The property management industry refers to the industry that provides property users with daily services such as property maintenance, cleaning, security, greening, fire protection, parking, and value-added services such as property leasing, sales, investment, and planning. The property management industry is a service industry closely related to people's lives, and its market size and development potential are very large. According to data from the China Property Management Association, by the end of 2023, the number of property management companies nationwide had reached 32000, with more than 10 million employees, a management area of more than 20 billion square meters, and a market size of more than 1.5 trillion yuan. With the acceleration of urbanization and the growth of property management demand, the market space of property management industry will be further expanded.

In order to better understand and grasp the property management industry market status and future trends, effective market research is essential. Market research refers to the process of providing basis and guidance for market decision-making by collecting, analyzing and interpreting market-related information. Market research can help property management companies understand market demand, competitors, policies and regulations, industry dynamics, etc., so as to formulate reasonable market strategies, improve market competitiveness, optimize market resource allocation, and improve market performance. So, how to do a good job in the market research of the property management industry? This paper introduces how to do a good job in the market research of the property management industry from four aspects: the purpose, content, method and steps of market research, and shows the value and significance of market research combined with the case of market research services provided by Shangpu Consulting Company for a property management group.

Purpose of 1. Market Research

The purpose of market research refers to the main objectives and expected results of market research, which is the starting point and destination of market research. The purpose of market research should be based on the actual situation of property management enterprises and market demand to determine, both specific and clear, but also feasible to achieve. Generally speaking, the purpose of market research in the property management industry can be divided into the following categories:

-Understand the market environment. The market environment refers to the various external factors that affect the business activities of property management enterprises, including the macro environment and the micro environment. The macro environment refers to the social, political, economic, legal, technical and cultural environment in which property management enterprises are located, while the micro environment refers to the small environment in which property management enterprises face customers, competitors, suppliers, intermediaries, the public and so on. Understanding the market environment can help property management companies grasp market opportunities and risks, adapt to market changes, and develop reasonable market strategies.

-Assessment of market potential. Market potential refers to the property management industry in a certain period of time, according to certain market conditions, can achieve the maximum market demand and market share. Assessing market potential can help property management companies determine market objectives and market positioning, select favorable market segments and market entry points, and develop effective market development and market expansion plans.

-Analysis of market competition. Market competition refers to the mutual influence and mutual restriction between property management enterprises and other property management enterprises in the market. Analysis of market competition can help property management companies understand the size, strength, strategy, strengths, weaknesses, trends, etc. of their competitors, so as to determine their own competitive advantages and competitive strategies, improve market competitiveness and market share.

-Investigate market demand. Market demand refers to the demand and demand characteristics of potential or actual customers in the property management industry for property management services. Investigating market demand can help property management companies understand customer demand types, demand levels, demand changes, demand differences, demand influencing factors, etc., so as to determine market target groups and market segmentation standards, and formulate appropriate market portfolio strategies to meet customer needs and expectations.

-Evaluate market performance. Market performance refers to the performance and results of property management enterprises in the market, including market share, market growth rate, market profit margin, market satisfaction, market loyalty and so on. Evaluating market performance can help property management companies to test the effectiveness and efficiency of market strategies, identify market problems and market opportunities, adjust market strategies and market actions, and enhance market effectiveness and market value.

Content of 2. market research

The content of market research refers to the main information and data of market research, which is the core and foundation of market research. The content of market research should be determined according to the purpose and method of market research, which should be comprehensive and systematic, but also focused. Generally speaking, the content of market research in the property management industry can be divided into the following categories:

-Market overview. Market overview refers to the property management industry market definition, market size, market structure, market characteristics, market development stage and other basic information. The market overview can help property management companies understand the overall situation and basic laws of the market, and provide basic data and reference for market analysis and market decision-making.

-Market environment. The market environment refers to the various factors and changes in the macro and micro environments faced by the property management industry. The market environment can help property management companies understand the external conditions and internal influences of the market and provide the necessary information and analysis for the identification and assessment of market opportunities and market risks.

-Market potential. Market potential refers to the property management industry in a certain period of time, according to certain market conditions, can achieve the maximum market demand and market share. Market potential can help property management companies to determine market objectives and market positioning, select favorable market segmentation and market entry points, and develop effective market development and market expansion plans.

-Market competition. Market competition refers to the mutual influence and mutual restriction between property management enterprises and other property management enterprises in the market. Market competition can help property management companies understand the size, strength, strategy, advantages, disadvantages, trends, etc. of competitors, so as to determine their own competitive advantages and competitive strategies, improve market competitiveness and market share.

-Market demand. Market demand refers to the demand and demand characteristics of potential or actual customers in the property management industry for property management services. Market demand can help property management companies understand customer demand types, demand levels, demand changes, demand differences, demand influencing factors, etc., so as to determine market target groups and market segmentation standards, develop appropriate market portfolio strategies to meet customer needs and expectations.

-Market performance. Market performance refers to the performance and results of property management enterprises in the market, including market share, market growth rate, market profit margin, market satisfaction, market loyalty and so on. Market performance can help property management companies to test the effectiveness and efficiency of market strategies, identify market problems and market opportunities, adjust market strategies and market actions, and enhance market effectiveness and market value.

3. methods of market research

The method of market research refers to the main technology and means of market research, and is the tool and way of market research. The method of market research should be based on the purpose and content of market research to choose, both scientific and reasonable, but also flexible and diverse. Generally speaking, the methods of market research in the property management industry can be divided into the following categories:

-Literature research. Literature research refers to the method of obtaining market information and data by consulting and analyzing various literature related to the property management industry, such as policies and regulations, industry reports, professional books, academic papers, news media, etc. Literature research can help property management enterprises to obtain the history and current situation of the market, understand the theory and law of the market, and provide theoretical basis and reference materials for market analysis and market decision-making.

-Field research. Field research refers to the method of collecting market information and data by personally arriving at the market site of the property management industry, such as property management projects, property management companies, property management customers, etc., to conduct observations, interviews, tests, measurements, etc. Field research can help property management companies obtain the reality and dynamics of the market, understand the market environment and needs, and provide a realistic basis and intuitive experience for market analysis and market decision-making.

-Questionnaire research. Questionnaire research refers to the method of collecting market information and data by designing and distributing certain questionnaire forms to market participants in the property management industry, such as property management companies, property management customers, and property management experts. Questionnaire research can help property management companies obtain market opinions and feedback, understand market attitudes and evaluations, and provide quantitative basis and data support for market analysis and market decision-making.

-Case study. Case research refers to the method of selecting and analyzing typical or successful market cases related to the property management industry, such as property management projects, property management enterprises, property management strategies, etc., to summarize market experience and lessons, and to refine market rules and enlightenment. Case research can help property management enterprises to obtain market experience and lessons, understand the success and failure of the market, and provide empirical basis and reference for market analysis and market decision-making.

4. market research steps

The steps of market research refer to the main process and sequence of market research, which is the organization and implementation of market research. The steps of market research should be arranged according to the purpose, content and method of market research, which should be orderly and flexible. Generally speaking, the steps of market research in the property management industry can be divided into the following stages:

-Determine the purpose of market research. Determining the purpose of market research is the first and most important step in market research. To determine the purpose of market research is to clarify the main objectives and expected results of market research, as well as the key points and difficulties of market research. Determining the purpose of market research can help property management companies clarify the direction and scope of market research and provide a basis for the selection of market research content and methods.

-Design the scheme of market research. Designing a market research plan is the second and more complicated step in market research. The design of the market research plan is to determine the content and method of the market research according to the purpose of the market research, as well as the allocation and arrangement of the time, place, personnel, funds, equipment and other resources of the market research. Designing a market research plan can help property management companies develop plans and budgets for market research and provide guidance and protection for the organization and implementation of market research.

-Collect market research information. Collecting market research information is the third and most critical step in market research. Collecting market research information is to obtain various information and data related to the content of market research from various channels and channels according to the market research plan and using market research methods. Collecting market research information can help property management companies obtain first-hand and second-hand information about the market, and provide raw materials and basic data for market research analysis and decision-making.

-Analyze market research data. Analyzing market research data is the fourth and most difficult step in market research. Analysis of market research data, is to use market research technology, according to the purpose of market research, the collection of market research information and data, sorting, induction, classification, comparison, statistics, interpretation, etc., to draw market conclusions and recommendations. The analysis of market research data can help property management enterprises to obtain market analysis and evaluation, and provide scientific basis and effective suggestions for market analysis and market decision-making.

-Write market research report. Writing a market research report is the fifth and final step in market research. Writing a market research report is to write market research documents and displays according to the purpose, content, methods and data of market research, and in accordance with certain formats and requirements, reflecting the process and results of market research. Writing a market research report can help property management companies to obtain a summary and display of the market, and provide written basis and visual support for market analysis and market decision-making.

5. case of market research

In order to explain more specifically how to do market research in the property management industry, this paper will combine the case of market research services provided by Shangpu Consulting Company for a property management group to show the value and significance of market research.

A property management group is a large enterprise engaged in property management services throughout the country, with a number of property management brands and projects, covering residential, commercial, office, hotel and other property types. The group hopes to understand the market status and future trends of the national property management industry through market research, evaluate its own market potential and market competitiveness, and formulate reasonable market strategies and market plans.

The Group commissioned Champu Consulting to provide market research services. Shangpu Consulting Company is a company specializing in market research and market consulting. It has rich market research experience and professional market research team, and can provide customers with high-quality market research services.

According to the needs of the group, Shangpu Consulting has determined the purpose, content, methods and steps of market research, as follows:

-The purpose of market research: to understand the market size, market structure, market characteristics, market development stage, market opportunities and market risks of the national property management industry; to evaluate the market share, market growth rate, market profit margin, market satisfaction, market loyalty and other market performance indicators of the group; to analyze the market demand, market competition, market environment, market potential and other market influencing factors of the group; formulate the group's market objectives, market positioning, market segmentation, market portfolio, market strategy and other market decision-making programs.

-Market research content: market overview, market environment, market potential, market competition, market demand, market performance, etc. of the national property management industry; market overview, market environment, market potential, market competition, market demand, market performance, etc. of the group; market objectives, market positioning, market segmentation, market portfolio, market strategy, etc.

-Market research methods: literature research, field research, questionnaire research, case research, etc.

-Steps of market research: determine the purpose of market research; Design the plan of market research; Collect information of market research; Analyze the data of market research; Write the report of market research.

In accordance with the steps of market research, Shangpu Consulting conducted a comprehensive and in-depth market research for the Group and obtained the following main market research results:

-The market scale of the national property management industry is constantly expanding, the market structure is constantly optimizing, the market characteristics are constantly diversifying, and the market development stage has entered a mature stage. The market opportunities of the national property management industry mainly come from the acceleration of urbanization, the growth of property management demand, the innovation of property management services, and the improvement of property management standards; market risks mainly come from the fierce market competition and strict market supervision, The rise of market costs and the decline of market quality.

-The market share of the group belongs to the upper-middle level in the national property management industry, the market growth rate belongs to the middle level in the national property management industry, the market profit rate belongs to the lower-middle level in the national property management industry, the market satisfaction belongs to the high level in the national property management industry, and the market loyalty belongs to the general level in the national property management industry. There is a certain gap and room for improvement in the group's market performance.

-The group's market demand is mainly concentrated in residential and commercial property types, of which residential property demand accounts for a relatively large proportion and commercial property demand accounts for a relatively small proportion. The group's market demand is mainly affected by customers' income level, consumption habits, lifestyle, service expectations and other factors. There are certain differences and changes in the market demand of the group.

-The Group's market competition mainly comes from property management enterprises of the same type and size, as well as cross-type and cross-size property management enterprises. The group's market competition is mainly reflected in the property management brand, property management projects, property management services, property management prices and so on. The group's market competition has certain advantages and disadvantages.

-The market environment of the Group is mainly affected by policies and regulations, industry dynamics, social economy, technological innovation, cultural values and other factors. The Group's market environment presents certain opportunities and risks.

-The market potential of the group mainly depends on the market potential of the property management industry, the market performance of the group, the market demand of the group, the market competition of the group, the market environment of the group and other factors. The market potential of the group has certain space and challenges.

-The group's market goal is to become a leader in the national property management industry by 2025, achieving market share increase, market growth rate increase, market profit rate increase, market satisfaction increase, market loyalty increase, etc. The improvement of market performance indicators.

-The market segmentation of the group is based on the property type, property region, property customers and other dimensions, the market is divided into different market segments, such as residential property, commercial property, office property, hotel property, etc., as well as first-tier cities, second-tier cities, third-tier cities, fourth-tier cities, etc., as well as high-end customers, mid-range customers, low-end customers, etc.

-The Group's market portfolio is based on different market segments, designing and providing different property management service portfolios, such as daily services such as property maintenance, property cleaning, property security, property greening, property fire protection, property parking, and value-added services such as property leasing, property sales, property investment, and property planning, as well as innovative services such as property management software, property management hardware, and property management platforms.

-The group's market strategy is to formulate and implement different market strategies according to different market objectives, market positioning, market segmentation and market combination, such as product strategy, price strategy, promotion strategy, channel strategy, service strategy, brand strategy, etc., as well as market development strategy, market expansion strategy, market maintenance strategy, market optimization strategy, etc.

The results and recommendations of the market research were reported and communicated to the group's senior management in written and oral form, which was highly recognized and appreciated by the group. The group said that the results and recommendations of market research have provided strong support and guidance for the formulation and implementation of market strategies and market plans, as well as useful inspiration and reference for improving market performance and market value.