An Essay on "An Introduction to the Services of a Property Business. Operation and Management of Property Enterprises

This thesis is based on a large amount of property management related information, from the theoretical aspects of property "management", "operation", "service" three aspects of the elaboration, and then Combined with the current property management situation and personal knowledge, from the property management enterprises to create corporate brand and corporate efficiency of the two perspectives to illustrate the property "management", "management", "services "The three aspects of the link with the implementation of corporate branding or corporate efficiency process accounted for the proportion of the three aspects of the development of their respective directions are also explored.

1. Property and property management

Property is built and put into use all kinds of valuable (economic value and value of use) of the land, housing and its ancillary municipal, utilities, adjacent to the site, is the unity of real estate and real estate. Property management in common parlance, is the above mentioned "property" management, its specific definition is the property management operator entrusted by the owner of the property, in accordance with the relevant national legal norms, in accordance with the contract or contract to exercise the right to manage, the use of modern management science and advanced repair and maintenance technology, economic means of property implementation Multi-functional all-round unified management, and provide property owners with efficient and considerate services, so that the property also play the maximum value of use and economic value.

2. Property management "management"

2.1 Management of the inevitability

Real estate is an important economic resource of modern society, is an important part of the social wealth, and property management is an important part of the real estate market system, is bound to develop with the development of the real estate industry. Effective management and operation of this part of the economic resources, has also become a reality that can not be avoided.

Traditional property management before the birth of property management is China's planned economy management mode of administrative welfare type of management. In the management process, the housing department is in a dominant position, the tenants are in a position to be managed, so that the housing department and the tenants formed between the management and management of the relationship. In terms of management content, the housing management department mainly repairs and maintains the houses and equipments, the management content is single and cannot meet the needs of most of the tenants. Moreover, the labor provided by the housing management departments is unpaid, and since a low rent system is in force, they can only rely on a large amount of financial subsidies to fill the shortage of management funds, which will inevitably lead to a heavier financial burden the more housing the government builds. This kind of traditional real estate management is bound to be unable to adapt to the development of the economy and has a slight hindering effect on the development of the economy. This will inevitably lead to a new management model to take over the traditional property management.

Property management is a market economy under the management model of business service-oriented management. The implementation of the management entity is a professional enterprise with legal personality. Owners in the management process is in a dominant position, so that the property management enterprises and owners of the formation of the relationship between service and service, but also to provide special services and special services, that is, multi-functional omni-directional unified management, can meet the different needs of most owners. The services provided by property management enterprises are paid, and their management funds, in addition to self-financing, also include management fees and service charges, so property management enterprises are generated and developed under the conditions of the market economy; it is a new industry adapted to the development of social and economic development; it is a new demand for market-oriented operation of stock assets on the basis of the ever-increasing number of economic resources, however, it is also bound to replace the traditional property management to adapt to the social and economic development. traditional property management to adapt to the development of society and people's needs.

2.2 Basic content of management

Based on the property management in real estate development, construction and use of the process of different periods of the status, role, characteristics and content of the work, property management is divided into four basic links. Planning stage, preliminary stage, start-up stage, daily operation stage.

The planning stage of property management includes the early intervention of property management, the development of property management programs, the selection and recruitment or the formation of three basic aspects of property management enterprises.

Property management of the preparatory stage includes property management enterprise internal organization set up and formulated, staffing, selection and training of property management personnel, the formulation of rules and regulations, intervention in the property rental and sale of four basic links.

The start-up phase of property management includes the acceptance of the property takeover, the user to move in, the establishment of property rights records and archives, the convening of the first owners' meeting and the owners' committee formally into four basic links.

2.3 Characteristics of management

Property management is a new type of management mode that is different from the previous property management, and its management is characterized by socialization, specialization, entrepreneurship, and operation.

Socialization of property management means that property management brings together scattered social divisions for unified management, such as housing, water and electricity, plots, security, greening and so on. Owners only need to imply the payment of management fees and service fees according to the fee schedule, and then they can get the relevant services. This is not only convenient for the owners, but also facilitates the unified management, is an important measure to fully improve the degree of socialization of the entire city management.

Professionalization of property management. Property management is a professional management enterprise - property management enterprises to implement the unified management of property. Property management will be related to the property of the professional management of the property management enterprise within the scope of business, property management companies can set up specialized departments to engage in the corresponding management business.

Enterprise of property management. Property management unit is a business unit, not institutions, and does not have the function of government behavior. Property management enterprises as an independent legal person, should be run in accordance with the provisions of the "Chinese People's *** and the State Company Law", without any administrative interference. Therefore, property management enterprises must participate in the market competition in accordance with the operating rules of the property management market, relying on their ability to operate and quality service in the property management market to fight for their own living space, with business performance to get more customers.

Property management business type. The nature of the service of the property enterprise is paid, that is, the implementation of paid services, reasonable fees. The services provided by the property management enterprise is to profit as the goal, it is the same through the collection of service fees to achieve their own maintenance and development.

Refer to the property thesis:

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3. Property management "management"

3.1 Necessity to carry out the operation of the business

Property management is a kind of micro-niche industry, low industry risk and reasonable charges. Industry, lower industry risk and lower industry conditions required to attract a large number of capital and talent to enter. The pursuit of profit by capital has deepened the competition among property management enterprises and promoted the marketization process of property management. Property management enterprises have long advocated management and service, and have been less involved in the issue of operation. Admittedly, management and service are the property management enterprises' principal business and the basic products they provide to the society, as well as the market basis for the existence of property management companies. However, the provision of quality management and services should be a means for property management companies to operate and compete. As an enterprise, the operation should be its basic behavior, only in accordance with the law to operate, and obtain legal profits in order to fundamentally solve the problem of the survival and development of property management enterprises, to achieve the social benefits, environmental benefits and economic benefits of the benign development of the goal.

And, the property management enterprises ignore the operation, will cause the enterprise profitability of the low, the enterprise own capital is insufficient to form the property management enterprises to expand the scale of the sustained and stable development of the bottleneck, and in turn affect the quality of service, will affect the investors and the involvement of high-level talent, thus limiting the development of the entire industry. Property management enterprises can through a variety of business, so that the management of the property is set to "industry, self-development," the road, so that the property management has a hematopoietic function, not only reduces the pressure and burden on the government and the competent departments, but also makes the housing repair, maintenance, sanitation, security, pipeline maintenance, equipment renewal funds have a source, but also Can make the owners get a full range, multi-level, multi-project services.

With the accelerated marketization of property management, market competition is increasingly intensified, as well as the development of the new real estate situation, the operation is increasingly referred to the development of property management enterprises on the agenda, the property management enterprises to be able to develop rapidly, the operation will be a necessary path.

3.2 The basic operation of the operation

Property management operation has the following four aspects of the basic operation: planning, organization, leadership, control.

Planning, property management planning refers to how to achieve business management objectives. When we take over a property project, we must first determine what kind of project the property project is a project, how the owner groups within the project, the overall consumption, service needs, not all property projects are the same, each property project has its own unique situation, unique style, character and specialized atmosphere; again, we have to analyze the enterprise's manpower, financial resources and so on. Problems, not all business services, property companies have the ability to carry out, according to our own actual situation, to serve the object of an accurate market positioning, and appropriately provide the appropriate services, to achieve economic value.

Organization, organization refers to the full use of all available resources in the property project, the most important of which are human resources, financial resources, site resources, in order to most effectively achieve the goal of business management. For example, the property company to organize intermediary services, the staff of the property office is human resources; enterprises to carry out intermediary services in the process of providing the necessary related costs, both financial resources; site resources, the most convenient, the most economical is the property office. Property management management organization is the three main resources coordinated to play its function and role, so that the property company more robust to achieve business objectives.

Leadership, organization refers to the full use of all available resources in the property project, in order to achieve the most effective management objectives, each individual property project is a comprehensive enterprise, it has a complete system.

Control, control that is to monitor and check the implementation of the plan and the degree of achievement of the objectives.

3.3 Characteristics of business

Property management business is generally characterized by the following features, revenue, complexity, comprehensive and creative.

Profitability, investors or tenants pay money to obtain the value of the property for a long time or for a certain period of time, so as to obtain the business premises or rental sites, through the operation of the realization of its maximum benefit.

Complexity, manifested in the complexity of equipment, complexity of the composition of the owner or user, complexity of external relations, complexity of the environment and so on.

Comprehensive, both property management public **** service content and special and special service content.

Creativity, property management itself is a place to create value, the requirements of new, strange, special, leaving a strong impression on customers.

4. Property management "service"

4.1 Why service industry?

Property management enterprises as the main implementation of property management, property management professional services organizers, providers, set a high degree of unified management, a full range of multi-level services, market-oriented operation as a whole, the operation and management in the service of property management is a service industry. Why is it a service industry?

Property management "service" has four basic characteristics of service both:

Service intangibility. Property owners or users is the property management business customers, and property management companies provide intangible goods - services. For example, the property enterprise for the owners to set the ticket, on the surface of the owners to buy a physical ticket, in fact, contains a physical ticket as the carrier of the property enterprise to provide services.

Non-storage of services. Service products have the characteristics of difficult to store. For example, property enterprises to carry out intermediary services, small areas of the "intermediary room" in general, if the hot selling period of housing, the loss of the opportunity to bring income; small areas of the swimming pool, stadiums, gymnasiums, etc., if you can not be effectively utilized, its free time will lose the opportunity to vitality.

Uniformity of service. The unity of service refers to the process of production and consumption of service products are two sides of an activity with inseparable characteristics, that is, the production of service products and the consumption of service products are completed in the same place and at the same time. For example, the owners to handle the procedures for occupation, property staff for the owners to handle the procedures is the production of service products, and the owners in the process of handling procedures is in the consumption of service products.

Service performance is difficult to accurately measure. Because the service product is intangible, and the diversity of the needs of the service object, which leads to the performance of the service is difficult to accurately measure. For example, the same level of management of the two property service personnel, in the same working day, a service personnel to receive more general owners, and another service personnel to receive more complex owners, it is difficult to judge the efficiency of the two from the number alone.

These characteristics are the embodiment of the service industry, so the property management business is a service industry.

4.2 The content of the service

Property management involves a wide range of service areas, the content can be divided into: routine public **** services, targeted special services and commissioned special services of three categories. The following table (Table J-1) compares these three types of service content in the service premise, service subject, service object.

Routine public **** service is necessary, basic service content property management enterprises all property owners and users of targeted special services for the improvement and enhancement of the owners of the work, living conditions property management enterprises which some households, groups and units commissioned by the special services property management commissioning contract is not required, property management enterprises in the special services have not established property management Enterprises individual property owners, users

4.3 Characteristics of the service

Property management services in addition to property management entrusted and paid for the basic characteristics, but also has a comprehensive, professional, policy three outstanding features.

Comprehensive, neighborhood residents are various, but all to provide a unified property integrated services.

Professionalism, property management services, each of the contents of the specific requirements of the work of the service personnel with certain specialized knowledge and professional skills.

Policy, property management personnel to use laws and regulations to resolve various conflicts and disputes.

5. "Management", "operation", "service" the link between each other

Highly unified management, a full range of multi-level services, Market-oriented operation as a whole, management and operation in the service of property management is a service industry, only property management companies from the management, operation, service up and down the good work, reasonable cooperation and deal with the relationship between the three in order to give full play to the property's maximum use of function, so that it preserves the value of the value, value-added. In order to achieve social benefits, economic benefits, environmental benefits of the unity of the three benefits and synchronized growth, in order for property management companies to successfully embark on the "brand road" and "road of benefits" as a pavement.

The following is mainly from the point of view of property management enterprises to analyze the property management enterprises to create a corporate brand and corporate benefits, "management", "management", "services" should be But how to choose the weight, contact in order to achieve its corresponding purpose. And then from the "management", "management", "service" three aspects of the difference between the creation of enterprise brand and the creation of enterprise efficiency.

5.1 for the creation of corporate brand

Property management companies to create a corporate brand of its "management", "operation", "service" must be presented in the following chart (Figure J) Only recognize the connection and difference between service and management, put the service in the first place, because quality and efficient service is the property management enterprises to create a degree of trust, reputation and popularity of the prerequisites, and the enterprise brand is the enterprise's degree of trust, reputation and popularity of the important signs. On this basis in combination with effective management tools, so that property management companies on the "brand road". And the operation of this piece can make appropriate sacrifices when necessary.

On the surface, the management of property management and service is different, the object of property management is the property, the management of the content of the residential district, mainly on the maintenance of residential district management, security management, greening management, cleanliness and hygiene management, management of the relevant sites and vehicle traffic management, etc. The purpose of the management is to make the value of the property preservation. The purpose of management is to make the property value appreciation, create a comfortable living environment.

The service object of property management is people, that is, the owner and user of the property. The content of the service is multi-faceted, including general services; special services; special services. The purpose of the service is to provide property owners and users with a convenient, safe, comfortable and comprehensive development of the living and working environment.

It can be seen that the management is only a constituent part of the service, but the scope and content of the service is much broader. Management has a normative and a certain degree of coercion, while the service is completely voluntary, the two can not be completely equivalent; that is, to manage, but also to serve well, is the vocation of property management.

But, from the point of view of property management and the essence of the service, the two are interlinked, unified, integrated.

One is, management contains service. Because the object of management is the property, and the property is owned by the owner, behind the object is the person: the content of management is related to the integrity of the property, value-added related. Good property management is the best service to the owners. For example, maintenance management to maintain the integrity of the property, in line with the interests of the owners, that is, for the owners of the service. Therefore, property management is management in the service, management itself is service.

Two, the service contains management. Good service can not be without management: to good service to owners, we must manage the object of good service is people, that is, owners, and housing is the owner's property and residence, the top priority of the service is to manage the property well. For example, the maintenance service itself is one aspect of the management of the content: then, security services are also realized through good security management. Therefore, the service is in the management, the service itself can not be separated from good management.

Third, management is the means, service is the end. Property management in the management left the service, the purpose is lost; and service left the management of this means, but also can not achieve the purpose of the service. Therefore, management and service are not opposites, but unity, the two are integrated.

5.1.2 Service in the first place, how to build corporate trust, reputation, popularity

As a corporate brand of property management companies in the management, operation should be undertaken at the same time to ensure that the level of service, ensure the quality of service, the service in the first place, in order to make the owners and tenants are satisfied. Only emphasize the management and operation, to people to obey, first of all, a good sense of service and service level, so as to build the enterprise's trust, reputation and popularity. And to do this, is for both management and operation are relatively difficult to achieve.

For example, the property management company entrusted to take over the property management of a condominium, the first after the grasp is a series of services on the real thing. Before the company moved in, the condominium exterior wall tiles at any time a large area will fall off, once in the fall, there is the possibility of smashing into the owners and guests of the body, the consequences of which are unimaginable. It took less than 10 days for the property management company to complete the restoration of all the exterior walls, helping the owners to solve a very big potential hazard. Moreover, after the property management company moved in, the key learned that the phone of some owners' homes had not been able to talk for a long time, which was found to be a problem of the internal wiring, and the company would repair it in time to ensure that the owners' normal calls, which was highly praised by the owners. This way the property management company has gradually won the reputation of the enterprise.

Another example, the owners of the home of the air conditioning noise, our property management company arranged for the repair; owners of the home of the TV is not clear, we adjusted; owners of the home of the washing machine is broken, our staff also helped to fix it; heating is not hot, we cleaned up from the pipeline out of a lot of stones, to ensure that the heating temperature; we also do for the owners of the rental housing, management of real estate does not belong to the management of the residential area! Property management regulations property companies to do the work. But through our high quality and efficient service, we have gained the trust of many owners, thus winning the trust of the enterprise. With corporate trust and reputation, and then get to enjoy the property management business "trust" and "reputation" of the owners of the service in the course of life of the dissemination of the enterprise will inevitably open up the visibility. For property management companies to create a good foundation for corporate branding.

Property management companies do not have the background of real estate developers, to survive only by professional management experience and a strong sense of service, property companies in the property management work, must be the first service management, only the first owners convinced, so that owners feel that our services, our management is trustworthy in order to build the degree of trust and reputation, the owners in order to accept the management, and in order to build the enterprise again! The company's popularity can only be built again. Otherwise, the first to the managers themselves, one-sided emphasis on their own identity as managers, is bound to form and owners to form a "top cattle" and "against the dry" situation, on the property management enterprises to go "brand road "Very unfavorable.

5.1.3 Quality and efficient service should be combined with effective management methods

As a "corporate brand" of the property management enterprises can not be negligent in the management of the property management enterprises to please the owners, in the grasp of the service at the same time, there must be a strong sense of management and management of scientific means, the only way to live up to the owners of the commission, to protect the majority of owners of the property management enterprises to the "brand road" is very unfavorable. Only in this way can we live up to the owners' mandate to protect the majority of the owners' *** same interests, and thus also protect the interests of the property management company.

For example, there was a case on the Shenzhen Property Management Information Network. A property management company in the property district to take over the full range of multi-level quality services, the enterprise staff and have a good service attitude and service consciousness, and a high level of service. But the rate of charges in the property district is not up, this is because of what reason? Later, the investigation found that the property management enterprises in many aspects of management are not in place. Community lanes, sidewalks, vehicles parked randomly, to other owners of the driving caused great inconvenience; community green plants most of the plants have withered, so that owners can not enjoy the beautiful living environment; community health is also quite unsatisfactory, peels, confetti show can be seen, of course, this is with the quality of the community owners also have a certain relationship, but most of the reasons are still the management of the property company is not in place, thereby The impact of the neighborhood's charge rate increase. Even if the service is good, it also affects the property management company's letter brand.

From the above examples, we can clearly see that the property management to create a corporate brand purely blindly strengthen the service work, service quality is far from enough, but also with effective management tools is the most effective scientific method. In short, property management companies should first understand the link between service and management, the service construction in the first place, seriously do a good job in service work, the development of humanized service, with a degree of trust, reputation and popularity, and then with the scientific management, in order to create a quality brand of property management.

5.2 for the creation of corporate benefits

Creating a property management enterprise brand should be placed on the service "management", "operation", "service" among the three Top priority, and can not ignore the role of management. And to create business benefits, it is necessary to put the operation of the "top priority" position, but also by the scientific management tools to cooperate. Take the "corporate efficiency" road property "management", "business", "service" should be according to the following chart (Figure J)

Similar to the creation of corporate brands, creating business benefits is to first recognize the link between business and management and the difference between good management of property management activities, and then combined with standardized scientific management methods, but absolutely can not ignore the service, the service is the credibility of the enterprise, so as to take the road of good "business benefits".

5.2.1Property "operation" and "management" of the link and difference

Property management and management is different. The objects of property management include owners and users of property, developers, and other suppliers who are not part of the community. The content of the property management business is multi-faceted, which is mainly reflected in the real estate service domain in the circulation and management of various aspects. It mainly includes rental agency, property valuation, transaction consulting, intermediary services, and project planning. The purpose of business is to make a profit.

While the object of property management is the property, the management of the content, in terms of the residential district, mainly on the maintenance of residential district management, security management, green management, cleanliness and health management, management of related sites and vehicle traffic management. The purpose of the management is to make the property value preservation and appreciation, and create a comfortable living environment.

The above distinction shows that the object, content and purpose of the property management operation and management are not equivalent, but as a benefit-generating property management enterprises, operation and management should use reasonable scientific means to achieve the ultimate purpose of the enterprise.

But property management operations and services are complementary. Some people think that property management companies emphasize the operation and management of property, and will lead to relax the management, in fact, the opposite is true, because we operate the premise of the property is standardized management, there is no good management mode will not be able to talk about the operation, and management for the operation of the property is the "root" is also "flower The management is the "root" and the "flower" for the management of the property. A property project without management, is equal to no "root", no root, the property project is equal to no life. And many of the property management to carry out the more good is precisely a reasonable, scientific management tools. Operation and management in property management are complementary, lies in how the business managers to recognize, to operate. Thus, for the better creation of business efficiency frame "high-speed bridge".

5.2.2 How to do a good job in the management of property management

Property management companies to do a good job in business, not only to understand the market, grasp the market outside, should also master the business methods, seize the key, fully tap the potential of the enterprise in the manpower, material and financial resources, information resources, the use of advanced business management concepts and methods, should also be done in the following areas, in order to obtain good Enterprise benefits.

5.2.2.1 Strengthen the business concept and awareness. Property managers only have a strong sense of management, in order to make the property potential to be more fully realized. Property management company employees to y understand the property management work should be the meaning and part of the property management work, property management is important, and an excellent property management program can make developers, owners and customers get more benefits.

5.2.2.2Cultivate property management personnel. Property management is a labor-intensive industry, and property management is a knowledge-based, information-based industry, modern property marketing has entered into a personalized, networked integrated period, there is no experienced management personnel, property management management is empty talk. Therefore, the company should focus on the practice of training management backbone, the appropriate introduction of outstanding talent, the establishment of a tacit understanding of the management team.

5.2.2.3 Strengthen the operation of property management services. Improve the operation of property management services is undoubtedly the basic work and the main work of the company's operation. In this issue on the one hand, we should improve the management level and quality of service, in exchange for high quality service at a favorable price, effectively reduce costs. On the other hand, it is necessary to make the company reach the goal of long-term, stable and sustainable development.

5.2.2.4 To carry out a variety of operations centered on the property itself. This is a good auxiliary and complementary to the main business operation of property management. Since the company has a certain advantage in the property, and there is a huge market demand, so once properly operated, it will get a good return.

5.2.2.5 Carry out special business activities. With China's imminent accession to the WTO, in the process of perfecting market management as well as international integration, the property operation and management market is huge, requiring a large number of legal, valuation, measurement and consulting professionals. The company should always maintain business cooperation, absorb experience and cultivate professional strength, to shorten the gap and catch up.

5.2.2.6 Business linked to real estate operations. Returns are obtained by technically remodeling operating properties or implementing changes in the function or use of the property to improve the profitability of the company's properties. This type of operation has great opportunities in property types such as shopping malls and office buildings.

5.2.2.7 Playing the role of a service integrator. The company does the collector, coordinator and organizer of social service resources. That is to say, the company is not the producer of the owners' service demand, no longer directly provide tangible services to the owners, but through the provision of indirect services, human services and information services, the organization and implementation of social and professional service resources to provide services to the owners, to achieve the purpose of owners' satisfaction. In this way, the owners can receive more professional, comprehensive and preferential services, and improve the company's own market competitiveness: the company will be freed from basic affairs, and its own institutions will appear more streamlined and get rid of the image of labor-intensive, which is conducive to the transition of the enterprise to the knowledge-based, and fundamentally enhance the company's survival and competitiveness; to provide a more professional and comprehensive services, and to overcome the lack of service resources, capacity and "big and small" of the property management. Provide more professional, comprehensive services, to overcome the lack of property management services, resources, capacity and "big and comprehensive" drawbacks; establish the status of the market subject to operate independently, really take the road of enterprise-type and efficiency development, to get rid of undue social responsibility, lightweight to improve the competitiveness of enterprises; easy to account for the cost and get control of the economic benefits will also be significantly strengthened, and fundamentally improve the competitiveness of enterprises.

5.2.2.8 Strike a heavy blow to the field of commercial properties. Adapting to the specific needs of diversification of property rights and customers of commercial properties and oriented to business benefits, the company will open up a new field of property management services in order to promote the exchange of commodities. The Company shall provide proactive services for the business activities of the users in the overall property in accordance with the specific needs of the commercial properties, so as to maximize the interests of the property owners, users and other types of customers, and to maximize the economic benefits of the commercial properties.

5.2.3 Reasonable, scientific means of operation is also to be combined with effective management methods

Property management enterprises to create business benefits, in the process of its operation and management work to make the operation and management of the process of dissolution. From the management of things also to the management of property, neither can not do a good job of management, and thus correspondingly reduce the quality of property management, and can not be rigidly guarded property management projects, but not to engage in innovative management. The correct approach should be a profound integration of property management in the property management work, through the property management and management of the property jurisdiction of the property operation of the combined forces, while doing a good job in property management work, for developers, owners, customers, planning and implementation of the property's reasonable, scientific management program, in order to give full play to the efficiency potential of each square meter of the property, but also in order to increase the income of the property management business, and thus ultimately is the Enterprises on the road to "corporate efficiency".

In summary, the property management business benefits from the profitability of the enterprise, and the enterprise to profitability to have a reasonable, scientific means of profitability, but also in order to enable the enterprise to achieve the ultimate goal of the business, so do a good job of business is to create a business benefit of the "main key".

Reference to the property thesis:

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