Research On Application Of Value Engineering In Marketing Cost Control Of Real Estate Development Project

In recent years,as the profitability of China's real estate industry has continued to decline,the real estate enterprises pay more and more attention to cost control.With the more and more proportion of marketing cost accounted for operating costs in real estate development enterprise,in order to enhance profitability,real estate development enterprises gradually pay attention to the cost of marketing control.The pitfalls of the current domestic real estate enterprise marketing cost control: they simply thought that marketing costs control is to reduce the budget and to issue rigid marketing cost target.Reasonable marketing cost control is not only to reduce the budget,but at relatively low marketing cost rate,under the limited budget,to make the function of each marketing cost to match input,and to play each input into the biggest function of value,and to reduce the budget of the high cost and low value marketing fee item,and to increase the budget of low cost and high value marketing fee item.Thus,real estate development enterprises can effectively control project cost of marketing.By means of questionnaire and interview survey to the current situation of marketing cost control of the domestic real estate development enterprise,this paper found that marketing management personnel cost consciousness is not strong,and that the marketing expenses budget is not accurate enough and lack of strict implement,and that the evaluation analysis of marketing budget cost does not reach the degree of depth,and that the system process of the marketing cost control isn't perfect.Among them,the most prominent problem is that being the lack of a scientific budget allocation methods cause marketing expenses budget establishment not accurate enough.Interviewing the personage inside course of study and analyzing the control process of the marketing expenses,this paper found that the stage of budgeting is a key stage of the marketing cost control.Right allocation resources of the marketing expenses budget at this stage and investment and marketing fee item cost to match function is the core that real estate development enterprises can effectively control the cost of marketing.With the help of expert interview method and the ABC analysis method to screen the function evaluation objects of marketing fee item,combined with fuzzy mathematical tools to calculate weight function of marketing fee item,method of marketing cost budgeting and budget allocation optimization was designed by the use of Value Engineering.Finally,the method of this paper has been applied to the actual budgeting of marketing cost of the real estate development project.qualitatively and quantitatively analyzing the calculation of the value coefficient of the marketing fee item,combining with the physical truth of the project,this paper proposed the optimization scheme of marketing cost budget.The results show that the optimized marketing expenses budget could basically guide the marketing expenses of the project and play the maximum value of every marketing expense item,and that the project decreased marketing costs and increased sales income at the same time.This study not only can be used as the optimization method of the budgeting of project marketing expenses,but also can be used as an evaluation method of the budget of project marketing expenses,in order to the current domestic real estate development project has a certain realistic significance...