Research On Marketing Cost Control Of A Real Estate Company

It is indisputable that since China’s housing commercialization, the real estate industry is the pillar of the national economy, but with the growth of investment demand, especially housing sales progress is becoming more and more obvious, the real estate bubble is being advocated and enlarged, the entire real estate market shows a tendency of non benign, uncertain, even being divorced from the self regulating rational market and tend to ramble and wander. In this background, the national macro regulation emerges as the times require, the country has introduced land policy、finance policy、 taxation policy and other related policies frequently, the competition among Real Estate Companies has become unprecedented fierce. Whether it is a line brand housing enterprise, or small and medium development enterprises,usually take rapid stock、 robust incremental expansion based on market conditions、the realization of enterprise income earnings、effective control of cost expense、the reduction of enterprise liabilities as the first phase target in the formulation of annual budget implementation plan. To reach this goal of enterprises, enterprises generally rely on "engineering and marketing" and they walk on the two legs, in the engineering construction, than the safe and civilized construction, engineering quality and progress of the project is of uppermost priority compared with the safe and civilized construction, engineering construction system is offering the corresponding supporting services for the marketing and accounts receivable; compared with engineering, marketing as top priority for the housing enterprises is compelled by the situation. under the conditions of market being blocked and the reduction of price and volume at the same time of the housing enterprises, cash flow is the sufficient condition of survival. Real estate is capital intensive industries, each link is inseparable with funds, bank loans、self financing and other sources of capital constitute the main channels of real estate development and investment. In the current real estate pattern, the most direct impact is the trend of diversified financing channels, and the suppressing of cost increase through the fine management. Such as housing enterprises in the operation process of enterprise operation project, especially in the marketing process of this thesis will focus on,if we ignore the new normal that we should pay attention to the transition from extensive managemen of the past to fine operation of the current, if we don’t do enough detail to control costs through attention to detail,the housing enterprises will not only get a benign income, inject new blood for the business continuity through marketing link, on the contrary will let enterprises gradually losing profitability, or encounter ahead of the unfavorable situation of reshuffling,the market. Therefore, the housing enterprises marketing cost control of project cost control system is indispensable and important.As everyone knows, the real estate marketing planning Includes market research, feasibility analysis, the transfer of land, planning and design, development and construction, project positioning, sales organization, promotion and push of the plate rhythm, price formulation, pledges from opening, strong sales to push, ending of the whole process of trading, and is influenced by many factors such as the real estate policy, the market supply and demand, products’ competition, customer recognition, and in the project planning and sales process, the whole process marketing cost (expense) constitutes the main props, including material cost、online promotion fee、line theme activities fees、cost of sales offices、the cost of the model house、the cost of demonstration area、sales management fees, commission agent and so on. So this paper will combine the practical cases of real estate enterprises feasibility, focus on real estate projects from the pre control, sales promotion organization control, promotion and control, sales strategy control,enterprise operation control,etc.I will try to regard these five as a whole,I will try to combine the probles that we face and solve during innovation. I will discuss and analyse briefly how to establish efficient cost control management system, how to reduce the marketing cost housing real estate enterprises accurately and effectively.This paper firstly describes the background, purpose, significance and trend of the research topic, secondly Interprets the involved concepts related to the paper in order to facilitate the interpretation, this paper will focus on the project pre control, sales promotion organization control, promotion and control, sales strategy control,enterprise operation control control, I try to regard the five as a whole to explain the topic and prove it through the relevant diagrams and examples. The operation of real estate projects is complex and contains a series of engineering, every link is Interluded with together, therefore in the focus on the marketing cost control, we are not limited to the single field "camp" and "pin", accordingly we will extends into the project control stage, including feasibility analysis, market research, land acquisition, planning and design, and further elaborate the marketing cost control related content in the enterprise operation management level. In this paper, in the formal process, will be related to professional knowledge of enterprise management, brand management, financial management, marketing, sales management, advertising and other related fields, through the theoretical research and case studies, and strive to integrate theory with practice,and refine feasible ideas, methods and suggestions for improvement, correction and adjustment aiming at the problems and phenomena in the process of marketing cost control. I believe it has a certain reference value, and the paper can increase the referential significance to promote the marketing cost control on the current housing enterprises operating projects. Of course, there are also many inadequacies in the paper, please correct it, but along with the theory first and gradually thorough, the increasingly perfection and extension of standard of operation practice, marketing cost control structural system will be more perfect, and it will do great contribution to the whole real estate projects operation and housing enterprise operation.