Organizational and economic aspects of marketing management of real estate enterprises

Abstract

With the changing global economic situation and the constant adaptation of the construction industry environment, real estate marketing management faces unprecedented challenges. Especially in China, after decades of rapid growth, the real estate market has gradually entered a period of saturation, and the competitive pressure faced by enterprises has continued to increase. In this context, marketing management of real estate enterprises must not only respond to changes in the external market, but also be deeply optimized in terms of internal management, brand building, customer relations, and resource allocation. This study aims to explore the marketing management strategies of real estate enterprises in the new situation through the combination of theory and practice, and propose innovative marketing strategies that adapt to market changes and industry transformation, thereby enhancing the market competitiveness and long-term development opportunities of real estate enterprises. The theme of this study focuses on optimizing the marketing management of real estate enterprises, especially how to enhance corporate competitiveness through innovative marketing strategies under the conditions of saturated market demand and increasingly strict industry policies after decades of rapid development of China's real estate industry. The high debt and high expansion strategies adopted by the real estate industry during the period of rapid development have become unsustainable, and how to transition to "quality" development has become an urgent need for the industry. Therefore, the purpose of this study is not only to conduct an in-depth analysis of the marketing performance of real estate enterprises at the theoretical level, but also to provide practical solutions for such companies in practice to help them find a breakthrough in the complex and volatile market environment Specifically, the purpose of this study can be divided into the following tasks: First, to clarify the economic nature of the marketing activities of real estate enterprises, identify its main components and internal relationships, and provide a solid theoretical basis for research; second, to summarize and improve the method for forming the structure of the marketing complex in real estate enterprises, and provide systematic recommendations on marketing management for construction enterprises and real estate enterprises; third, to build a marketing management system suitable for real estate enterprises, optimize the distribution of functions and responsibilities, and expand the strategic implementation capabilities of enterprises; fourth, to deeply investigate the marketing strategies and practices of real estate enterprises in a complex market environment, identify the main factors affecting consumer preferences, and formulate relevant marketing optimization strategies based on the resource advantages of the enterprises themselves. The main research methods are the literature method, the questionnaire method, the case study method, and the comparative analysis method. From the perspective of the literature method, this study identified the main problems and challenges in marketing management by reviewing in detail the research results on marketing management of real estate enterprises at home and abroad, and also identified the existing theoretical framework and research directions. In particular, by analyzing the development process of the global construction industry and real estate, the impact of technological progress and market changes on the marketing strategies of real estate enterprises was investigated. Secondly, the study also applied the questionnaire method. By developing a detailed questionnaire, the feedback of internal employees and external customers of real estate enterprises was collected to gain an in-depth understanding of their understanding and evaluation of the existing marketing management. By comparing and analyzing a large number of questionnaire data, the main problems existing in the marketing process of real estate enterprises were identified, such as weak brand building, insufficient market research, and lagging behind in customer relationship management. This provides valuable first-hand information for further analysis and strategy optimization. In addition, several representative case studies were selected for analysis within the framework of this study. Through in-depth research on typical real estate projects in Zhengzhou, Guangzhou, the challenges and coping strategies encountered by these companies in actual marketing were explored. Through these case analyses, this study not only verified the practical applicability of the theoretical model, but also provided feasible marketing management strategies and methods for other companies. Especially in the face of market fluctuations and policy adjustments, the study used comparative analysis to deeply explore the differences in marketing management among different companies and put forward optimization suggestions. The main conclusion of this study is that the marketing management system of real estate enterprises should be more systematic, accurate and flexible. The analysis of literature and specific examples showed that although the market environment in which construction companies and real estate enterprises operate is different, there are some common problems. First, there is a lack of marketing research. Many real estate enterprises cannot accurately understand market trends and consumer needs, which leads to their product planning and market positioning deviating from actual needs. Second, brand building is lagging behind. Many companies still remain in the traditional product-oriented model and do not fully utilize digital technology and big data analysis to enhance brand awareness in the market and customer loyalty. Finally, poor customer relationship management is also a common problem faced by real estate enterprises, especially in a highly competitive market environment where companies have weak customer retention capabilities. In order to respond to these challenges, this study proposes a number of innovative strategies. First, companies must strengthen market research and use big data and information technology to accurately understand consumer behavior and market dynamics, thereby guiding product planning and pricing strategies. Second, brand building needs to pay more attention to customer experience and the fulfillment of social responsibility, and enhance brand communication effects and consumer participation through digital marketing, social media and interactive platforms. Third, companies should strengthen customer relationship management, improve customer satisfaction and loyalty through personalized marketing and precise services, and then promote long-term business growth. In terms of technology application, the study particularly emphasizes the role of digital transformation in improving marketing efficiency. With the rapid development of technologies such as big data, artificial intelligence and the Internet of Things, construction companies can use these technical means to more accurately implement market positioning, customer management, sales forecasting and other tasks, greatly improving the effectiveness and efficiency of marketing activities. For example, companies can use data analysis to adjust marketing strategies in real time, optimize advertising, and even achieve personalized product recommendations to enhance customer experience and brand appeal. In addition, this study also pays special attention to the impact of green buildings and sustainable development on marketing strategies. With the continuous improvement of environmental awareness, green buildings have gradually become an important competitive advantage for construction companies to stand out in the market. The study found that more and more consumers are beginning to pay attention to the environmental performance and sustainable development of products, which makes the marketing of green buildings an important trend for future development. When promoting green buildings, companies should not only pay attention to the application of environmentally friendly materials and energy-saving technologies, but also enhance market recognition and enhance brand market competitiveness through green building certification and other channels. The conclusion of this study shows that if real estate enterprises want to succeed in the future market competition, they must pay attention to the comprehensiveness and systematicity of marketing management. The traditional product-oriented marketing model can no longer meet the needs of modern consumers. Real estate enterprises need to turn to a customer-oriented marketing concept and improve customer satisfaction and loyalty through big data analysis, social media interaction and other means. Digital transformation and green buildings are important directions for the future development of the industry. Enterprises should actively implement relevant strategies to enhance their market competitiveness. In particular, real estate enterprises need to implement the following strategies: First, strengthen market research and data analysis to make marketing activities more accurate and effective; second, pay attention to brand building and customer relationship management to enhance customer recognition and satisfaction; third, accelerate digital transformation and introduce new technologies to improve marketing efficiency; and finally, actively develop green construction to enhance its social responsibility and market image. This study provides theoretical support and practical recommendations for optimizing the marketing management of real estate enterprises, and also provides valuable experience and recommendations for other companies in the same industry. In the future, with the changes in the market environment, construction companies will face more challenges and opportunities. The results of this study will provide a theoretical basis for the development and innovation of the industry, and will also provide construction companies with a real path to formulate marketing strategies.