Theoretical and practical aspects of effective management of marketing activities of construction companies

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Theoretical and practical aspects of effective management of marketing activities of construction companies

Abstract

Keywords: marketing management, construction management, marketing categories, sales route optimization.

Ян Ян, Лишенко М.О. Теоретичні та практичні аспекти ефективного управління маркетинговою діяльністю будівельних компаній.

Будівельна галузь відіграє дуже важливу роль у процесі розвитку національної економіки. Зовнішнє середовище ринку будівельної нерухомості та внутрішнє середовище підприємства є складним. Оскільки ринок стає все більш конкурентним, як вибрати маркетингову стратегію, придатну для розвитку підприємства, є вдосконалення конструкції ключем до маркетингових здібностей компаній з нерухомості. Ця стаття присвячена питанням вивчення основних маркетингових теорій, які зазвичай використовуються, потім уважно вивчаються характеристики продажів компаній з нерухомості, і нарешті збігаються та аналізуються маркетингові шляхи, які можуть сприяти розвитку компаній з будівельної нерухомості, сподіваюся надати деякі пропозиції щодо продажів. підприємств нерухомості.

Ключові слова: маркетингове управління, менеджмент в будівництві, категорії маркетингу, оптимізація маршрутів збуту.

Ян Ян, Лышенко М.А. Теоретические и практические аспекты эффективного управления маркетинговой деятельностью строительных компаний.

Строительная отрасль играет очень важную роль в развитии национальной экономики. Внешняя среда рынка строительной недвижимости и внутренняя среда предприятия сложны. По мере того, как рынок становится более конкурентным, то, как выбрать маркетинговую стратегию, подходящую для развития предприятия, заключается в улучшении дизайна, что является ключом к маркетинговым возможностям компаний, занимающихся недвижимостью. Эта статья начинается с основных теорий маркетинга, которые обычно используются, затем тщательно изучаются характеристики продаж компаний, занимающихся недвижимостью, и, наконец, сравниваются и анализируются маркетинговые пути, которые могут способствовать развитию компаний, занимающихся недвижимостью, и, надеюсь, дать некоторые предложения по продажам риэлторским и строительным компаниям.

Ключевые слова: маркетинговое управление, менеджмент в строительстве, категории маркетинга, оптимизация маршрутов сбыта.

Formulation of the problem

real estate sales marketing strategy building

In today's business world, built on the principles of a market economy, there are significant changes. When the Ukrainian economy has moved to market conditions, the implementation of services is becoming an increasingly important problem for enterprises, which can be done only by meeting the requirements and needs of customers. To implement new tasks in enterprises, marketing services are created. Accordingly, the correct organization of marketing activities is determined by its success in the market. Therefore, we have considered theoretical approaches to the use of marketing in the management of the enterprise, studied the trends in the sale of real estate based on the theory, provided some suggestions for trends in real estate sales.

Analysis of recent research and publications

Problems of marketing activities of enterprises have been studied in the works of many Ukrainian and foreign scientists. Some aspects of this topic are covered in the works of domestic researchers Gerasymchuk V., Kardash V., Balabanova L. and Brindina O. and others. Among foreign scientists, the works of E. Golubkov, I. Yegorov, I. Rybalchenko, A. Varlamov, A. Insects, and others deserve attention. Theoretical and methodological approaches to the choice of strategies for the development of marketing activities of the enterprise are covered in the works of leading foreign and domestic scientists, including: Ansoff I., Bozhkova V.V, Garkavenko S.S, Ilyashenko S.M., Kovtun O.I. , Kotler F., Kudenko N.V., Laburtseva O.I., Lamben Zh.Zh., Porter M., Strickland A., Thompson A., Fathutdinov R.A and other. However, the issues of practical use of modern marketing tools in the practice of construction companies and real estate companies, and determining the place of marketing in the enterprise management system remain relevant.

Formulation of the goals of the article

The aim of the article is to study the main categories of marketing of construction companies, research and outline the range of problematic issues regarding the formation of an adapted methodological and scientific approach to marketing management.

Presenting main material

1 Basic theories commonly used by construction real estate companies in the marketing process.

Marketing theory studies the appropriate product, at the appropriate price, at the appropriate time and place, and using the appropriate method to sell to as many customers as possible, so as to meet the market needs to the greatest extent and obtain profits for the enterprise. In the marketing process of construction real estate companies, various marketing theories and strategies are used, among which the most basic and most commonly used is the 4P marketing theory proposed by Professor Jerome McCarthy of Michigan State University in the United States And the 4C marketing theory proposed by the American scholar Robert Lauterborn.

1.1 Real estate marketing based on 4P theory.

The 4P marketing theory is based on real estate companies. In the entire product process, from the source to the target, the sales model is optimized in order. The marketing of the construction real estate market based on the 4P marketing theory can be specifically analyzed by the elements as follows:

First, product. Broadly speaking, real estate products include not only housing products themselves, but also related supporting services. The core function of real estate products is to provide comfortable living conditions, at the same time, they should be able to maintain a certain value and add value to meet the needs of consumers for investment and profit. In addition, the form of real estate products also includes: land location, architectural style, house design, landscape environment, property services and other aspects, the above are all issues that need to be considered from multiple perspectives when positioning and selling real estate products.

Second, price. Price is a comprehensive manifestation of the product value and land value of real estate, which involves unit price and total price, buying and selling price and rental price, actual price and nominal price. Real estate prices are based on the value of real estate products, and are also affected by various factors such as construction material costs, market competition conditions, land values, laws and policies.

Third, place. How to transfer real estate products to customers at the fastest speed and lowest cost, while obtaining the best economic benefits, is a problem discussed in the real estate distribution channel strategy. Generally, real estate distribution channels can be divided into direct sales channels and indirect sales channels according to whether there are middlemen in the distribution channels. For indirect sales channels, according to the number of middlemen, they can also be divided into different levels such as first, second, and third levels. At present, due to the particularity of real estate products, most real estate companies choose direct sales channels.

Fourth, promotion. Similar to other industries, the promotion of real estate products can also adopt a variety of methods such as advertising and public relations, business promotion, and event marketing, and each method can take diversified forms. Typical forms of real estate promotion include: model house promotion, construction sand table model explanation, and advertisement of real estate. New types of promotion include: promotion of sales through social software, and cloud viewing through online platforms.

1.2 Real estate marketing based on 4C theory.

With the increasingly fierce market competition, marketing strategies based on the 4C marketing theory are gradually being used in the real estate sales process. The 4C theory advocates focusing on being consumer-oriented, reducing the cost of consumers, increasing the convenience of consumer purchases, and Actively and effectively communicate with consumers to achieve sales goals.

First, customer. The important criterion for consumers to choose commodities is whether their desires and needs can be fully satisfied when they consume commodities. At present, the main purposes of consumers buying real estate products are roughly as follows: rigid demand, to meet the needs of life; to improve the quality of life, to renew housing; to invest in real estate, looking forward to appreciation.

Second, cost. For real estate products, the cost of capital required to purchase the product itself accounts for a relatively high proportion, and due to the complexity of real estate products, consumers have to repeatedly inspect the house on-site when buying, and need to consider a variety of factors to make judgments on the future value of the product. They need to spend more time and energy when buying, and they need to take more risks.

Third, convenience. Compared with other commodities, the sale and purchase of real estate products often require a longer period, and the purchase of real estate products is a complex consumer behavior, so more attention should be paid to the convenience during this transaction period.

Fourth, communication. In the process of real estate sales, in addition to special purchase situations such as investment real estate, the sales of real estate products require the completion of transactions through person-to-person communication. In this process, the salesperson of the company should Actively communicate with consumers to obtain consumers' true desires and needs, and feedback consumers' evaluations of development projects. At the same time, in the communication process, it is necessary to continuously innovate the communication methods and enrich the communication content in order to improve the communication effect and achieve the sales purpose.

2 The particularity of real estate products.

Real estate marketing was born after the rise of corporate marketing activities. It is basically in line with traditional marketing in most of the form and content. However, as a commodity, real estate has its own relative peculiarities distinguishing other commodities, through the analysis of real estate products The essential characteristics, find the correct positioning, and do a better job in market sales.

2.1 Completeness and complexity.

Houses and land are closely integrated, Houses are built on land, land is the carrier of houses, the two are inseparable. Therefore, consumer demand for real estate includes both the demand for houses and the demand for land, Land and houses together constitute the overall value of real estate products. In different countries, different regions, different cities, even in different locations in the same city, the value of land varies greatly. The production of housing products is generally localized. Factors such as local building material prices, labor prices, policies and laws also make up the difference in housing values. So, real estate companies must make reasonable decisions based on the complex market environment when developing and selling, and when consumers are buying.

2.2 Regionality and fixedness/

Due to the immobility of land location, and real estate is a combination of land and house, houses are connected with their land from construction, use, and demolition, so real estate has a fixed nature. Once the address of each building is selected, its geographic location is permanently fixed and cannot be changed, the surrounding traffic, environment, landscape, and infrastructure have become its unique resources and conditions. The fixed nature of real estate also determines that it cannot be sold around the world according to demand, like general goods such as washing machines and computers, and real estate products cannot adjust surpluses and vacancies between different regions. Real estate products can only be fixed in a certain area, it has a certain regionality.

2.3 High unit price and long sales cycle.

Real estate products also have a feature that ordinary products do not have, that is, the price of a single product is high, and the value of real estate far exceeds other goods and services, a family or a person may only have one or two houses in their lifetime. In the whole process of buying a house, consumers need to pay a high amount of funds, spend a lot of energy and time in the preliminary inspection and they need to bear higher pressure and risk of repaying the loan after buying the house.

2.4 Complex production process and mutual influence of regional products.

The production process of real estate products includes multiple links, such

as land purchase, feasibility study, survey and design, engineering construction, and property management. Each link also involves multiple professions and multiple fields, and each link is interlinked. Therefore, real estate marketing should not only consider the sales stage, but the entire process. In addition, due to the regional nature of real estate, real estate products in an area are not only affected by the local geographic environment, transportation facilities, and product quality, but also often affected by the prices of other real estate products in the area, and they may even interact with each other, this situation needs to be considered in the process of real estate product marketing.

3 Marketing optimization path of construction real estate enterprises.

Based on the analysis of 4P sales theory and 4C sales theory, combined with the characteristics of construction real estate products, the real estate sales and consumers purchase were investigated separately, and the data results are as follows:

Fig. 1 - Graphical representation of the results of the survey on the sale of real estate based on the theory of 4P

Source: built by the author on the basis of research

Table 1 - Real estate sales survey data based on 4P theory

Source: built by the author on the basis of research

As the starting point of 4P sales theory, conduct survey data analysis on construction real estate companies, and the number of characteristics of construction real estate products corresponding to the 4P elements is: the “product” has a high degree of relevance to 2 features, the “price” is 5, the “place” is 3, and the “promotion” is 2. Therefore, based on the 4P theory, real estate product sales should mainly start with “price” and “place” to optimize sales strategies. For example, earnestly investigate local economic levels, land prices, consumer groups, and industry competition products, so as to accurately price; sales channels must fully consider the complexity of local policies and laws, technical levels, and the characteristics of long real estate product transaction cycles, innovate sales channels to enhance sales competitiveness.

Fig. 2 - Graphical representation of the results of the demand survey data based on 4C theory

Source: built by the author on the basis of research

Table 2 -. Consumer demand survey data based on 4C theory

Source: built by the author on the basis of research

Because the consumer is the core 4C sales theory, through the analysis of consumer research data, the number of characteristics of the construction real estate products corresponding to the 4C elements is: the “consumer” has a high degree of connection with 2 characteristics, the “cost” is 4, the “convenient” is 2, and the “communication” is 3. This shows that, based on the 4C theory, the sales of real estate products should optimize sales strategies mainly from the aspects of cost and communication. For example, provide differentiated product forms in terms of region, area, and quality to meet the cost needs of consumers; communicate through face-to-face, telephone, and social software to maintain the persistence of communication, and truly feedback and resolve customer questions and concerns to ensure the effectiveness of communication, thereby facilitating transactions.

If the characteristics of construction real estate products are regarded as the bridge between 4P and 4C (enterprise and consumer), the analysis shows that the three are interconnected, as shown in the following figure:

Fig. 3 - Characteristics of construction real estate between 4P and 4C (business and consumer)

Source: built by the author on the basis of research

It can be found that: real estate products have the highest correlation with consumer demand, which shows that product positioning is the key to satisfying consumer needs (Product-Consumer); real estate prices are closely related to consumption costs (Price-Cost), which means that the price Level is an important factor that consumers consider when purchasing; sales channels are the most relevant to the convenience of purchase (Place-Convenience), optimizing sales channels can improve transaction efficiency; product promotion directly affects consumption costs (Promotion-Cost), this shows A strategic form of promotion is an effective means to promote consumers' final purchase.

Concluding remarks

At present, construction real estate companies should fully investigate the market, appropriately select development projects, form distinctive construction real estate products, and adopt diversified marketing distribution channels and promotion forms by studying consumer needs, and optimize marketing strategies based on their own corporate characteristics. In order to gain an advantage in the fierce market competition.

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