Market Research Framework and Process of Property Intermediary Industry

Overview of 1. property intermediary industry

The property intermediary industry refers to the industry that provides intermediary services such as housing sales, leasing, and management for various entities in the real estate market, including real estate brokerage companies, real estate intermediary chain agencies, real estate information platforms, real estate consulting companies, etc. The property intermediary industry is an important part of the real estate market, the bridge and link between the supply and demand sides of the real estate market, the information transmission and transaction promoter of the real estate market, and the promoter of the standardization and transparency of the real estate market.

The development of the property intermediary industry is affected by the real estate market. With the acceleration of my country's urbanization process, the demand and supply of the real estate market continue to increase, and the market space of the property intermediary industry continues to expand. According to data from the National Bureau of Statistics, in 2021, my country's urbanization rate will reach 64.8, the urban permanent population will reach 0.94 billion, the urban residential construction area will reach 31.9 billion square meters, the residential sales area will reach 1.75 billion square meters, and the residential rental area will reach 0.45 billion square meters. These data show that China's property intermediary industry has a large potential customer base and strong market demand.

The development of the property intermediary industry is also affected by policies. With the strengthening of the regulation and supervision of my country's real estate market, the entry threshold and industry standards of the property intermediary industry continue to increase, and the standardization and specialization of the property intermediary industry continue to increase. According to data from the Ministry of Housing and Urban-Rural Development, as of the end of 2021, there were about 76000 property intermediary companies nationwide with about 2.6 million employees, of which about 1.4 million have real estate brokerage qualifications, accounting for more than 50%. These data show that the scale and quality of China's property intermediary industry is constantly improving, and the industry competition is also increasing.

2. the purpose of market research in the property agency industry

The market research of the property intermediary industry refers to the activity of collecting, sorting, analyzing and explaining the information related to the property intermediary industry in order to achieve a certain purpose. The purpose of the market survey of the property intermediary industry is mainly in the following aspects:

(1) Understand the current situation and development trend of the property intermediary industry. Through market research, we can grasp the market size, market structure, market distribution, market demand, market supply, market price, market competition, market risk and other aspects of the property intermediary industry, so as to have a comprehensive and in-depth understanding of the current situation and development trend of the property intermediary industry.

(2) understand the property intermediary industry customer demand and satisfaction. Through market research, we can understand the characteristics, needs, preferences, expectations, satisfaction, loyalty and other aspects of the target customers of the property intermediary industry, so as to have an accurate and detailed grasp of the customer demand and satisfaction of the property intermediary industry.

(3) Understand the market opportunities and market potential of the property agency industry. Through market research, we can find the market gap, market gap, market demand growth point, market innovation point and other aspects of the property intermediary industry, so as to have a clear and specific judgment on the market opportunity and market potential of the property intermediary industry.

(4) Provide basis and guidance for the strategic decision-making and business development of property intermediary enterprises. Through market research, it can provide data support and theoretical basis for the decision-making of market positioning, market objectives, market strategy, market combination, marketing, market evaluation and so on, so as to provide basis and guidance for the strategic decision-making and business development of property intermediary enterprises.

The method of market research 3. the property intermediary industry.

The methods of market research in the property intermediary industry are mainly the following:

(1) Literature survey method. The literature survey method refers to the method of obtaining basic information and theoretical knowledge of the property intermediary industry by consulting, analyzing and summarizing the books, newspapers, magazines, networks, databases and other literature related to the property intermediary industry. The advantages of the literature survey method are a wide range of information sources, low cost and easy operation, but the disadvantage is that the information may be incomplete, not timely and inaccurate, and needs to be screened and verified.

(2) Questionnaire survey method. The questionnaire survey method refers to the method of obtaining objective information and subjective opinions of the property intermediary industry by designing, issuing and recovering a series of questionnaires about the questions and options of the property intermediary industry. The advantages of the questionnaire method are large amount of information, high quality of information, quantifiable and comparable information, while the disadvantages are that the questionnaire design and sampling are difficult, the recovery rate is low, and the interviewees may be biased and misleading.

(3) Interview investigation method. The interview survey method refers to the method of obtaining deep information and intrinsic motivation of the property intermediary industry through face-to-face or telephone communication with relevant personnel in the property intermediary industry. The advantages of the interview survey method are that the information is true, the information is detailed, the information is flexible and in-depth, and the disadvantages are that the information collection efficiency is low, the information analysis is difficult, and the information may be subjective and arbitrary.

(4) Observation of the survey method. Observation and investigation method refers to the method of obtaining intuitive information and objective facts of the property intermediary industry by directly or indirectly observing the relevant phenomena, behaviors and processes of the property intermediary industry. The advantages of observation and investigation method are intuitive information, objective information, true information and verifiable information, but the disadvantages are limited scope of information collection, high cost of information collection, and possible prejudice and misunderstanding of information.

4. the content of the market survey of the property intermediary industry.

The contents of the market survey of the property intermediary industry mainly include the following aspects:

(1) Analysis of the market environment in the property agency industry. Market environment analysis refers to the analysis of the macro and micro environment of the property intermediary industry, including political, economic, social, technical, legal, ecological and other factors, as well as the suppliers, customers, competitors, substitutes, partners and other factors of the property intermediary industry, so as to evaluate the market opportunities and market threats of the property intermediary industry.

(2) Market demand analysis of the property intermediary industry. Market demand analysis refers to the analysis of the scale, structure, distribution, characteristics, needs, preferences, expectations, satisfaction, loyalty and other aspects of the target market of the property intermediary industry, so as to determine the market potential and market share of the property intermediary industry.

(3) Market supply analysis of the property intermediary industry. Market supply analysis refers to the analysis of the scale, structure, distribution, characteristics, advantages, disadvantages, strategy, behavior, performance and other aspects of the existing and potential competitors of the property intermediary industry, so as to determine the degree of market competition and market competitive advantage of the property intermediary industry.

(4) Market positioning analysis of the property agency industry. Market positioning analysis refers to determining the target market, target customers, target products, target prices, target channels, target promotions and other aspects of the property intermediary industry according to the market demand and market supply of the property intermediary industry, so as to form the market positioning and market differentiation strategy of the property intermediary industry.

A tool for market research 5. the property agency industry

Property intermediary industry market research tools mainly have the following:

(1)SWOT analysis. SWOT analysis refers to the method of determining the strategic direction and strategic objectives of the property intermediary industry by analyzing the strengths (Strengths), weaknesses (Weaknesses), opportunities (Opportunities) and threats (Threats) of the property intermediary industry.

(2)PEST analysis method. PEST analysis refers to the method of evaluating the external influencing factors and market opportunities of the property intermediary industry by analyzing the political (Political), economic (Economic), social (Social) and technical (Technological) environment in which the property intermediary industry is located.

(3) Five forces analysis method. The five-force analysis method refers to the method of evaluating the competitive intensity and profitability of the property intermediary industry by analyzing the strength of industry competitors (Rivalry), potential entrants (Entry), substitutes (Substitution), suppliers (Supplier) and customers (Buyer) in the property intermediary industry.

(4)STP analysis method. STP analysis refers to the method of determining the market strategy and market mix of the property intermediary industry by analyzing the market segmentation (Segmentation), market positioning (Targeting) and market mix (Positioning) of the property intermediary industry.

Steps to 6. a market survey of the property agency industry

The steps of market research in the property intermediary industry are mainly the following:

(1) Determine the purpose and scope of the research. According to the strategic objectives and business needs of property intermediary enterprises, clarify the purpose and scope of market research, including research objects, research content, research time, research location, etc.

(2) Select research methods and tools. According to the purpose and scope of market research, select the appropriate market research methods and tools, including literature survey, questionnaire survey, interview survey, observation survey, etc., as well as SWOT analysis, PEST analysis, five-force analysis, STP analysis, etc.

(3) Develop research programs and budgets. According to the methods and tools of market research, formulate detailed market research plan and budget, including researchers, research process, research resources, research expenses, etc.

(4) Implementation of research activities and data collection. According to the plan and budget of market research, carry out market research activities and collect market research data, including literature, questionnaire data, interview records, observation reports, etc.

(5) Collate, analyze and interpret data. According to the market survey data, data collation, analysis and interpretation, including data cleaning, classification, statistics, induction, inference, verification, etc.

(6) Writing and submitting research reports. According to the data analysis and interpretation of market research, write and submit the report of market research, including the structure, content, format, attachment, etc.

A report 7. the market survey of the property agency industry.

The report of the market survey of the property intermediary industry refers to the systematic summary and presentation of the results and recommendations of the market survey of the property intermediary industry. The main contents of the market survey report of the property intermediary industry include the following parts:

(1) Report cover. The report cover is the outermost layer of the report, including the title, author, date, and company of the report.

(2) ReportAbstract. ReportAbstractmeans a brief summary of the report, including its purpose, methodology, content,ConclusionRecommendations and other information.

(3) Report table of contents. The report table of contents refers to the structure and order of the report, including information such as sections, subsections, and page numbers of the report.

(4) ReportText. ReportTextRefers to the main content of the report, including the property intermediary industry market environment analysis, market demand analysis, market supply analysis, market positioning analysis and other information, as well as the corresponding data, charts, cases and other evidence.

(5) ReportConclusionand recommendations. ReportConclusionand recommendations refer to the final summary of the report and the opinions put forward, including information on market opportunities and threats, market potential and share, market competitive advantages and disadvantages, market strategies and portfolios of the property intermediary industry, as well as recommendations for strategic decisions and business development for property intermediary companies.

(6) Annexes to the report. The annexes to the report refer to the supplementary contents of the report, including the references, questionnaire samples, interview records, observation reports and other information of the report.

The case of market research in the property intermediary industry of 8. Shangpu Consulting Company.

Shangpu Consulting Company is a company specializing in real estate consulting services. It provides real estate market research, real estate evaluation, real estate planning, real estate strategy, real estate marketing and other services for real estate developers, investors, government and property intermediary enterprises. Shangpu Consulting Company has rich experience and excellent performance in the market research of the property intermediary industry. The following are some cases of market research in the property intermediary industry of Shangpu Consulting Company:

(1) The Chinese market entry strategy of an international property intermediary chain. The agency is a global chain of high-end property intermediary services, with more than 1000 branches and more than 30000 employees, covering residential, commercial, land, agricultural and other properties. The agency plans to enter the Chinese market and entrusts Shangpu Consulting to conduct a market survey of China's property intermediary industry to provide basis and guidance for its formulation of China's market entry strategy. Shangpu Consulting Company has conducted a comprehensive and in-depth analysis of the market environment, market demand, market supply and market positioning of China's property intermediary industry by means of literature survey, questionnaire survey, interview survey and observation survey. At the same time, it has used SWOT analysis, PEST analysis, five-force analysis, STP analysis and other tools, for the agency put forward the Chinese market into the target market, target customers, target products, target prices, target channels, target promotion and other aspects of the proposal, and formulated the corresponding market entry program and budget. The market research report of Shangpu Consulting Company has been highly recognized and satisfied by the agency. The agency has successfully entered the Chinese market and achieved good performance and reputation in the Chinese market.

(2) a domestic property intermediary information platform to enhance the market competitiveness of consulting. The platform is an Internet platform focusing on providing property intermediary information services, with more than 0.1 billion registered users and 50000 cooperative intermediaries, covering residential, commercial, land, agricultural and other properties. The platform is facing fierce competition from similar platforms and other forms of platforms, and entrusts Shangpu Consulting to conduct market research on the property intermediary industry to provide basis and guidance for it to enhance its market competitiveness. Shangpu Consulting Company has conducted a comprehensive and in-depth analysis of the market environment, market demand, market supply and market positioning of the property intermediary industry by means of literature survey, questionnaire survey, interview survey and observation survey. At the same time, it has used SWOT analysis, PEST analysis, five-force analysis, STP analysis and other tools, for the platform to enhance the market competitiveness of the target market, target customers, target products, target prices, target channels, target promotions and other aspects of the proposal, and the development of the corresponding market competitiveness to enhance the program and budget. The market research report of Shangpu Consulting Company has been highly recognized and satisfied by the platform. The platform has successfully enhanced its market competitiveness and occupied a leading position in the property intermediary industry.

(3) Market development consulting of a domestic property intermediary consulting company. The company is a company specializing in property intermediary consulting services, providing property intermediary market research, property intermediary assessment, property intermediary planning, property intermediary strategy, property intermediary marketing and other services for property intermediary enterprises. The company plans to expand into new markets and customers, and entrusts Shangpu Consulting to conduct market research on the property intermediary industry to provide basis and guidance for its market expansion strategy. Shangpu Consulting Company has conducted a comprehensive and in-depth analysis of the market environment, market demand, market supply and market positioning of the property intermediary industry by means of literature survey, questionnaire survey, interview survey and observation survey. At the same time, it has used SWOT analysis, PEST analysis, five-force analysis, STP analysis and other tools, for the company put forward market expansion of the target market, target customers, target products, target prices, target channels, target promotions and other aspects of the proposal, and developed the corresponding market expansion program and budget. The market research report of Shangpu Consulting Company has been highly recognized and satisfied by the company. The company has successfully expanded new markets and customers, and has achieved excellent performance and reputation in the property intermediary industry.