Research On Service Marketing Strategy Of A Property Company

In the last few years,with the promulgation and implementation of the new regulations on property management,the regulations on the management of domestic waste and the promotion of the “ Beijing Municipal Regulation on handling complaints immediately(draft)”,it has been shown that after years of development,the property industry,is gradually getting rid of the disorderly market development,supporting laws and regulations can not help the development of the industry,marking the property industry has entered a sound development path.In the meantime,with the progress of the epoch,emerging technologies such as Internet +and big data have already become the main trend of the Times.The public pays more attention to self-expression and self-demand,and pursues more personalized and specialized service experience,the Real Estate Service Industry is facing the opportunity,also facing the crisis.A property company,as a subsidiary of a state-owned Group Company,has been relying mainly on the development of the group business,and has insufficient experience in the overall Operation Management and service marketing of the company,a real estate company will face the fierce competition from the internal and external competitors of the group.How to satisfy the demands of today’s Society for Real Estate Service Enterprises,adapt to the new environment and new market,and formulate suitable service marketing strategies,it is an urgent problem for a real estate company to take a place in the real estate service industry.This paper mainly takes A property company as the research object.In the early stage,through combing and summarizing relevant literatures at home and abroad,it is found that the domestic property service marketing research started late,and the research level and direction are relatively simple.Combined with the development situation and current situation of A Property company,it is found that the main problems in its service marketing are the lack of features of service products,low satisfaction of owners,single and unattractive promotion methods,the overall quality of staff to be improved,the decrease of satisfaction of grass-roots staff,and the lack of tangible display channels for services.In the later stage,based on the 7P marketing theory,the paper analyzes the specific causes of the current situation of A Property Company and the existing problems in its service marketing,and then proposes the construction scheme of specific marketing strategies,including understanding customer needs,developing service products needed by owners,and providing family-oriented personalized service products to meet customer needs.Provide reasonable and transparent pricing;Standardize channels and expand new channels;Enrich the traditional promotion means,absorb the new media promotion power,improve the promotion efficiency;Optimize the staff structure,improve the satisfaction of grass-roots staff,improve the overall quality of staff;Increase and standardize service physical display points;Establish standardized service process,and carry on continuous supervision and improvement.At the same time,in order to ensure that the marketing strategy of this service is not only in the stage of words,this paper puts forward effective safeguard measures and suggestions from the aspects of technology,personnel,capital and communication.Such as Internet + based business integration and expansion,improve the professional level of human resource management,set up special funds for service marketing and do a good job of supervision,good internal and external communication channels and other specific measures and suggestions.I hope it can help to improve its property service marketing strategy and better solve the actual marketing problems of A property company.In particular,combined with the particularity of the non-asset property service project,the service marketing strategy suggestions are put forward,which is expected to accelerate the enterprise,and the measures and suggestions are also expected to have reference value for the other property managers,especially for the management of the same type of property project companies can have a certain guiding role.