中国房地产营销创新毕业论文外文翻译

1、中国房地产营销创新安妮海娜，期刊的住房和建筑环境，2006年4月.前些年,房地产营销似乎还是一个相对罕见的术语，是未知的。而今却成了普 通公众熟悉的流行概念。走在大街上，突然一幅五彩缤纷的售房宣传单塞进你怀 里；一场场房地产展销会、博览会、研讨会一个接一个 ；打开报纸，能够感觉到,一幢幢街区的豪华；打开电视,一个个住宅区的让利销售广告轮番上阵房地产营销已成为众多房地产企业花费巨资竞争的对象。难怪有些人曾经说过；房地产成功5 0%在于地块选择,3 0%在于设计、规划；20%在于营销。建筑设计的成 功必须通过营销来完成和体现，可见,房地产营销的重要性。然而,看看最近千变万化的房地产营销大战，相当一

2、部分开发商的促销手段 只不过是“折扣让利”、“全天候物管”、“质量三包”之类的“老三篇”。开 发商的营销理念仍处于传统的住宅先竣工后促销阶段，而往往忽视了在开发过程 中对消费者真实需求的调查分析。其开发的房地产大都基本相同，其炒作的所谓卖点趋同，鲜有个性，难以刺激和满足购房者日趋多样化的消费欲望和需求。这也 许是许多开发商销售困难、积压的一个重要原因。而那些独特性质的楼盘却很容 易销售。实践证明，在客户购买消费心理日趋成熟、住宅供大于求的情况下，房地 产开发企业只有采取营销创新，确立与众不同的卖点，才能在市场竞争中有所作 为。创新是房地产营销的生命线。但在房地产市场里，遵循市场随处可见，想在房

3、 地产市场立于不败之地，营销创新的必要性可想而知。只有走创新之路，形成自己 的营销特色，才能生存与发展。随着时代的发展，传统的房地产营销理论越来越不适应市场的要求，更无法为当前许多房地产企业所做的种种创新探索指明方向,这造成了营销创新实践的无序和混乱，更加大了房地产企业的创新成本与风险。房地产的营销创新要把握6我国当前房地产营销所面临的新形势。自2004年3月末以来，面对经济总体过热信号,国家加大了宏观调控力度。国家有关部门从房地产的源头一一信贷和土地开始,采取了一系列调控措施，尽管存在一定的时滞作用但已经取得了初步成效。随着各项调控措施逐步发挥作 用，对房地产市场的宏观调控效果还将进一步显现

4、。对房地产企业而言，信贷、 土地收紧尽管有利于房地产长期持续健康发展，但短期将带来较大的压力。房地产价格持续上涨。从2005年国内房地产市场宏观调控以来，尽管一些 地方的房价上涨有所放缓。但我们也应该看到，一些地方房价过快上涨也是不争 之事实。特别是进入2006年，以北京房地产市场为领头，全国的房地产舆论是 涨声一片。住宅空置率升高。从国家统计局与央行的数据来看，一是2005年以来房地产空置率快速上涨；二是房地产个人消费信贷快速下降。个人住房需求下降。从金融统计数据看，房地产的需求正在减少。央行的数 据表明:2004年个人住房消费信贷增长35%上，增长达4700亿元，而2005年 个人住房消费

5、信贷增长为15.8%,仅增加2600亿元，仅为2004年的一半。同时从2006年一季度的情况来看，居民户消费性中长期贷款增加399亿元，同比少增245亿元。新形势下，对房地产企业提出了新的销售挑战， 营销策略创新势在必行。当 消费者对居住的选择不再停留于感性的消费，当市场需求逐渐从强调居住体验向 追求高品质生活转化，地产就进入“品质致胜”时代。这就要求在房地产开发运 营的全过程实施全面质量营销。全面质量营销是以顾客需求为先导，以提高产品和服务质量为重点，通过全 过程的营销努力来提高产品质量，驱动质量绩效，以实现顾客满意目标的一种新 型营销理念。实施全面质量营销，必须做好以下工作：1. 合理的市

6、场定位只有市场定位准确，销售才能进展快，进而资金流动顺畅，短缺土地得到高 效开发，这样国家宏观调控才不会造成什么不利影响。 房子未建，精确定位先行。必须在市场调研充分和了解客户的基础上进行科学的市场细分，以确定有良好发 展潜力的细分群体为目标客户；同时加强对竞争者状况的研究，以防定位趋同。2. 差异化的质量定位通过对目标顾客的需求状况和期望质量的调查分析，确定企业产品的质量定 位。企业的质量定位不仅仅要注重产品的功能性质量 ，更要注重产品的适用性质量。在消费个性越来越突出的今天，企业要想在产品方面赢得优势，必须从产品的创新和产品的个性化这两个方面着手。企业可以在保持一定规模经济的同时 为顾客提

7、供满足其不同需求的个性化产品，使每位顾客都能获得满意的感受。3. 及时的外部沟通主动关心顾客，经常主动保持顾客联系，收集顾客对产品、服务及其他方面的 改进意见,并及时向顾客传递企业和产品的有关信息，不断改进产品和服务质量， 使顾客满意度能得到提升。4. 和谐的内部沟通一方面通过与内部员工的沟通，提高内部员工的满意度和忠诚度。满意、忠 诚的员工,才能对顾客期待的价值有所贡献，从而提高顾客的感知质量，令顾客更 加满意。另一方面通过与其他部门的沟通，将顾客需求、竞争者状况以及产品质 量定位思路准确、迅速地传达给产品设计者和生产者 ，促使研发部门和生产部门能按照市场需求制定出适应市场的质量标准，提供适

8、应市场需求的产品；5. 营销过程的质量控制根据市场需求及消费者对营销质量的期望，制定营销质量标准，控制营销质量,提高服务质量，及时满足目标顾客对产品购买的需要，使顾客获得更高的让渡 价值。营销过程质量控制的重点是营销组合质量控制，通过对消费者的调查，把握 消费者在商品购买过程中对营销组合的要求，即4C （欲望与需求、成本、便利、沟通）；运用质量营销工具，将消费者层次的4C转变为企业层次的4P;根据市场 需求、竞争者动向及企业自身条件，制定或修订企业营销战略和策略，提高企业的 营销质量。此外，还必须不断提高营销的服务质量，以实现顾客满意目标，树立为 顾客服务的观念；从方便、沟通与理解、能力、态度

9、、安全、服务设施等方面进 行考虑,制定合理有效的服务质量标准；向顾客做出合理承诺，并实现承诺，使顾 客获得超值感受，通过考核不断改进服务质量。追求无止境，创新无止境，房地产营销模式创新是一项长期而艰巨的任务 ，它无时不有,无处不在，既无固定模式可搬，也不是一日之功，更不可能一劳永逸。各 房地产开发企业，只有动脑筋，从竞争中学会因地制宜，在追求营销策略的最优 化、营销手段的个性化和多样化，才能在日趋激烈的市场竞争中立于不败之地。Chinas Innovation of Real Estate MarketingA few years ago, real estate marketi ng is

10、a relatively rare seems to term, is not known. Now the gen eral p ublic has become familiar to the popu lar concept.Walki ng in the street, sudde niy to a picture of colorful houses leaflets will be stuffed into your arms; a field of real estate trade fairs, exp ositi ons, sem in ars, one after ano

11、ther; open the n ews paper, he could feel and to blocks of luxury; turn on the TV ,the ones who enjoy one reside ntial area to sell advertis ing turns into battlereal estate marketi ng, real estate companies have bee n interp reted as a nu mber of comp eti ng Yaoch ong highlight of eno rmous amounts

12、 of mon ey. No won der some people have said the in dustry; real estate success is to p lot selectio n 5 0% 3 0% is the desig n, planning; 20% is market ing. The success of buildi ng desig n must be done through marketi ng and embodied, visible, real estate marketi ng is extremely imp orta nt.Howeve

13、r, look at the rece nt battle over the ever-cha nging real estate market ing, pro moti ons, a con siderable nu mber of devel opers is nothing more tha n disco unt none other, all-weather property man ageme nt, quality three p acks of like three con sta ntly read articles. Devel opers still in the tr

14、aditi onal marketi ng concept of reside ntial sales comp leted first p hase, but ofte n overlooked in the devel opment p rocess of the in vestigati on of the real n eeds of con sumers. Uni formity of its real estate devel opment, and its selli ng point of conv erge nee of the so-called hype with lit

15、tle person ality, to stimulate and satisfy the grow ing diversity of buyers of con sumer wants and n eeds. This may be difficult for many devel op ers, sales, real estate is an imp orta nt reas on for the backlog. The star of those dist in ctive prop erties are unu suallyQiaoxiao. P ractice has prov

16、en that customers in the pu rchase of con sumer p sychology matures, the case of supply exceedi ng dema nd hous ing stock, real estate devel opment companies only take marketi ng inno vati on, ide ntify the unique selli ng point to a differe nee in the market comp etiti on .Inno vati on is the lifeb

17、lood of the real estate market ing. But in the real estate market, follow the market everywhere, like an in vi ncible p ositi on in the real estate market, the n eed for marketi ng inno vatio n. Only the p ath of inno vati on, form their own marketi ng features to survival and devel opment.With the

18、devel opment of the traditi onal real estate market ing theory more suited to market requireme nts, but can not do many of the curre nt real estate companies to explore various creative direct ion, market ing, inno vative p ractices that resulted in the disorder and con fusi on, real estate bus in e

19、ss a greater cost and risk of inno vati on. Real estate marketi ng inno vatio n of the curre nt real estate market to gras p the new situati on facing.since the end of 2004, the face of overall econo mic overheat ing sig nal, the state has in creased macro-c on trol efforts. The source from the stat

20、e dep artme nts of real estate - the credit and land bega n to take a series of regulatory measures, although there are some delays, but the role has achieved in itial success. With the various regulatory measures started to play a role in macro-c on trol on the effect of the real estate market will

21、 be further dem on strated. Real estate enterp rises, credit, real estate land is con ducive to Ion g-term tighte ning des pite the susta ined and healthy devel opment, but the short term will bring greater p ressure.Real estate p rices continue to rise. From 2005, the domestic real estate market si

22、nce the macro-c on trol, although some slowdow n in local hous ing p rices. But we should also see some local hous ing p rices is an in dis pu table fact. Esp ecially in 2006, is leadi ng the real estate market in Beiji ng, the n atio nal real estate opin io n isZhan gshe ngyipian.Reside ntial vaca

23、ncy rate in creased. From the Nati onal Bureau of Statistics andCen tral Bank data, the first since 2005, ra pid in creases in real estate vaca ncy rate;sec ond rapid decli ne in the real estate con sumer credit.In dividual hous ing dema nd. Statistical data from the finan cial persp ective, the rea

24、l estate dema nd is reduced. Cen tral bank data show that: in dividual hous ing con sumer credit in 2004 in creased by 35% or more, an in crease of 470 billi on yua n, and 2005 in dividual hous ing con sumer credit growth was 15.8%, in creased by only260 billio n yua n, only half of 2004. At the sam

25、e time from the first quarter of 2006 the situati on, Ion g-term con sumer loa ns to households in creased 39.9 billio n, up by 24.5 billio n less.The new situati on, the real estate bus in ess made sales of new challe nges, marketi ng strategy is imp erative. Whe n con sumers choose not to stay in

26、the reside nee of the con sumer p erce pti on, whe n the market dema nd gradually from an emp hasis on high-quality livi ng exp erie nee life to the pu rsuit of the tran sformati on of the property to en ter the quality of winning era. This requires in the real estate devel oper and op erator of the

27、 quality of the whole p rocess of imp leme ntati on of a comp rehe nsive market ing.Overall Quality Marketi ng is a customer dema nd for the p ilot to improve p roduct and service quality, focus ing on marketi ng efforts through the en tire p rocess to improve p roduct quality, driv ing quality and

28、p erforma nee, in order to achieve a new goal of customer satisfacti on marketi ng idea. Total Quality Market ing, you must do the followi ng:I. Reas on able market p ositi onOnly accurate market po siti oning, sales to p rogress quickly, the n the smooth flow of fun ds, shortage of land has bee n e

29、fficie nt devel opment, so that n ati onal macro-c on trol will not cause any adverse effects. The house is not built, p recise po siti oning first. Must be fully and un dersta nd the clie nt market research based on scie ntific market segme nts, to determ ine the breakdow n of good poten tial targe

30、t groups; while stre ngthe ning the status of a comp etitor to p reve nt the p ositi oning of conv erge nee.2. Differe ntiated quality orie ntati onThe n eeds of target customers through the state and exp ectati ons of the quality of research, an alysis and p ositi oning to determ ine the quality of

31、 their p roducts.Enterp rises not only to focus on p roduct quality and po siti oning of functional quality and pay more atte nti on to suitability of the p roduct quality .In creas in gly p romi nent person ality in the con sumer today, companies want to gai n adva ntages in the p roducts must be f

32、rom p roduct inno vati on and person alized p roducts of these two asp ects.Enterp rises can maintain a certa in scale in the economy, to pro vide customers with differe nt n eeds to meet their in dividual p roducts, so that each customer can be satisfied with the exp erie nee.3. Timely exter nal co

33、m muni cati onP roactive customer care, ofte n take the in itiative to main tai n customer con tact, collect customer p roducts, services and other impro veme nts, and timely delivery to customers in formati on about bus in esses and p roducts, and con ti nu ously improve p roduct and service qualit

34、y, so that customer satisfact ion can be imp roved.4. Harm onious in ternal com muni cati onOn the one hand com muni cati on with in ternal staff to improve in ternal empio yee satisfact ion and loyalty. Satisfacti on, and loyalty of empio yees to the value of customer exp ectati ons con tribute to

35、improve the p erceived quality of the customer to make more satisfied customers. On the other hand the com muni cati on with other dep artme nts, the customer n eeds, comp etitors, and p roduct quality orie ntati on in thinking the situati on accurately and quickly com muni cated to p roduct desig n

36、ers and p roducers to pro mote R & D and p roducti on dep artme nts to devel op in accorda nee with market dema nd, ada pt to market quality sta ndards, to pro vide p roducts that meet market dema nd;5. Market ing, quality con trol p rocessAccord ing to market dema nd and con sumer exp ectati ons of

37、 quality of market ing, marketi ng, quality sta ndards devel opment, market ing, quality con trol, i mprove service quality, timely p roducts to meet the target customers n eed to buy, so that the assig nment of a higher value customers. Quality con trol of the p rocess of market ing the marketi ng

38、mix focuses on quality con trol, through con sumer surveys, to gras p the pu rchase p rocess of con sumers in the commodity requireme nts of the marketi ng mix, n amely 4C (the desire and dema nd, cost, convenien ce, com mun icatio n); the use of mass marketi ng tools, cha nges in the con sumer-level enterp rise-level 4C 4P;accord ing to market dema nd, comp et