房地产外文文献威廉A.科恩著作.doc

The Marketing Plan of Real estateWilliam A. CohenReal estate development is support for the peoples daily lives-47 socialist market economic system development, make the real estate market has become the main economic activity members, in the face of the changing market. real estate enterprises are to seize the opportunities and meet the challenges, we must adopt modern marketing concepts, master of modern marketing techniques. Chinas real estate marketing and sales management environment even after 20 years of market concepts nurtured, But in Chinas real estate integrity, marketing innovation, product innovation, and the management structure with the international community on distance.1 Real estate marketing elementary knowledge1.1 Marketing concepts The market marketing translates from an English marketing word. Most early produces to US, in 1960 the American market marketing association (AMA) defined the committee the definition: The market marketing is the product either the service from the producer guidance all enterprise activities which carries on to the consumer or the user. The real estate market marketing is satisfies the reality or the latent real estate demand comprehensive management sale campaign process through the real estate market exchange. It has following several implications:1.the real estate market marketing goal is satisfies the consumer to the real estate commodity and the service demand. 2.already includes the realistic demand also to include the latent demand. 3.the real estate market marketing center realizes the commodity exchange, completes the sale campaign. 4.the real estate marketing method is the development comprehensive marketing activity. The real estate marketing is a market marketing important branch, is the establishment in the market marketing theory system. In in real estate marketing utilization mainly by government control section and property developer. The government department mainly carries on the instruction as the market superintendent to the market behavior surveillance as well as to the property developer, disclosed the market supplies demand information, the formulation correlation strategy favor social stability and the economical development. The property developer mainly is discovered the market opportunity, carries on marketing management. In 1990, the American enterprise marketing expert worked the special friend to propose 4C theory, 4C was consumers desire and the demand, the consumer gains the convenience which the satisfied cost, the consumer purchased, the enterprise and consumers effective communication. 4C the or y marketing advocated takes the consumer to guide, its essence is locates the product by the consumer. 1.2 Real estate developmentSince long-time domestic has been can obstruct the wind to the housing request to take shelter from the rain good, but, along with societys development as well as our country urbanization advancement speeding go up, the real estate market not merely limits to provides obstructs the place to the people which the wind takes shelter from the rain, but in eagerly anticipates in the housing culture tidal current is spare no effort. The real estate has it to distinguish between other products characteristics: 1.the region constancy and the durable land are the real estate product most important producer goods, as a result of land permanence and constancy, therefore the real estate place is fixed. Moreover the real estate natural life-span usually all passes for 50 years, when American Revolution constructs the house till was using, very many real estate all were reconstruct as are salt of the economical factor or abandon.2.the land resource relatively the scarce land resource is the non-renewable resources, the humanity causes the partial land resource in the transformation natural process to suffer the destruction. Along with the population increase, the humanity is going further to speedup the land utilization the step, but we only have a family, Earths land area cannot have the big increase, although through filled in the sea to make the people to increase the area in some economical developed areas, but, in the world the desert area increased is an large, the humanity will be able to change more and more in future may using the land area little. 3.in the use value income, may not vicarious and continuing forever persons one day has 1/3 time be uses in the dormancy, but in persons one day keeps in the building the time also by far to continue. Today, although the science and technology exceptionally is developed, but the humanity has not still been able to invent one kind of product to substitute the real estate to live the important status in the human it . 4.the exchange relates the high value and the increment real estate product is the many kinds of goods produced by labor synthesis, its needs producer goods type and quantity many, needs the craft to be complex, therefore this has decided the real estate value high caract eristic. At the same time, because uses in the real estate product production land resource is non-renewable, uses the land resource in the humanity in the process, the land resource will be able to appear the thing take to hope as the expensive rule. However, at the same time the real estate increment also is decided to peoples psychology anticipated. As a result of the real estate own characteristic, the real estate market supplies and the market demand also have distinguishes between other products characteristics. Real estate market demand characteristic: 1.the real estate demand widespread basic necessities of life are peoples indispensable basic life activity. Regardless of is uses in to live or produces, the people all need the real estate product. 2.the market demand multiple persons individuality characteristic had decided the request has the different real estate product to satisfy its different request, is useful is also useful to the production to the investment. 3.the market demand continues forever natural this is in the real estate use value necessity and may not the vicarious decision, because the real estate is the people lives with the social product material base. It cannot eliminate because of the technical progress, but is along with the people living standard enhancement, the social civilization progress, the people more and more are also high to the real estate product request.4.market demand financing because the real estate price is expensive, the people completely pay the funds with difficulty ,this has produced by the loan and credit support financing.5.the real estate expends the long term real estate is the high value product, simultaneously its life very is also long, therefore the real estate expense is long term. 6. market demand rich elasticity. Real estate market supplies characteristic: 1.the market supplies lack the elasticity because the real estate has the position fixedly, land resource scarce, the use value may not vicarious and the development construction cycle long characteristic, no matter the market demand quantity has in a big way, the price has high, the market supplies quantity is impossible in the short time to have comparatively sweeping change. 2.the market supplies regional real estate product place constancy had decided the real estate product only can provide to its production place, therefore in the real estate circulation process only has but does not have the thing class. 3.the market regulation not complete our country real estate market now still had the part was the public housing, moreover some are as have not still provided the housing according to the stipulation to supply the common reserve fund. Peoples ingrained housing idea is hinders the market advancement the key, now still had many people to think the housing should free provide by the government, this with difficulty starts the housing the expense development, the market control action is not obvious. Because our country economical development quite is slow in the eastern part coastal area quite quick mid-west, therefore our country real estate market maturity in the eastern part and west, all has a bigger disparity in the cities and the countryside. In the real estate marketing practice, these local land nationalitys difference is impossible to neglect. The modern real estate marketing theory is the modern marketing theory and the real estate marketing practice union, only has in the balance analyzes Chinese the actual situation to be able to do well in the marketing practice. 2 Real estate marketing management2.1 Real estate marketing environmentThe real estate marketing environment analysis is the entire marketing activity most important link, is the real estate enterprise carries on the marketing decision-making, the realization marketing goal foundation. The modern marketing idea core is take the consumer as the center, the enterprise marketing activity starting point is consumers demand. Must analyze studies and meets the consumer need, must make the thorough analysis to the market marketing environment. The real estate market marketing environment analysis is affects the real estate enterprise the market and marketing activity enjoyer and the influence. It is the real estate enterprises existing space, is the enterprise marketing activity foundation and the condition, its remarkable characteristic is marketing environment dynamic. The enterprise must be able to move adapts to circumstances or environment. The real estate market marketing microscopic environment is refers to the direct influence and the restriction real estate enterprise marketing activity environmental factor, including enterprise, supplier, marketing intermediary, orthopedics, competitor and social public. The market marketing macroscopic environment is refers to the indirect influence enterprise and the restriction real estate enterprise marketing activity social strength, also calls then direct marketing environment, it including population factor, economic agent, natural factor, science and technology factor, political and legal factor, society cultural element and so on.2.2 Real estate marketing management analysisIn under the market competition drive condition, the real estate enterprise for obtains the marketing activity the success, not only must provide the suitable for sale real estate product by the suitable price through the suitable channel to the market, moreover needs to adopt the suitable way promotion product the sale. Therefore, the promotion sale also is the marketing personnel transmits this enterprise and the product information through each way for the consumer and the user, promotes its understanding, to trust and to pur chase this enterprise the product, has achieved the expanded sale the goal. The promotion essence is between the real estate marketing personnel and consumers communication. Since long ago, our country real estate profession presents the buyer market situation, the real estate enterprise does not need to worry the sales question. Therefore, regarding promotes sales this work, regardless of is in the ideological recognition, the promotion personnel strength on necessary as well as in the establishment and the perfect each kind of mechanism, all extremely is short of. Promotes sales generally may play to three aspects roles: 1st, the transmission news, the communication information are carrying on the promotion time used very much reduced the selling price or provides other more preferential measure to attract the consumer, brought to peoples attention, such people could be aware transmit such some news to theirs relatives and friends, thus achieved enlarged the propaganda the goal. Through the promotion, can attract more consumers to arrive the locus to carry on really visits inspects, like this, the sales work achieves the bidirectional communication. 2nd, the prominent product characteristic, sets up the enterprise image to carry on the promotion the commodity usually is quite outstanding or is the comparison has the characteristic in, but we in carries on the promotion time can emphatically propagandize this kind of kind of characteristic, such speech can deepen the impression in consumers mind. 3rd, the induction demand, the expanded sale enterprise carries on the promotion puts out some favorable conditions, stimulates consumer which these wants to buy does not want to buy, urges them to set firm resolve to purchase. Usually carries on the promotion not to be able the pure use one method, can use several promotion ways in very many enterprises simultaneously to carry on or the combination carries on practical. Often the enterprise can carry on some innovations according to the enterprise own situation.3 Present situations and problem analysisThis chapter we attempt through to have the correlation problem from the different market participation main body angle discussion the factor, thus for provides the solution to make the reference. But mainly is connected regarding the market marketing theory application by the government the control section and enterprises market marketing department. They looked the question the angle is dissimilar, simultaneously saw the question also is dissimilar, the question which needs to solve and solves the question method to be different. Under, we through different angle discussion question cause.3.1 Looks at the question from the real estate market superintend the cause Since the vacant room question is the new question which our country has appeared in recent years, is our country housing distribution system changes the market supplies by the national supplies in the process to appear. The vacant room question mainly has following several aspects to cause: 1st, the property developer does not pay great attention to the product quality to create the product not to be able to realize the ancestors demand function. It had the possibility is the enterprise neglects the quality surveillance to create, also possibly was the property development enterprise has not been able to consider in the product development plan and the design stage the real estate future the development will create product function lag. 2nd,the house price excessively is high is the residential biggest complaint, this also is the real estate un sal Sable primary factor. Now the real estate price excessively is high, seriously has surpassed our country burgher economy bearing capacity. Our country housing reform policy reform officially carried out from 1998 to the present already has five years, but, inhabitants real estate aspect expense ability was very low. Although our country upscale real estate market development speed certainly has not slowed down in recent years sign, but, excessively is high as the market strut main body or binary consumers purchase desire because of the house price but cannot obtain the realization. 3rd, the real estate construction high speed development, our country now the real estate investment speed-up every year above 25%, has not formed the formidable purchase market in our country time, the fast development has surpassed our country residents economy bearing capacity. Like this formed the to tall quantity supply to be sufficient, expends the ability lag the situation. For example, the Beijing last year vacant room quantity was530,000 square meters, but had the quite partial Beijing resident housing area to be lower than 10 square meters. Will solve this part of residents accommodation to be able the effective solution vacant room question. 4th, all previous years accumulate vacant room. Freezes three feet non- first to be cold, our country vacant room question is not the nearly 12 years only then appears. Beijing in 2001 the commodity apartment vacant situation looked that, the vacant time 3year within commodity apartment has approximately composed 9 tenths. Increases the vacant room becomes the prominent question, the government has not put out the explicit manner solution vacant question. The relative our country countryside, the market economy is not certainly developed, but, because the people are according to must construct the room according to the ability even if has part of old room to appear vacant, but to our country overall economy influence really micro.3.2 Looks at the question from the property developer angle the causeProperty developer sales difficult question, this is the same question which very many developers meets. Its major effect factor has following several points: 1.the real estate product itself quality question, the real estate quality question appears the sales difficult primary factor. In some developers does not pay great attention to own product the quality ,thought when appears sells the motionless time so long as 12 drops big kings can change the course of events. The real estate product quality low factor mainly has the property developer not to take with the government control section work not to arrive creates. 2.the property developer sales rhythm has not grasped. Very many developers in order to cater to consumers demand usually to be able an all fixed price, so long as has the appropriate buyer to be able to provide the housing, when reconciles time appeared some its elf quality is not the too good unit sells motionless, but reconciles the time the building sales income usually is the property developer profit is at, this causes the project later period the sale to fall to the difficult position. 4 Countermeasures researchOur real estate market superintendents angle may seek the question solution the countermeasure, as follows: 1.in the processing vacant room question I thought the government should from the examination and approval