profit in the early stage, and then according to the consumption situation of the urban market and the pricing analysis of competitors, the basic unit price of the real estate is obtained, and finally the average price of the luxury home-owned project is 45,000/square meter.
4. 1.3 The average unit price of each building in the first phase is as follows: (yuan) Table 4. 1 Table 1 Unit price of each building in the second phase is as follows: (yuan) Table 4.2 Table 2 Unit price of each building in the second phase.
4. 1.4 The vertical price difference of floors is as follows: (yuan) Table 4.3 Vertical price difference table.
4. 1.5 horizontal price difference table 4.4 horizontal price difference table 4. 1.7 payment method
According to the different payment methods of buyers, the corresponding discounts are as follows: Table 4.5 Table of Payment Methods
4.2 Price adjustment
4.2. 1 price trend table 4.6 price trend table
Combined with the analysis in the above table, the project status of XX Community and the fund status of Poly Real Estate Co., Ltd., we decided to adopt a stable price trend for the property sales.
If the urban market situation changes before the opening of the property market, two other price strategies can be considered.
4.2.2 Holiday Pricing Strategy
Holidays are the time for the public to rest from work. At this time, consumers have time to buy products. At this time, it will be a good time to promote sales. Nowadays, festivals and holidays have mostly become rare business opportunities for businessmen. The property will also launch discount activities in various holidays to promote sales, as shown in the following table:
Table 4.7 Holiday Pricing Table