Management of marketing business processes at real estate enterprises

Abstract

The global situation is complex and severe, economic recovery is fraught with uncertainty, and the Chinese economy is facing the triple pressures of demand contraction, supply shocks, and weakening expectations. After three decades of rapid growth, the real estate industry has fully shifted from "scale expansion" to "high-quality development," and the previous model of high debt and high expansion is no longer sustainable. Traditional functional marketing management suffers from serious departmental silos, process fragmentation, inefficient end-to-end response, and a disconnect between strategy and execution, making it unable to adapt to the dynamic and complex market environment. Business Process Management (BPM), as a core methodology for breaking down functional barriers and improving operational efficiency, has become a key pathway for the digital transformation of real estate enterprises. However, the industry currently faces the core pain point of disconnection among the four elements of strategy, process, organization, and technology, lacking a systematic theoretical framework that integrates these four elements and a practically implementable institutional solution validated by rigorous empirical evidence. This study aims to explore a marketing BPM system adapted to the characteristics of the real estate industry through the organic combination of theoretical construction, market diagnosis, empirical testing, and institutional design, proposing process optimization solutions that can dynamically adapt to market changes, thereby enhancing the market competitiveness and long-term development capabilities of real estate enterprises. The research focuses on the systematic optimization of marketing business process management in real estate enterprises, with the core exploration being: During the industry's deep adjustment period, how to solve the inherent dilemmas of traditional marketing management and achieve a two-way improvement in business efficiency and customer value through the construction of a BPM system driven by both "management + technology." The unique attributes of the real estate industry include high leverage, long cycles, and strong policy sensitivity. These factors determine that its marketing process management cannot directly copy general BPM theories. Instead, it must be localized and contextually adapted based on industry characteristics. Therefore, this study not only systematically elucidates the essential connotation and operational logic of real estate marketing BPM at the theoretical level but also provides enterprises with replicable and verifiable process optimization solutions and management system frameworks at the practical level, helping enterprises achieve high-quality transformation in a complex and volatile market environment. The specific objectives of the research are fourfold: First, to systematically review the theoretical foundations of marketing business process management in real estate enterprises, clarify its economic substance, core constituent elements, and the constraint mechanisms of key industry characteristics on process design, thereby laying a solid theoretical foundation for the research. Second, to conduct a comparative analysis of the development characteristics, fluctuation logic, and structural evolution differences between the Chinese and Ukrainian real estate markets, diagnose the prevalent issues in the implementation of marketing BPM in current real estate enterprises, and construct a comprehensive evaluation system for marketing BPM effectiveness. Third, to build a dynamic optimization model for marketing BPM and an intelligent marketing technology empowerment framework adapted to the real estate industry, clarifying the key operational mechanisms and phased implementation pathways of the model. Fourth, to empirically test the actual effects of the optimization measures through a quasi-experimental design, and based on the verification results, propose an implementable real estate marketing BPM management system. The research primarily employs the literature research method, comparative analysis method, questionnaire survey method, and quasi-experimental research method. Literature research: Systematically review domestic and international research results related to BPM theory and real estate marketing management, clarify the theoretical evolution context and research limitations, and construct the theoretical analysis framework of this study. Comparative analysis: Reveal the fundamental differences between the Chinese and Ukrainian real estate markets through an in-depth comparison of their core market data. Questionnaire survey: Design and implement customer satisfaction questionnaires to quantitatively evaluate customer experience, providing first-hand data for the verification of process optimization effects. Quasi-experimental research: Select highly matched on-sale projects as the experimental group and control group, use scientific econometric models to strip away external interfering factors, and precisely identify the actual effects of marketing BPM optimization measures. The core conclusion of the research is: The marketing management system of real estate enterprises must achieve the organic integration of the four major elements of strategy, process, organization, and technology; a single technology investment cannot bring about systematic operational improvement. Theoretical and empirical analyses demonstrate that: First, the essence of real estate marketing BPM is the sublation of the traditional labor division theory, with the core being to break down functional barriers, take end-to-end cross-functional processes as the management core, and achieve the synergistic unity of customer value and enterprise value. Second, there are fundamental differences in the development characteristics, fluctuation logic, and core contradictions between the Chinese and Ukrainian real estate markets. Third, current real estate enterprise marketing BPM generally suffers from the core pain point of disconnection among the four elements of strategy, process, organization, and technology, forming a vicious cycle. Fourth, the "management + technology" dual-driven dynamic optimization model constructed in this study has been empirically tested to have significant practical effectiveness, capable of comprehensively improving enterprise marketing operational efficiency and customer satisfaction. Fifth, strategic alignment and organizational assurance are necessary prerequisites for technological measures to be effective; process automation and standardization are the core levers for improving operational quality, and the implementation of digital tools must be accompanied by a complete management institutional system. Based on the above conclusions, the study proposes five core optimization strategies: First, comprehensively promote the construction of a standardized system for marketing business processes, establishing a multi-level integrated process control framework. Second, construct a cross-departmental collaborative management system with clear rights and responsibilities, and establish a normalized collaborative governance mechanism. Third, improve the management norms for the entire digital marketing process and the data governance system, achieving omni-channel data integration and business collaboration. Fourth, establish a refined full lifecycle management system covering the entire customer home-buying process, and implement differentiated tiered customer management. Fifth, improve the multi-level process performance monitoring and continuous improvement mechanism to achieve a spiral upgrade of process management. The research indicates that real estate marketing processes are presenting three major evolutionary trends: from information transmission to experience construction, from broad coverage to precise targeting, and from transaction closure to relationship closure. Digital transformation and green development are the two core driving forces for industry upgrading, and the application of intelligent technologies and ESG value communication will become important competitive arenas in the future industry. This study constructs a dynamic optimization model for real estate marketing BPM that integrates the four major elements, addressing the limitation in existing research regarding the lack of a systematic framework and rigorous empirical verification. It forms a set of empirically verified, implementable management system solutions, providing a directly referable construction template for medium-sized regional real estate enterprises deeply engaged in third- and fourth-tier cities. Future research could further expand the sample size for multi-scenario verification, explore the differences in BPM adaptability across different property types, and conduct long-term tracking studies to evaluate the sustained effects of the optimization measures.