Marketing Management of Competitiveness in the Residential Real Estate Market

DOI

10.2991/aebmr.k.200114.115How to use a DOI?

Keywords

management, competitiveness, real estate market, marketing, situational analysis, market opportunities, competition, external environment, marketing research, consumer classification, loyalty index, internal potential, marketing program

Abstract

The gist of this article boils down to the marketing management of the competitiveness of enterprises in the real estate market. Development of a brand platform is a stage in building a marketing strategy, which is the foundation for creating a brand. The effective marketing strategy of the company should include the stage of developing a brand platform and be at the forefront in importance, among other issues. And how the company promotes itself in the market, how it promotes itself in the minds of consumers, partners, suppliers, and the media will determine the successful achievement of its strategic goals. The scientific hypothesis is expressed in the following thesis: reducing the degree of influence of external factors in the life of an enterprise in the construction industry, is closely linked to the need to introduce a competitiveness management system; to date, the lack of an integrated approach to the marketing system in construction industries reduces the economic and social efficiency of projects. A mechanism for assessing competitiveness on the basis of a marketing approach with the use of current methods is traced. A situational analysis based on the degree of influence of the external environment, namely: macroenvironment factors, a comprehensive assessment of competitors’ activities in the real estate market of the city of Yekaterinburg and identifying consumer preferences, loyalty, and also given the characteristics of the internal potential of the Atomstroycomplex corporation. The market opportunities of the Atomstroycompleks JSC enterprise have been revealed and marketing management tools have been proposed, including increasing the efficiency of internal management processes, covering new territorial markets, increasing consumer loyalty. Final positioning concept is formulated in the paper.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Tatyana Zh. Solosichenko
AU  - Nadezhda A. Goncharova
PY  - 2020
DA  - 2020/01/18
TI  - Marketing Management of Competitiveness in the Residential Real Estate Market
BT  - Proceedings of the First International Volga Region Conference on Economics, Humanities and Sports (FICEHS 2019)
PB  - Atlantis Press
SP  - 492
EP  - 498
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200114.115
DO  - 10.2991/aebmr.k.200114.115
ID  - Solosichenko2020
ER  -