Study On The Refined Management Of YC Real Estate Group Marketing Management

The real estate industry has entered a period of fundamental readjustment as the Chinese economy enters a new normal. Today, competition in the Chinese real estate industry is increasingly fierce and rationalized after the market development of more than ten years. It is believed the period of ultra-high profit margins and opportunism of the Chinese real estate industry is over. Real estate enterprises pay more and more attention to cost control. Marketing costs is an important component of the real estate business expense. It is an important investment to ensure that real estate companies achieve their sales targets, and it is critical to the survival and development of the company. Effective control of marketing expenses can drive higher sales revenue and lower costs. How to reduce cost and increase revenue is a very important issue faced by real estate company management. YC real estate-group is one of China's second tier real estate companies, whose projects are mostly located in second to fourth-tier cities. YC real estate group is facing fierce competition in the new normal,and their marketing costs are increasing while profit is decreasing. This happened during the deep recession of the real estate markets in third and fourth-tier cities. In order to further control marketing expense of the YC real estate group and enhance market competitiveness, the author studied marketing expense control from the perspective of refined management of the company. And the author wishes to establish a set of marketing planning expense control method, in order to reduce the company's marketing costs and cost-effectiveness ratio, thus enhance the market competitiveness of the company. It will help YC real estate group to survive and develop in the fierce market competition.This paper studied the refined management of YC real estate group marketing planning using the PDCA cycle management method in combination with the 4P and 4C marketing theories. The author performed quantitative analysis on marketing costs and compared the marketing data of 2014 and 2015. This paper consists of 7 chapters. Chapter 1 introduces the purpose and significance of the research, as well as its main contents. Chapter 2 analyzes the theoretical basis of this study:the PDCA cycle management theory,4P marketing theory,4C marketing theory, and summarizes the current situation of domestic and foreign research and the application of Weichat in real estate marketing. Chapter 3 discusses factors in real estate marketing planning and management, including real estate marketing strategy, marketing cost accounting and cost-effectiveness ratio analysis, marketing cost control, and marketing planning assessment feedback. Chapter 4 analyzes the problems and reasons of YC real estate group marketing planning management, using quantitative analysis of the 2014 marketing plans for the Xi'An project in the Shanxi province and the Huai'An project in the Jiangsu province. Chapter 5 introduces the marketing planning scheme of refined management using PDCA cycle theory and the 4P and 4C marketing theories. This includes refined management of marketing costs and marketing plans, improvement of the rigidity of the marketing budget, and the proposal that marketing planning scheme should enhance the effectiveness of marketing plan evaluation and strengthen auditing of marketing costs and costs-efficiency ratio. Chapter 6 compares the marketing data of 2014 and 2015, and discusses the effectiveness of refined management scheme of YC real estate group marketing planning. Chapter 7 summarizes enlightenments of delicacy management of marketing plan in YC real estate enterprise to the job instruction theory of real estate enterprises'marketing plans, to marketing strategies and marketing tactics set by real estate enterprises, and the working relationship between real estate enterprises and project company. In Chapter 8, the data shows that the study has reduced the marketing cost-effectiveness ratio, and could decrease the marketing cost of real estate companies, while has had no negative impact on the company's sales revenue. Due to the short time frame of this study, the refined management scheme proposed by this paper requires adjustments in accordance with future changes in real estate markets to be applied in market competition of the real estate industry.This study has the following innovations. First, this study puts forward refined management scheme to control marketing costs of YC real estate group using PDCA cycle management theory, 4P and 4C marketing theories in the "new normal" period of Chinese economy. Second, this study puts forward guidelines of the real estate marketing planning scheme by analyzing effectiveness of marketing planning. Third, the study successfully controlled of the marketing costs of YC real estate group by periodically analyzing the marketing costs-efficiency ratio of the branch companies. At this same time, it avoids interfering with the autonomy of the branch companies to ensure competitiveness of those branches. Fourth, the refined management of YC real estate group marketing planning proposed by this paper is able to effectively control marketing expense with no negative impact on sales revenue. This refined management scheme has reference significance to Chinese real estate enterprises.