The Research On Customer Value Management In The Planning Stage Of Real Estate Projects

Under the background of the normalization of macro-control of real estate in China,the days of real estate business are becoming more and more tight.Who can put products into the market quickly to win the favor of withdrawal funds,who can survive sustainably,the customer value management of real estate projects is put on the important agenda,and becomes the key to the success or failure of the project or even the success or failure of the company.A series of methods for Studying customer value management of real estate project is of great significance to real estate enterprises and related departments,especially in the early planning stage of real estate project.In the research of customer value management in the early stage of real estate project planning,we should comprehensively use strategic management,positioning theory,management and marketing to systematically and comprehensively manage the customer value of the project.On the basis of defining the customer value of real estate projects,this paper points out that the main purpose of customer value management of real estate projects is to realize the smooth realization of real estate projects(fast realization and premium realization).On the basis of elaborating project customer value,customer value management and customer positioning methods,and according to the characteristics of real estate project customer value management,this paper puts forward that in the pre-planning positioning of real estate project,we should mainly focus on customer positioning and find customer value points.In the customer value management of real estate project,the customer positioning in the early planning stage is the key point.The target customers of the project can be locked by the three-phase intersection method.Finally,this paper applies these methods to the determirnation of the early stage plan of a project in Hainan.The purpose of this paper is to apply the theoretical knowledge of related disciplines learned during the EMBA study to the customer value management in real estate project planning and positioning,so as to further understand and master the knowledge,apply it,and make scientific decisions for future real estate development planning.In addition,I hope that the results of this study will be helpful to the planning and positioning of other real estate projects.However,due to the author's knowledge and experience,the relevant discussions can only be very limited and super-ficial,and need to be further explored in the future.